Lures & Baits

Conventional lures account for the majority of bass, walleye, pike, and predatory fish caught across North American freshwater. We've built this selection around smaller brands producing lures that outperform their price point: Just Lures Fishing's hard bait lineup including squarebill crankbaits, jerkbaits, pencil poppers, and glide baits; GRANDEBASS soft plastics for finesse and power applications; TARGARYEN Baits' bass-specific patterns including the Bladed Rot Jig, Night Train, and Brain Rot series; and ATX Lure Company's lure and jig head systems.

These are not mass-market choices. They're brands producing with more material quality control and better hook specifications than what fills the pegs at most tackle shops. Filter by product type for hard baits, soft plastics, jigs, and accessories.

Frequently Asked Questions

When should I use a squarebill crankbait vs. a jerkbait?

Squarebill crankbaits run at 1–4 feet of depth, deflect off structure, and work best in shallow water around rocks, laydowns, and stumps — their tight wobble and erratic deflection triggers reaction strikes. Jerkbaits are suspending or slow-sinking lures that imitate injured baitfish through a jerk-pause-jerk cadence — they excel in clear, cold water (50–60°F) when fish are lethargic. In general: squarebills for warm, stained water near structure; jerkbaits for cold, clear water with visible baitfish.

What soft plastic is the most versatile lure for bass and walleye?

The 3.5–4 inch paddle tail swimbait on a 1/4 oz jig head is the most versatile soft plastic in freshwater fishing. It catches largemouth in open water, smallmouth on river rocks, walleye on slow retrieves, and trout in deep lakes. The tail generates action at any retrieve speed, including a slow roll along the bottom. The GRANDEBASS Airtail and Rattlesnake patterns are purpose-designed for this application and produce across multiple species.