A 30-second structure
| Seconds | Beat | Job |
|---|---|---|
| 0 to 3 | Hook | Name the problem or the result, fast. |
| 3 to 10 | Problem | Show the moment the viewer recognises. |
| 10 to 20 | Demonstration | Show the product doing the job. Real footage. |
| 20 to 26 | Proof | Only what you can back: a real review with permission, a measurable feature, a guarantee. |
| 26 to 30 | Offer and action | Price or offer, and one clear next step. |
Five hooks to test
- Problem: "If your [thing] keeps [problem], watch this."
- Result: "This is what [task] looks like in [time]."
- Contrast: "Before and after [one change]."
- Mistake: "Stop doing [common mistake]."
- Question: "Why does nobody talk about [problem]?"
Change only the hook between versions, so you know which one moved the numbers.
Keep out of your ads: invented reviews or star ratings, income or results you cannot prove, fake countdowns, and before-and-after claims you have not measured. Ad platforms reject them, and buyers who feel misled ask for refunds.
Free: five complete scripts
Free
Viral Ad Script Swipe File
5 fill-in-the-blank 30-second ad frameworks for TikTok and Reels (illustrative examples).
When a creative works
Decide when to scale, kill, refresh or duplicate.
Ad Scaling Playbook
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Forced decision trees for the four ad decisions you make every week, starting with a 6-check scale decision tree.
Decide when to scale, kill, refresh or duplicate it.
Know your ROAS floor before you spend.
Ad Spend Template
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A 4-tab interactive calculator for your break-even ROAS, maximum profitable CPA and budget rules.
Questions
How long should a short video ad be?
Around 15 to 30 seconds is common for TikTok and Reels ads; the structure above fits 30 seconds and can be trimmed.
What makes a good ad hook?
It names a problem or result the right viewer recognises in the first three seconds, and the rest of the ad delivers on it.