Here are some of the key takeaways I noticed from the scripts of high performing Ads on Youtube 1) Attention-grabbing intro - by saying something controversial, calling out your audience, or saying something useful ( ex: How to achieve {dream outcome} using this simple 3 step {mechanism} ) 2) Make it short and simple - don't drag on explaining the ins and outs of your service, just make them interested and then do step 3 3) Make them act - make sure to do your call to action when their interest is at its peak. Ads are just a vehicle that drives the audience from Point A to Point B. (keeping this mindset helps me a lot while writing) Hope this helps.