Christina Bell is the Head of Strategy at Webtopia UK, a performance marketing agency focused on helping high-growth, founder-led DTC brands scale with data, testing, and storytelling.
In this episode, we explore how eCommerce brands can use Meta partnership ads to improve ROAS, reduce ad costs, and build more effective creator-led campaigns. Christina shares practical strategies for testing, optimisation, and preparing your Meta ads strategy for peak sales periods.
Dive in:
[04:54] Explaining partnership ads on Meta
[08:27] Making advertising simple for everyone
[09:56] Testing and integrating partnership ads
[15:24] Partnering with content creators
[16:41] Collaborations with Social Media Influencers
[21:30] Understanding Customer Profiles
[24:17] Optimal initial ad spend percentage
[28:16] Insider Tips from Christina!
[32:18] Episode sponsored by Webtopia. Get in touch with Team Webtopia for your free growth audit.
Partnership ads work best when you test early and test often
One of the biggest lessons from this episode is that partnership ads are not a quick win. They need time and structured testing. Too many brands try one creator, see mixed results, and stop too soon. Christina explains that success comes from testing multiple creators, hooks, and messaging angles over several months. For eCommerce brands, this matters because consistent testing helps you find the creative combinations that will scale when competition gets more expensive.
Know your customer before you build your campaigns
Strong Meta ad performance starts with customer understanding. Christina stresses that brands must know who they are selling to, why people buy, and what motivates action. This insight shapes everything from creator selection to ad messaging and creative hooks. If your customer insight is weak, your partnership ads will feel generic and underperform. For practitioners, this is a reminder that better audience research often beats more ad spend.
Set a realistic test budget and commit to proper testing
Partnership ads need enough budget to produce clear results. Christina warns against testing one creator with a small spend and then deciding the strategy does not work. Brands should budget to test several creators, different hooks, and multiple creative angles over a few months. This gives Meta enough data to optimise and gives your team real insight into what performs best. For eCommerce operators, the goal is not to find instant wins, but to gather enough learning to scale with confidence.
Takeaways:
Find the notes here: https://keepopt.com/307