Stop using generic AI hooks.
If your ad starts with "Stop leaving money on the table," you've already lost.
After testing thousands of ads and overseeing $300M+ in spend, one thing is clear:
A hook isn't just the first few seconds.
It's the reason someone decides to keep watching.
Here are 10 hook frameworks we're seeing work repeatedly across 7- and 8-figure brands.
People love hearing something they weren't supposed to hear.
The goal isn't to look like an ad.
The goal is to feel like someone sharing drama.
People scroll past predictable.
They stop for things that look out of place.