We’ve cracked the code to create the perfect ad.
An ad that catches attention from the start, builds trust in seconds and drives conversion—without relying on gimmicks or guesswork.
After testing thousands of video ads across TikTok, Meta and YouTube, we found that the highest-performing creatives all follow the same 7 principles. This checklist is how we pressure test every ad before it goes live.
Whether you’re launching a new product or scaling an evergreen winner, use this as your go-to gut check to make sure your creative is built to win.
Here are the 7 things every high-performing ad includes—keep reading to pressure test your next creative.
#1 Start Strong with a Scroll-Stopping Hook
Everybody knows that the hook is the most important part of an ad.
However, you can’t imagine how many people forget that once they get distracted by hitting a sales record.
They jump straight into product features, logos or an intro that takes way too long to get to the point—and by then, it’s too late. The scroll already happened.
A great hook isn’t about being loud. It’s about being disruptive. Your job is to break the pattern and give people a reason to pause.
In a world where attention span is really short and millions of people are advertising at the same time, you need to stand out.
We have a list of 101 hooks that will get you more clicks and 10 visual hooks that are driving sales like crazy. But before you dive into those, here are a few principles to keep in mind when choosing the right hook for your next ad:
- Don’t be like everybody else. We know there are formulas that work—like “5 reasons why” or “POV”—and you should absolutely use them. But don’t be like everybody else. The key is in the twist. Small tweaks in execution can make a big difference.
- Try visual hooks. Sometimes, you don’t need to say anything—you just need to show. Visual hooks are engaging and catch attention from the start.
- Adapt your hook for each platform. Your hook can be the same, but you need to adapt it for each platform. For example, if your UGC starts with “Reasons why I love…”, for TikTok you can use that hook with a comment box and for Meta you can use it with native text style.
Now let’s check out this video. Its visual hook is different from what people expect from a wig company. It’s fast-paced and engaging, perfect for catching attention from the beginning.
#2 Show the Product Immediately
If attention spans are this short, why wait until the end to show your product?
The faster people see the solution, the better.
That’s why your product needs to be shown immediately.
Here’s the brutal truth: Delayed reveals don’t build suspense—they build disinterest. Scrollers don’t stick around for a slow burn. They swipe.
So here’s the thing: You need to show the product, and why it works, from the very beginning to keep people engaged. Sometimes, you can even mention it in the hook.
Check out how this example mentions the brand in the hook as a solution for a problem (menopause symptoms) and then uses press proof to build credibility. This is followed by a “How-It-Works” scheme–which we know always works.
#3 Use Benefits, Not Features
Benefits sell; features don’t.
There is no need to highlight the “premium materials,” “patented technology” or “industry-leading innovation.” Why? Customers don’t buy what your product is—they buy how it makes their life better or easier.
A great ad isn’t about listing attributes. It’s about selling transformation. Your job is to flip features into real-world wins. In a world flooded with bland, technical ads, the ones that win speak directly to desires, frustrations and emotions.
We’ve tested hundreds of angles, and the rule never changes: Benefits beat features every time. But before you rewrite your script, here’s how to nail it:
- Don’t just describe—reframe. Saying “Our blender has a 1500W motor” (feature) is not the same as “Crush ice into snow in 3 seconds with no chunks” (benefit). Figure out how you can transform a feature into a life-changing benefit.
- Lead with the “why.” People don’t buy what your product is—they buy why it matters to them. Have you heard of Simon Sinek’s Golden Circle principle? The same applies for advertising.
- Hit emotions. This is key, and it’s not hard: Identify a real struggle and pair it with a benefit.
Pro Tip: For UGC, flip the script. Instead of “This jacket is windproof,” try “I wore this in a snowstorm… and actually felt cute.”
Feetures sells socks, but not just any socks. Some people struggle with sweaty feet—that’s why Feetures offers iWich fibers to keep your feet cool and dry. And others struggle with pain when they walk, so Feetures offers an arch band for support. This is a great example of how to use benefits instead of listing features in an ad.
#4 Tell a Clear Problem–Solution Story
Your ad needs to tell a story. And it needs to be engaging.
But not just any story. It has to be a story that makes people feel seen. One where they recognize versions of themselves and think: “Wait, that’s me.”
The formula is simple:
Start by showing the problem. Agitate it a little. Present the solution (your product). Prove it works.
We’ve found that the best ads don’t overcomplicate this. They use relatable situations and real emotions to pull people in. Then, they drop the product as the answer—clearly, confidently and without fluff.
