Ima Square Bill Crankbait

Three Baits in One. Master of All of Them.

The Ima Square Bill Crankbait is Bassmaster Elite Angler Bill Lowen's signature design — a bait he dreamed about for decades and finally brought to life through countless conversations with Ima's engineers in Japan. Most square bills do one thing well. The Ima Square Bill does everything well: burn it, wake it, twitch it, or deflect it off cover. Mix them all on a single retrieve and watch what happens.

Built Around an Earth-Shaking Wobble

The Ima Square Bill's stubby, rounded body produces a wide, aggressive wobble that displaces water and triggers reaction strikes from bass holding tight to cover. The computer-chip lip deflects off wood, rock, and laydowns with a natural, erratic kick that mimics a fleeing baitfish. And two sticky-sharp Owner #6 treble hooks nail even the short strikers — though most bass absolutely choke this bait down.

Why Most Square Bills Have a Weakness

Most square bills are specialists. Some burn well but lose their action when waked. Others deflect off cover but fall apart on a fast retrieve. The Ima Square Bill was engineered to have no weakness — it performs at every speed and in every situation. That versatility is what makes it Bill Lowen's go-to bait and a must-have in any crankbait lineup.

Bill Lowen's Favorite Retrieve

Bill's preferred technique is to mix it all up on a single retrieve — twitching to waking, then reeling it down to three feet and burning it. That unpredictable, multi-speed presentation keeps bass guessing and triggers strikes from fish that have seen every standard crankbait retrieve. The Ima Square Bill is the only bait that can pull it off without losing its action.

The Right Pick If...

• You want a square bill that performs at every retrieve speed
• You're fishing shallow cover — wood, rock, laydowns, docks, and riprap
• You want a bait that deflects off structure with a natural, erratic kick
• Standard square bills are getting ignored on pressured water
• You want a tournament-proven design from a Bassmaster Elite pro

Best Retrieve Techniques

• Burning: Fast, steady retrieve to cover water quickly and trigger reaction strikes from aggressive fish
• Waking: Slow retrieve that keeps the bait just below the surface, creating a visible wake — deadly in low-light conditions
• Twitching: Erratic rod-tip twitches to create a darting, fleeing action — great for finicky fish
• Deflecting: Cast into cover and let the bait deflect off wood, rock, and laydowns — the kick on contact triggers reaction strikes
• Mixed Retrieve: Bill Lowen's favorite — twitch, wake, burn, and deflect all on one retrieve

Best Conditions

• Spring pre-spawn and spawn when bass are shallow and aggressive
• Fall when bass are chasing shad in shallow water
• Anytime bass are holding tight to shallow cover — wood, rock, docks, and riprap
• Stained to moderately clear water where the wobble and color carry
• Low-light periods when a waking retrieve draws fish from a distance

Best For

• Species: Largemouth Bass, Smallmouth Bass, Spotted Bass
• Techniques: Burning, Waking, Twitching, Deflecting, Mixed Retrieve
• Conditions: Shallow cover, stained water, spring pre-spawn, fall shad patterns

Key Features

• Bill Lowen (Bassmaster Elite) Signature Series design
• Stubby, rounded body produces an earth-shaking wide wobble
• Computer-chip lip deflects naturally off wood, rock, and laydowns
• Two sticky-sharp Owner #6 treble hooks
• Performs at every retrieve speed — burn, wake, twitch, or deflect
• No weakness — a true master of all square bill techniques
• 8 color patterns to match any forage or water condition

Models & Colors

Tackle Express Tips

• Match Color to Water Clarity: In clear water, go with natural patterns like Bluegill, Fred's Perch, or Silver Lining. In stained or murky water, reach for high-visibility colors like Chartreuse Smash, Barred Black Back Chart, or Hot Craw.
• Use Fluorocarbon: 12–15 lb fluorocarbon line sinks and keeps the bait in the strike zone longer. It also has less stretch than mono, giving you better feel for deflections and a more solid hookset.
• Let It Deflect: Don't steer the bait away from cover — aim directly at laydowns, stumps, and rocks. The natural kick on contact is one of the most strike-triggering moments in crankbait fishing.

FAQ

What depth does the Ima Square Bill run?
The Ima Square Bill is a shallow-running crankbait designed for the 1–3 foot depth range, making it ideal for fishing over shallow flats, around docks, and through shallow wood and rock cover.

What rod setup works best?
A medium or medium-heavy 7'–7'4" fiberglass or composite crankbait rod with a 6:1 reel and 12–15 lb fluorocarbon is ideal. The softer tip of a fiberglass rod loads up on the cast and keeps fish pinned during the fight without pulling hooks.

How is the Ima Square Bill different from other square bills?
Most square bills excel at one or two techniques. The Ima Square Bill was specifically engineered by Bill Lowen to perform equally well when burned, waked, twitched, or deflected off cover — making it one of the most versatile shallow crankbaits available.