Gustav Grant
Creative showcase · Lead generation

Lead campaigns, judged on qualified leads and downstream conversion.

The form is not the finish line. These campaigns are measured by qualified volume, what happened after the lead, and the creative that made both happen.

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Essence Wellness

iCooone treatment launch · local MedSpa lead generation

MedSpaLocal lead genCreative testingStories/Reels

A 7-day Meta lead-gen test for a new iCooone treatment launch in Aventura, Florida. I built the broader launch strategy with the client: competitor research to find the right market positioning, which treatments to push, how new patients funnel into the clinic's other services, plus content and produced video direction. The statics were produced with AI assistance across planning, copywriting and production. Targeting stayed broad; the creative callouts did the targeting work. The instant form qualified intent and treatment area up front, then pushed leads into the clinic's CRM so the practice could follow up fast. The winning vertical Stories/Reels creatives delivered the strongest lead volume at the lowest CPL, and the path from ~$15 lead to ~$45 qualified booked appointment to ~$64 net new patient left real room against a ~$1,500 lifetime value.

Objective
Leads · new treatment launch
Audience
Women-focused broad targeting · creative callouts act as the targeting
Spend & run
~$525 · $75/day · 7-day test · July 2026
Outcome
~35 leads · ~$15 CPL · ~$45 booked appointment · ~$64 net patient · ~$1,500 LTV

Angle

Problem-led callouts by treatment area · tighter waist, smoother legs, firmer skin · so the right prospect self-identified. No interest stacking; the creative itself filtered the audience.

Sequence

Qualifying Meta instant form on intent, area and timing, with answers flowing into the clinic's CRM for fast follow-up. Equal $15/day ad-set minimums for a controlled 3-day window, then budget consolidated behind the winning Stories/Reels set.

My role

Full marketing strategy, treatment prioritization and patient funnel, content direction, produced video, plus creative strategy, messaging, account structure and optimization.

I split the nine winning creatives into three rounds. Winning creatives 01 to 03 proved the 9:16 vertical format: same clean system, different treatment area callout. Creatives 04 to 06 tested visual angles: studio device, outdoor lifestyle, and the vertical crop. Creatives 07 to 09 tested callouts: proof, ease, and speed. The visual language stayed congruent across all of them, so anyone who engaged with one would recognize the rest. That consistency was part of why the campaign performed.

Winning creative 01 · Tighter waist

Winning creative 01 · Tighter waist

Format proof · waist callout · 9:16

Winning creative 02 · Smoother legs

Winning creative 02 · Smoother legs

Format proof · legs callout · 9:16

Winning creative 03 · Firmer, smoother skin

Winning creative 03 · Firmer, smoother skin

Format proof · skin callout · 9:16

Angle test 01 · Smoother legs?

Visual angle test · legs · studio

Angle test 02 · Tighter waist? · outdoor

Visual angle test · waist · outdoor

Angle test 03 · A lifted, glowing face? · studio

Visual angle test · face · studio

Callout test 01 · A massage you can see

Callout test · proof / experience

Callout test 02 · No discipline required

Callout test · no discipline

Callout test 03 · 30 minutes. Zero effort.

Callout test · speed / ease

Anchor creative

Version 2 · dynamic video creative

Motion variants of the same treatment-area callouts, tested to see whether video could outperform the winning statics in the same placements.

General callout · motion test
Face callout · motion test
Legs callout · motion test
Skin callout · motion test
Waist callout · motion test

Skygate Growth Strategies

Accredited-investor lead generation · private real-estate offerings tied to ultra-luxury high-rise projects

Real estateInvestor acquisitionVideo-led

Investor lead gen for private real-estate offerings tied to ultra-luxury high-rise projects. I owned the creative strategy, messaging and briefs, working with a designer on statics and a videographer on the video set.

Objective
Leads · accredited investors
Audience
High net worth individuals (HNWI) · nationwide
Spend & run
~9 months · scaled to ~$20k/month at peak
Outcome
1,500+ leads · ~$60 CPL

Angle

Access to landmark developments that are usually harder for typical investors to reach, with the fund manager's developer relationship as the credibility signal.

Sequence

Ad → landing page with eligibility questions → VSL → CRM follow-up → booked call. Video and statics ran in combination across the full funnel, with statics refreshed over time whenever performance dipped to reinforce ongoing campaigns and supplement continuous new ads, helping avoid creative fatigue at that spend level.

My role

Creative strategy, concepts, headlines and copy; briefing the designer and directing the video work. I was the main point of contact, updated the client weekly on performance calls, and talked through campaign strategy and creative direction for paid media.

Figures shown inside the creatives are the client's own offering terms, reproduced as part of the ad art.

Static 01 · upward tower view, "A Private Path Into Landmark Real Estate"

Retargeting static · project-led

Static 02 · full tower at dusk over the bay

Retargeting static · skyline framing

Static 03 · terrace detail at sunset, dark type treatment

Retargeting static · lifestyle detail

Static 04 · aerial skyline view

Retargeting static · alternate market visual

Anchor creative

Video creative

The long-form trust layer. Cut in multiple lengths and format variants so the same message ran across placements, with matching statics for retargeting and ongoing creative refresh.

