How we build 100+ ad creatives per client across video, static, and carousel formats using AI tools to scale without adding headcount.
The directive
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
A growing creative bank per client — multiple formats, audience-specific angles, built over time through monthly creative testing. More signal variety = better Meta performance and lower cost per result.
Read this first
The team has had questions about what "100+ creatives" and "more ad angles" actually means in practice. This section breaks it down simply so everyone is on the same page before touching a brief.
Creative variety means multiple angles — not just more content
One campaign should have multiple creative versions — each speaking to a different person.
For example, one Invisalign campaign doesn't mean one ad. It means multiple ads — each with a different angle, a different hook, and a different audience in mind. The formats (static, carousel, video) are just the vehicle. The real variety comes from the angles. Here's what that looks like across formats:
Does 100+ creatives mean per month?
No. And this is where the confusion is coming from.
Charlie likely means: each client should eventually have a library of 100+ ad creative variations they can rotate, test, and refresh. Not 100 new creatives produced every single month — that would be an unrealistic production load. Think of it as building a creative pool over time.
Month 1–2
Build the foundation — 10–20 creatives across key services and formats
Month 3–4
Add 10–20 more per month — new angles, new audiences, format gaps
Month 5–6+
A library of 100+ creatives — strong enough to rotate, test, and prevent ad fatigue
Organic
4–6
Simple trust-building posts per month. Keep the page looking active.
Ad creatives
10–20
New creative variations per month to test — formats, angles, hooks.
Creative bank
100+
The goal to build towards over 3–6 months. Not a monthly output.
One service, many audiences — the veneers example
Instead of "we need a veneers ad" — it's "we need 5 veneers ads for 5 different people."
The same treatment speaks completely differently depending on who you're talking to. Charlie wants the team to stop thinking in services and start thinking in audience angles. Here's what that looks like for veneers:
Does this mean we stop organic posts?
Not automatically — but ads become the priority.
For dental clinics, going ads-only isn't the smartest move. Organic posts still matter — when a patient clicks an ad and checks the clinic's page, an active feed makes the clinic feel real, credible, and professional. But the main creative energy shifts to paid ad production. Here's the smarter split:
Organic posts
Keep the page active and credible. 4–6 simple trust-building posts per month. Not the lead driver — the trust signal when patients check the page after seeing an ad.
Ad creatives ← main focus
Where most production energy goes. Multiple formats, audience-specific angles, tested monthly. Directly tied to leads, enquiries, and bookings.
The new process in one sentence: instead of saying "we need a veneers ad," the new thinking is "we need 5 veneers ads for 5 different audiences, using different formats, hooks, and visuals — and we add more each month based on what the data tells us."
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.
Internal QA check then schedule
Before anything gets scheduled, production does a final internal quality check — not just "done" but confirmed ready. Production schedules directly. The AM verifies it went live correctly — not schedules it themselves.
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.
Production team owns
AM owns
Output targets
The 100+ creative goal is a bank built over time — not a monthly production quota. Each month the team adds more variations based on what's missing, what's fatiguing, and what performance data shows. Here's what a realistic monthly addition target looks like per client.
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
Bulk AI image generation via CLI — one brief file, multiple ad images
Designers · 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
Why we use Higgsfield
If Higgsfield tokens run out
Who does what
⚙️ One-time setup — do this first if you haven't already
Open Codex and connect Higgsfield
Open Codex and paste this prompt. It will install the Higgsfield CLI and connect it to the shared account.
Confirm it's working
Ask Codex to run a quick test generation with a simple prompt. If an image comes back, you're set up and ready to go. You only need to do this once per machine.
✦ Strategist — how to write the prompts.md file
The prompts.md file is the brief that drives every image generated. One prompt per ad concept. Open the client's ChatGPT Project and use this prompt to generate it:
ChatGPT — generate prompts.md from creative brief
Example output — what a prompts.md entry looks like
🎨 Creative (designer/editor) — how to run the batch generation
Get the prompts.md file from the strategist
The strategist sends you the prompts.md file — via Discord, Google Drive, or however you're sharing files. Save it to your machine before opening Codex.
Open Codex and run the batch
Open Codex and paste this prompt. Point it at the prompts.md file you just saved.
Review the output
Check each image against its prompt. If something looks off — wrong tone, wrong setting, too generic — ask ChatGPT to revise that specific prompt and rerun just that one through Codex.
Save to Google Drive and Notion
Once you're happy with the batch, upload the PNG files to the client's Google Drive folder and link them in the Notion strategy page. They're then ready to bring into Canva for layout, text overlays, and brand colours.
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
Downloadable skill file
This is the custom skill file that guides Codex through the full process of creating on-brand, AHPRA-compliant ad images for dental clinics — from brand research to Higgsfield generation to designer handoff. Load it into Codex once and it follows the right process every time.
dental-ad-skill.md
12 steps · AHPRA compliance built in · hook research, Higgsfield prompts, QA, designer handoff
How to use this file in Codex
Download the file
Save dental-ad-skill.md to your machine — Desktop or a dedicated skills folder works well.
Load it into Codex
Open Codex and paste this prompt to load the skill:
Provide the client brief
Codex will ask for the client name, website, services, target audience, and brand assets. Have the Notion client page open so you can paste the details quickly.
Let it run the full process
Codex follows the 12 steps in order — brand research, AHPRA pre-check, hook research, angle matrix, prompt writing, Higgsfield generation, QA, and handoff pack. Don't skip steps.
AHPRA compliance
AHPRA compliance is the strategist's responsibility — not the designer's or editor's. Designers and editors follow the brief they're given. If the brief is compliant, the creative will be. The strategist reviews everything before it goes live and is the one who signs off on it.
| 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.
When something goes wrong — the escalation process
Not every error is the same urgency. How fast it gets fixed depends on the severity. The AM identifies and escalates — production fixes it.
| Error type | Examples | Action | Fix time |
|---|---|---|---|
| 🚨 Critical | Wrong clinic name, wrong offer, non-compliant copy, post on wrong client page, wrong phone number | AM screenshots immediately, flags production on Discord with URGENT. Post deleted and corrected. AM sends holding message to client if they've already seen it. | Within 1 hour |
| ⚠️ Minor | Caption typo, image slightly off-brand, wrong emoji | AM logs correction task in Notion and tags production. No need to delete unless clearly visible. | Next business day |
| 📭 Missed post | Content didn't go live at all | AM flags production immediately. Post goes live same day if flagged before 3pm, first thing next morning if after. | Same day / next morning |
AM daily EOD check — 10 minutes per client
Run this at end of day for every active client. Anything that's ✗ triggers the escalation process above.
SLA reference — production timelines
These are the expected turnaround times for each stage. If a deadline can't be met, flag it before it's due — not after.
| Stage | Who | Turnaround |
|---|---|---|
| Creative plan approved | Strategist + Head | Same day as review |
| Scripts and copy briefs ready | Strategist | 1–2 business days |
| Static / graphic assets completed | Graphic Designer | 2 business days from brief |
| Video edits completed | Video Editor | 3 business days from brief |
| Internal review + AHPRA check | Strategist + Head | 1 business day · revisions same day |
| Scheduling after approval | Production team |
Before 3pmSchedule same day
After 3pmSchedule next business day
UrgentSame day — rely on requested posting date
|
| Critical error fix | Production | Within 1 hour (business hours) |
| Minor error fix | Production | Before end of next business day |
| Missed post | Production | Same day if flagged before 3pm · next morning if after |
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.