Ad Copywriting Formulas: 15 Frameworks That Convert in 2026

Ad Copywriting Formulas: 15 Frameworks That Convert in 2026

Great ad copy is not born from inspiration. It is engineered from structure.

The highest-performing video ads on Meta, TikTok, YouTube, and Google all follow proven copywriting frameworks -- formulas that have been tested across billions of dollars in ad spend and refined over decades. The copywriters who consistently produce winning ads are not more creative than everyone else. They simply know which formula to reach for, when to use it, and how to adapt it for video.

This guide breaks down 15 ad copywriting formulas with a video ad script example for each. Whether you are writing a 15-second TikTok ad or a 60-second YouTube pre-roll, these frameworks give you the skeleton. You supply the product details.

Why Formulas Beat Freestyle

A blank page is the enemy of productivity. When you sit down to write an ad script without a structure, you are making hundreds of micro-decisions simultaneously: What do I open with? Where does the product come in? How do I close? What order do the benefits go in?

Formulas eliminate decision fatigue. They give you a sequence to follow so your creative energy goes toward the words, not the architecture. Research from the Ehrenberg-Bass Institute found that ads following established structural patterns outperform unstructured creative by an average of 2.4x on recall and 1.8x on purchase intent.

More practically, formulas make testing systematic. When you know the structure, you can isolate variables. You can test the same formula with different hooks, or the same hook across different formulas, and draw clean conclusions about what works.

The 15 Ad Copywriting Formulas

1. AIDA -- Attention, Interest, Desire, Action

The classic. Developed in the late 1800s and still the foundation of modern advertising. AIDA works because it mirrors the natural decision-making process.

Structure:

• Attention (0-3 sec): A bold statement, striking visual, or surprising claim that stops the scroll.
• Interest (3-10 sec): Expand on the attention-grabber with relevant information that makes the viewer lean in.
• Desire (10-20 sec): Transform interest into want. Show benefits, paint the outcome, trigger emotion.
• Action (20-30 sec): Tell the viewer exactly what to do next.

Video ad script example (fitness app):

[Close-up of scale showing disappointing number]
"The scale is not moving. You are doing everything right -- or so you thought."

[App interface showing personalized workout plan]
"FitPlan AI analyzes your body type, metabolism, and schedule to build a plan that actually works for YOUR body."

[Before-and-after split screen of real user]
"Sarah lost 23 pounds in 8 weeks without giving up carbs or spending hours at the gym."

[CTA screen]
"Download free. Your custom plan is ready in 90 seconds."

Best for: Top-of-funnel awareness, product launches, broad audiences.

2. PAS -- Problem, Agitate, Solve

The pain amplifier. PAS works by making the viewer feel their problem so acutely that the solution feels like relief.

Structure:

• Problem (0-5 sec): Name a specific pain point your audience recognizes immediately.
• Agitate (5-15 sec): Make it worse. Show consequences, hidden costs, or what happens if they do nothing.
• Solve (15-30 sec): Present your product as the clear, immediate fix.

Video ad script example (project management tool):

"Your team missed another deadline. Again."

"Every missed deadline costs you client trust, overtime pay, and the slow bleed of your best people quitting because they are tired of the chaos."

"Taskflow organizes every project, every team, every deadline in one dashboard. No more chaos. Free for teams under 10. Start in 60 seconds."

Best for: Pain-point-driven products, direct response, retargeting campaigns.

3. BAB -- Before, After, Bridge

The transformation formula. BAB sells the gap between where the viewer is and where they want to be, with your product as the bridge.

Structure:

• Before (0-8 sec): Describe the viewer's current frustrating reality.
• After (8-18 sec): Paint a vivid picture of life after the problem is solved.
• Bridge (18-30 sec): Your product is the bridge between those two states.

Video ad script example (AI video ad tool):

[Person at desk surrounded by editing timelines, stock footage tabs, invoice PDFs]
"Before: You spend $3,000 and three weeks to produce a single video ad. Half the time, it flops."

[Same person, clean desk, watching a montage of professional ads auto-generating]
"After: Professional video ads in under 5 minutes. Test 20 variations before lunch. Never wait on a freelancer again."

[Product UI]
"The bridge? AdCreate. AI-powered video generation with 50-plus templates and talking avatars. Start free."

Best for: Product demos, ecommerce video ads, comparison-driven messaging.

4. The 4 Ps -- Promise, Picture, Proof, Push

The persuasion sequence. The 4 Ps build a logical chain from claim to evidence to action.

