How to Write a Radio Ad Script: 15- and 30-Second Examples

A radio ad script works when it says one thing, says it in words a listener can follow without seeing anything, and tells them exactly what to do next. For length, plan on roughly 60 to 65 words for a 30-second spot and about half that for 15 seconds. Where those numbers come from is explained first, then a reusable structure, the mistakes that waste airtime and three original example scripts.

How many words fit in a 15 or 30 second radio ad?

Our editorial estimate for a natural read is about 2 to 2.5 words per second. At that pace a 30-second spot holds roughly 60 to 75 words; planning toward the lower end leaves room for a pause or two.

From that, a reasonable estimate for planning is:

Treat these as a ceiling, not a target. Music, a sound effect or a deliberate pause all take time away from words. A slower, warmer read fits fewer. The only reliable test is to read the script aloud with a stopwatch, at the pace you actually want.

What structure works for a radio ad script?

Many short spots follow some version of this four-part shape:

1. Hook (first 3 to 5 seconds). A question, a situation, or a sound the listener recognizes. It has to earn the next sentence.
2. The point. One message. Not your whole product range, not three offers. One.
3. The proof or reason. Why it's true, or why now: a deadline, a detail, a specific benefit.
4. The call to action. What to do and how: a short web address, a street name, a phone number said twice. Repeat the business name here.

In 15 seconds you often merge steps 2 and 3. In 30 seconds you have room for one concrete detail, which is usually what listeners remember.

How do you write for the ear?

Radio listeners can't reread. A few habits help:

• Short sentences. One idea each.
• Say the name at least twice, once early and once at the end.
• Simplify numbers. "Twenty percent off" is easier to catch than "save $17.99." Phone numbers are hard to remember from a single hearing; a short web address or a landmark is often better.
• Paint a picture with words, since there's nothing to look at. "The red barn on Route 9" beats "our convenient location."
• Write the way people talk. Contractions, plain words, no jargon.
• Read it aloud before anyone else hears it. You'll find the clumsy line in seconds.

Which mistakes waste airtime?

• Too many words. The classic one. An announcer racing to fit 90 words into 30 seconds sounds like small print.
• Too many messages. Sale, new location, hiring, and a holiday greeting don't fit in one spot.
• A weak or missing call to action. "Visit us today" without saying where.
• Opening with the business name and nothing else. Start with something the listener cares about, then name yourself.
• Inside jokes and slogans that only make sense to people who already know you.

Three example scripts

The businesses below are fictional. Word counts and timings are estimates at the pace described above.

Script 1: 15 seconds, single voice (local bakery)

Fresh bread, out of the oven at six every morning. Corner Crust Bakery, on Maple and Third. Sourdough, rye, and cinnamon rolls till they're gone. Corner Crust. Get there early.

About 30 words.

Script 2: 30 seconds, single voice (hardware store, seasonal)

First frost is coming. Is your garden hose still out there? Here's your weekend list: drain the hose, cover the outdoor faucet, and seal that drafty door. Hartley's Hardware has faucet covers, weatherstripping and door sweeps in aisle four, and the staff will show you how to fit them. Hartley's Hardware, across from the post office. Open Saturday and Sunday, eight to six.

About 63 words.

Script 3: 30 seconds, two voices (dental office, new evening hours)

VOICE 1: I keep putting off the dentist. VOICE 2: Because of work? VOICE 1: By the time I'm done, everywhere's closed. VOICE 2: Not Brightside Dental. They're now open until eight on Tuesdays and Thursdays. VOICE 1: Eight? VOICE 2: Checkups, cleanings, the works. On Elm Street, next to the library. VOICE 1: Brightside Dental. Evenings, finally.

About 44 words. Dialogue needs room for pauses between lines, so it fits fewer words than a single-voice read.

Should the owner voice the ad?

For a local business, the owner's voice can make a spot feel personal and recognizable. It works best when the owner is comfortable reading aloud and the script follows their natural way of speaking. You have two ways to get there.

Record it live. Use a quiet room and do several takes; an audio editor or the station's production team can clean up noise and pauses.

Use a clone of the owner's voice. The Fynqcast FYNQ Studio and Publisher plans include functions for spots and ads, and on both plans those functions can use your own cloned voice. Before you plan around it, check eligibility: the owner must be of legal age and hold an ID issued by an EU member state, so an owner with only a US or other non-EU ID can't clone for now and should use a stock voice. The owner records a 60 to 120 second sample, passes an identity check and gives consent, and the clone can then read any script word for word. The clone belongs to the person who created it, so it has to be the owner's own account, and it speaks only the languages authorized during setup. Every spot made this way opens with a short spoken notice, "Voice cloned with AI." Time the whole file, notice included, against the slot you've booked, and confirm with the station that the result fits its requirements. The cloning process is explained in a separate guide on this blog. AI Voice Clone: How to Clone Your Own Voice Safely

The same functions also work with stock voices: one voice, or two for a dialogue like script 3. You receive a downloadable audio file (MP3, WAV or M4A) with SRT subtitles. They don't add background music, so if your spot needs a music bed or sound effects, mix them in an audio editor or ask the station's production team. Check the station's file specifications before you deliver.

For plan details, see the pricing page. The same toolset handles phone greetings too, and another article on this blog collects eight voicemail scripts ready to adapt. Professional Voicemail Greeting: 8 Scripts You Can Use

Want to hear how it sounds? Listen to the examples in the Tutorial.