Guide · writing
30-second video ad script: the structure, second by second
A 30-second video ad script fits in five beats: a hook before 3 seconds, the problem your customer lives, your solution on screen, a true proof, then one clear call to action. TikTok advises introducing your proposition in the first 3 seconds and ending with a clear call to action. Here is the template, two complete scripts and the mistakes to avoid.
The structure of a 30-second ad
The timings are guides for a vertical video told in voice-over. The only points set by the platforms: TikTok recommends the proposition in the first 3 seconds and the hook in the first 6, and a skippable YouTube ad can be skipped after 5 seconds.
| Seconds | What we see | What we hear | The goal |
|---|---|---|---|
| 0 to 3 s | A strong image: the problem or the result, not the logo | The hook, one line | Stop the thumb |
| 3 to 8 s | Your customer's situation, concrete | What they go through, in their words | Make them recognise themselves |
| 8 to 20 s | Your offer in action, two or three shots | What it changes for them | Make them understand |
| 20 to 26 s | The result, or a proof you can check | One line of proof, no invented number | Make them believe you |
| 26 to 30 s | Your brand and what to do, written on screen | The call to action, just one | Make them act |
Read your script out loud with a stopwatch: if it runs over 30 seconds at a calm pace, cut words rather than speaking faster.
Example 1: a bike repair shop
Invented example to illustrate, not a client: "Green Spoke", a neighbourhood workshop in Bristol that wants to fill its weekday slots.
| Seconds | On screen | Voice-over |
|---|---|---|
| 0 to 3 s | A bike lying on a wet pavement, chain hanging loose | "Has your bike been sleeping in the hallway since September?" |
| 3 to 8 s | A hand spinning a pedal that turns nothing, a ride-hailing app open | "A chain that slips, and you're back on the bus. Every day." |
| 8 to 20 s | The workshop, a mechanic taking off a wheel, a slot booked on a phone | "At Green Spoke, you book online, drop it off in the morning, pick it up in the evening." |
| 20 to 26 s | The bike riding off down a dry street, the paper quote resting on the saddle | "A quote before we touch anything. You know what you're paying." |
| 26 to 30 s | Logo, address, text "Book your slot" | "Green Spoke, Gloucester Road. Book your slot on our website." |
Example 2: a booking software
Invented example to illustrate, not a client: "Plania", a scheduling SaaS for hair salons that wants free trial sign-ups.
| Seconds | On screen | Voice-over |
|---|---|---|
| 0 to 3 s | A phone buzzing on the counter during a haircut | "Answering the phone with scissors in your hand?" |
| 3 to 8 s | A scribbled appointment book, a client waiting | "One call, one booking written down wrong, one client left waiting." |
| 8 to 20 s | The booking screen, a client picking a slot from her sofa, the reminder going out | "With Plania, clients book by themselves, late at night or on Sunday, and get a reminder the day before." |
| 20 to 26 s | The week's schedule filled in, the stylist cutting without interruption | "You cut hair. The schedule fills itself." |
| 26 to 30 s | Logo, text "Free trial" | "Plania. Try it free on our website." |
Classic mistakes in a 30-second script
Most weak scripts fail for the same reason: they talk about the brand before they talk about the customer. Reread yours with these points in mind.
- Opening on the logo or "Welcome to…": on YouTube, viewers can skip your ad after 5 seconds.
- Too many words: a rushed voice is hard to follow. Time yourself and cut.
- Three promises instead of one: people remember none. Pick the benefit that matters most.
- A voice saying one thing while the picture shows another.
- A number you cannot prove: a concrete proof works better, like the quote before the repair.
- No call to action, or three at once. TikTok recommends ending with a clear call to action: one verb, one place.
Do this in 20 minutes
adkix writes this kind of script from your website address, your Instagram account or a one-line idea. It reads your brand, suggests angles and styles, and you approve the angle, the style and the script before anything is produced.
Then it records the voice-over, generates the shots, composes the music and adds word-by-word captions. In about 20 minutes you get a vertical video of 15 seconds, 30 seconds or one minute, with no avatar and no shoot.
What it costs on adkix
You get 1,000 free credits when you sign up, no credit card. After that, monthly plans with no commitment. Current prices:
Starter
€39/month
≈ €0.60 per second of video
8,000 credits a month. To post every week.
- Script, voice-over and music included
- Animated captions
- Scene-by-scene edits
- 81 languages
- Scheduled posting to your networks
- 3 brands
- Extra credits at your plan's price
- Most popular
Pro
€89/month
≈ €0.55 per second of video
19,800 credits a month. To post several times a week.
- Script, voice-over and music included
- Animated captions
- Scene-by-scene edits
- 81 languages
- Scheduled posting to your networks
- 10 brands
- Extra credits at your plan's price
Business
€279/month
≈ €0.50 per second of video
68,000 credits a month. For several brands or one post a day.
- Script, voice-over and music included
- Animated captions
- Scene-by-scene edits
- 81 languages
- Scheduled posting to your networks
- 30 brands
- Extra credits at your plan's price
No subscription? Buy credits one time (≈ €0.70 per second of video): make and download your videos, without scheduled posting.
Frequently asked questions
How many words in a 30-second script?
It depends on the voice and the pace, so time it rather than count. Read it out loud at a calm pace: if you go over 30 seconds, cut sentences.
Does a 30-second ad need a call to action?
Yes, just one, at the end. TikTok recommends ending with a clear call to action that tells viewers what to do.
Is 30 seconds too long for TikTok or Shorts?
It stays within the limits of both. Google suggests 10 to 30 seconds for a Shorts ad aiming at an action; for other platforms, see our guide on video ad length.
Can I turn a 30-second script into a 15-second one?
Yes: keep the hook, the solution and the call to action, and drop the detailed problem and the proof. Rewrite the lines rather than cutting mid-sentence.
Can adkix write the script from my website?
Yes, that is where it starts. You read the script, edit it, and nothing is produced until you approve it.
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