Structure:

• Promise (0-5 sec): Make a bold, specific claim about what you deliver.
• Picture (5-12 sec): Help the viewer visualize having the promised benefit.
• Proof (12-22 sec): Back it up. Testimonials, statistics, demonstrations.
• Push (22-30 sec): Urgency-driven CTA.

Video ad script example (online course):

"Learn to code in 90 days -- even if you have never written a line."

"Imagine opening your laptop six months from now to a remote job paying $95K, working from anywhere in the world."

"Over 12,000 graduates. Average salary increase of 74%. Our students work at Google, Stripe, and Shopify."

"Enrollment closes Friday. 200 spots left. Tap to apply."

Best for: High-ticket offers, course launches, B2B lead generation.

5. PASTOR -- Problem, Amplify, Story, Transformation, Offer, Response

The long-form powerhouse. Developed by copywriter John Carlton, PASTOR is PAS on steroids, adding narrative and social proof before the offer.

Structure:

• Problem (0-3 sec): Identify the core problem.
• Amplify (3-8 sec): Show what happens if the problem continues.
• Story (8-18 sec): Share a relatable story of someone who had this problem.
• Transformation (18-23 sec): Show how they overcame it.
• Offer (23-27 sec): Present your product with clear value.
• Response (27-30 sec): Tell them exactly how to respond.

Video ad script example (skincare brand):

"Acne at 30. You thought you would outgrow it."

"Every foundation, every filter, every cancelled plan because you do not want people to see your skin up close."

[Woman talking to camera]
"I tried everything. Prescriptions, expensive facials, viral TikTok hacks. Nothing lasted."

[Same woman, clear skin, no filter]
"Then my dermatologist recommended ClearSkin's retinol serum. Eight weeks later, this is me without makeup."

"ClearSkin retinol serum, $34. Dermatologist-developed. 60-day money-back guarantee."

"Tap Shop Now. Free shipping today."

Best for: Longer video ads (30-60 sec), emotional products, health and wellness.

6. FAB -- Features, Advantages, Benefits

The logical ladder. FAB translates product specs into human outcomes.

Structure:

• Feature (0-5 sec): State what your product has or does.
• Advantage (5-15 sec): Explain why that feature matters compared to alternatives.
• Benefit (15-30 sec): Show the real-world impact on the customer's life.

Video ad script example (wireless earbuds):

"40-hour battery life." (Feature)

"That is an entire work week of music, calls, and podcasts without touching a charger. Most competitors die after 6 hours." (Advantage)

"No more dead earbuds in the middle of your run, your flight, or your most important call. Just grab them and go -- every single day." (Benefit)

Best for: Tech products, feature-rich tools, competitive positioning.

7. QUEST -- Qualify, Understand, Educate, Stimulate, Transition

The filter formula. QUEST starts by qualifying the audience, ensuring only the right people keep watching.

Structure:

• Qualify (0-3 sec): Call out your specific audience.
• Understand (3-8 sec): Demonstrate empathy for their situation.
• Educate (8-18 sec): Share insight they did not have.
• Stimulate (18-25 sec): Create excitement about the solution.
• Transition (25-30 sec): Move them to the next step.

Video ad script example (B2B SaaS):

"If you manage a sales team of 10 or more, this is for you." (Qualify)

"You know the frustration: your reps spend 4 hours a day on admin instead of selling." (Understand)

"What most sales leaders do not realize is that 68% of CRM data entry can be fully automated right now." (Educate)

"Imagine your team spending those 4 hours actually closing deals. That is an extra $2M in pipeline per quarter." (Stimulate)

"Book a 15-minute demo. We will show you exactly how much time your team is wasting." (Transition)

Best for: B2B campaigns, niche products, high-value audiences.

8. Star-Story-Solution

The narrative hook. This formula builds the ad around a compelling character and their journey.

Structure:

• Star (0-5 sec): Introduce a relatable character.
• Story (5-20 sec): Tell their story of struggle and discovery.
• Solution (20-30 sec): Reveal your product as what made the difference.

Video ad script example (meal kit delivery):

[Tired parent in messy kitchen, kids yelling]
"Meet Jess. Working mom. Three kids. Zero energy to cook by 6 PM."

"Last month she was ordering takeout five nights a week -- $600 gone and the guilt of knowing her kids deserved better."

"Then she tried FreshBox. Pre-portioned ingredients, 20-minute meals, kid-approved recipes. Now dinner is the best part of her day -- and she saves $400 a month."

