How to Write Video Ad Scripts That Convert [With Templates]

The difference between a video ad that converts at 2% and one that converts at 8% is almost never the visuals. It is the script.

A study of 3,500 performance video ads found that script quality accounts for 50-70% of the variance in conversion rate, while visual production quality accounts for only 15-20%. Yet most teams spend 80% of their time on visuals and 20% on the words.

This guide gives you the frameworks, templates, and specific techniques to write video ad scripts that consistently outperform — whether you produce them with a full crew or an AI tool like AdConvert's script-to-video.

Why Most Video Ad Scripts Fail

Before we build, let us understand what breaks. The three most common script failures share a pattern: they are written from the brand's perspective, not the viewer's.

Failure mode #1: Feature listing. The script walks through product features like a spec sheet. Viewers do not care about features until they care about the problem those features solve.

Failure mode #2: Slow setup. The script spends 10-15 seconds "setting the scene" before reaching the value proposition. On social platforms, 70% of viewers are gone before second 3.

Failure mode #3: Weak or missing CTA. The script builds interest but never tells the viewer exactly what to do next. "Learn more" is not a CTA — it is a vague suggestion.

The frameworks below solve all three failure modes systematically.

Framework #1: AIDA (Attention → Interest → Desire → Action)

AIDA is the oldest direct-response framework and still one of the most reliable for video ads between 15 and 60 seconds.

How it works:

• Attention (0-3 seconds): A hook that stops the scroll. Visual disruption, provocative claim, or unexpected question.
• Interest (3-10 seconds): Expand on the hook with a specific, relevant insight. Connect the hook to the viewer's situation.
• Desire (10-25 seconds): Show the transformation. Before/after, social proof, or a concrete demonstration of the outcome.
• Action (last 3-5 seconds): A clear, specific, urgent CTA. Tell the viewer exactly what to do and why to do it now.

AIDA Template: DTC Product Ad (30 seconds)

[ATTENTION — 0:00-0:03]
"You are spending $47 on moisturizer that expires before you finish the bottle."

[INTEREST — 0:03-0:10]
"Most premium skincare products lose 40% of their active ingredients
within 60 days of opening. That means by month two, you are paying
full price for half the product."

[DESIRE — 0:10-0:23]
"[Brand] uses airless pump technology that keeps active ingredients
at full potency for 12 months. 14,000 customers switched last year.
Average review: 4.8 stars. The most common comment? 'I finally see
the results the label promised.'"

[ACTION — 0:23-0:30]
"Tap the link below. First bottle is 30% off — but only this week.
Your skin will thank you in 14 days."

Framework #2: PAS (Problem → Agitate → Solve)

PAS is the go-to framework when your audience has a strong emotional pain point. It works by making the problem feel urgent before introducing the solution.

How it works:

• Problem (0-3 seconds): Name the specific problem your audience faces. Be concrete, not abstract.
• Agitate (3-12 seconds): Make the problem feel worse. Show the consequences of inaction. Quantify the cost.
• Solve (12-25 seconds): Introduce your solution as the direct answer. Show proof that it works.

PAS Template: SaaS / B2B Ad (30 seconds)

[PROBLEM — 0:00-0:03]
"Your team is spending 6 hours a week building ad creatives manually."

[AGITATE — 0:03-0:12]
"That is 312 hours a year — almost two full months of work. And here
is the worst part: 80% of those creatives underperform because there
is no time left to test variations. You are paying for production
when you should be paying for performance."

[SOLVE — 0:12-0:25]
"[Product] generates video ads from your product URL in under 5
minutes. Last month, our users produced 45,000 ad variations — and
teams using structured testing saw CPA drop by 35% in the first
two weeks."

[CTA — 0:25-0:30]
"Start your free trial. No credit card. First 10 videos are on us."

PAS is particularly effective for B2B, SaaS, and service-based businesses where the cost of the problem is quantifiable. If you can put a dollar figure on the pain, PAS will outperform AIDA in most tests.

Framework #3: BAB (Before → After → Bridge)

BAB is the simplest framework and works especially well for aspirational products and lifestyle brands. It paints a picture of life before and after, then positions your product as the bridge.

How it works:

• Before (0-5 seconds): Describe the viewer's current reality. Make it relatable and specific.
• After (5-15 seconds): Show what life looks like with the problem solved. Be vivid and concrete.
• Bridge (15-25 seconds): Your product is the bridge between before and after. Show how it works.

BAB Template: Fitness / Lifestyle Ad (30 seconds)

[BEFORE — 0:00-0:05]
"Monday morning. Alarm goes off at 5:30. You stare at the ceiling,
already dreading the workout you know you will skip."

[AFTER — 0:05-0:15]
"Now picture this: 8 weeks from today, you wake up at 5:25 — before
the alarm. You have lost 12 pounds. Your energy lasts until 9 PM.
And the gym is not a chore anymore — it is the best part of your day."

[BRIDGE — 0:15-0:25]
"[Product] is the 15-minute daily program that got 23,000 people from
'I hate mornings' to 'I cannot wait to start.' No equipment. No gym
membership. Just your phone and 15 minutes."

[CTA — 0:25-0:30]
"Download the app free. Your first week starts tomorrow morning."

12 Hook Formulas That Stop the Scroll

The hook is the single most important element of any video ad script. Here are 12 proven formulas organized by psychological trigger:

Curiosity Hooks

1. The Contrarian: "Everything you know about [topic] is wrong."
2. The Secret: "The [industry] trick that [specific result] — and why nobody talks about it."
3. The Number: "[Specific number] [people/companies/brands] switched to [X] last month. Here is why."

Pain Hooks

4. The Mirror: "If you [specific behavior], you are wasting [specific amount]."
5. The Consequence: "Every day you [inaction], you lose [quantified cost]."
6. The Question: "Why does [common frustration] keep happening — even when you [attempted solution]?"

