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22/06/2026

How much of your Meta budget should go to partnership ads?

Tina gave a straight answer on the Keep Optimising podcast: start around 10 to 20% of your ad spend, then push it higher as the results come through. Some brands moved up to about 50% once the format proved itself.

The point is not the exact number. It is the approach. Start in a range you are comfortable with, watch the return, and scale deliberately rather than betting the whole budget on day one.

Full episode: https://keepoptimising.com/meta-ads-partnership-ads-webtopia-christina-bell-podcast/?utm_source=Webtopia

We just kicked off the Webtopia World Cup 2026! 🏆Every single person on our team drew a random national side. No swaps, ...
19/06/2026

We just kicked off the Webtopia World Cup 2026! 🏆

Every single person on our team drew a random national side. No swaps, no trades - you get who you get, and you're cheering them on to the final whether they're lifting the trophy or crashing out in the group stage.

🥇 Top 3 finishers win the glory (and the prizes).

💀 Bottom 3 get the condolence pack (tissues included).

This says a lot about our team: we take the work seriously and ourselves a lot less so.

We'll be posting the standings every week. Follow along to see who's flying, and who's already eyeing those tissues.

Who's your pick to go all the way? ⚽

Some of the Webtopia team swapped Slack for Bristol today 💛A proper in-person catch-up, a lot of ideas, and even more la...
18/06/2026

Some of the Webtopia team swapped Slack for Bristol today 💛

A proper in-person catch-up, a lot of ideas, and even more laughs.

The best work still happens when you get the right people in the same room (and the room has good pastries)

18/06/2026

Black Friday is the most expensive time of year to run ads. Partnership ads are the cheapest way to run them.

Our Head of Strategy, Christina Bell, went on the Keep Optimising podcast with a straightforward case: test partnership ads now, not in November.

Start in the quiet months and by the time peak arrives you already know which creators convert, which hooks land, and what your Black Friday creative should be. Leave it to the run up and you are paying the highest prices of the year to learn things you could have learned cheaply months earlier.

Her line that stuck with us: what got you from A to B will not get you from B to C.

Full episode live now: https://keepoptimising.com/meta-ads-partnership-ads-webtopia-christina-bell-podcast/?utm_source=Webtopia

Q3 planning season is here, and most brands are about to split it in half.One plan for acquisition, built with their med...
17/06/2026

Q3 planning season is here, and most brands are about to split it in half.

One plan for acquisition, built with their media agency. One plan for retention, built by whoever has time. The two rarely meet.

We built Webtopia and Oaks to sit on the same side of that line. Paid media and email under one roof, looking at one customer.

It changes the conversation. When the team buying your customers is the same team responsible for keeping them, nobody gets to optimise their own metric at the expense of the business. The media side can't celebrate a cheap first order that never comes back. The retention side can't ignore where the customer came from.

You plan one budget against one question. For every customer we acquire in Q3, what's the system that earns the second and third order.

That's the gap most single service agencies leave open. They scale the spend and hand the retention problem back to you.

If you're planning the quarter ahead, plan both halves of the customer together.

Worth a conversation if that's the gap you're feeling.

Only Curls was spending over 80% of its Google budget on branded search.The ROAS looked great. Almost all of it came fro...
15/06/2026

Only Curls was spending over 80% of its Google budget on branded search.

The ROAS looked great. Almost all of it came from people already typing the brand name, ready to buy. The account looked like a growth engine while it was mostly capturing demand that already existed.

So we flipped the funnel. Branded spend came down from 80% to 17%, and 83% of the budget went into non-brand prospecting: search, Shopping, YouTube and PMax aimed at people discovering curly-hair care for the first time.

Over the year:

+73.7% total revenue from Google Ads
5X non-branded revenue
+108% non-brand conversions
+7.4% ROAS uplift overall, while spending less on brand

The brand was never the growth story. The new customers it had not yet reached were.

If your branded ROAS looks too good, that is usually the tell. We can show you what is underneath it.

Most brands test creative on instinct. At volume, instinct breaks.We run more than 30 creative variants a month across t...
11/06/2026

Most brands test creative on instinct. At volume, instinct breaks.

We run more than 30 creative variants a month across the accounts we manage. At that pace you cannot judge winners by taste. You need a system.

Ours has three parts. A workflow to ship variants fast without the designer burning out. A scorecard that judges every ad on the same fixed criteria. And clear kill criteria, so losing ads come off before they drain the budget.

The kill criteria are the part most teams avoid. Without them, weak creative lingers because nobody wants to make the call.

We put the whole system into a free playbook this week: the scorecard, the workflow, the kill rules. The same one we use internally.

Swipe through for how it fits together, then grab the playbook below 👇
https://www.webtopia.co/ecommerce-marketing-resources/the-creative-testing-system

Our Head of Client Strategy, Tina, joined Chloe Thomas on the Keep Optimising podcast, and the episode is live today.The...
10/06/2026

Our Head of Client Strategy, Tina, joined Chloe Thomas on the Keep Optimising podcast, and the episode is live today.

The topic: Partnership Ads on Meta, and how DTC brands should actually be using them in 2026.

Partnership Ads let you run paid media through a creator's or another brand's handle, so the ad carries their credibility instead of arriving as one more branded post in the feed. Used well, they open up audiences and social proof that your own account cannot reach on its own.

Tina gets into where they fit, the partnerships worth setting up, the common ways brands get the mechanics wrong, and how to tell whether they are actually working.

Keep Optimising is one of the sharpest ecommerce marketing podcasts going, built for senior operators, so this is a good one to have on this week.

Episode is live now. Have a listen.
https://keepoptimising.com/meta-ads-partnership-ads-webtopia-christina-bell-podcast

Mamamade cut their customer acquisition cost by 30% in a single month.When a baby and toddler meal brand is acquiring pa...
09/06/2026

Mamamade cut their customer acquisition cost by 30% in a single month.

When a baby and toddler meal brand is acquiring parents, the cost of a new customer decides whether the whole model works. Theirs had crept too high.

We did not start by spending more. We started with who we were spending on.

Our team rebuilt the customer persona around the real pain points of working parents, time and money. Then we tested TikTok style creative built for that audience, new hooks drawn from psychology and the data, and tightened the site so more of the traffic converted.

Within a month of launching the new campaign, CAC dropped from £30 to £21. A 30% reduction, and the platform to scale from.

Same budget logic. A sharper customer, and creative that spoke to them.

If your acquisition cost keeps climbing, the fix usually starts with who you are targeting and what they see. We can show you where to look.

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152 City Road, Kemp House
London
EC1V2NX

Opening Hours

Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm

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