# 35 hooks for D2C ads

> Thirty-five hooks for D2C ads, grouped by what the buyer is thinking: new, doubtful, comparing, gifting or coming back. We wrote them; test them on your own product.
- **Author**: Marxx
- **Published**: 2026-10-25
- **Category**: Hooks
- **URL**: https://marxx.ai/library-templates/hooks-for-d2c-ads

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A hook for a D2C ad works best when it matches what the buyer is thinking right now. These 35 hooks are grouped by that mindset: new, doubtful, comparing, gifting or coming back.

A new visitor needs a reason to care. A doubtful one needs a reason to trust. We wrote these hooks. They are not from real brands and have not been tested.

For general hook patterns, see the [50 ad hook examples](/templates/ad-hook-examples). This page is the D2C version.

## New to the brand

1. "If you have never tried [product type], start with this."
2. "We make [product] for people who [specific buyer]."
3. "This is what [category] looks like when nothing is hidden."
4. "You have seen ten of these ads. Here is why this one is different."
5. "Meet the [product] that started a small business in [city]."

## Doubtful about price

6. "Yes, it costs INR [price]. Here is where the money goes."
7. "INR [price] a month works out to INR [price per day] a day."
8. "We are not the cheapest. Here is why people stay."
9. "What you pay for the cheap version, again and again."
10. "No middlemen. That is why it costs INR [price]."

## Doubtful about quality

11. "Read the three-star reviews before you buy."
12. "Here is everything in the box."
13. "We tested [N] versions before this one."
14. "Return it if you do not like it. No questions."
15. "Our founder answers the support number."

State only what is true. A test count or a return promise must be real.

## Show it working

16. "Watch what happens in the first ten seconds."
17. "No edits. One take."
18. "Here it is on a normal Tuesday."
19. "The part nobody shows you in other ads."
20. "I was sceptical, so I timed it."

## Comparing options

21. "[Brand A] or [Brand B]? Here is how they differ." Only compare in ways you can prove.
22. "Old way: [steps]. New way: one."
23. "Your current [product] versus this, side by side."
24. "What changes when you switch."

## Gifting and seasons

25. "Gift sorted in two minutes."
26. "The gift that does not look like an afterthought."
27. "Order by [date] and it arrives before [festival]."
28. "Wedding season gift under INR [price]."

## Coming back

29. "You ran out. We noticed."
30. "Restocked. Last time it sold out in [real time]."
31. "A new [variant] for people who loved [original]."
32. "Subscribe and you will not run out again."
33. "Three reasons our regulars reorder."
34. "A thank-you for buying twice."
35. "Our bestseller, with one small change."

## A worked example

Say you test three hooks on the same 20-second video and the same offer. Each ad gets 1,00,000 impressions. [Hook rate](/glossary/hook-rate) is 3-second plays divided by impressions.

| Hook | 3-second plays | Hook rate |
|---|---|---|
| 6: "Yes, it costs INR 799. Here is where the money goes." | 24,000 | 24% |
| 11: "Read the three-star reviews before you buy." | 31,000 | 31% |
| 17: "No edits. One take." | 28,000 | 28% |

The review hook holds the most people. Next, test two more review-based hooks and see if the lead holds. Keep the numbers in a sheet so you can compare later.

## How to choose

- Start with the objection your support team hears most.
- Change only the first line or the first three seconds. Keep the rest of the ad the same.
- Use the buyer's words. Our guide to [how to write ad hooks](/guides/how-to-write-ad-hooks) shows how to pull them from reviews.
- Vary the reason to buy as well as the wording. The [ad angle examples](/templates/ad-angle-examples) list 30 reasons.
- Look at what your category already runs. Marxx tracks competitor ads on Meta and Google, and its AI search covers 100M+ ads back to 2022. See [competitor tracking](/features/competitor-tracking).

For skincare, which has extra rules, see [hooks for skincare ads](/templates/hooks-for-skincare-ads).

## FAQ

### How many hooks should I test per video?

Three to five on the same video body is plenty. More than that and each one gets too little budget to read.

### Do hooks work the same on static ads?

The idea carries over. In a static ad, the hook is the headline or the first line on the image, and you compare click-through rate instead of hook rate.

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