Give me 10 minutes, and I'll show you exactly how I'll fix your creative strategy with a six-part system that's built to scale, so you're no longer burning cash on ads that were never going to work.
In 2026, Meta's own data puts creative at ~56% of performance.
Yet, if you scroll through your Facebook feed right now, the vast majority of ads you'll see are garbage.
And a big reason for this is the current narrative around Meta's Andromeda update, which is essentially:
Volume is everything. To stay competitive, you need to be churning out creative around the clock.
Pair that with the fact that AI has given everyone the ability to prompt their way to hundreds of ads overnight…
And you've got a pretty clear explanation for why your market is riddled with AI slop that gets no clicks.
Brands in your space are sinking both their reputation and ad spend by chasing this approach.
On the surface it makes sense. It's faster, cheaper, and feels like the scalable play.
But if it comes at the neglect of your creative strategy and quality of your copywriting…
You'll end up throwing money at ads that don't convert, and training your audience to ignore you.
Right now, the brands pulling ahead on Meta aren't the ones simply producing the most.
They're the ones putting creative strategy and copywriting at the top of their priority list.
The question then becomes who you bring in to own these.
And that's where it gets tricky.
Because the majority of folks you'll come across will fit into one of three categories.
Category 01
The Noob
They'll flood your pipeline with quantity. Ads, emails, landing pages – you name it.
And they'll do it fast, which makes them seem productive in the first couple weeks.
But a good chunk of what they'll produce will have been heavily assisted by AI…
Which wouldn't be a problem if they knew how to shape what comes out into something that converts.
But they don't. So what you end up with is a high word count and a low hit rate.
Your media buyers don't have strong creative to test with, performance stays flat…
And when you sit down with them to figure out what went wrong and what to try differently…
You get a vague answer that sounds like a hypothesis but doesn't hold up to any scrutiny.
They can't reverse-engineer why something failed because they didn't engineer it. They assembled it.
Category 02
The Vet
They've studied the greats. Ogilvy, Makepeace, Halbert, Schwartz and so on.
They can write direct response copy and they understand persuasion at a structural level.
But that knowledge has given them a sense that they've already figured out how the work should be done.
Which makes them rigid. They have a process, they trust it, and they're not interested in adapting it.
That means they resist AI on principle, treat it as a shortcut rather than a tool, and as a result…
Their turnaround can't keep up with the volume your media buyers need to stay fed with fresh creative.
And that same conviction can make them hard to give feedback to and expensive for what you get back.
You end up paying a premium for someone who's slow and set in a way of working the market has moved past.
Category 03
The Artist
They're creative thinkers, often from agency, content, or brand-side backgrounds.
Skilled at building brand awareness, jumping on topical trends, and producing work that looks and feels polished…
But they're often weaker when it comes to both direct response marketing and copywriting principles.
Staying on brand, having your finger on the pulse, and knowing which creatives grab attention all matter…
But if you want to keep that attention, pull on the right emotional triggers, and guide folks towards an action…
You need someone who understands persuasion, buyer psychology, and how touchpoints in your funnel connect.
Otherwise you'll end up with decent looking creatives that turn heads but don't move anyone closer to buying.
Ultimately, you need someone that's equal parts direct response copywriter, creative strategist, and AI-native operator.
Someone with a direct response marketing background so your copy is built to convert, not just communicate…
Someone with creative instincts so the work grabs and keeps attention before it sells…
And someone with fluency to use AI as a production tool so your media buyers are never waiting on fresh creative.
Not one of those three at the expense of the other two. All three, working together.
And that's what I can give you. But before I break down exactly how I can do that, let me quickly introduce myself.
Ghav Sabherwal
Direct Response Copywriter & Creative Strategist
I've spent the last seven years as a direct response copywriter and creative strategist.
Not for one type of business, but across SaaS, health and fitness, real estate, insurance, education, legal, and B2B agencies.
I've written daily emails to Gary Brecka's list at The Ultimate Human…
Campaign copy for Brian Tracy International…
Paid ads for Microsoft TakeLessons…
I've run creative strategy and end-to-end ad production for brands in the IUL insurance space.
I've been Head of Copy at a fitness business mentorship, owning every asset before it went out…
And I've written and consulted for dozens of clients across both done-for-you and done-with-you engagements.
