Free hook development workbook
Great hooks start before the hook line
Meta's algorithm now rewards creative variety across personas, not just more ads. This free workbook helps you build that variety from real audience research, not guesswork. Built by Billo's creative team from patterns across thousands of video ads.
How most hooks get written (and what’s missing)
Most of the work that makes a hook land happens before anyone writes one.
How it usually goes
"Write a hook" with no persona behind it
One angle, chosen by guesswork
Launch, it doesn’t pick up, repeat from zero
What the workbook changes
Start with your best personas ranked by priority
22 hooks and 9 proof types, each mapped to a persona
A testing log so next round isn't a fresh guess
How the workbook works
Persona
Map your audience before you touch a hook line. For each persona you'll capture their pain in their own words, the language that catches them mid-feed, and the objection your hook needs to get past. You'll also rank them by priority so you know which audience to build hooks for first.
Hooks
Pick from 22 hook types (POV, confessional, bold claim, audience call-out, and more), each one tied to a specific persona so your brief gives creators something real to shoot. Ten hooks across five sample personas are already filled in so you can see how each angle plays out before writing your own.
Testing
Record what you ran and what actually worked. When your ads start to fatigue in two weeks, your next round starts from evidence instead of gut feel. The tab is pre-structured so you're filling in results, not designing a tracker.
"Half the briefs we see skip straight to the hook line. No persona, no research, just 'make it feel authentic.' This worksheet is what we send people when we want the hook to actually do its job."
Jovita Grigaliūnaitė
Paid Marketing Lead at Billo