Best for: Lifestyle brands, subscription services, family-oriented products.

9. The 4 Us -- Useful, Urgent, Unique, Ultra-Specific

The headline optimizer. Originally a headline formula, the 4 Us translates perfectly to video ad hooks and scripts.

Structure:

• Useful (0-5 sec): Lead with immediate practical value.
• Urgent (5-10 sec): Add a time element or consequence of inaction.
• Unique (10-20 sec): Differentiate from everything else they have seen.
• Ultra-Specific (20-30 sec): Use precise numbers, timeframes, and outcomes.

Video ad script example (email marketing tool):

"This email template generated $47,000 in revenue last week." (Useful + Ultra-Specific)

"The brand using it has 6 months before their competitor copies it." (Urgent)

"Unlike every other email tool, MailForge writes, designs, and A/B tests your campaigns with AI -- no templates to customize, no drag-and-drop builders to wrestle with." (Unique)

"Start free. Send your first AI-generated campaign in 11 minutes or less." (Ultra-Specific)

Best for: Competitive markets, performance marketing, hook optimization.

10. SLAP -- Stop, Look, Act, Purchase

The direct response accelerator. SLAP is AIDA stripped to its most action-oriented core.

Structure:

• Stop (0-2 sec): A visual or verbal pattern interrupt.
• Look (2-8 sec): Deliver the key information while you have attention.
• Act (8-15 sec): Create urgency or desire that demands a response.
• Purchase (15-20 sec): Make the transaction frictionless.

Video ad script example (flash sale):

[Bold text slams onto screen: "WAIT."] (Stop)

"Everything on our site is 60% off for the next 12 hours. Best sellers included." (Look)

"Last time we did this, we sold out in 4 hours. Over 3,000 people are on the site right now." (Act)

"Tap. Pick your favorites. Checkout in 30 seconds with Apple Pay." (Purchase)

Best for: Flash sales, limited-time offers, impulse-purchase products.

11. ACCA -- Awareness, Comprehension, Conviction, Action

The education-first formula. ACCA works when your audience needs to understand the problem before they can appreciate the solution.

Structure:

• Awareness (0-5 sec): Make the audience aware of a problem or opportunity they may not know about.
• Comprehension (5-15 sec): Help them understand the implications.
• Conviction (15-25 sec): Build belief that your solution works through evidence.
• Action (25-30 sec): Direct them to the next step.

Video ad script example (cybersecurity tool):

"Your employees click on 1 in 3 phishing emails. You just do not know it yet." (Awareness)

"The average data breach costs $4.5 million and takes 277 days to detect. By the time you find out, the damage is done." (Comprehension)

"ShieldNet catches phishing attempts in real time. We blocked 14 million threats last quarter alone for companies just like yours." (Conviction)

"Get a free threat assessment. Takes 10 minutes. Zero commitment." (Action)

Best for: Complex products, category creation, problem-unaware audiences.

12. The 1-2-3 Formula

The simplicity formula. When your product has a clear process, walk the viewer through it in three steps.

Structure:

• Hook (0-3 sec): What the viewer will achieve.
• Step 1 (3-10 sec): The first simple action.
• Step 2 (10-18 sec): The second simple action.
• Step 3 (18-25 sec): The final step and result.
• CTA (25-30 sec): Get started.

Video ad script example (AI video tool):

"Create a professional video ad in three steps."

"Step 1: Paste your product URL. Our AI analyzes your brand, images, and copy."

"Step 2: Pick a template. Choose from 50-plus formats optimized for every platform."

"Step 3: Hit generate. Your video ad is ready in under two minutes."

"Try it free. 50 credits. No credit card."

Best for: SaaS demos, onboarding-driven products, ease-of-use messaging.

13. The Objection Buster

The skeptic's antidote. This formula anticipates and demolishes the viewer's reasons not to buy.

Structure:

• Acknowledge the objection (0-5 sec): "I know what you are thinking..."
• Validate it (5-10 sec): Show you understand why they feel that way.
• Reframe or disprove (10-20 sec): Present evidence that eliminates the objection.
• Redirect to action (20-30 sec): With the barrier removed, invite them in.

Video ad script example (subscription service):

"You are thinking: another subscription I will forget to cancel. I get it."

"Subscription fatigue is real. Nobody wants to pay for something they do not use."

"That is why we built the Honest Pricing model. We track your usage automatically. If you use it less than 5 times in a month, we refund you. No email needed. No hoops."