That breadth is the thing I'd point to if you asked me what separates how I think from most direct response marketers.
When you've written for that many industries, across that many funnel types, for that many different audiences…
You stop leaning on templates or the same tired formulas and start seeing the patterns underneath them.
You learn what makes people act, rooted in psychology and how buying decisions get made…
And you get fast, because that understanding travels with you into every account.
But here's the thing about all of that experience…
It only matters if it gets channeled into something structured.
Because the single biggest reason creative engagements underperform isn't a talent problem.
It's a foundations problem.
And most creatives come into a new business wanting to make an impression fast…
So they start building before they've built the base.
First couple of weeks looks great. High output, fresh ideas, things are moving…
Then around week three or four, things start getting patchy.
Ideas feel repetitive, performance plateaus and nobody can quite articulate what went wrong.
What went wrong is that the strategy was built on assumptions instead of documented understanding.
I've seen this happen from the outside, and early in my career I made the same mistake myself.
So I built a 6-phase process specifically designed to make sure it never happens.
One that's thorough, traceable, and built to compound over time.
Let's get into how it works…
The system
The Ad Creative Operating System
Phase One
The Foundations
Before a single piece of creative gets produced, I need to understand what we're working with.
Skip this or treat it as a formality and it'll only lead to poor and expensive decisions down the line.
In this phase, I'll be getting clear in four key areas:
01Offer Ecosystem
Your core offer, your upsells and downsells, and how the funnel is currently structured.
02Funnel Infrastructure
The current flow, where people are entering, and where they're dropping off.
03Performance Data
What campaigns have run before and what the data is telling us.
04Competitor Landscape
Who else is in your market, what they're doing and what they're not doing.
Phase Two
Audience Intelligence
Once the offer and market context is clear, I turn to the people we're trying to reach.
Going deep on their pain, wounds, beliefs, desires, fears, failed solutions…
And critically – the segments within that market.
Because your core market and the segments sitting around it aren't the same person.
They have different emotional entry points, different objections and use different language.
All of that gets documented in the Audience Intelligence.
And the more precise we get here, the more powerful everything downstream becomes.
Because when it's time to build concepts and angles, we're not working from instinct.
We're drawing from an incredibly detailed understanding of exactly who we're talking to.
Phase Three
Campaign Direction
At this point, five documents are in hand.
Offer Ecosystem
Funnel Infrastructure
Performance Review
Competitor Analysis
Audience Intelligence
Together, they tell us whether the direction you've been going makes sense…
Or whether something in the strategy needs to change.
Maybe the existing funnel setup is solid and what's needed is better creative executing against it.
Or maybe the data is pointing somewhere else, like a webinar funnel or different entry point.
Either way, we're making that call with evidence as opposed to gut feel.
This is where I'll take the five documents, go to the drawing board, and build out a high-level action plan.
After posting it in Slack (or wherever we work), you and the team push back, add to it, or sign off.
Once we're aligned, that campaign gets a name and a number.
And everything about the setup gets documented in a Single Source of Truth.
Customer journey, assets to be produced, timeline, responsibilities – everything.
Phase Four
Category-to-Concept Creation
This is where most creative strategy falls apart.
Because most strategists jump straight to angles.
And angles are just different ways of executing a particular concept.
If you're generating angles before you've established the concepts underneath them…
You'll only end up with creative that's disorganized and data that tells you nothing useful.
You can't read what's working because you don't know what you're actually testing.
This is why your Category-to-Concept Blueprint exists.
An exhaustive list of every concept worth testing, organized under the categories they belong to.
Think of it as a complete creative inventory of everything your market responds to.
Because simply having one ad per concept isn't testing. It's hoping.
If one execution of a concept doesn't land, you don't know whether the concept or execution failed.
That's why each concept gets multiple executions behind it.
Multiple ads, with multiple angles, all pointing at the same concept.
That's how you get a clean read on whether something is actually landing.
Phase Five
Angle & Format Development
Once the Blueprint is built, we go a layer deeper on each concept.
Because a concept on its own isn't an ad.
It needs an angle – the lens through which that concept gets expressed.
And there are many to choose from.
Contrarian, personal story, mechanism-first, enemy framing…
So this is where we build the angle and format taxonomy.
