How do you write a radio ad that works?
A radio ad works when it names the business early, makes one clear offer, and repeats the way to respond. Listeners are driving, cooking or working. They can’t scroll back, so say the business name at least twice and the phone number or web address at least twice in a 30 or 60 second spot.
Write for the ear. Use short sentences, everyday words and an address people can remember (“next to the Target on Route 9”) rather than a street number. And make the call to action simple: one phone number or one easy web address, never both plus a social handle.
How many words are in a 15, 30 or 60 second radio ad?
| Spot length | Word count | Business name mentions | Call to action |
|---|---|---|---|
| 15 seconds | 30–40 words | 2 | Once, short web address |
| 30 seconds | 65–75 words | 2–3 | Twice |
| 60 seconds | 125–150 words | 3 | Twice, ideally at the end |
Stations often ask for spots to run a fraction under time, such as 29.5 seconds for a :30. Ask your station for its exact spec and file format.
15-second radio ad scripts
Good for reminders, sales and sponsorship tags.
- 1. Pizza shop (32 words)
Game day means [Tony’s Pizza]. Get two large one-topping pizzas for twenty-two ninety-nine, every Sunday this football season. Order ahead at [tonys pizza dot com]. [Tony’s Pizza], on [Main Street in Westfield].
- 2. Tire shop (34 words)
Cold mornings are coming. Is your car ready? Buy three tires and get the fourth free at [Valley Tire and Auto], through November thirtieth. [Valley Tire], next to the [Home Depot] on [Route nine].
- 3. Sponsorship tag (27 words)
Tonight’s traffic report is brought to you by [Hometown Credit Union]. Auto loans with no payments for ninety days. Learn more at [hometown c u dot org].
- 4. Event reminder (31 words)
The [Lakeside Craft Fair] is this Saturday and Sunday at the [county fairgrounds]. Over one hundred local makers, food trucks and live music. Admission is free. [Lakeside Craft Fair], this weekend.
30-second radio ad scripts
The most common length for local radio.
- 5. HVAC (73 words)
When your furnace quits on the coldest night of the year, you want someone who answers the phone. At [Summit Heating and Air], a real person picks up, day or night. Our trucks carry the most common parts, so most repairs are done on the first visit. And right now, a furnace tune-up is just seventy-nine dollars. Call [Summit Heating and Air] at [five five five, two one two, four four four four].
- 6. Dentist (64 words)
Afraid of the dentist? You’re not alone. At [Brightline Family Dental], we go slow, explain everything, and never lecture. We take most insurance, we have evening hours on Tuesdays and Thursdays, and new patients get a cleaning, exam and X-rays for [ninety-nine dollars]. Book online at [brightline dental dot com]. That’s [brightline dental dot com]. [Brightline Family Dental]. Gentle care for the whole family.
- 7. Car dealer, sales event (69 words)
It’s the [Year-End Clearance] at [Lakeview Ford], and every car on the lot has to go. New trucks, SUVs and certified pre-owned vehicles, all priced to move before December thirty-first. Bring your trade, bring your title, and see how far your money goes this month. [Lakeview Ford], on [Highway twenty-two] at [Exit fourteen]. Open late every weeknight. [Lakeview Ford]. Visit [lakeview ford dot com] for current offers and details.
- 8. Real estate agent (70 words)
Thinking about selling your home this spring? The listings that sell fastest are priced right from day one. I’m [Jessica Reyes] with [Hill Country Realty], and I’ll give you a free, no-pressure home value report based on real sales in your neighborhood. No obligation, no hard sell. Just the numbers. Text “VALUE” to [five five five, three one eight, two two two zero]. That’s [Jessica Reyes], [Hill Country Realty].
- 9. Law firm, personal injury (71 words)
Hurt in a car accident? The insurance company already has lawyers working for them. You should too. At [Carter and Lowe], we’ve helped injured people across [Georgia] for over [twenty] years. Your first consultation is free, and you pay nothing unless we win your case. Call [Carter and Lowe] at [five five five, nine zero zero, one one two two]. That’s [five five five, nine zero zero, one one two two].
- 10. Restaurant (65 words)
The smoker at [Big Sky Barbecue] runs fourteen hours a day, and you can taste every minute. Brisket, pulled pork and ribs, with homemade sides and peach cobbler that sells out by seven. Kids eat free on Mondays. Catering available for parties of any size. [Big Sky Barbecue], at [Fifth and Elm], downtown. Open every day at eleven. Come hungry, leave happy. [Big Sky Barbecue].
- 11. Gym (66 words)
New year, same old excuses? Here’s one less. At [Ironside Fitness], January memberships are just one dollar to join, and your first month is free. Classes start at five a.m., the gym stays open until eleven, and trainers are on the floor to help you get started. No contracts, no judgment. Sign up at [ironside fitness dot com] or stop by. [Ironside Fitness]. Let’s go.
60-second radio ad scripts
Room for a short story or a dialogue between two voices.
