Sometimes you don’t need a new video. You just need a better hook.
That’s exactly what happened with one of our clients — a skincare brand running steady Meta ads with decent results. With one change, we turned their best-performing ad into a top converter.
The setup
The ad was already working:
But performance started to dip. ROAS was flat, and cost per purchase kept creeping up.
The original hook
The ad opened with:
“I’ve been using this serum for a month now…”
It wasn’t bad — but it wasn’t grabbing attention either. Too soft. Too slow.
The change
We kept everything else the same. Just changed the first 3 seconds to:
“You’re wasting money if your serum looks like this”
It hit harder. Created curiosity. Felt urgent.
The result
Why it worked
Takeaway
The first 3 seconds make or break the rest. Don’t settle for a soft intro just because the ad is already doing okay. Test new hooks — even on old content — and you might unlock a major win.
Want to avoid the five most common video ad mistakes?
Download our free guide at upstir.co/5-video-ad-mistakes
It is 14 pages of real tips to help you improve your hooks, lower ad costs, and create content that actually works.
That’s exactly what happened with one of our clients — a skincare brand running steady Meta ads with decent results. With one change, we turned their best-performing ad into a top converter.
The setup
The ad was already working:
- Solid product demo
- Clean UGC with creator speaking to camera
- Clear CTA: “Get yours today”
But performance started to dip. ROAS was flat, and cost per purchase kept creeping up.
The original hook
The ad opened with:
“I’ve been using this serum for a month now…”
It wasn’t bad — but it wasn’t grabbing attention either. Too soft. Too slow.
The change
We kept everything else the same. Just changed the first 3 seconds to:
“You’re wasting money if your serum looks like this”
It hit harder. Created curiosity. Felt urgent.
The result
- CPP dropped by 38%
- CTR increased by 44%
- ROAS improved by 1.5x
- Same audience, same spend, better scroll-stopping power
Why it worked
- It hit a pain point fast
- It called out a common mistake
- It created contrast and visual curiosity
- It made the viewer feel like they might be missing something
Takeaway
The first 3 seconds make or break the rest. Don’t settle for a soft intro just because the ad is already doing okay. Test new hooks — even on old content — and you might unlock a major win.
Want to avoid the five most common video ad mistakes?
Download our free guide at upstir.co/5-video-ad-mistakes
It is 14 pages of real tips to help you improve your hooks, lower ad costs, and create content that actually works.