Scripts
How to write a video ad script (with a fill-in template)
If you've ever opened a blank document to write a video ad script and closed it ten minutes later, you're in good company. Most owners know their business inside out. Squeezing it into 15 or 30 seconds is the hard part.
This guide shows you how to write a video ad script in five parts, how many words fit each length, and gives you a fill-in template you can finish over a coffee. You'll also see a sample script for a product brand and one for a service business, so you can see the template in action.
The five parts of every video ad script
Short ads that work tend to follow the same simple shape. You don't need to be clever. You need to be clear.
- Hook (first 1 to 3 seconds): one line that makes the right person stop scrolling. Speak to a problem, a feeling or a surprise.
- Problem or moment: name the situation your customer is in, in their words.
- Show the answer: your product or service doing its job. Show it, don't just say it.
- Proof or detail: one specific reason to believe you: how it's made, what's included, how long you've done this, a real review shared with permission.
- Offer and call to action: what to do next and why now. One action only.
The hook does the heaviest lifting. If you only have time to polish one line, polish that one. Our list of video ad hooks has more than 30 openers by industry to get you started.
How many words fit in a 15, 30 or 60 second ad?
A natural speaking pace is roughly two to three words per second, a bit slower if you want it to feel calm. Leave a second or two at the end for your end card. As a rule of thumb:
- 15 seconds: about 30 to 40 words. Room for a hook, one point and a call to action.
- 30 seconds: about 60 to 80 words. Room for all five parts.
- 60 seconds: about 130 to 150 words. Room for a short story with a beginning, a problem and a happy ending.
Read your script out loud with a timer. If you rush, cut words, not pauses. Not sure which length you need? See how long a video ad should be.
Fill-in video ad script template
Copy this, fill in the brackets, and you have a first draft. It's written for about 30 seconds.
- Hook: “[A question or statement your customer would nod at.]”
- Problem: “If you [everyday situation], you know [the annoying part].”
- Answer: “That's why we [what you do / what your product is], so you can [the result in plain words].”
- Proof: “[One specific detail: what's inside, how it's made, what's included, years in business.]”
- Offer: “[Your offer or next step] at [website or shop name]. [Real deadline, if there is one.]”
On-screen text: pick 3 to 5 words from each line to show as big captions. Many people watch with the sound off.
End card: logo, offer, website or QR code. Nothing else.
Quick checks before you call it done
- Does the first line make sense with no sound and no context?
- Is there only one call to action?
- Would a stranger know what you sell by second five?
- Is every claim true, and can you back it up? The FTC's advertising and marketing guidance is the place to check.
Sample video ad scripts you can borrow
Product brand, 15 seconds (about 35 words)
Hook: “Your afternoon slump has met its match.” Answer: “Meet [brand], a sparkling water with real fruit and nothing weird.” Proof: “Four flavors. Zero fuss.” Offer: “Grab a variety pack at [website].”
This shape suits a product showcase video built from your own clips. More angles in product video ad ideas and on our page for product video ads.
Home service, 30 seconds (about 70 words)
Hook: “That drip you've been ignoring? It's not going away.” Problem: “Small leaks turn into big bills, and nobody wants to spend a weekend on hold.” Answer: “We show up on time, explain the fix in plain English, and clean up before we leave.” Proof: “Family-run for twelve years.” Offer: “Book online at [website]. [Your real offer.]”
Only use details that are true for you, like your real years in business. A friendly presenter reading this works well as a spokesperson video ad. See more for home services video ads.
Beauty or skincare brand, a note
For beauty and skincare, script around the texture, the scent, the routine and the ingredients, not promised results. Read our page on video ads for beauty brands and what beauty brands can and can't say in ads before you write.
Common video ad script mistakes
- Starting with your name. “Hi, we're Smith Company” is not a hook. Start with the customer.
- Writing for the eye, not the ear. Long sentences look fine on paper and sound robotic out loud. Short sentences win.
- Too many messages. One ad, one idea. Save the rest for the next ad.
- A vague call to action. “Learn more” is weaker than “Book your first visit at [website].”
- Claims you can't back up. “Best in town” or “guaranteed results” can get you in trouble and turn people off.
If your script sounds great but the voice reading it sounds flat, our guide on fixing a robotic voiceover can help.
Write and make it yourself, or pay one flat price?
A script is only the start. Turning it into a finished ad usually means a video generator app, a voice app, an editing app, a stock music library and a caption app. Published plans for each kind of tool commonly run from about $6 to $40 a month. One example stack of five monthly plans we priced in October 2026 came to about $116 a month, or about $1,392 a year, before extra credits. Our breakdown of what DIY video ad tools really cost shows the full math.
With a flat price you don't even need a finished script. Type a few lines about your business and your offer, or record a voice note, and the words are shaped into a finished ad for you. A Spokesperson ad comes with a script that has an attention-grabbing opening built in. Every video includes one revision, so you can tweak the words after you see it.
- Quick promo, $199: 15 seconds, bold animated text, professional voiceover and music.
- Spokesperson ad, $349: 25 to 40 seconds with a friendly on-camera presenter (or your own photos) and a scripted hook.
- Founder story, $449: your own voice and clips, shaped into 30 to 60 seconds.
Compare every option on the video ad pricing page, or order a video ad with the script written for you.