A cam buckle frame includes a first roller aligned transversally across the frame proximate the free end of an operating lever of a web toothed locking cam. The roller directs the web in contact with the operating lever of the locking cam to provide a self-locking feature without requirement for a torsion spring. Other transverse posts and rollers may be included in the web clamp frame and the corresponding hook end of the tie-down to form a secured pulley arrangement to provide a multiplication of applied tension force. One end of the frame side-wall adjacent said first roller may form an integral hook assembly with a structural latch. An option is to have the frame closed out by connecting opposing walls with a section that provides a center port to allow attachment of various style hooks. A pivoting hook-end used to connect to soft hook loops is described.