Teach want you want.
Decide where you want him to be and reward him for going there, being there, stay there, sleeping there, etc. If you can train a "get off" cue without using the couch, you'll have a way to get him off the couch (I taught Wally to get up on things he can stand/sit on and then taught "get off" as him just jumping off so it never was a correction, just a behavior to ask for), though if you train the "go to place" and make that place a rewarding one, you could always use that to direct him off the couch.
If you notice him considering jumping up, interrupt it and give an incompatible behavior (sit, lay down, etc) and then reward that when he complies. That way, he can sit/lay near you if he wants, but not get on the couch.
Like dogdragoness, I don't limit Wally from the furniture (though he has to wait for invitation/instruction to do so), so hopefully my advice is still helpful.