He had 30 minutes with Steven Bartlett. The brand team had six hours. He spent all 30 minutes filming hooks.
That is Raph's approach to performance creative in one scene. Over five years and $50M+ in Meta spend across Zoe, Speechify and Mojo, he built systems that produced 500 ads in a day with three people. One CGM hook cut Zoe's CAC by half. At Speechify he helped scale from 50 ads a month to 2,000. Now as co-founder of AdManage.ai, he's behind nearly 2 million Meta ad launches.
This episode is a practical breakdown of how high-volume creative systems actually work: who to hire, how to structure shoots, how to measure what matters and what the volume data really shows about how spend scales.
If you are running paid social, building a creative team or trying to get more out of Meta, this one is for you.
(0:00) Trailer
(1:04) Introduction
(1:42) Raph's background and early career in paid media
(3:43) Joining ZOE as head of performance
(4:37) Shooting with Steven Bartlett: 30 minutes vs six hours
(8:13) The CGM education problem: advertising a complex product
(10:49) The hook that cut ZOE's CAC by half
(14:43) Building a high-volume creative system with a lean team
(20:57) Brand vs performance tension and how to navigate it
(27:04) Attribution, MER multiples and geo holdout methodology
(34:57) Why your performance person needs to be on set
(38:39) Speechify: 500 ads in a day with three people
(43:18) Iteration vs net new: when to switch and why
(53:10) AI ads and what formats are actually winning now
(57:13) Three levers: creative volume, offers and KPIs
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Follow Raphael on LinkedIn: https://www.linkedin.com/in/raphaelyarish/
Follow Ryan on LinkedIn: https://www.linkedin.com/in/aurary/
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