30 second ad script template: tv, ctv, pre roll
When every second counts, structure is everything. This 30-second ad script template breaks scenes into precise beats, aligns VO with visuals, and flags compliance checkpoints. You’ll get multiple CTA rhythms to test. For upstream prompt frameworks and production checklists, our comprehensive AI script generator guide keeps campaigns consistent and fast.
why 30 seconds work
A half minute fits most placements. It respects attention and still shows a real demo. The viewer gets a win, a reason to trust, and a simple way forward. You can also cut this script into 15s and 6s for cheaper tests. Same bones, fewer beats.
second by second timing map
- 0–3s hook State the win in plain words. Put it on screen.
- 3–8s proof cue Show one number or a fast before after.
- 8–18s how it works Two steps only. Each step with a clear result.
- 18–24s offer + reducer Price or bonus plus a risk reversal if you have one.
- 24–27s recap Repeat the win in eight words or less.
- 27–30s cta Say the path and show the path.
Write to this map. Then time a read aloud. Trim words until the beats land without rush.
the core script spine
Copy this sheet and fill the blanks before you shoot.
hook
Get [benefit] without [common pain].
proof
[metric] last month or [before → after] on screen.
step 1
Do [action]. You get [result].
step 2
Add [simple input]. See [clear outcome] now.
offer
Today [price or bonus] with [risk reversal].
cta
Start at [short path or URL]. [One tap cue].
Keep nouns concrete. Use verbs that move the hand. No stacked clauses.
shot list by placement
- TV / CTV: Face to camera for hook and recap. Product or screen macro for steps. Big supers under six words. Hold the URL or QR in the last three seconds.
- Pre roll: Result first. Then face for one line. Back to demo. Loud visuals. Subtle track. Most viewers see the first five seconds only, so the promise must sit in frame one.
- Feed / Reels backup cut: Same lines. Tighter crop. Safe zones top and bottom. CTA as a sticker or end card.
Two or three shots are enough. Extra angles add noise.
on screen text and legal
- Hook super under seven words
- One number card only
- Offer line on screen for a full second
- If you claim time or money saved, add a short line with scope
- Keep captions high to avoid UI
audio and pacing
Talk like you guide a friend. Short sentences. A small pause after the hook and before the CTA. Music under the voice. If the track competes, lower it again. Silence for a beat helps the demo land.
three ready scripts you can copy
SaaS invoicing — 30s
0–3s hook
Get paid on time without chasing emails.
3–8s proof
Teams using BillRight cut late pays by 40 percent.
8–18s how
Step one. Connect your clients.
Step two. Set due dates and auto reminders.
Before after split. Old thread vs paid stamp.
18–24s offer
Full trial for 14 days. No card.
24–27s recap
Clean invoices. On time payments.
27–30s cta
Create your first invoice at BillRight dot app.
Cookware bundle — 30s
0–3s hook
Cook fast. Clean faster.
3–8s proof
Egg slides off. One wipe. No residue.
8–18s how
Triple coat spreads heat. Handles stay cool.
Show a quick sear then a rinse in one shot.
18–24s offer
Two pan bundle. 20 off this week.
24–27s recap
Less scrub. More time at the table.
27–30s cta
Upgrade at PanPro dot com.
Local repair — 30s
0–3s hook
Cracked screen. Fixed today.
3–8s proof
Most repairs done in under 30 minutes.
8–18s how
Book a slot online. Drop by Main Street.
We text you when it is ready.
18–24s offer
Free tempered glass this week.
24–27s recap
Fast fix. No surprises.
27–30s cta
Reserve your time at FixLab dot com.
Swap names and assets. Keep the beats the same.
storyboard checklist
- Frame one shows the win in large type
- Proof frame has one number or a clear demo
- Steps use a cursor or a finger as a cue
- Offer sits on screen for at least a second
- Last frame shows the path and says the path
Print this list and tape it near the camera. Run it before export.
testing plan for busy teams
Round one test two hooks. Same length. Same offer.
Round two keep the best hook and test two proof frames.
Round three keep both and test two CTA lines.
Track three numbers
- hold at three seconds
- cost per click
- the action you care about
Pick a winner when it beats your baseline twice in a row.
common mistakes and quick fixes
- two promises in one ad Cut to one benefit. Save the rest.
- feature tour Teach two steps only. Show outcomes.
- soft proof Add a number or a live before after.
- tiny supers Use fewer words. Bigger type.
- muddy CTA Say the path and show the path.
Small edits beat big rewrites. Fix the hook first. Then tighten step one.
wrap up
A 30 second script works when each beat has one job. Promise. Proof. Two steps. Offer. CTA. Keep words short and visuals clear and the spot will move without strain. If you want a handheld style that builds trust fast, borrow lines from the ugc ad script template and mix that tone into your next cut.
