Former U.S. Attorney John Ratcliffe (R) takes a shot at Rep. Ralph HallRalph HallGOP fights off primary challengers in deep-red Texas Most diverse Congress in history poised to take power Lawmakers pay tribute to Rep. Ralph Hall MORE's (R-Texas) age in his latest ad, the first of the primary runoff.

"At 91, Ralph Hall has served admirably. But after four decades in Washington, the problems are getting worse, not better. It’s time for leaders who are willing and able to fight President Obama and his liberal agenda," Ratcliffe says. "It's time for leaders who are focused on the next generation, not the next election."

It's the first time Ratcliffe, who's in his late 40s, has knocked Hall in advertising. During the first round of the primary he focused on raising his own name recognition with positive spots.

Ratcliffe forced Hall into a primary runoff back in March, keeping him under 50 percent of the vote. He's running to Hall's right and has the backing of the Senate Conservatives Fund, Club for Growth and Madison Project — the SCF launched a radio ad calling for "new conservative leadership" for the district Wednesday morning.

Ratcliffe's campaign has emphasized generational change more than an ideological shift.