How I decide what to fix first

New hooks are the default fix because they're the easiest to make. They only help when the opening is what failed. I check each ad in this order, after about a week on its own budget.

1. Meta barely spent on it. No hook will save it. The idea failed, so it needs a new concept, often in a new format.
2. People leave in the first 3 seconds. Compare 3-second video plays divided by impressions against your own other ads, not against a number from the internet. The opening failed. This is the one case where I test new hooks, and I keep the rest of the ad.
3. They watch most of it but don't click. Watch time holds up, link click-through rate is low. The hook did its job. The middle never made them want it, so I keep the opening and rebuild the middle: the reason, the proof, the demo.
4. They click but don't buy. Before touching the ad, I check the page, the price and the stock. If it's one of those, a new ad won't fix it.
5. The reason works, but the person on screen is wrong for your buyer. The comments and the age breakdown usually show it. I change the person and the place. That's a version, and with AI it's a new person, not a new shoot.

Fix order, per ad, after about 7 days on its own budget

1. Meta barely spent on it          -> the idea failed. New concept, often a new format.
2. Most people leave in 0-3 seconds -> new hooks. Keep the rest.
3. They watch but don't click       -> keep the opening, rebuild the middle.
4. They click but don't buy         -> check page, price and stock before the ad.
5. Right reason, wrong person       -> new person and place (a version).

Hooks are for openings that fail, not for ideas that do.