Meta Ads Best Practices
Reference guide for hooks, copy, testing, metrics, and creative specs
The hook is the first 1–3 seconds of a video or the first line of copy. It determines whether someone stops scrolling. Use one framework per concept — don't blend.
Pain Point
Lead with the problem your audience feels right now.
“Tired of wasting money on ads that don't convert?”
“Still struggling to get clients even with a great offer?”
Tip: Works best at TOF. Use specific, relatable pain. Avoid sounding preachy.
Curiosity Gap
Open a loop the viewer must close by watching.
“This one change doubled our client's ROAS in 7 days.”
“We tested 47 hooks. This is the one that won.”
Tip: Keep the payoff relevant — don't bait and switch. Great for Reels and video ads.
Bold Claim
Make a specific, credible, surprising statement.
“We went from $0 to $50k/month in 90 days.”
“Our customers see results in 48 hours — or it's free.”
Tip: Must be believable and provable. Back it up with social proof or a guarantee.
Social Proof
Lead with the voice of a happy customer or impressive number.
“10,000 brands use this to ship ads in under an hour.”
“"I was sceptical — now I won't run ads any other way." — Sarah M.”
Tip: Real names and specifics outperform generic testimonials. UGC format excels here.
Before / After
Show the transformation clearly and quickly.
“Before: 1.2% CTR. After: 4.7% CTR. Here's exactly what we changed.”
“Six months ago she couldn't get a single client. This is her now.”
Tip: The 'after' must feel aspirational but realistic. Visuals amplify this hook massively.
Contrarian
Challenge a belief the audience holds.
“Stop A/B testing your creatives — here's what actually moves the needle.”
“More ad spend won't fix your ROAS. This will.”
Tip: Takes confidence. Works well for sophisticated audiences and thought-leadership angles.
POV
Pull the viewer into a scenario as if they're living it.
“POV: You just scaled to $100k/month without burning your team out.”
“POV: Your ads finally have a 4x ROAS and your client is crying happy tears.”
Tip: Highly shareable. Works best as short Reels or Stories. Keep it relatable.