Every concept in the Blueprint gets mapped against the angles for that entry point…
Then each angle gets assigned a format, and a style which sits under that format.
For instance, if the format is video, the style might be UGC or founder-led…
Or if it's an image, the style might be a comparison or headline and product ad.
By the end of this phase, each concept has its angle, and each angle has a format and style.
Which means as we move into the next phase, we have the full creative DNA baked into every brief.
Phase Six
Creative Briefs
This is where everything upstream gets translated into what a copywriter or creative can execute against.
Each brief is built around a single angle.
It names the category and concept it belongs to.
It identifies the segment and emotional entry point it's speaking to.
It states the angle being executed and the format and style it's being expressed through.
And because this has already been established in previous phases, the brief isn't a creative guessing game.
The strategist isn't handing over a loose direction and hoping for the best.
The copywriter isn't interpreting a vague idea and running with it.
Everyone is working from the same picture.
Which means less back and forth, fewer rounds of revision, and creative that reflects the strategic intent.
So that by the time the briefs are complete…
Every asset in the campaign has a clear reason for existing, and a clear place within the broader test.
The Testing Protocol
Structured to Scale
Now, here's where most creative operations get it wrong…
They run everything in one campaign and let the algorithm decide where the budget goes.
Or they test randomly, with no structure tying what they're testing to why.
Neither approach tells you anything actionable.
What I run instead is a dedicated testing campaign on ABO.
One ad set equals one concept. The ads inside it are angle and format variations.
So every asset that goes live gets tracked against the concept it belongs to.
Because that's the read that matters.
A single execution failing doesn't mean the concept failed.
But when multiple executions of one concept run at once…
That's clear data worth acting on.
That's how we know what to scale, what to cut, and what to build next.
The Conveyor
Picture two campaigns running side by side, all the time.
On one side, the testing campaign.
Concepts move through it in waves.
Each one gets isolated, gets equal budget, gets a clean read.
And while that's happening, the next wave is already queued.
The testing campaign never switches off.
On the other side, the scaling campaign.
This one only ever holds proven winners.
When a concept earns its place, it moves across.
And we start building variations off it.
Concepts that lose get logged, so we don't waste budget revisiting them.
Concepts that came close get reworked and cycled back in.
But the machine keeps running regardless.
It's less a loop that resets and more a conveyor.
Concepts constantly flowing through the testing layer…
Winners being skimmed off into the scaling layer…
And the scaling side filling up over time with quality creatives.
That's the system.
It doesn't start and stop. It compounds.
The longer it runs, the more precise the creative output becomes.
The engagement model
Two Ways In
The system works the same regardless of who's executing the creative.
But how I plug into your business depends on what you already have in place.
And that comes down to a single question:
Do you have a copywriting and creative team you trust to execute at a high level?
If you do, you need Tier 1. If you don't, you need Tier 2.
Tier 1 – Strategy + Direction
Creative Operating System
Strategy and direction. Your team executes.
Who this is for
You already have copywriters and creatives who can execute. But they're guessing at what angles to test, working off briefs that are vague or nonexistent, and producing creative that isn't tied to any larger framework. The capability isn't the problem – the infrastructure is.
What you get
The complete 6-phase strategic foundationOffer Ecosystem, Funnel Infrastructure, Performance Review, Competitor Analysis, Audience Intelligence, and Campaign Direction.
The Creative BlueprintCategory-to-Concept Blueprint plus the Angles & Format Taxonomy.
The Creative Brief System20–30 fully built-out briefs your team can execute from immediately.
The Testing & Scaling ConveyorDocumented so your media buyers can implement it exactly as designed.
Ongoing Creative DirectionWeekly strategic oversight, review and feedback via Slack or your PM tool.
What I don't do in this tier
I'm not writing the ads. Your team is. My job is to make sure they're building the right things, in the right order, for the right reasons – and that the system compounds over time instead of scattering effort across random ideas.
$18,000/ 90 days
Three monthly payments of $6,000, or $16,200 paid in full (save $1,800).
Tier 2 – Strategy + Execution
Full Creative Package
Strategy and execution. I write the creative too.
Who this is for
Brands that don't have an in-house copywriting team, have one that's inconsistent, or simply want the strategist who built the system to also execute from it for the tightest quality control. You want finished ads ready to launch, not just a plan.