- 12. Auto repair, story format (136 words)
Last winter, a customer named Linda came into [Oak Street Auto] with a check-engine light and a quote from another shop for twelve hundred dollars. Our technician plugged in the scanner, looked under the hood, and found a loose gas cap. We tightened it, cleared the code, and sent her home. No charge. That’s how we’ve done things at [Oak Street Auto] for [twenty-five] years. We tell you what your car needs, and what it doesn’t. Our ASE-certified technicians work on all makes and models, foreign and domestic. Every repair comes with a written estimate before we start, and a twelve-month warranty after we finish. Free shuttle rides to work, too. [Oak Street Auto Repair], on [Oak Street] behind the [post office]. Book online at [oak street auto dot com]. That’s [oak street auto dot com].
- 13. Furniture store, two voices (123 words plus pauses)
Woman: Honey, the couch is sagging again.
Man: It’s not sagging. It’s broken in.
Woman: It ate the remote.
Man: …Okay, it’s sagging.
Announcer: If your couch has seen better days, it’s time for the [Fall Furniture Sale] at [Hartwell Home]. Sofas, sectionals and recliners, all thirty percent off, with free delivery and haul-away of your old one. Plus, no interest for twelve months with approved credit. Stop by our showroom on [Route forty-six], or browse at [hartwell home dot com].
Man: Do they have a recliner with cup holders?
Announcer: They do.
Man: Do they have one that finds the remote?
Announcer: That’s on you. The [Fall Furniture Sale] at [Hartwell Home] ends Sunday. [Hartwell Home]. Come sit for a while. - 14. Hospital or clinic hiring (127 words)
At [Riverbend Medical Center], our nurses don’t just treat patients. They’re the reason people come back years later to say thank you. Right now, we’re hiring registered nurses for our emergency, surgical and labor and delivery units. We offer sign-on bonuses for qualified candidates, flexible twelve-hour shifts, tuition help for continuing education and a team that actually has your back on a hard night. New grads are welcome, and we’ll pair you with an experienced mentor for your first year. If you’ve been looking for a place where your work matters and your schedule works, we’d love to meet you. Visit [riverbend careers dot org] to see open roles and apply in about ten minutes. That’s [riverbend careers dot org]. [Riverbend Medical Center]. Care starts with you.
- 15. Nonprofit or public service (125 words)
Every week, the [Tri-County Food Bank] helps families who never expected to need it. A mom between jobs. A retired veteran whose check doesn’t stretch to the end of the month. A teenager making dinner for younger brothers and sisters. This holiday season, we need your help to keep the shelves full. A gift of just ten dollars helps provide meals for a family. You can also drop off canned food at any [Kroger] location in the county, or sign up for a two-hour volunteer shift sorting donations at our warehouse. Every can, every dollar and every hour adds up. Give today at [tri county food dot org]. That’s [tri county food dot org]. The [Tri-County Food Bank]. Nobody in our community should go hungry.
- 16. Nonpartisan voter reminder (129 words)
Election Day is Tuesday, November [third], and every vote in [Marion County] counts. Polls are open from seven a.m. to seven p.m. If you’re in line by seven, you can vote. Not sure where your polling place is? Visit [vote marion dot gov] and enter your address. You can also check your registration, see a sample ballot and find early voting locations and hours. Early voting runs through Saturday at the county courthouse and three library branches. Bring a valid photo ID. If you need a ride to the polls, call [the county elections office] at [five five five, six zero zero, one two one two]. This message is brought to you by the [Marion County Board of Elections]. Your voice matters. Make a plan to vote.
Which voice should read a radio ad?
| Business type | Voice style | Speed |
|---|---|---|
| Car dealers and big sales | High-energy announcer | Slightly faster |
| Medical, legal, finance | Trustworthy, mature voice | Normal |
| Restaurants and bars | Warm, friendly, casual voice | Normal |
| Home services | Down-to-earth, steady voice | Normal |
| Hiring and nonprofit | Sincere, warm voice | Slightly slower |
| Dialogue spots | Two contrasting voices plus an announcer | Mix per line |
How do I produce a radio ad with Speechma?
- Time the scriptRead it aloud with a stopwatch, then trim until it fits the table above with a second to spare.
- Generate each voicePaste the announcer lines into the box at the top of this page and pick a voice. For dialogue spots, generate each character’s lines separately with a different voice.
- Shape the readUse exclamation marks for energy on the offer, commas for short pauses between phone number groups, and lower the speed for serious messages.
- Add music and editMake a 30 or 60 second bed with the AI jingle generator or royalty-free music, then mix voice over music in Audacity or Adobe Audition.
- Export to specMost stations want a WAV or high-bitrate MP3 at an exact length. Check with your station before delivery.
Producing spots for several clients?
Ad agencies and stations can use SpeechmaPRO.com for longer scripts with no captcha, or the Speechma API from $9/month to generate demos and tags in bulk. See also our radio ad voiceover page.
Frequently asked questions
How many words is a 30-second radio ad?
Can I air an AI voice radio ad?
How many times should I say the phone number?
Can I make a dialogue ad with two voices?
What audio format do radio stations want?
Should I use a jingle?
Make better voiceovers, faster
- New voices and features the day they launch
- Script templates and tricks that make AI voices sound human
- Creator stories, community picks and early access