Elyse Collat is a digital growth leader and eCommerce strategist with 15+ years of experience helping purpose-driven brands scale with impact. Including delivering triple-digital growth for multiple global brands like frank green, Thankyou, and STAAND.

In this episode, she reveals what’s actually working right now in Meta ads, and how brands can combine smart testing with strategic creative to unlock real, sustainable customer acquisition.

Dive in:

[05:41] "Pragmatic Growth Through Testing"

[07:28] "Effective Targeted Ad Campaigns"

[11:37] Balancing Creator Freedom and Guidance

[14:28] Creative Targeting Tips for Ads

[18:12] Creative Testing for Growth

[23:07] Insider Tips from Elyse!

Creative is now the primary targeting engine

Facebook’s algorithm has evolved, which means your creative is what now decides who your ads reach. When the message, tone, and visuals speak directly to a specific buyer, Meta will find those people for you. This makes generic, “one-size fits all” ads ineffective. eCommerce brands that speak clearly to a niche see lower CAC and higher conversion. The key is showing real problem-solving benefits, emotional triggers, and relatable messaging that feels authentic.

Build a content flywheel, not one-off ads

Don’t build campaigns from scratch every time. Instead, create reusable video components — multiple hooks, angles, and visuals — that you can mix, match, and iterate. This gives you dozens of variations from the same footage. It keeps your content pipeline full without constant production. eCommerce brands that adopt this system never “run out of creative,” and they maintain freshness and performance steadily over time.

Testing isn’t optional — it’s the operating system for growth

Elyse emphasizes that constant testing is vital in a rapidly shifting ecosystem. Audience behavior changes, ad features change, and costs change. Brands that keep testing find new opportunities and protect themselves from performance drops. You should allocate budget specifically for experimentation to find new winning angles and audiences. This mindset turns Facebook ads into a reliable growth engine rather than a gamble.

Takeaways:

Embracing a growth mindset isn’t just for tech startups—it’s the key to thriving in eCommerce. Stay consistent, test new ideas, and learn quickly from failures.
The best marketing teams celebrate experimentation. Elyse Collat says to set aside 20% of your budget for testing wild ideas.
Want ads that resonate? Forget perfect polish. Authentic, raw, and even "ugly" creative builds connection and trust faster than anything staged. Culture loves realness—let your brand’s true self come through.
Collaboration is king. Empower your creators with brand context, trust their style, and ask for variety. Let every team member, from founders to freelance creators, shape the story.
Don’t fear when things get messy during growth—embrace it. Elyse says that staying curious, persistent, and open to failure is how the best cultures scale and adapt in today's fast-changing world.

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