What you get
Everything in Tier 1All the strategy documents, briefs, full campaign architecture and weekly oversight.
I write the first creative wave20 to 30 ads built from the briefs. Video scripts, static image copy, primary text, headlines – whatever the format and style calls for.
Ready to hand off20 to 30 fully written ads ready for your designer or editor.
First data read + iteration recommendationsAfter two to three weeks live, I read the data through a creative-strategy lens: which concepts to scale, which to retire, what to build in wave two.
Tighter quality controlThe person who built the strategy writes the ads, so nothing gets lost between brief and execution.
What I don't do in this tier
I'm not designing or editing the final assets. That's your designer or editor's part. My job is the strategy and the words – every ad written and ready for production – so nothing gets lost between the thinking and the execution.
$27,000/ 90 days
Three monthly payments of $9,000, or $24,000 paid in full (save $3,000).
Not sure which tier is right? You don't have to decide now. Apply and I'll tell you straight. If Tier 1 is all you need, that's what I'll recommend. I'm not going to push you toward the bigger package because it pays me more.
What to expect
The 90-Day Timeline
Both engagements run on a 90-day minimum to begin.
On Day 1, you'll receive a detailed intake form.
A structured set of questions you complete on your own time.
It gives me everything I need to build the foundation.
From there, I work through three groups:
First, your Offer Ecosystem, Funnel Infrastructure, and Performance Review.
This is what you're selling, how the funnel moves, and what the data says.
Second, your Competitor Analysis and Audience Intelligence.
This is who else is in the market and what they're doing…
Plus a deep psychographic breakdown of the people we're targeting.
Third, Campaign Direction.
All five documents get synthesized into a strategic action plan, posted for your review.
By Day 30, you'll have a fully documented strategic foundation.
This is what the system gets built on.
The Category-to-Concept Blueprint comes first.
Every concept worth testing gets organized into categories.
Then, the Angles and Format Taxonomy gets created.
Where each concept gets mapped to a specific set of angles…
Then formats and styles get assigned to each.
Here's how that structure works…
We run in waves of 6 concepts at a time.
For each concept, we build 3 distinct angles.
Each angle gets executed in either static or video format.
We'll aim for 4–6 ads per ad set, per concept.
And 24–36 total ads across the full wave.
The reason this structure matters:
The 3 angles per concept give you creative diversity.
You're not just testing formats against each other.
You're testing different emotional approaches to the same concept…
And pairing angles with a static and video to add a second layer of data.
So by the end of each wave, you're not just finding winning concepts.
You're finding out which angle within that concept works best…
And which format that angle performs strongest in.
By Day 60, you'll have 24–36 fully built-out creative briefs.
Each one will carry the complete creative DNA of everything upstream.
The briefs are complete, reviewed, and signed off.
From here, the path splits.
If you're Tier 1, the briefs go directly to your copywriter.
Once copy is written, it moves into design and editing, then into testing.
If you're Tier 2, I write copy from the briefs within an agreed timeframe.
Once that's done, same path. Design, editing, then live.
Either way, the destination is the same.
By Day 75, assets enter the live testing structure.
The production timeline might shift slightly depending on the tier…
But the target is the same. Assets live and collecting data by around Day 75.
The goal is at least two weeks of clean data before we review anything.
Enough runway to make clear calls based on performance…
Not judgment calls on numbers that haven't had time to mean anything yet.
By Day 90, we look at the first clear picture of what's working.
That's when I sit down with your media buyer to see what the numbers are telling us.
We're identifying the patterns, finding the concepts that proved themselves.
From there, we move into two directions at once.
We pull the winning concepts into a scaling campaign…
And at the same time, we build the next wave of concepts.
Fresh concepts from the Blueprint, cycled into testing to find the next round of winners.
Then the process repeats.
Scale what's proven, test what's next, and keep the Blueprint feeding both tracks.
Beyond the engagement
What happens after 90 days?
By the end of the engagement, the full creative operating system is built and running. So the question becomes whether you want to keep me involved or take the system and run with it internally. There are three ways that can go.
