Abstract: A universal crank bait lure including a rigid body portion that has a head end and at least one hook attached thereto. Included are a plurality of interchangeable, rigid bill inserts each having a back end with a locking tab. The locking tab is positionable within an opening of the head end of the body portion. The locking tab of each bill insert is capable of engaging an interior ledge of the opening with a snap fit. Each bill insert has an eye-hook attached mid-way a front end and the back end, and has a fishing line tied thereto. Lastly, a passage is accessible from a bottom side of the head end and interconnecting with the opening of the head end of the body portion. The passage is capable of receiving an ejector tool with a shaft for positioning within. The shaft is capable of applying a lift force to the locking tab for release of each bill insert from within the head end.