Hook is Crucial in Ads · Paid Ads Accelerator

Hook is Crucial in Ads

Your hook is 80% of your ad's success.

Get this wrong and nothing else matters.

After analyzing thousands of winning ads across 250+ DTC brands,

I've found that the best hooks do one of these 5 things:

𝟭. 𝗖𝗮𝗹𝗹 𝗼𝘂𝘁 𝗮 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲

→ "[Target audience], stop scrolling — this is your answer to [problem]"

→ "If you're a [target audience] that struggles with [problem], stop scrolling"

→ "Hey [target audience], you need to see this"

𝟮. 𝗟𝗲𝗮𝗱 𝘄𝗶𝘁𝗵 𝗮 𝗯𝗼𝗹𝗱 𝗰𝗹𝗮𝗶𝗺

→ "[Product] that feels illegal to know"

→ "I just made my life 10x easier with [product]"

→ "In [amount] weeks, you won't recognize yourself"

𝟯. 𝗦𝗵𝗼𝘄 𝗮 𝗽𝗮𝘁𝘁𝗲𝗿𝗻 𝗶𝗻𝘁𝗲𝗿𝗿𝘂𝗽𝘁

→ "[Strange visual of product or problem]"

→ "This'll sound weird but hear me out…"

→ "The weirdest product I just found on TikTok"

𝟰. 𝗔𝗴𝗶𝘁𝗮𝘁𝗲 𝗮 𝗽𝗮𝗶𝗻 𝗽𝗼𝗶𝗻𝘁

→ "I've hated my [problem] for 15 years"

→ "[Problem] making it hard to go anywhere?"

→ "Keep scrolling if you enjoy having [problem]"

𝟱. 𝗨𝘀𝗲 𝘀𝗼𝗰𝗶𝗮𝗹 𝗽𝗿𝗼𝗼𝗳 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲𝗹𝘆

→ "Why is everyone talking about [product]?"

→ "I keep seeing this [product] all over my feed so I had to try it"

→ "Everyone keeps asking me about how I [desired outcome]"

The best hooks use one or more of these patterns in the first 3 seconds.

Not all ads with great hooks scale.

But all ads that scale have great hooks.

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