# How to write ad hooks that stop the scroll

> A five-step method to write ad hooks for video and static ads, with examples, a testing plan and the mistakes that kill hooks.
- **Author**: Marxx
- **Published**: 2026-10-23
- **Category**: Creative
- **URL**: https://marxx.ai/library-guides/how-to-write-ad-hooks

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Write a hook by starting from one buyer's problem or desire, saying it in their words, and promising a specific payoff in the first line or first second. Then test three to five versions on the same ad.

## Step 1: pick one buyer

Write for one person, not everyone. "A first-time mum who sleeps four hours a night" gives you better hooks than "parents".

## Step 2: find their words

Read reviews, comments and questions sent to your support team. Copy the exact phrases people use. "My hair feels like straw" is a hook. "Damaged hair solution" is a label.

## Step 3: pick a pattern

| Pattern | Formula | Example we wrote |
|---|---|---|
| Call-out | "If you [situation]..." | "If your AC bill crossed INR 6,000 last month..." |
| Mistake | "Stop [common habit]" | "Stop paying for gym days you skip." |
| Result | "[Number] in [time]" | "Our first 100 orders in 9 days, with INR 20,000." |
| Question | "Why does [problem] keep happening?" | "Why do your leads go cold after one call?" |
| Contrast | "[Old way] vs [new way]" | "Two hours of meal prep vs ten minutes." |

## Step 4: make it visual

For video, the first frame must show the hook, not a logo. Put the words on screen in large text. Show the problem or the result, not the packaging.

## Step 5: test fairly

Keep the rest of the ad the same and change only the first three seconds. Run three to five hooks with equal budget for a few days. Compare [hook rate](/glossary/hook-rate) for video, or CTR for static.

## A worked example

Say a tea brand tests three openings on one 20-second video:

- "Our new masala chai" gets a 19% hook rate.
- "The chai my nani made, in 3 minutes" gets 31%.
- "Stop buying chai that tastes like dust" gets 36%.

Same video after second three. The hook alone nearly doubled how many people kept watching.

## Mistakes that kill hooks

- Opening with the brand logo
- A promise the ad never pays off
- Vague claims like "life-changing"
- Too many words on the first frame

## FAQ

### How many words should a hook have?

Usually under ten. If you cannot read it in two seconds on a phone, cut it.

### Should every ad have a new hook?

Test new hooks often. When a hook wins, use it across formats before you retire it.

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