About · Our thesis
How we see advertising.
Meta advertising has changed more in the last few years than in the ten before it. What worked in 2019 doesn't work now. Most brands, and most agencies, are still running the old playbook. This page explains what changed, what works today, and why we run Hookd Group the way we do.
Last updated: · 5 minute read
Before 2021
The easy years.
For most of the last decade, Facebook and Instagram ads were simple. You picked an audience, ran a few ads and tracked every sale back to the click.
Tracking was clear and costs were low. A decent ad and a tight audience were often enough to grow a brand fast.
Agencies were built around this. Their main skill was choosing audiences and adjusting budgets.
2021 to 2023
The tracking broke.
In 2021 Apple let iPhone users opt out of being tracked across apps. Most did. Overnight, brands lost a large part of the data their ads relied on.
Results got harder to measure. Ads got more expensive for many brands. Audience tricks that used to work stopped working.
Many agencies kept doing the same things and hoped it would come back. It didn't.
2024 onward
The ad is the targeting.
Today Meta's own AI decides who sees your ads. You give it broad audiences, and it finds the buyers.
That changes what matters. The ad itself now does the targeting: the hook, the format, the person on screen. A different ad reaches different people.
So the brands that win are the ones that make more good ads, test them faster and keep the winners. Creative is now the main lever.
See how we make ads →What it takes now
Four things that decide results.
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How we work
So we built Hookd Group around that.
AI helps us move fast.
We use AI to make and edit more ad variations, faster. A creative strategist decides what gets made and what goes live.
People make the calls.
Every account has its own media buyer and creative strategist. You talk to them directly.
The setup is part of the job.
We set up and look after your accounts, pixels and tracking, so spend doesn't stall.
You see what we see.
Every client gets a live dashboard with spend, sales and return on ad spend from Meta.
What we believe
What we believe.
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What this means for you.
If your ads worked a few years ago and don't now, it's probably not your product. The playbook changed.
We help brands switch to the one that works today: more ads, faster tests, a clean setup and numbers you can see.