Glossary

The ad creative glossary.

This glossary defines the ad metrics and terms you need to decide what to make next: hook rate, ad fatigue, Advantage+ creative, UGC ads and ad angles. Each entry gives the number to watch, the threshold that matters, and what to change in the ad when you cross it.

Terms

Hook rate

The metric that grades your hook — the formula, a free calculator, and what counts as a good hook rate.

Hook rate is the percentage of impressions that watch the first 3 seconds of your video ad — 3-second video plays ÷ impressions × 100. A good hook rate on Meta is 25–35%: Billo's H1 2026 average is 25.44% (cold and warm traffic mixed), and under 20% means the opener needs replacing.

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Ad fatigue

The 3 signals that show a winner is tiring — frequency, CTR trend, CPM trend — with thresholds, and what to swap first.

Ad fatigue is the drop in an ad's results once the same people have seen it too many times: frequency climbs, CTR falls and CPM rises while the ad itself hasn't changed. The fix is a different ad: a new hook first, then a new angle, then a new format.

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Advantage+ creative

Meta's default-on AI enhancements — which to keep, which to turn off, and what your creative needs before launch.

Advantage+ creative is Meta's suite of AI enhancements that automatically modify your ad per person and placement — resizing it, rewriting text, adding music or AI backgrounds. Most are on by default and each has to be turned off individually.

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UGC ads

What UGC ads are, with 37 real examples from Meta's Ad Library and why each one works.

UGC ads are paid ads built to look like user-generated content — a real-seeming person talking to camera, filmed on a phone, in the native shape of a TikTok or Reel — that a brand scripts, licenses and runs as an ad. The point is that the feed can't tell it from a post.

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Ad angle

The argument an ad makes for buying, how it differs from a hook, the main types with real ads, and how to find new ones.

An ad angle is the specific argument an ad makes for buying, aimed at one belief the viewer holds right now. "Their best sale price is still more than ours" (Quince) is an angle; "washable silk" is a feature. The hook is the first 1–3 seconds that open the argument, and one angle can carry many hooks. Angles come from two places: customers' own words about the problem, and the arguments competitors keep paying to run.

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Making ads

How to use this glossary when making ads.

Use each term as a check at one point in making an ad: hook rate when you cut a video, Advantage+ creative before you launch, ad fatigue when a winner fades, and ad angles when you need the next idea.

Cutting a video: check hook rate first

Under 20% on Meta, replace the first 3 seconds and keep the rest. The Billo H1 2026 average across 88,329 sales-objective video ads is 25.44%.

Before launch: set Advantage+ creative

Keep the enhancements that fit your ad to a placement; turn off text, music and generative edits until you've tested them, and upload a 9:16 and a 4:5 or 1:1 version yourself.

When a winner fades: read the 3 fatigue signals

Frequency climbing, CTR trending down and CPM trending up in the same week. Then swap the hook, then the angle, then the format.

When you need the next idea: start from an angle

Pick the reason to buy first, from the ads winning in your niche or your customers' words, then write the hooks for it.

Go deeper on hooks

Ad hooks

The pillar library — 50+ proven hooks by type, each paired with the reusable formula so you can adapt it to your product.

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Hook types

The full taxonomy — every hook type by psychological trigger, format, and framework, and how to choose the right one.

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Ad hook generator

A free AI tool: describe your product, get eight scroll-stopping hooks built on the patterns operators actually scale.

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What to make next

Ready to make the next ad? The fastest one to ship is a static: start from a competitor's long-running static and put your product in it.

Turn a competitor's static ad into yours →

The ads winning in your niche already exist.

Paste your product link. ViralMojo finds the ads winning in your niche, works out why they win, and turns them into your own — static ads, AI video, a winning ad with your product in it, or a real creator who shoots it for you.

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