# Meta Ads: What to Do at Every Stage of eCommerce Growth with Kathie Feng, Signal Growth

Page: https://stenobird.com/podcast/keep-optimising-381064/meta-ads-what-to-do-at-every-stage-of-ecommerce-growth-with-kathie-feng-signal-growth
Text version: https://stenobird.com/podcast/keep-optimising-381064/meta-ads-what-to-do-at-every-stage-of-ecommerce-growth-with-kathie-feng-signal-growth.md
Podcast: [Keep Optimising](https://stenobird.com/podcast/keep-optimising-381064)
Published: 2026-05-27T00:15:29+00:00
Episode link: https://keepoptimising.com/kathie-feng-meta-ads-podcast
Audio file: https://audio4.redcircle.com/episodes/c4fe00c0-8e65-45cc-b0da-ac3b8ca80676/stream.mp3
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Duration seconds: 1833

## Resource

Kathie Feng is the founder and growth architect at Signal Growth, and has recently started as Director of Omnichannel Digital Marketing at Footlocker. She has over 13 years experience at the cutting edge of customer acquisition across all sizes of eCommerce store. In this episode, Kathie explains how to approach Meta ads at different stages of growth, from early testing to serious scale. She shares practical advice on when to test, when to increase spend, and the common mistakes that can quietly hold back eCommerce growth. Dive in: [05:25] Testing Meta ads and best practices [08:52] Scaling through testing and learning [12:34] Testing strategies after growth [16:01] Meta ads misconceptions for beginners [19:42] Analyzing consumers and optimizing ads [20:46] Optimizing ad campaigns strategically [23:30] Insider Tips from Kathie! Get your foundations right before you scale Meta ads work best when the basics are already clear. Kathie Feng calls this the “winning triangle”: product, audience, and offer. eCommerce brands need to know exactly who they are selling to and why that customer should care. If the product-market fit is weak, more ad spend will only waste money faster. Before pushing budget up, make sure the product solves a real problem and the offer feels easy to say yes to. Use early-stage ad spend to learn, not just to sell In the early growth stage, small budgets should buy insights first. Instead of trying to scale too fast, use those first campaigns to test one thing at a time. Try different hooks, audiences, creative formats, or offers. This makes it much easier to see what actually moves performance. For eCommerce teams, this approach reduces risk and helps build a much stronger base before larger spending starts. Creative is the lever that matters most as…

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