Before and after ad script template
The before-and-after template shows the same scene twice, without and then with the product, so the change sells itself.
Best for: Visible results: cleaning, home, beauty, organisation, design tools.
The 15-second structure
- 0–2sBefore. Show the 'before' clearly. Text: [the problem, in 3–5 words].
- 2–4sTransition. A quick action: swipe, snap, spray, click.
- 4–10sAfter. Show the 'after' from the same angle. Voice: [what changed and how fast].
- 10–15sCTA. [Product], [one proof point]. Link below.
[0–2s] Before: Show the 'before' clearly. Text: [the problem, in 3–5 words]. [2–4s] Transition: A quick action: swipe, snap, spray, click. [4–10s] After: Show the 'after' from the same angle. Voice: [what changed and how fast]. [10–15s] CTA: [Product], [one proof point]. Link below.
Filled-in example: a grout cleaning pen
- Text: 10-year-old grout.
- One swipe of the pen.
- Same tile, white again, in under a minute.
- Grout pen, no scrubbing. Link below.
Hooks to test
- “Wait for the after.”
- “Same [room/face/page], 30 seconds apart.”
- “I can't believe this is the same [thing].”
Tips
- Same angle and light for both shots, or it looks faked.
- Never exaggerate results; platforms reject misleading before-and-afters, especially for health and beauty.
- Put the 'after' before the 5-second mark.
Format that fits best: UGC talking head. A creator holds the phone and talks about your product like a friend would.
Longer read: How to make before-and-after ads.
Check your draft with the script length calculator, then check placement sizes in the ad specs.