How to write ad hooks that earn attention

A hook is the first line, frame or sentence of your ad. Its only job is to make the right person stop scrolling — not everyone.

Five hook structures to test

1. Name the problem. "Still re-writing the same email every week?"
2. Contradict a belief. "More posts won't grow your account. Better posts will."
3. Specific outcome. "A launch plan you can finish before Friday."
4. Curiosity gap. "The one line we cut that changed our landing page."
5. Identity call-out. "For freelancers who hate writing proposals."

How to test them

Keep everything else identical — creative, audience, budget — and change only the hook. Run each for long enough to get a meaningful number of impressions before judging. Treat early results as signals, not conclusions.

A note on honesty

Never promise results you can't substantiate. "Guaranteed" hooks tend to break platform policies and customer trust at the same time.