What is Ad hook?

An ad hook is the first thing in an ad that a person notices, and the part that decides whether they keep looking. In a static ad it is usually the largest line of text on the image or a striking visual. In a video it is the opening seconds. A hook can name the reader, state a problem, make a promise, ask a question or show a surprising result.

Hooks are among the quickest parts of an ad to test, because changing only the hook while keeping the rest of the ad gives a clean comparison. A new hook on a proven layout is also a common way to refresh an ad that is starting to fatigue.