When I first ran paid ads for my agency back in 2021, every still image creative had to either be built by me in Canva or sent to a graphic designer at $20 to $50 a pop. Testing a batch of, say, 22 to 24 creatives could cost you close to $1,500 before you drop a penny on ads. Right now I'm spending $900 a day on my low ticket funnel and some of my best performing creatives are still images that came out of one workflow. A few agency owners we've shown it to have pulled their cheapest cost per leads ever from the same process. The best part is that the ads were created entirely by AI and cost maybe 10 to 20 cents in credits each per creative. The actual tools are simple. Claude writes the image prompt, Higgsfield produces the image. The part that makes it work is what you do before you prompt anything. Most people open an AI tool and type "give me 12 ad concepts for a roofing lead gen offer" and let it rip. What comes back is generic because the strategy was generic. The image is only ever as good as the thinking you feed it. So instead I steal formats that are already proven. I go into the ads library of the biggest B2B advertisers I can find, sort by impressions, and look for still image formats they keep running. If a format shows up over and over near the top, it's working. From doing this for a client last week across four niches (roofing, tree services, siding, tint and PPF) I landed on four formats: A phone mockup where the notifications on the screen are the client's dream outcome. For a roofer that's a $40,000 deposit hitting the bank and a text saying "new roof restoration quote." A fake news article layout with the client avatar in their work environment and a headline that matches the hooks from the video scripts. A whiteboard sketch comparing the old way against the new way, with a little diorama of a finished job sitting in front of it. Bold text on a red background. Stupidly simple and it's one of Cole Gordon's top performers. Four formats, four niches, sixteen ads. Each format is deliberately nothing like the others, and that matters. If your first batch is four colour variations of the same layout, you're not testing anything.

I have a free trial client following Liam's method in the real estate niche in Australia. I have my own personal FB account and ad manager account, but how do I run ads for their FB page? Probably a dumb question but haven't done this before.

Something I've been getting asked constantly is why ads stop working so fast. Someone launches a fresh batch of creatives, gets a nice burst of results for about two weeks, then everything tapers off. So they go make new ads, launch again, get another short burst, and it dies again. They're stuck on this hamster wheel of constantly refreshing creatives and they can't work out why nothing lasts. If that's happening to you, you're almost certainly diagnosing the wrong problem. Because there are two completely different types of ad fatigue, and most people only know about one of them. The first one is creative fatigue. That's the one everybody knows. Your ad has been running for a while, your audience has seen it too many times, performance drops off. Normal. Expected. You refresh the creative and you're fine. The second one is market fatigue, and this is the one that quietly kills people. Here's what I mean. Say there are five big agencies in your niche all running a similar version of the same offer. You've never run a single ad in your ad account. You're brand new. You go and make an ad that looks and sounds a lot like theirs. On paper, your ad isn't fatigued at all. It's fresh. It's never been shown to anyone. But it's already fatigued in the market, because your prospects have been hearing that exact message for the last two years. Your ad account doesn't know that. Meta doesn't know that. The only thing that knows it is the person scrolling past your ad thinking "yeah, I've seen this one before." And this is where I think most agency owners are getting it wrong right now. It's not just that the offers are getting saturated. It's that the style of creative is getting saturated too. Everyone in the agency space is making the same ad. Same talking head standing in front of the camera. Same edit style. Same cadence. Same guarantee-shaped promise. So when your prospect scrolls past, they get billboard blindness. They've seen that ad a hundred times, even though they've never seen yours.