Problem–solution ad script template
The problem–solution template opens on a pain the viewer feels, shows the product removing it, and ends with one clear next step, all in about 15 seconds.
Best for: Products that fix an obvious, everyday annoyance.
The 15-second structure
- 0–2sHook (the pain). If you [annoying thing that happens], watch this.
- 2–6sAgitate. I tried [old fix 1] and [old fix 2]. Still [bad result].
- 6–11sSolution. Then I found [product]. It [does the one key thing] in [time or steps].
- 11–15sCTA. [Offer or proof]. Link's below.
[0–2s] Hook (the pain): If you [annoying thing that happens], watch this. [2–6s] Agitate: I tried [old fix 1] and [old fix 2]. Still [bad result]. [6–11s] Solution: Then I found [product]. It [does the one key thing] in [time or steps]. [11–15s] CTA: [Offer or proof]. Link's below.
Filled-in example: a lint remover for sweaters
- If your favourite sweater looks old after three washes, watch this.
- I tried tape and those cheap rollers. Still fuzzy.
- This shaver takes the pills off in one pass, look.
- It's under $20 and it saved four sweaters. Link's below.
Hooks to test
- “Stop throwing out [item]. Do this instead.”
- “The reason your [thing] keeps [problem].”
- “I was about to give up on [goal] until this.”
Tips
- Show the problem on screen in the first second, not just say it.
- Name one benefit, not a feature list.
- Make the before-and-after visible in the solution beat.
Format that fits best: UGC talking head. A creator holds the phone and talks about your product like a friend would.
Longer read: The problem–solution ad script, explained.
Check your draft with the script length calculator, then check placement sizes in the ad specs.