In today’s paid social environment, attention is earned fast… or lost instantly.

In this episode of Break The Funnel, I break down:

•  why most hooks fail 
•  what actually makes people stop scrolling 
•  why ad copy needs to match customer awareness 
•  and how brands are losing performance before the customer even knows what they’re selling 

We also get into:

•  the impact AI is having on ad creative 
•  why generic messaging dies faster in 2026 
•  and why strong paid social today is less about targeting… and more about understanding people 

Because great ads don’t just sell.

They create recognition.