| name | youtube-ad-script |
| description | Writes YouTube ad scripts for pre-roll, mid-roll, and bumper formats with hooks, messaging, and CTA variations. Use when creating video ad scripts for YouTube advertising campaigns. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
YouTube Ad Script
When to Use This Skill
Use this skill when you need to:
- Write scripts for YouTube pre-roll (skippable/non-skippable), mid-roll, or bumper ads
- Create hook variations to test in YouTube ad campaigns
- Develop scripts that follow YouTube's ad format requirements
- Produce multiple script versions for A/B testing
DO NOT use this skill for YouTube organic video scripts, YouTube Shorts content, or non-video ad copy. This is specifically for paid YouTube advertising scripts.
Core Principle
YOU HAVE 5 SECONDS BEFORE THE SKIP BUTTON APPEARS — THE HOOK MUST STOP THE SCROLL AND THE FIRST LINE MUST EARN THE NEXT LINE.
Phase 1: Brief
Gather the inputs that determine ad format, messaging, and tone.
Required Inputs
| Input | What to Ask | Default |
|---|
| Product/service | "What are you advertising?" | No default — must be provided |
| Ad format | "Which format? (15s skippable, 30s skippable, 6s bumper, 15s non-skippable)" | 15-second skippable |
| Target audience | "Who is watching? Demographics, interests, pain points." | Business owners 25-45 |
| Primary CTA | "What should viewers do? (visit site, sign up, buy, download)" | Visit website |
| Key benefit | "What is the single biggest benefit to lead with?" | No default — must be provided |
| Tone | "What tone? (urgent, conversational, authoritative, humorous)" | Conversational and direct |
GATE: Do not proceed until the user confirms the product, format, and key benefit.
Phase 2: Script Structure
Build the script framework based on the chosen format.
Format Frameworks
15-Second Skippable (most common)
- Seconds 0-3: Hook (pattern interrupt — must work before skip button)
- Seconds 3-10: Problem + Solution bridge
- Seconds 10-15: CTA with urgency
30-Second Skippable
- Seconds 0-5: Hook with bold claim or question
- Seconds 5-15: Problem agitation + solution intro
- Seconds 15-25: Proof (testimonial, stat, demo)
- Seconds 25-30: CTA with clear next step
6-Second Bumper (non-skippable)
- Seconds 0-2: One visual/verbal punch
- Seconds 2-4: Brand + benefit
- Seconds 4-6: CTA (URL or action)
15-Second Non-Skippable
- Seconds 0-3: Hook with immediate relevance
- Seconds 3-10: Single benefit with proof point
- Seconds 10-15: Brand + CTA
Present the framework to the user before writing scripts.
Phase 3: Write Scripts
Deliver 3 script variations per format, each with a different hook style.
Hook Styles (Rotate Across Variations)
- Question hook: "Are you still [painful thing]?"
- Bold claim: "[Specific result] in [specific timeframe]."
- Pattern interrupt: Unexpected visual or statement that breaks expectations
- Social proof lead: "[Number] people already [desired outcome]."
- Negative hook: "Stop doing [common mistake] — here's why."
Script Format
## Script [A/B/C]: [Hook Style]
**Format:** [15s skippable / 30s / 6s bumper]
**Duration:** [X seconds]
---
[SECOND 0-3]
(Visual: [describe what's on screen])
"[Spoken line — the hook]"
[SECOND 3-10]
(Visual: [describe what's on screen])
"[Spoken lines — problem/solution]"
[SECOND 10-15]
(Visual: [CTA on screen with URL])
"[Spoken CTA line]"
---
**On-screen text:** [Any supers or text overlays]
**End card:** [CTA button text + URL]
Phase 4: Polish
After delivering scripts, provide production guidance.
Production Notes
- Pacing guide: Word count per second (aim for 2-2.5 words/second for natural delivery)
- Thumbnail recommendation: First frame should work as a static image in case of autoplay-off
- Caption reminder: 85% of mobile video is watched without sound — include text overlays for key messages
- CTA card specs: YouTube end screen requirements and companion banner dimensions
Testing Plan
Recommend which script to test first and what metrics to track:
- Hook rate (% who watch past 5 seconds)
- View-through rate (% who watch to completion)
- Click-through rate
- Cost per conversion
Example: Online Course Ad (15s Skippable)
Script A — Question Hook:
[SECOND 0-3]
(Visual: Founder speaking directly to camera)
"Spending 20 hours a week on tasks AI could do in minutes?"
[SECOND 3-10]
(Visual: Screen recording of the product in action)
"This toolkit automates your entire content workflow — writing, scheduling, repurposing — all from one command."
[SECOND 10-15]
(Visual: CTA card with URL)
"Try it free — link below."
Anti-Patterns
- Burying the hook — if your value proposition does not land in the first 3 seconds, the ad fails
- Feature dumps — list one benefit, not five features. YouTube ads are not product pages.
- Weak CTAs — "learn more" is vague. Use "Start your free trial" or "Get the toolkit."
- Ignoring sound-off viewing — always plan for text overlays since most mobile viewers watch muted
- Writing radio scripts — YouTube is visual. Every second needs a visual direction, not just dialogue.
Recovery
- User unsure of format: Default to 15-second skippable — it is the most versatile and widely used format. Recommend bumper ads for retargeting.
- No clear key benefit: Ask what their best customers say about the product. Use the most specific customer quote as the benefit angle.
- Multiple products to advertise: Write scripts for one product at a time. Start with the highest-margin or best-converting offer.
- No video production capability: Adapt scripts for static/slideshow format with text overlays and voiceover — still effective on YouTube.