Here’s how to make it land:
- Be specific. “Struggling with sleep” is vague. “Lying in bed at 2:00 a.m. scrolling and still can’t fall asleep?” is relatable.
- Use real people. Creators, customers, founders—let someone tell the story in a way that feels authentic, not scripted. Try UGC or your founder’s stories.
- Show the transformation. Before-and-afters, emotional shifts, lifestyle changes—even subtle ones—help drive the point home.
Remember: People don’t want to be sold to. They want to feel understood. Tell a story that meets them where they are—and then shows them where they could be.
#5 Incorporate Social Proof
Social proof is one of the most powerful levers you can pull in an ad. It builds trust, reduces doubt and speeds up the path to conversion. Especially in a crowded market, credibility wins.
Here’s the deal: The more authentic and relevant the proof feels, the better it performs. You don’t need to flash a million 5-star reviews (although that helps). A quick quote, a recognizable logo or even a TikTok comment can do the job.
Use this checklist to test if your ad includes strong social proof:
- Is there a real person vouching for the product?
UGC clips, customer testimonials or founder voiceovers can all build trust. - Do you include quotes, comments or reviews?
Screenshots of real feedback—especially if it’s funny, emotional or surprising—go a long way. - Is there third-party validation?
Think press mentions, influencer shoutouts or expert endorsements. Even a “Seen in Vogue” badge helps. - Does it feel native to the platform?
A 5-star review in an iMessage style for Meta. A viral comment screenshot for TikTok. Match the proof to the vibe.
🎯 Pro tip: Stack your proof. A testimonial + a logo + a demo = trust overload.
This ad is a great example of press and social proof. The hook is simple, but the brand is already showing some press proof by stating that Forbes, People and Buzzfeed love it. And the social proof is immaculate—the ad shows people trying on and unboxing clothes, while stating that the brand has become a trusted source for fashion.
#6 Renew Attention Every 2-3 Seconds
The fastest way to lose attention? Letting your footage drag.
Today’s viewers are used to quick, dynamic content. Whether it’s with a new clip, a close-up, a text overlay or a zoom—you need to refresh the frame every 2–3 seconds at most.
You need to visually reset the viewer’s brain every 2–3 seconds. That could mean:
- Cutting to a new angle or clip
- Adding motion graphics or kinetic text
- Using jump cuts to emphasize urgency
- Zooming, panning or adding movement in post
These small visual shifts create rhythm and momentum and keep the viewer engaged all the way through.
Pro tip: Even if you’re using UGC or testimonial-style content, break it up with overlays, B-roll or animated captions.
#7 Finish with a Clear CTA
You’ve done all the hard work—captured attention, built trust, shown the value. Now don’t lose the conversion by fading out with a weak close.
Too many ads end with vague statements like “check it out” or “learn more,” hoping the viewer will connect the dots on their own. They won’t.
You need to be clear, direct and confident about what happens next. A strong CTA tells the viewer exactly what to do—and makes it feel easy.
Whether it’s:
- “Shop now and get 20% off”
- “Start your free trial today”
- “Take the quiz to find your fit”
…your CTA should match the offer and the level of urgency. And it should show up on screen and, ideally, in the voiceover—so there’s zero confusion about the next step.
Struggling to find the right phrasing? We put together 25 CTA templates you can plug straight into your ads, including bold, direct commands for hot audiences, and softer, curiosity-driven CTAs for top-of-funnel campaigns.
Because a perfect ad doesn’t just get attention—it drives action.
How Many Boxes Did You Check?
Not every ad needs to hit all 7 points to win—but the more boxes you check, the better your chances of stopping the scroll, holding attention and driving real results.
Use this checklist as your gut check before launching anything new. It’ll help you pressure test your creative and spot the weak points before your audience does.
✅ Hook that stops the scroll?
❌ Benefits over features?
✅ Clear CTA?
(You get the idea.)
Bookmark this and come back to it often—your ads (and your ROAS) will thank you.
Partner with Growth Experts
At Primer, we create high-performing ads that stop thumbs and spark action. From brands like Jocko Fuel to Sunday and Rocksbox, we help teams concept and write UGC ad scripts that feel real, convert fast and hit emotionally. Whether you need hooks that hook harder, CTAs that convert or full-funnel copy that actually sells—we’ve got you.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, production, reporting, and optional media buying—to achieve your growth objectives. You can focus on your business while we deliver the results.
Creative On Demand: Access a subscription-based marketing creative platform to request UGC, videos, images and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.
