How we build 100+ ad creatives per client across video, static, and carousel formats using AI tools to scale without adding headcount.
The directive
Charlie's direction is clear: creative is the targeting. The more varied and specific our ad creatives, the better Meta can find the right patient for each message. One or two ads per client is no longer good enough.
The old approach
A handful of video ads, mostly educational. Broad targeting. Limited creative signals for Meta to optimise from. Creative fatigue hits fast and performance drops off.
The new approach
100+ creatives per client. Multiple formats. Audience-specific angles. Gen Z-influenced hooks. More signal variety = better Meta algorithm performance and lower cost per result.
Format library
Every client needs a mix across all these formats running at the same time. Each format serves a different stage of the patient journey and gives Meta different signals to work with.
Static service ad
StaticSingle image ads promoting a specific treatment. Clean visual, bold headline, CTA. Fast to produce with ChatGPT image gen. The backbone of any ad account.
Short-form video / reel
Video15–30 second clips. Human, relatable tone. Gen Z-influenced hooks. Shot on clinic shoot days or repurposed from existing footage. Always captioned.
Informational carousel
Carousel3–7 slide carousels explaining a treatment step by step. Higher dwell time than statics, which Meta rewards. Good for middle-funnel audiences.
Treatment comparison
CarouselSide-by-side comparisons (e.g. veneers vs whitening). Helps patients self-qualify. Strong for people who are already researching their options.
Myth vs fact
StaticBusts common dental misconceptions. High shareability. Works as a static or 2-slide carousel. Great for awareness and trust-building at the top of funnel.
Local trust / clinic feel
VideoTeam introductions, clinic walk-throughs, behind-the-scenes. Builds familiarity. Key for converting cold audiences into warm, trusting leads.
Offer / seasonal
StaticTime-sensitive campaigns (e.g. new patient specials, seasonal check-up reminders). Always needs an extra AHPRA review pass before going live.
Objection-handling
VideoAddresses the top reasons people don't book (cost, anxiety, time, suitability). Script-first format. Highly effective for retargeting warm audiences.
FAQ-based
CarouselPlain-English answers to top patient questions. Pulled from real search queries or clinic FAQs. Builds trust and filters unqualified enquiries naturally.
Production workflow
This is the end-to-end flow for every client, every month. Each role picks up at their stage. Nothing moves forward without the previous step being done. No exceptions.
Audit current creative gaps
Head or strategist reviews which of the 9 formats the client is missing or hasn't refreshed in 30+ days. Check existing ad account creatives. Identify gaps by format and audience angle.
Generate audience-specific creative angles
For each service, identify 3–5 distinct audience segments and the angle that speaks to each (e.g. veneers for professionals, parents, influencers, brides, Gen Z). Use ChatGPT to brainstorm quickly, then filter for AHPRA safety.
Build the monthly creative plan
Map audience angles to formats. Decide what's video vs static vs carousel. Assign priorities. Strategist owns this per client. Head reviews and approves before production starts.
Write scripts and copy briefs
For video: full scripts with hook, body, close. For static and carousel: headline, body copy, CTA, on-screen text. All copy is AHPRA-reviewed before handing to designers or editors. ChatGPT drafts, strategist refines.
Generate static and carousel graphic assets
Designer uses ChatGPT image generation for visual concepts, then Canva for layout and text overlays. Briefs must include: clinic brand colours, font, visual direction, copy overlay, and required sizes (1:1, 4:5, 9:16). Minimum 3 layout variations per brief.
Edit and produce video creatives
Video editors work from the approved script only. Cut the hook in the first 2 seconds — no slow intros. Add captions, sound design, motion graphics. Produce at least 3 hook variations per script. Export 9:16 and 4:5 as standard. Codex handles batch naming and export.
Internal review and AHPRA check
Strategist reviews all finished creatives. Head spot-checks a portion. Flag anything with guaranteed outcomes, before/after framing, or unsubstantiated claims. Nothing goes to client or gets published without this sign-off.
Upload and schedule in Meta
Approved creatives go into Meta Ads Manager with the naming convention applied before upload. All creatives named by format, service, and audience angle before anything is uploaded.
Role responsibilities
Clear ownership prevents things falling through the cracks. If a brief isn't written, it's on the strategist. If a video doesn't have 3 hook variations, it's on the editor. Know your lane.
Output targets
The 100 creative goal builds over time, not all in month one. Here's what a realistic monthly production target looks like per client, and how that scales across the team.
10–15
New creatives per client per month
Monthly target
4–6
Short-form videos per client
Video editors
4–6
Static image ads per client
Graphic designers
2–4
Carousels per client
Designer + Strategist
3+
Hook variations per video script
Minimum per video
AI tool usage
Every tool has a specific job. Using the wrong one wastes time. This is the full picture — from creative to research to automation. All outputs are starting points, not finished work. Every AI draft needs a human pass before it moves forward.