"Try it risk-free. Seriously."

Best for: High-objection products, retargeting hesitant audiences, competitive markets.

14. The Contrast Formula

The comparison engine. This formula positions your product against the old way, a competitor, or a common misconception.

Structure:

• The old way (0-10 sec): Show the painful, expensive, or slow status quo.
• The new way (10-20 sec): Show how your product eliminates those pain points.
• The proof (20-25 sec): Back up the claim with data or demonstration.
• CTA (25-30 sec): Invite them to switch.

Video ad script example (AI ad platform):

[Side-by-side: left side shows traditional process]
"Old way: Hire a videographer ($2,000). Wait two weeks. Get one video. Hope it works."

[Right side shows AI process]
"New way: Type your product description. Pick a style. Get 10 video ads in 10 minutes. Test them all."

"Over 500,000 videos generated. Average CPA reduction of 35% for users who switch."

"Try AdCreate free. See the difference yourself."

Best for: Market disruptors, switching campaigns, competitive positioning.

15. The If-Then Formula

The logic lock. This formula uses conditional logic to make the viewer self-select and self-convince.

Structure:

• If (0-8 sec): Describe the viewer's situation with specificity.
• Then (8-20 sec): Present the logical consequence or solution.
• Because (20-25 sec): Justify with evidence.
• CTA (25-30 sec): Make it easy.

Video ad script example (accounting software):

"If you are a freelancer earning over $75K and you are still doing your own taxes in a spreadsheet..."

"...then you are almost certainly overpaying by $3,000 to $8,000 a year. TaxPilot finds deductions your spreadsheet misses."

"Because our AI cross-references 14,000 tax rules against your specific income sources -- something no spreadsheet and most accountants cannot do."

"Connect your bank account. Your first tax estimate is free in 5 minutes."

Best for: Niche targeting, high-consideration products, audiences who respond to logic.

How to Choose the Right Formula

Not every formula fits every situation. Here is a decision guide:

Scenario	Best Formulas
Cold audience, pain-point product	PAS, PASTOR, Problem-Agitate
Product launch, broad awareness	AIDA, BAB, Star-Story-Solution
Feature-rich product, competitive market	FAB, Contrast, 4 Us
High-ticket, long consideration	QUEST, ACCA, 4 Ps
Flash sale, urgency-driven	SLAP, If-Then, 4 Us
Simple product, ease-of-use message	1-2-3, BAB, AIDA
Retargeting skeptical audience	Objection Buster, Testimonial-based PASTOR
B2B with niche audience	QUEST, ACCA, If-Then

Adapting Formulas for Video Ad Length

15-Second Ads (TikTok, Reels, Shorts)

With 15 seconds, you can only execute 2-3 beats. Compress:

• PAS in 15 seconds: Problem (3 sec) + Agitate (5 sec) + Solve with CTA (7 sec)
• BAB in 15 seconds: Before (5 sec) + After (5 sec) + Bridge CTA (5 sec)
• SLAP in 15 seconds: Perfect native fit -- the formula was designed for speed.

30-Second Ads (Most Platforms)

The sweet spot. Every formula in this guide works at 30 seconds. Follow the timings provided in each breakdown above.

60-Second Ads (YouTube, Connected TV)

Longer formats let you layer formulas. Combine PASTOR with a testimonial narrative. Use the Hero's Journey structure with AIDA beats inside it. The extra time allows for deeper storytelling and more evidence.

Using AI to Generate Formula-Based Scripts

Writing ad scripts by hand with these formulas is effective. Writing them with AI is faster. AdCreate's Ad Wizard includes over 50 templates built around these proven copywriting frameworks. You input your product details, select a formula, and the AI generates a complete video ad script in seconds.

The real power comes from volume. Instead of agonizing over one perfect PAS script, generate 10 PAS variations, 10 AIDA variations, and 10 BAB variations in the same session. Run them simultaneously. Let the data tell you which formula resonates with your specific audience.

AdCreate's AI Toolbox includes 16-plus tools that support the entire scriptwriting process -- from headline generation to CTA optimization to full script creation. Combined with text-to-video generation, you can go from formula to finished video ad in minutes.

For brands that need a human face delivering the script, Persona AI offers over 100 AI talking avatars in 40-plus languages. Write the script using any formula above, assign it to an avatar, and have a polished UGC-style video ad ready without hiring a creator or coordinating a shoot.