Tier 1: Strategy + Direction
Keep me on
Ongoing Strategic Oversight
$5,000/month
Monthly strategy review sessions
24–36 new creative briefs per month as you exhaust the initial set
Continued Slack support for your team as they execute
Quarterly updates to the Blueprint as the market shifts
Makes sense if your team is executing well but you want to keep the strategic layer locked in.
Take it in-house
Clean Handoff
Included · no ongoing fee
You keep the entire system. I'll train your team on how to maintain it, update the Blueprint, and create new briefs as needed. 30 days of transition support included. After that, you're fully self-sufficient.
Per project
Project-Based Re-Engagement
$3K–8K/ project
You run the system internally, but bring me back for specific high-stakes campaigns: a new product launch, major funnel pivot or Q4 scale push.
Tier 2: Strategy + Execution
Keep me on
Ongoing Creative Production
$8,000/month
12–24 new ads per month to keep feeding your testing campaign
Monthly performance review and strategic adjustments based on what's scaling
Continued Slack support and real-time feedback
Makes sense if you want the conveyor running indefinitely and don't want to build an internal team to replace me.
Take it in-house
Clean Handoff
Included · no ongoing fee
Same as Tier 1. You keep the system, I train your team (if you have one, or hire one), and you're off and running on your own.
Per project
Project-Based Creative Waves
$5K–12K/ wave
You handle most creative internally, but bring me back for specific campaign builds when you need heavy lifting.
You decide which path makes sense after you've seen the system work in your account. There's no obligation to continue. But most clients do, because by day 90 they've seen what the system produces and they don't want to go back to guessing.
In their words
People I've Worked With
“
Ghav was amazing to work with, really responsive, and brought a ton of creative concepts and angles to the table, which we saw great results with. If you're in need of a creative strategist, copywriter, and someone who can fundamentally write words that sell, then I would look no further than Ghav. He executes really well and was a big reason why we were able to scale the company to a 7-figure run rate so quickly, so I highly recommend you bring him on.
George Clements
Founder at The Advertising Co.
“
We chose to work with Ghav because of his ability to write copy. Outside of the fact he was incredibly efficient and delivered on time every time, since we started working with him, we experienced a significant increase in conversion rates, which had a massive and very important impact on business growth and sales of the products everywhere in our marketplace.
Ka Kei Ho
Product Manager at Teachable
“
Ghav's contribution to our team has been nothing short of remarkable, helping us continuously build Brian Tracy's brand. Since our collaboration, we've seen incredible improvements across most of our campaigns. He consistently delivers great, valuable copy that engages, converts, and matches the tone and voice of our clients. Excited to continue a partnership with Ghav in the future!
Jenna Toppin
Marketing Director at Brandetize
“
I was always impressed by Ghav's attention to detail, and the fact he actually did his research. I see a lot of copywriters who seem to think that they can write great copy if they have the right AI prompt, or if they simply swipe something from somewhere else in the industry. But Ghav actually takes the time to research clients, put together genuinely unique ideas, and write copy that stands out.
Mike Samuels
Copy Chief & Creator of FKS Pro (my former mentor)
Before you apply
Is This Right For You?
This is for you if…
You're already spending on Meta ads.
Built for brands investing at least $15k/month who want creative to justify that spend.
You have a media buyer who's good at their job.
I build the strategy and assets, not manage ad accounts. This runs on shared data.
You're willing to invest time upfront.
Day 1 starts with a detailed intake form. The foundation gets built on what you give me.
You understand doing it right takes longer than doing it fast.
The first 30 days are entirely foundational. No ads go live. That's by design.
You sell something that works.
Creative strategy can't fix a broken offer. But if yours delivers, this system scales it.
This isn't for you if…
You're spending less than $15k/month on Meta ads.
The investment won't make financial sense at that stage.
You're brand new and still figuring out your offer.
This system scales what's already there. It doesn't build from scratch.
You don't have a media buyer or anyone managing your ad account.
Without someone on the execution side, the creative has nowhere to go.
You want results in the first two weeks.
If that's the expectation, this isn't the right fit. The timeline exists for a reason.
You want a set-and-forget engagement.
This is a collaborative engagement. It needs your team's involvement to work.
The system is Meta-specific, but applies across verticals. The two businesses it fits best:
DTC & Product Brands
Selling physical or digital products where creative quality directly impacts your cost to acquire.