Proof Hooks

7. The Result: "We tested [X] for [time period]. The result: [specific metric improvement]."
8. The Testimonial: "[Name] went from [before state] to [after state] in [time period]."
9. The Comparison: "We spent [$X] on [Method A] and [$Y] on [Method B]. Here is what happened."

Pattern Interrupt Hooks

10. The Confession: "I used to [common practice]. Then I saw my [metric] and stopped immediately."
11. The Warning: "Stop [common action] immediately. Here is why it is costing you [amount]."
12. The Absurd Specific: "At exactly 2:47 PM last Tuesday, I discovered something that changed how I [relevant activity]."

For deeper exploration of hook strategies and angles, see our ad hook angle library.

Structuring Scripts for Different Lengths

Different platforms favor different lengths. Here is how to adapt your script structure:

6-Second Bumper (YouTube)

• One line only. The hook IS the ad.
• Formula: "[Provocative claim] + [Brand name] + [CTA]"
• Example: "Your ads are 3 seconds too slow. AdConvert fixes that. Try it free."

15-Second Ad (Instagram Reels, TikTok)

• Hook (0-2s) → Single benefit with proof (2-12s) → CTA (12-15s)
• No time for setup. Lead with the strongest claim you can support.

30-Second Ad (Facebook, YouTube)

• Use the full AIDA, PAS, or BAB framework as written above.
• This is the sweet spot for performance marketing scripts.

60-Second Ad (YouTube, Facebook)

• Use a 30-second framework for the first half.
• Add a second proof point or objection handler in seconds 30-45.
• Restate the CTA with a different angle in the final 15 seconds.

CTA Techniques That Drive Action

The last 3-5 seconds of your script determine whether interest becomes conversion. Here are five CTA techniques ranked by effectiveness:

1. The Specific Next Step

"Tap the link. Enter your email. Get the first lesson in 30 seconds." Why it works: Removes ambiguity. The viewer knows exactly what will happen.

2. The Risk Reversal

"Try it free for 14 days. Cancel anytime. No credit card needed." Why it works: Eliminates the biggest objection before it forms.

3. The Urgency Anchor

"This offer ends Friday. 2,300 people signed up yesterday." Why it works: Creates time pressure and social proof simultaneously.

4. The Benefit Restate

"Start saving 6 hours a week. Tap below to begin." Why it works: Reminds the viewer of the core value proposition at the moment of decision.

5. The Curiosity Close

"Tap the link to see what your score is." Why it works: Uses the same curiosity that drives the hook to drive the click.

How to Choose the Right CTA for Your Campaign

Not every CTA technique fits every campaign. Match the technique to the campaign objective:

• Direct purchase campaigns: Use the Specific Next Step or Urgency Anchor. The viewer needs clarity and motivation to buy now.
• Free trial or freemium: Use Risk Reversal. Lower the barrier by emphasizing what they have to lose (nothing).
• Lead generation: Use the Benefit Restate. Remind them why the information behind the form is worth their email address.
• Content or community: Use the Curiosity Close. Give them a reason to click that satisfies the interest your ad created.

Avoid these CTA mistakes:

• "Learn more" — Too vague, no urgency.
• "Visit our website" — No reason given.
• "Follow us for more" — Converts to followers, not customers.

Common Script Mistakes and How to Fix Them

Even with the right framework, specific execution errors can undermine your script. Here are the most common mistakes we see in script reviews:

Mistake #1: Starting with the Brand Name

Wrong: "At [Brand], we believe in helping small businesses grow." Right: "Small businesses waste $4,200 per year on ads that do not convert." Why: The viewer does not care about your brand yet. They care about their problem. Earn attention first, introduce the brand after you have delivered value.

Mistake #2: Using Abstract Benefits

Wrong: "Our platform helps you optimize your creative workflow." Right: "Cut your ad production time from 3 weeks to 3 hours." Why: Abstract language requires the viewer to do mental translation. Concrete numbers and specific outcomes do the work for them.

Mistake #3: Multiple CTAs in One Script

Wrong: "Follow us, visit our website, and sign up for our newsletter." Right: "Tap the link below. Your free trial starts in 30 seconds." Why: Every additional CTA dilutes the one you actually want the viewer to take. One script, one action.

Mistake #4: Ignoring the Sound-Off Experience

Wrong: A script that relies entirely on voiceover with no visual text reinforcement. Right: Key phrases from the script appear as text overlays at the exact moment they are spoken. Why: 40% of Facebook and 15% of YouTube viewers watch without sound. Your script must work visually even when the audio is muted.

Mistake #5: Ending with the Product, Not the Benefit

Wrong: "Try [Product Name] today." Right: "Start getting results from your ads this week. Try [Product] free." Why: The last thing the viewer hears should be the outcome they want, not the tool that delivers it. Lead with the benefit, follow with the product name.

The Script-to-Performance Pipeline

Writing the script is step one. Here is the full pipeline from script to measurable results:

1. Write 3 script variations using different frameworks (AIDA, PAS, BAB).
2. Generate 2 hook variations per script using the hook formulas above.
3. Produce all 6 versions using script-to-video tools — this takes minutes with AI, not days.
4. Launch with structured testing. One variable per test. Start with hook testing.
5. Read the data after 48-72 hours. Kill scripts with hook rates below 25%.
6. Scale the winner. Double budget on the top-performing script/hook combination.
7. Iterate weekly. Use the winning script as a template for next week's variations.

Frequently Asked Questions

Next step: Take your best-performing script and turn it into a production-ready video with AdConvert's script-to-video tool. Or explore platform-specific strategies in our guide to Facebook vs TikTok vs YouTube video ads.