ChatGPT
Strategy, copy, scripts, AHPRA checks, image gen
Strategists · DesignersCodex
Automations, batch exports, API tasks, file processing
Video Editors · HeadApify
Scrape competitor ads, TikTok content, search trends
StrategistsPlaywright
Browser automation, data pulls, scheduled tasks
Head · Codex pairsHiggsfield
AI-generated video clips and motion for ads
Video EditorsNotebookLM
Analyse strategy docs, reports, and research sources
Strategists · Headlast30days
Real-time trend data — what's working on Meta right now
All rolesUse it for
Do not rely on it for
Audience angle brainstorm prompt
AHPRA compliance check prompt
Production workflow
Limitations to know
Visual inspiration board
Browse the Pinterest board for aesthetic references before generating. Screenshot what resonates and attach to ChatGPT as a visual brief.
Client brand assets · Notion
Download logos, hex codes, and fonts for each client here. Use these in your Canva layouts after generating the image in ChatGPT.
Static ad image prompt structure
Set up a ChatGPT Project per client — do it once, save time every time
Instead of re-uploading logos, brand guides, and reference content every session, set up one Project per client and load it with everything. ChatGPT remembers the context across every chat inside that project.
Create the project
Go to chat.openai.com → Projects in the sidebar → New Project. Name it after the clinic (e.g. Glo Dental or Prestige Smiles).
Upload client sources once
Open the Sources tab and add the following. You only do this once — every chat in this project has access to all of it automatically.
Set project instructions
In project settings, add standing rules so ChatGPT always knows the client context before you even type your first message.
Always open the project first
Never start a general chat and try to bring in context. Open the client's project → start a new chat from there. You can have separate chats for captions, scripts, and strategy — all sharing the same uploaded sources.
Project instructions template — customise per client
Use it for
File naming convention
Use it for
How it fits the workflow
Competitor ad research prompt for Codex
Use it for
How to trigger it
Use it for
Best practice
What it does
When to use it
Step 1 — install last30days in Codex (do this once)
Use it for ad creative research
Use it for any research topic
AHPRA compliance
AHPRA compliance is not optional and is never an excuse for boring content. The best compliant content is still emotionally compelling and conversion-focused. The strategist on each account is responsible for every piece that goes live.
| Rule | What to avoid | What works instead |
|---|---|---|
| No guaranteed outcomes | "Get a perfect smile" / "Fix your teeth in one visit" | "Explore your options" / "Find out if veneers are right for you" |
| No before/after framing | Showing a treatment result as the expected outcome | Focus on the experience, consultation process, or what to expect |
| No unsubstantiated claims | "Perth's #1 dental clinic" / "Best results in WA" | Specific and verifiable: "Est. 42 years" / "2 locations in Perth" |
| No patient testimonials | Quoting a patient's treatment outcome as an ad headline | General experience content: clinic atmosphere, team warmth, comfort |
| No fear-based pressure | "Don't wait until it's too late" / "Act before it gets worse" | "Book a consultation to understand your options" |
| No misleading pricing | Headline prices without treatment conditions attached | "Consultation from $X — ask us about payment options" |
Weekly rhythm
Not every client gets new creatives every single week. Strategists prioritise based on creative fatigue, lowest-performing ads, and upcoming campaigns. The head sets the priority every Monday.
Performance review
Every month, the strategist reviews how the creatives performed, documents findings in the Notion Strategy page, and uses those insights to brief the next round. Designers and editors need to understand this too — it's why some creatives get retired, varied, or pushed harder.
Cost per result
Stable or dropping
CTR
Above 1%
Frequency
Under 3
Leads
Consistent
Don't touch what's working. Make a note in Notion of what's performing and why — this informs your angle choices next month.
Cost per result
Slowly creeping up
CTR
Starting to dip
Frequency
Hitting 3–4
Leads
Still decent
Same angle, different opening. Ask the editor to cut a new hook variation while the original keeps running. Don't kill it — refresh it.
Cost per result
Significantly above target
CTR
Below 0.5%
Frequency
Above 5
Leads
None
Pause the creative. New angle, new persona, or new format entirely. Feed the data to ChatGPT and ask what likely went wrong before rebuilding.
Audience angles in practice
This is Charlie's model in action. Every high-value treatment should have this level of audience specificity. The hook, angle, and feeling are all different per segment, even though the service is the same.
"First impressions happen before you say a word."
Always in meetings, on camera, presenting. Angle: professional credibility and confidence in high-stakes moments.
"Your audience notices more than you think."
Always on camera. Their look is their brand. Angle: on-camera confidence and investing in your personal brand.
"You'll be in every photo."
A big moment is coming. Angle: milestone readiness and planning ahead (veneer timelines matter here).
"What if your smile looked this good without a filter?"
Filter-obsessed but want the real thing. Angle: authenticity and unfiltered confidence in everyday life.
"If you've been thinking about it, this is worth 60 seconds."
Been considering it for years but never acted. Angle: low-commitment consultation, no-pressure entry point.
"You've spent years taking care of everyone else."
Finally doing something for themselves. Angle: self-care and permission to invest in yourself after years of putting it off.