Ecommerce advertising: How to create your paid ad strategy

Store owners know how tough it can be to create ads that actually make customers stop scrolling, click, and ultimately buy. Whether you’re new to running ads or just looking to up your game, this episode of Click To Buy brings valuable insights. Becca sits down with Tomasz Sledz, founder of Impact Media, to talk about building ads that work, why testing your ideas is critical, and how brands can get more out of each ad dollar. Tomasz has worked with brands spending millions in ad budgets, and his approach to ad testing and crafting solid offers can help businesses boost their conversion rates.

Click To Buy, Episode 32: Interview with Tomasz Sledz

To get the full episode, listen on Spotify or watch the video version on YouTube:

Tomasz’s journey into e-commerce advertising

To kick off the conversation, Becca asked Tomasz to share his journey and what led him to launch his agency, Impact Media.

Becca: (01:36) “Can you tell us a little about your journey in advertising and what led you to start Impact Media?”

Tomasz: (01:50) “Yes, absolutely. So I started my media buying journey pretty much back in 2018, late '17. I remember I watched a video of Tai Lopez—you know, the famous one in the garage with the Lambo. I thought, ‘Okay, this guy knows something,’ so I started looking into it. I tried dropshipping and running different e-com stores myself. I didn’t get rich, but I fell in love with ads. During COVID, I got a job working for a nine-figure e-commerce brand. They scaled super fast and made $120 million in revenue one year, all with paid ads. We spent millions monthly, mostly on Google and Meta ads, and I learned so much.

Then I moved to work as a full-time media buyer for an advertising agency for about two and a half years. A few months ago, I left to start Impact Media. My reason? I saw too many agencies underperforming or just missing opportunities to deliver better results. My philosophy at Impact Media is simple: the brands that push enough ad volume, do their research, and test consistently are the ones that scale to eight or nine figures. So now, that’s what I help brands do.”

Common challenges in e-commerce advertising

Next, Becca wanted to understand the common hurdles Tomasz sees with e-commerce ads and how brands can overcome them.

Becca: (05:26) “What are some of the common challenges e-commerce brands face when using Facebook and Meta ads, and how can they overcome these challenges?”

Tomasz: (05:26) “A lot of challenges come from founders who might not have much advertising experience. Sometimes they think the agency they hired is bad because results aren’t there, but often it’s actually the offer. I tell clients, ‘It’s always a combination of three things: you need a strong offer, a sales funnel that converts, and research-based ads.’ If the offer doesn’t resonate, even the best ads can’t save it. For example, I had one client recently where the agency was pushing a single product for £40, but they also had a bundle for £55 with three products. The bundle was driving cheaper conversions because the perceived value was higher. So sometimes you need to test different offers, create bundles, or rethink the value you’re showing to customers.”

Testing ad creatives for maximum impact

Becca then asked Tomasz to dive deeper into his creative testing process, a key part of his ad strategy.

Becca: (13:40) “How do you go about implementing creative volume testing, and why do you think it’s so important?”

Tomasz: (13:50) “We start with creative research, looking at different audiences and what appeals to them. Then we develop static ads with different headlines to see which ones perform best. Once we find a winning headline, we expand that into a whole concept. For example, I had a SaaS client that spent $50,000 on a fancy video ad, and I ran a $10 static ad with a headline that just crushed it. That headline ended up being used across all their ads, and we spent millions on it. So, it’s not about luck; it’s about volume. You test a lot, and you’ll find those golden creatives. Most brands don’t test enough, but the ones that do see incredible results.”

Crafting offers with perceived value

Understanding the power of a strong offer, Becca asked Tomasz to share his insights on crafting offers that customers find irresistible.

Becca: (18:00) “How can business owners think about crafting a compelling offer?”

Tomasz: (18:00) “I think people get caught up thinking they need to lower prices to improve an offer. But you can add value instead. Let’s say you sell a product for $40, but you bundle it with another product and charge $55. Now, the perceived value is much higher, even though you’ve only increased the price slightly. I’m a big fan of stacking value, not just discounts. Another example: I worked with a brand that added a free ebook to their offer. They sold a $100 product, and the ebook helped customers get more from it. The ebook didn’t cost them anything to produce but added massive value. So, if you want to improve an offer, think about ways to add value or solve customer problems more effectively.”

Building community for customer retention

Becca then explored the topic of community building with Tomasz, asking him to explain how it drives retention.

Becca: (23:45) “How can brands build a community that fosters customer loyalty?”

Tomasz: (23:45) “Community building is a game changer. I used to work with a pet brand that offered access to a free Facebook group with each purchase. Customers could get advice on pet care, connect with other pet owners, and ask questions. It was a huge retention driver. You’re creating a place where people feel connected, and they’re more likely to stay loyal and buy again. Plus, it’s a fantastic source for UGC. When customers love your brand and want to be part of it, they’ll give you authentic content for free. Community isn’t just nice-to-have; it’s a powerful marketing tool.”

Future trends in e-commerce advertising

To wrap up the discussion, Becca asked Tomasz to share his predictions for trends in e-commerce advertising.

Becca: (29:23) “What trends or changes do you think e-commerce founders should be aware of for the future of paid advertising?”

Tomasz: (29:23) “Right now, everyone’s big on UGC—user-generated content. But I think it’s going to change. People are realizing a lot of it is paid and feels less authentic. The brands that focus on genuine content from real customers, not paid creators, will be the ones who keep growing. I also think the rise of short-form content on platforms like TikTok and YouTube Shorts gives brands a huge opportunity. You can get massive reach without ad spend if your organic content hits. But if you’re only doing ads without a community, you’re missing out. Advertising costs are rising, so brands need a balanced, 360 approach: ads, organic content, and community.”

Click worthy tip for merchants

As Tomasz wrapped up the conversation, he left listeners with one essential piece of advice for optimizing their customer journey:

“Think about creating congruent sales funnels that align with your ads. If your ad mentions a specific pain point, your landing page should continue that conversation. Don’t just send traffic to a general product page. Address the customer’s concerns directly, explain why your product solves their problem, and guide them through the journey.”

Final thoughts

Listening to Tomasz Sledz’s insights on e-commerce advertising offers plenty for brands to think about. From the importance of ad testing and creating high-perceived-value offers to building community and keeping an eye on trends, his advice provides actionable takeaways for anyone in the e-commerce space. By focusing on these strategies, brands can create ads that resonate with customers and build lasting relationships.