Stop PayingFor Ads BuiltOn Guesses.
I help consumer health brands, from Health & Wellness Supplements to Pet Care, turn deep customer research into Meta ads that don't fatigue fast, because every ad starts with what your customers actually say.
Hi, I'm Kal.
I'm a freelance Creative Strategist and Copywriter specialising in DTC Health & Wellness and Pet Care brands.
I've always been curious about why people think and behave the way they do.
Admittedly, it took me a slightly scenic route to figure that out.
I studied Maths & Statistics thinking I'd become an accountant.
Riveting....Yes.
Then somehow ended up studying Law instead.
A perfectly straight career path, obviously.
But both taught me habits I still use every day: question assumptions, look for patterns, weigh up evidence, and keep asking why.
Eventually, that curiosity pulled me towards psychology, consumer behaviour, and the wonderfully strange reasons people buy things.
It's also why research is my favourite part of creative strategy.
Give me customer reviews, Reddit threads, competitor ads, comments and conversations, and I'll happily disappear down the rabbit hole.
I'm looking for the frustrations that keep resurfacing. The objections buried in throwaway comments. The oddly specific phrases customers repeat without realising.
Because somewhere in all that noise is usually the clue that tells you what your next ad should say.
Book a call with me
Three ways I help brands win the feed.
Every engagement starts with the customer. Only then do we talk hooks, angles, and formats.
Customer research
Reviews, VOC, support tickets, competitor mining and interviews, surfaced into a usable insight doc your team can build from.
Creative strategy
Angles, hooks, messaging territories and testing roadmaps, mapped to the real conversation happening in your customer's head.
Static ad production & video scripting
Finished, on-brand static ads and conversion-focused video ad scripts built from the strategy, ready to test, iterate, and scale inside Meta.
Ads built around what your customers actually want.
A rotating selection of spec statics and one short-form video, each anchored to a specific customer angle.
The 3-Step "Spill" Method.
Research
Your target customers literally "spill" their emotions and thoughts running in their minds, online. I seek out these "spills" in the form of reviews, competitor ads, forums, and your own customer data to capture the real conversation happening in your buyer's mind.
Strategy
Insights become angles. Angles become hooks. And the best ideas become clear creative briefs your media buyer and designer can actually work with.
Creative
Finished statics (and select video) built to the strategy, ready to launch, iterate, and scale inside Meta.
Proof from the people I work with.
“Khalid built two UGC briefs for TakeThesis and I was honestly impressed by how strategic they were. The ‘2pm wall’ script leans into Thesis’s own best-performing angle but structures it as a full skeptic-to-believer arc, so it’s not just a hook, it’s a whole story.
My favorite one was the second one. ‘You’re Not Broken’ reframes the focus struggle as brain chemistry instead of personal failure, and he specifically called out that no competitor is saying this. That’s real market thinking.
If you want someone who thinks strategically before they write, Khalid’s your guy.”
Tap the image to view it full size“Khalid delivered 5 Meta ad concepts (2 video/UGC, 3 static) within 48 hours, much faster than I expected for the depth involved. What stood out was how thoroughly researched it was: every idea came with a clear reasoning tied to actual customer language or a specific competitor gap, not just generic ad ideas.
He also included a simple testing plan, so I knew exactly what to run first and what to measure. The visual direction alone saved me a step I usually have to figure out myself, and communication throughout was easy and responsive.
The whole thing was presented as a clean, professional brief. Would definitely work with him again.”
Tap the image to view it full size“We hired Khalid to develop 5 static ad concepts for our pet GPS tracker, and the process stood out from other freelancers we've worked with. Before writing a single word of copy, he researched our actual competitors' ad libraries to make sure our angles weren't overlapping with what was already out there, and pulled real customer pain points from reviews rather than just guessing.
Each of the 5 ads targeted a completely different angle — pricing, reliability, ease of use, comfort, and trust — so we ended up with 5 real hypotheses to test, not 5 versions of the same idea. He also put together a full strategy brief explaining the thinking behind each concept.
On completion, this project felt less like a “one-off deliverable” and more like the start of a system for how we should be testing creative. We're already thinking about how to bring Khalid back in for the next round.”
Tap the image to view it full sizeStart small, or scale steadily.
Two engagement shapes. Both built around research-first creative and a clear outcome.
7-Day Ad Challenger
I take your best-performing creative and turn it into five fresh, high-conviction ad concepts you can confidently test. If you don't believe they're worth running, you don't pay.
- ✓ Competitor & customer research before creative
- ✓ Five fresh ad concepts for your next testing cycle
- ✓ Pay only if you'd actually test them
- ✓ If not, you don't pay
- ✓ Zero Risk
Creative Strategy & Direction
Ongoing creative direction for brands that need a steady pipeline of Meta ads.
- ✓ Monthly research & insight updates
- ✓ Creative strategy & angle roadmap
- ✓ Static ad production & iteration
- ✓ Direction for creators and editors
Let's find the ad already living in your customer's head.
Book a 20-minute intro call. If there's a fit, we'll build a plan that matches your pace and budget.
Book a call →