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Free Resource 01

How to Script Ads.

The four part script behind every ad and post we make, step by step, with examples you can steal. Write your first one today.

Start With Step 1 Download the Full Playbook (PDF)
HOOKLEADBODYCALL TO ACTION01Stop the scroll.02Make the hook true.03Keep them watching.04One ask, said once.
What You Get

What You Get.

Eight steps, each with a picture, an example and a check you can do on your own ads today. Tap one to jump to it.

Step 1 of 8 · Before You Write

Pick One Person.

An ad for everyone is an ad for no one.

Before you write a word, picture one person. Not "pet owners". A dog owner in your town whose dog hates bath time.

Meta reads your words, the faces and the page you send people to, then finds people like the one you described. Call out everyone, and it finds no one.

Then give the ad one job: reach, so more people know you, or revenue, one next step. One script does one.

Think of it like this. Calling one name in a crowded room. Only the right person turns around.

One person, in one place. Not everyone.

The example: a dog groomer

WhoA dog owner in [your town] whose dog hates baths
This weekGave up on a bath halfway through
WantsA clean dog, without the wrestling match
Why nowThe dog rolled in something. Again.
Before

"Calling all pet lovers!"

Everyone, so no one.
After

"Dog owners in [your town] whose dog hates bath time."

One person stops.

Check Yours Today

From the 2026 creative playbook by Blue Sense Digital, Nathan Perdriau's agency: the creative is the targeting.

Step 2 of 8 · The Hook

Stop the Scroll.

Your first line. You get about a second and a half.

People scroll fast. Your first line has to make the right person stop and think: wait, that is me.

Say one thing out loud, and show a different thing on screen, in 4 to 6 words. Two signals beat one.

Think of it like this. A fishing hook. If they do not bite in the first second, they swim away.

THAT'S MEscrollscrollscrollSTOP.About a secondand a half.
Before

"We are a family owned groomer, and we love what we do."

It is about you. Nobody stops for that.
After

"If your dog runs the second the bath comes out, watch this."

On screen: "Bath time, minus the fight."

Five ways to call them out

A label"Doodle owners in [your town]."
A yes question"Does your dog hide at bath time?"
If, then"If bath night ends with you soaked, watch this."
A wild resultA true result strange enough to stop on. From your folder only.
No wordsA wet dog shaking water all over the bathroom.

Grade Your Hook

Check Yours Today

From Alex Hormozi's call outs, Kallaway's click confirmation and our five hook checks.

Step 3 of 8 · The Lead

Make the Hook True.

The next two lines. Prove you meant it.

A bold hook makes a promise. The very next line keeps it. No warm up, no "hey guys".

The line after that is proof: a real result, a real clip, a real review. If it is not saved in a folder with a date, it does not go in the script.

Think of it like this. A magic trick. You said you would pull a rabbit out of the hat. Pull it out.

01THE HOOK"If your dog runs the second the bath comes out,watch this."02CONFIRM IT"Here is what we do in the first minute, so theystop running."03THE PROOF[a real clip from your shop: a calm dog in thetub]
Before

"Hey guys! So today I wanted to talk about grooming."

A warm up. They are gone.
After

"Here is what we do in the first minute, so they stop running."

Line two keeps the hook's promise.

Set the stakes in one breath

WhoTheir dog, and them.
At riskAnother bath night that ends with everyone soaked.
Why nowFamily photos on Saturday.

Check Yours Today

From Kallaway: click confirmation, and the stakes in his story loop.

Step 4 of 8 · The Body

Keep Them Watching.

Ask a question. Let them guess. Surprise them. Repeat.

Give them a question they care about. Let them guess the answer. Then hit them with an answer they did not see coming.

Before you close that question, open the next one. That loop is why people watch to the end. Never go 20 seconds without an open question.

Think of it like this. A show that ends every episode on a question. You cannot help clicking next.

1The stakes2The question3Their guess4The turn5Next questionTHE LOOPon repeat

The loop, for the groomer

The stakes"Bath night ends with you soaked and the dog under the bed."
The question"So why does a bath feel like a fight?"
Their guess"You would think it is the water."
The turn"For a lot of dogs, it is the slippery tub."
Next question"Which brings me to what we do before the water even turns on."

Lines that open the next question

which would have been fine, except...here's the problem with that...and that's when I realized...which brings me to number two.

Check Yours Today

From Kallaway's story loop and dopamine ladder.

Step 5 of 8 · The Call to Action

One Ask. Said Once.

Tell them what to tap, and what happens after.

By now, only the people who care are still watching. Give them one thing to do, and say exactly what happens when they do it.

Then stop talking. And make sure the page after the tap says the same words as the ad.

Think of it like this. One door, wide open, with a sign that says what is inside.

