Win With Paid Ads™ Podcast Episode #75: "If They're Scrolling Past Your Ads, Here's Why"

Release Date: July 3, 2025

Host: Ashley Brock

Introduction

In Episode #75 of the Win With Paid Ads™ podcast, host Ashley Brock delves into the critical issue of why audiences are often scrolling past advertisements without engaging. Tailored for entrepreneurs and business owners eager to harness the power of paid advertising, this episode offers actionable strategies to enhance ad performance and captivate the right audience effectively.

1. The Significance of Hooks in Advertising

Ashley Brock opens the discussion by emphasizing the paramount importance of hooks in advertisements. She underscores that in today's digital landscape, capturing attention swiftly is essential due to the fleeting nature of human attention spans.

"Human beings have an eight-second attention span. Eight seconds. And that's from a Microsoft study."
(00:04)

She compares our attention span to that of a goldfish, highlighting the necessity of engaging the audience within the first few seconds to prevent them from scrolling past.

2. Understanding Attention Spans

Brock references a HubSpot study revealing that 65% of people skip ads immediately, underscoring the competitive environment where ads vie not just against each other but also against entertaining content like cat videos.

"The first three seconds will actually determine if they stay or scroll."
(12:15)

She emphasizes that the initial two to three seconds are crucial in deciding whether a viewer continues engaging with the ad.

3. Crafting Effective Hooks

Ashley introduces a framework for creating compelling hooks, which includes:

• Pattern Interrupt: Disrupting the viewer's scrolling pattern to capture attention.

  "You have to do something different to be like, woo, watch this."
  (16:30)

• Curiosity Loop: Opening a loop that stimulates curiosity, compelling the viewer to watch further.

  "Create a curiosity loop that makes them curious enough that they have to watch what's next."
  (18:45)

• Audience Relevance: Speaking directly to the audience to ensure the hook resonates personally.

  "It needs to be relevant to your audience so that they're like, oh, yeah, that's for me specifically."
  (21:10)

• Emotional Engagement: Incorporating elements of emotion or tension, such as humor, shock, or desire.

  "There has to be some sort of emotional element present."
  (23:50)

• Visual and Audible Stimuli: Utilizing dynamic visuals or sounds to maintain engagement.

  "Movement is the attention."
  (27:05)

4. Good vs. Bad Hook Examples

Ashley provides tangible examples to illustrate effective and ineffective hooks:

Good Hook Example:

"Here's why your ads aren't working, and I'll show you in less than 30 seconds what to fix."
(34:20)

This example is direct, sets clear expectations, and promises immediate value.

Bad Hook Example:

"Hi, my name is Ashley, and today I want to talk to you about advertising..."
(45:00)

She critiques this approach as self-centered and unengaging, leading to poor watch rates.

5. Tactical Strategies to Boost Watch Time

To further enhance ad performance, Brock outlines specific tactics:

• Open a Curiosity Loop: Tease a payoff without revealing it immediately.

  "Most people get this completely wrong, and here's how to fix it."
  (50:10)

• Utilize Motion and Energy: Incorporate hand gestures and bold movements to create visual stimulation.

  "Big hand gestures, face being close to camera or some bold movement is visual stimulation."
  (51:35)

• Ask Juicy Questions: Pose intriguing questions that compel viewers to seek answers.

  "Ever wonder why your ads get absolutely no sales?"
  (53:00)

• Implement Jump Cuts: Use rapid scene changes to maintain viewer interest.

  "Cutting every one to two seconds visually is so stimulating."
  (54:25)

• Incorporate Text on Screen: Reinforce messages visually to enhance understanding and retention.

  "Text on screen is a visual hook, so reinforcing the hook visually."
  (56:40)

• Leverage Audio Cues: Start with sounds that create tension or excitement to grab attention.

  "Starting with a sound that stands out, like a pop or a ding or swoosh."
  (58:15)

6. Insights from Industry Experts

Brock brings in perspectives from notable figures to reinforce her strategies:

• Jasmine Star: Ashley shares a conversation with Jasmine Star, highlighting the effectiveness of creating curiosity.

  "Curiosity is not optional, it's essential. And you're either answering a question or creating one immediately."
  (1:02:30)

• Alex Hormozi: She references Hormozi's advice on content consumption.

  "The best way to get someone to consume your content is to tell them what they'll miss out if they don't."
  (1:04:10)

• Mr. Beast's Video Editing Philosophy: Emphasizing continuous movement to retain attention.

  "Never let a frame stay static for too long. Movement is the attention."
  (1:06:50)

7. Real-World Application and Case Studies

Ashley recounts personal experiences and case studies to illustrate successful and unsuccessful ad hooks:

• Failing Hook Example: An ad about plants that failed to engage a cold audience but worked well for a retargeted, familiar audience.

  "Do you know how a plant has to have the perfect environment to grow? And people were like, no. And also, I don't care."
  (1:15:00)

• Successful Hook Example: A video where she pulls money from someone’s pocket at a party, creating immediate intrigue and leading to high engagement.

  "She created intrigue and curiosity with a good hook of looking around at a party and, like, pulling money out of this guy's pocket."
  (1:20:45)

8. The Impact of Better Hooks on Ad Performance

Brock concludes by summarizing the benefits of implementing strong hooks:

• Improved Watch Time: Higher engagement leads to longer watch durations.

• Enhanced Relevance Score: Relevant ads receive better positioning and lower costs.

• Increased Sales: Greater engagement translates to higher conversion rates.

"Better hooks, obviously, equal better watch time, better relevant score, and lower ad costs. And that ultimately leads to more sales."
(1:29:30)

9. Invitation to the Win with Paid Ads Challenge

Towards the end, Ashley invites listeners to join the Win with Paid Ads Challenge, a five-day program where participants can learn in-depth strategies and frameworks to optimize their advertising efforts.

"When you join the Win with Paid Ads challenge, I have a new framework, a trademarked framework that I explain each of the five days."
(1:33:15)

Conclusion

Episode #75 of the Win With Paid Ads™ podcast provides a comprehensive guide to understanding and implementing effective hooks in advertising. By highlighting the psychological aspects of attention, offering practical strategies, and sharing real-life examples, Ashley Brock equips listeners with the tools necessary to create compelling ads that not only capture attention but also drive meaningful engagement and conversions. For entrepreneurs and business owners striving to elevate their advertising game, this episode serves as an invaluable resource for achieving sustained success in the competitive digital marketplace.

For more insights and strategies, join the Win with Paid Ads Challenge by visiting ashleybrock.com/challenge.