Meta ads · Creative strategy · Direct response
I'm Gustav Grant. Nine years buying Meta media, most of it at real scale. The algorithm handles delivery. I focus on the part that still needs a human: the angle, the message, the testing structure, and an honest read on what the data is saying.
Four ideas cover most of how I work.
Find the idea that lands first. Then build variations of the winner.
Hook, visual, angle or format. One change per test, so the result is usable.
Different people buy for different reasons. The persona decides the angle.
The first seconds decide the ad, and content that doesn't look like an ad usually wins.
Nine years on Meta, across high-volume ecommerce and investor lead generation. I also work in Google and TikTok, but Meta creative is where I do my best work.
Essence Wellness was launching iCooone in Aventura and needed to know which message would actually move the needle. I built a 7-day Meta lead-gen test around creative: clean ads testing skin tightening, cellulite reduction and contouring, paired with a Meta instant form. The winning angle was image Stories and Reels. At a $15 CPL against a $180 treatment and a strong patient lifetime value, the unit economics gave the clinic real room to convert qualified enquiries into appointments.
Open the full walkthroughWho is buying and what they already know. That decides the angle and the format.
The strategic ideas go head to head before any variations get produced.
New hooks and executions of the promise that worked, one variable at a time.
Winners move into CBO and Advantage+ once the numbers hold at target CPA.