Aurelle Jewelry Doubled Its CTR With a Hook Library Built From Winning Ads

The challenge

Aurelle’s ads looked like its brand: soft light, clean backgrounds, a necklace on skin. They were well produced and on-brand, but they blended into a feed where every demi-fine jewelry competitor ran the same close-ups.

Meta link CTR averaged 0.82%, TikTok sat around 0.6%, and only 18% of viewers watched past three seconds. With blended CPA at $42 on a $78 order, the eight-person team needed ads that gave people a reason to stop.

The solution

Creative lead Owen Tate started on Basic, spending 30 minutes a day saving the openers of long-running jewelry and accessories ads. After a month and 312 saved ads, the team upgraded to Pro to tag and analyze the library at scale.

• Ad Spy to save ads running 21+ days on Meta and TikTok, watching only the first three seconds.

• Hooks to sort 500+ openers into seven families, like price reveals and durability tests.

• Magic AI to suggest a tag for each ad and draft scripts from a winning hook.

• Hooks to launch every opener in five executions and isolate what actually drives clicks.

“We thought our ads needed to be prettier. They needed a reason to stop. The hook library gave us a vocabulary for that, and every brief now starts with a hook.”

Owen Tate

Creative Lead, Aurelle Jewelry

The results

Four months after the first sprint, on a similar budget, Meta link CTR rose from 0.82% to 1.68% and TikTok CTR from 0.6% to 1.3%. Thumb-stop rate climbed from 18% to 31%, and blended CPA fell from $42 to $31.