How to Write a Spotify Audio Ad Script
An audio ad has no picture, no headline and no second chance. It has about 30 seconds and the listener’s ears. The scripts that work are simple: one idea, said clearly, repeated once, with an easy next step.
How do you write a Spotify audio ad?
Write for one listener, about one problem, in plain spoken language. Open with something they recognize in the first few seconds, give one reason to care, say the brand twice, and end with one easy action that matches the companion image. Read it aloud and time it. Formats are covered in how Spotify Ads work.
| Time | Script |
|---|---|
| 0 to 5 sec | “Is peak season in your warehouse still running on spreadsheets?” |
| 5 to 18 sec | “Northwind plans routes for mid-size 3PLs. Your lanes, your trucks, your cut-off times, planned in an afternoon.” |
| 18 to 26 sec | “Ops teams use Northwind to stop losing a week every November.” |
| 26 to 30 sec | “Northwind. Tap the banner for a free peak-season plan.” |
What makes audio ads work?
- Hook in five seconds: a question or a sound the listener recognizes.
- One message: no feature lists.
- Say the brand twice: early and at the end.
- Spoken language: short sentences, no jargon, numbers rounded.
- Easy action: tap the banner, visit a short URL, use a code.
- Match the context: energy for workouts, calm for focus. See Spotify Ads targeting.
Voice, music and sound: what matters?
A clear, natural voice matters more than production polish. Keep music under the voice, not competing with it. A distinctive sound can help memory if you use it consistently. Spotify’s tools can generate voice and music for some markets; review AI voices carefully for naturalness and pronunciation.
“Northwind is an AI-powered, cloud-native logistics optimization platform with real-time analytics, multi-depot support and enterprise-grade security. Visit northwind dot example slash solutions slash 3PL to learn more.”
“Still planning peak season in spreadsheets? Northwind plans routes for mid-size 3PLs in an afternoon. Northwind. Tap the banner for a free peak-season plan.”
What about the companion image?
Audio ads come with a companion image and link shown in the app. Repeat the brand and the offer, keep text minimal, and make the link lead to a page that matches the ad. Tracking that click is covered in Spotify Ads measurement.
If you need a screen to understand it, rewrite it.
Audio ads are heard while people do other things. Simple beats clever.
How should you test scripts?
- Write three scripts with different hooks.
- Read them aloud to someone in your audience.
- Record two versions and test them in separate ad sets.
- Keep the offer and companion image the same while testing hooks.
- Refresh the winning script every six to eight weeks.
Video and podcast versions are covered in Spotify video and podcast ads.
Frequently asked questions
How long is a Spotify audio ad?
Commonly 30 seconds; check Ads Manager for current length options in your market.
How many words fit in a 30-second ad?
About 60 to 80 spoken words at a natural pace.
How do you write a good audio ad?
One message, a hook in five seconds, the brand said twice, plain language and one easy action.
Do I need a professional voice actor?
A clear, natural voice matters more than polish. Spotify’s tools can also generate audio in some markets.
What is a companion image?
The image and link shown in the app while your audio ad plays.
How often should I change my Spotify ad?
Every six to eight weeks, or sooner if results fall.