Common Mistakes When Using Copywriting Formulas

1. Following the Formula Too Rigidly

Formulas are scaffolding, not straitjackets. If the natural flow of your message wants to reorder two sections, let it. The goal is persuasion, not structural purity.

2. Using the Wrong Formula for the Funnel Stage

PAS is lethal for cold audiences who feel the pain. It falls flat for retargeting audiences who already know you. Match the formula to where the viewer is in their journey.

3. Neglecting the Hook

Every formula starts with some form of attention-grabber, but many advertisers phone it in. Your opening line is the most important line in the entire script. Spend 50% of your creative energy on the first 3 seconds.

4. Weak CTAs

"Learn More" is not a call to action. It is a shrug. "Start your free trial in 60 seconds" is a CTA. Be specific about what happens when they tap.

5. Feature Dumping Inside Story Frameworks

Star-Story-Solution and PASTOR are narrative frameworks. Dumping a feature list into the story section breaks the emotional flow. Save feature details for FAB or the 4 Ps.

Testing Framework: Formulas as Variables

Here is how to systematically test copywriting formulas in your video ads:

1. Pick 3 formulas that match your product and funnel stage.
2. Write one script per formula for the same product and offer.
3. Keep everything else constant: same visuals, same music, same CTA button, same audience targeting.
4. Run for 2,000-5,000 impressions each to reach statistical significance.
5. Compare: Hook rate (3-second views), VTR (view-through rate), CTR (click-through rate), CPA (cost per acquisition).
6. Double down on the winning formula. Then test 5-10 variations within that formula.

This systematic approach turns copywriting from guesswork into science. And with AI video generation, producing all three video variants takes minutes instead of weeks.

Frequently Asked Questions

What is the best ad copywriting formula for beginners?

PAS (Problem-Agitate-Solve) is the easiest formula to learn and the hardest to execute poorly. It has only three steps, follows the natural arc of how people think about problems, and works across virtually every product category and platform. Start with PAS, master it, and then expand your repertoire to AIDA and BAB.

How many copywriting formulas should I use in one campaign?

Test 2-3 formulas per campaign. Running a PAS ad, an AIDA ad, and a BAB ad targeting the same audience gives you data on which narrative structure resonates most. Once you identify the winning framework, create 5-10 variations within it. This approach is far more effective than writing one ad and hoping it works.

Can I combine multiple copywriting formulas in a single ad?

Yes, especially in longer-form ads (30-60 seconds). A common effective combination is AIDA structure with PAS used in the Interest and Desire phases. Another is PASTOR, which is essentially PAS extended with Story and Transformation elements. Just ensure the ad flows naturally -- if combining formulas makes the script feel disjointed, simplify.

Do these formulas work for video ads or just written copy?

Every formula in this guide was selected specifically because it translates to video. The timed structure (0-3 seconds, 3-10 seconds, etc.) maps each formula to visual storytelling beats. In fact, video amplifies these formulas because you can show the problem, demonstrate the transformation, and deliver social proof visually -- which is more persuasive than describing them in text.

How does AI change ad copywriting?

AI does not replace copywriting formulas -- it accelerates them. Tools like AdCreate let you generate formula-based scripts in seconds, produce dozens of variations for testing, and turn scripts into finished video ads without manual editing. The strategic decision of which formula to use still requires human judgment, but the execution is orders of magnitude faster. This means you can test more formulas, find winners faster, and scale what works.

Which formula has the highest conversion rate?

There is no universal winner because conversion depends on your audience, product, funnel stage, and platform. That said, PAS and BAB consistently rank among the top performers in direct-response advertising across industries. For high-ticket or complex products, QUEST and ACCA tend to outperform because they educate before selling. The only reliable answer is: test multiple formulas and let your data decide.

Conclusion

Ad copywriting is not about talent. It is about structure.

The 15 formulas in this guide -- AIDA, PAS, BAB, 4 Ps, PASTOR, FAB, QUEST, Star-Story-Solution, 4 Us, SLAP, ACCA, 1-2-3, Objection Buster, Contrast, and If-Then -- represent the complete toolkit for writing video ad scripts that convert. Each one solves a specific creative challenge and works best in specific contexts.

The brands that outperform on paid media are not writing better words. They are using better structures and testing more variations. AI-powered tools like AdCreate make that testing practical by generating formula-based scripts, turning them into finished videos, and letting you iterate at the speed your campaigns demand.

Pick a formula. Write the script. Generate the video. Test it. Repeat.

That is the process behind every high-performing ad you have ever seen. Now you have the formulas to do it yourself.