Pick a timeTHEN THISSay what happens after the tap.
Before

"Like, follow, share, comment, and check out our website!"

Five asks. They do none.
After

"Tap the button, pick a time, and we will text you the night before."

One ask, and what happens next.

Check Yours Today

From Alex Hormozi: spell out the call to action. The page that matches it is Free Resource 02.

Step 6 of 8 · The Pictures

Show Every Line.

It has to work with the sound off.

Every line gets something to see. If a line has nothing to show, cut the line.

Pick a format that makes your point easy to see. Here are six we pull from.

Think of it like this. A picture book. Every page has a picture.

NO MORE FIGHTSCards pop inSplit screenOn a screenshotScript on an iPadA whiteboardBATH TIMENEEDS ONEADULT.One big line

The six, for the groomer

Cards pop inYou talking, while "no more bath fights" pops in.
Split screenThe slippery tub on top, you below.
On a screenshotYou over a real text from a happy customer, with their ok.
On an iPadThe three steps, highlighted as you say them.
A whiteboardBath night drawn as a fight, then a calm groom.
One big line"Bath time should need one adult."

The Picture Test. Two Noes, Redo It.

From our twelve formats (all twelve are in the PDF) and the 2026 creative playbook.

Step 7 of 8 · The Words

Write It Like You Talk.

Fifth grade words. Short lines. Read it out loud.

If a ten year old would not know a word, swap it. Keep every sentence under 18 words.

Read it out loud before you film. If you trip, they leave. Then use your voice: move your pitch, slow down on what matters, pause before the big line.

Think of it like this. Talking to a friend at a barbecue, not writing an essay.

SWAP THE BIG WORDSoptimizefixleverageusestrategicplannedRead it out loud.If you trip, they leave.MelodyRateVolumeTonePauseYOUR FIVE VOICE CONTROLS

Swap these

Optimizefix
Leverageuse
Strategicplanned
Methodologythe way you do it
Top of funnelthe people just hearing about you

Your five voice controls

MelodyMove your pitch up and down.
RateSlow down on what matters.
VolumeLouder for energy, quiet to pull them in.
ToneMove your face, and your voice follows.
PauseRight after the hook, and right before the turn.

Check Yours Today

From Vinh Giang's five voice controls and our house style.

Step 8 of 8 · Versions

Three Intros. One Body.

Film three ways in for every idea. Never edit a live ad.

Write the body once. Then write three different first lines, and film each one on its own. Same video, three ways in.

When an ad is live, do not change it. A change resets what Meta has learned about it, so make a new ad instead, and keep the old one.

Think of it like this. Trying on three hats with the same outfit.

H1"If your dog runs the second the bath comes out,watch this."H2"Does your dog hide when you run the bath?"H3"Bath night should not need two adults and a towelfort."THE SAME BODYLead, loops and the one ask. Filmed once.

Name them so you can read your results

V1 V2 V3Whole new cuts.
H1 H2 H3Hook changes. H1 is the base.
C1 C2Body changes.

How we run it

15 concepts with 3 intros each gives us 45 ads and posts from one shoot.

Check Yours Today

From the 2026 creative playbook and our own naming.

Copy This

Your Fill In Script.

Paste it into your notes app and fill the brackets. The full template, with every field we use, is in the PDF.

WHO IT IS FOR: [one kind of person, and where]REACH OR REVENUE: [pick one]
HOOKH1  [the first line, in their words]H2  [the same idea, another way in]H3  [the same idea, a third way in]ON SCREEN  [4 to 6 words, not what you say]
LEAD1  [prove the hook is true]2  [the proof, from your folder]
BODY3  [the question], then [their guess]4  [the turn], which brings up [the next question]5  [the answer that closes the loop]
CALL TO ACTION6  [one ask, and what happens after the tap]
Before You Film

Check Every Box.

Tick what is true for your next script. Fix what is not, then film.

0 of 15 ticked. Tick what is true for you today.

The idea

The hook

The lead and the body

The ask and the words

Steal These

52 Hook Starters.

Fill the brackets with your customer's words. Pick from different groups, never five from one.