Awareness / engagement cut
Alternate 30s edit
Placement-specific short cut
Placement-specific long cut

Rastegar

Accredited-investor acquisition · multiple real-estate offerings

Real estateInvestor acquisition

Nationwide lead gen for Rastegar across five different offerings they were raising money for. I ran high creative-volume tests, treating every headline and visual as a separate investment thesis, then scaled the winners.

Objective
Leads · accredited investors
Audience
High net worth individuals (HNWI) · nationwide
Spend & run
~$1k/week · ~6 months (~$26k total)
Outcome
~520 leads · ~$50 CPL · ~3% to investor

Angle

Several concepts tested per offering across headlines and creative variations. Four example theses: Austin growth, real estate vs. market volatility, concrete-built durability, and the offer itself. Three won.

Funnel

Ad → landing page with eligibility questions → VSL → CRM follow-up → booked call with investor relations.

My role

Creative direction, design direction, copy, concept testing and scaling. I was the main point of contact, briefed the client weekly on performance, and discussed campaign strategy and next tests on calls.

Terms shown inside the creatives are the client's own offering terms, reproduced as part of the ad art. It was a private offering open to accredited investors under Rule 506(c).

Winning concept 01 · "Investments are bigger in Texas"

Standalone winner · Austin-market thesis

Winning concept 02 · "Revolutionize your portfolio with new age townhomes"

Standalone winner · portfolio / product thesis

Winning variation · "Concrete-built townhomes, solid investment"

Winner within the dark townhome layout batch · durability thesis

Tested variation · "Outperform stocks with real estate"

Dark townhome layout · alternative-to-equities message

Tested variation · "Wealth growth without market volatility"

Dark townhome layout · volatility message

Tested variation · "Own property in a high-growth market"

Dark townhome layout · market-growth message

Tested variation · "Austin is expanding · profit from it"

Dark townhome layout · city-specific message

Tested variation · "Wealth that lasts beyond market cycles"

Dark townhome layout · long-horizon message

Tested variation · "Infinity Flats: your gateway to exceptional returns"

Dark townhome layout · offer-led message

Newgard

Accredited-investor lead generation · private real-estate offering

Real estateInvestor acquisition

Nationwide investor lead gen for Newgard's private real-estate offering. I owned the creative strategy and copy, briefed the designer, and scaled the winners while cost per lead held steady. Their existing brand strength and market presence from the mainline business helped lower overall CPL, since the offering did not have to build recognition from zero.

Objective
Leads · accredited investors
Audience
High net worth individuals (HNWI) · nationwide
Spend & run
~$20k/month · ~6 months
Outcome
~3,000 leads · ~$40 CPL

Angle

The offering's own 18% annual return, paid monthly, tested against income, credibility and how-it-works framings.

Funnel

Ad → landing page with eligibility questions → VSL → CRM follow-up → booked call.

My role

Creative strategy, concepts, headlines and copy; designer briefing; scaling. I was the main point of contact, ran weekly performance updates with the client, and discussed campaign strategy and next tests on calls.

The returns and terms shown in these creatives are the client's own advertised offer as it ran in the campaign.

"18% Annual Returns, Paid Monthly" · offer-led hero

Offer-first headline · advertised claim

"Don't Just Invest, Get Paid Monthly" · income framing

Income angle · built asset visual

"Don't Invest Blind. Invest Backed." · credibility angle

Trust / backing angle

"What's Better Than Owning Real Estate?" · problem-led hook

Question hook · no-management angle

"Lend Capital, Collect Interest, Repeat Monthly" · mechanic explained

How-it-works angle

Weight-loss partner

GLP-1 clinic offers · lead gen

Lead genHealthGLP-1Instant forms

Ads for clinics scaling semaglutide and tirzepatide offers. The strategy was to lead with an attractive price and easy access, then let the headline do the heavy lifting while I tested creative concepts to find what would perform. Offer-led creative drove instant-form leads, leads moved to the site to book a consultation, and the consult ended in a prescribed program. Lead gen on the front end with a recurring purchase behind it.

Objective
Consultation leads for GLP-1 programs
Audience
Women 28 to 55, U.S. nationwide
Spend & run
~$100/day, ongoing across several clinic partners
Outcome
~$10 to $15 CPL · ~$150 to $200 CPA · ~$6,000 patient LTV

Angle

Clear price-led offer creative ($199 vs $399) paired with a patient quote, so the offer and easy access land in the first second.

Funnel

Ad to instant form, form to site to book a consultation, consult to prescribed program, with CRM follow-up in between.

My role

Account setup and management, creative strategy, copy and captions, media buying, CRM integrations.

Offer static · kitchen scene, price-led headline

Offer static · editorial variant

Offer static · clean product and review variant

Anchor creative

Video creative

AI-assisted motion versions of the same offer. The square graphic was generated with Gemini, the UGC-style presenter cut is an AI avatar built in Arcads.

AI-generated video graphic · Gemini
AI UGC avatar presenter · Arcads