Sachit Bansal Meta Creative

Free · The pre-launch filter

The Kill
Checklist

The 8 gates every high-ticket ad clears before it's allowed to spend a dollar.

I kill roughly 80% of the ads I write — on purpose, before launch. On one account, that single habit moved the winning-ad rate from 15% to 78%.

The lever was never "test more creatives." It was testing less, smarter. This is the gate.

One account, ~90 days. A signal, not a law yet — product-market fit and timing are in there too. I won't pretend otherwise.

What's inside

  1. The ICP gate — the exact tension, not a demographic
  2. The sophistication gate — why the claim is dead at level 4–5
  3. The funnel-fit gate — TOF / MOF / BOF job-match
  4. The landing gate — does the page carry the next step
  5. The hook gate — 10–20 hooks → the one fluid line
  6. The body gate — reads effortlessly, or it dies
  7. The single-benefit gate — one benefit, urgent, ~15s
  8. The selectivity gate — the real one

Where do I send it?

Only drop it if you want me to look at your account directly.

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Download the checklist (PDF)