Who you are and what you are doing 12
  1. I'm building [project or goal].
  2. Meet [name], [age] years old. [Short story setup].
  3. This is my friend [name]. When [context], [unexpected twist].
  4. This is [name]. [He/She/They] is [age], born in [place], and [key detail].
  5. This is my [relationship]. It took me [time] to realize [truth].
  6. When I was [age], I [action] because I [emotion or reason].
  7. I want to [goal]. I'm [age], and I [current situation].
  8. Is it possible to [achieve X] in [Y days]?
  9. I'm [age]. Last year I [achievement], and I just [decision].
  10. I took my [old result] from this to this.
  11. I worked remotely in [number] countries this year, and [insight].
  12. Hi, I'm [name], and I'm [doing X].
Truths and feelings 13
  1. [X time] ago, I was [emotion or habit] because [reason].
  2. You're not [negative trait]. You're just [truth].
  3. The best advice I ever got was [lesson].
  4. Nobody tells you this, but [truth].
  5. I hate to break it to you, but [unexpected truth].
  6. I don't know who needs to hear this, but [truth].
  7. I dropped everything for [person or dream], but I don't think [they/it] would do the same for me.
  8. Do you ever feel [emotion], like [situation A], but when you [situation B], you feel [opposite emotion]?
  9. I got into [emotion or issue] because of [cause], and [consequence].
  10. You'll never be the [positive role] in your story if you're too afraid to be the [opposing role] in someone else's.
  11. After [life event], nobody cares about [thing you once valued].
  12. [Quote or saying], or at least that's what I told myself.
  13. I'm [age] and still don't know [life uncertainty].
Questions, moves and decisions 19
  1. This is how much I spent in [month] as a [identity] living in [place].
  2. What do you do if you're in a room full of [type of people] you don't fit in with?
  3. Hi, I'm [name]. [X time] ago, I [started story].
  4. Being [identity] is hard, especially when [reason].
  5. Is it possible for [group] to [achieve X] in [time]?
  6. If you're [identity], I need to ask you something.
  7. I don't know why people don't talk about this more, but [truth].
  8. Hi, I'm [name]. By [age], I [achieved or experienced X].
  9. I've done what most [group] haven't: [achievement].
  10. I've lived in [place] for [time], and [insight].
  11. I'm moving to [place] by myself at [age]. Last [time], I decided to [reason].
  12. [X time] ago, I promised [myself or someone] that if [condition], I'd [action].
  13. I'm a [age]-year-old [identity] living in [place]. Sounds like a dream, right? The truth is [contrast].
  14. Whenever I'm with [group], there's always [pattern or realization].
  15. Fun fact: I [unusual lifestyle or detail].
  16. My parents told me if I [action], they would [reaction].
  17. I just quit my [job or situation], and I have [time] to [goal].
  18. I'm going on my first [experience], but I'm [emotion].
  19. I just moved to [place]. Since I was [young age], I always dreamed of [goal].
Proof and authority 8
  1. I've figured out the exact steps to [achieve X], and I'll prove it in [time].
  2. [X time] ago, I started making [type of content], but [unexpected result].
  3. [X time] ago, I started [habit or project] because [motivation], and here's what I learned.
  4. [X time] ago, I was [action or emotion] because [reason], and now [result].
  5. Here's the one thing you need to know if you want to [goal]. It's not [common belief].
  6. [Action or project] changed my life. [X time] ago, I started [thing], hoping to [goal]. So where did it take me?
  7. I've [read/watched/done] over [number] [things], and here's what it taught me.
  8. After [time or habit], I learned [lesson].

Which group for which job

  • Reach a cold audience: who you are (1 to 12) and questions (19 to 44).
  • Build trust: truths and feelings (13 to 40).
  • Prove it: proof and authority (45 to 52).
  • Sell: a label, a yes-question or an if-then (from The Hook), with the offer right behind it.
The Full Playbook

Want Every Detail?

The Full Version

The awareness stages, the five move intro, the dopamine ladder, all twelve picture formats, how to read your numbers and the script after the tap. 16 pages.

Download the Full Playbook (PDF)
Free Resources

Get the Other Two.

The page your ads land on, and the ads already winning in your market. Each one unlocks with your name, email and phone.

Free · Unlock
Free Resource 02

Landing Page & Booking Kit

Step by step: the page your ads land on, the pixel and the Conversions API, the CRM and backup sheet every lead lands in, and the booking step.

Unlock it free
Free · Unlock
Free Resource 03

The Winning Ads Finder

Find the ads already running in your market, pull the words out of them, and make them yours with our Claude prompt.

Unlock it free
Done For You

Want Us to Do It for You?

We script it, shoot it, build the page and run the ads. Try our team for 8 days. Or, owe us nothing.

Start Your 8 Day Trial
Where This Comes From

Credit Where It Is Due.

  • Kallaway: the story loop, click confirmation and the dopamine ladder.
  • Alex Hormozi: the call outs, and spelling out the call to action.
  • Blue Sense Digital, Nathan Perdriau's agency, the 2026 creative playbook: the creative is the targeting, the pictures and the versions.
  • Vinh Giang: the five voice controls.
  • Sam: the storytelling hook list behind the 52 starters.
  • Ours: the five hook checks, the proof folder and the naming. The dog groomer is made up for this guide.