The ad with a 10 hook score that won the batch

You probably have an ad in your account that looks too weak to defend.

Low hook score. Bad early ROAS. Nobody wants to bring it up in the creative review because it feels like an easy kill.

We had one like that.

After 11 days, it was at 0.35x ROAS and had the lowest hook score out of an 11-ad batch. The media buyers left it on.

Thirteen weeks later, it was the highest-ROAS ad in the batch.

Its hook score got worse the whole time. It finished at 10.

That is uncomfortable if you are the person reviewing creative performance. The metric saying people were not stopping kept declining while the ad got better at driving purchases.

I'm not saying every bad ad needs 13 weeks of spend. Most don't.

But now, when an ad has a bad hook score, I do not automatically write it off. This one had the lowest hook score in the batch and ended up being the highest-ROAS ad.