# B-roll shot list template for video ads

> A copy-and-paste b-roll shot list template that ties each cutaway to a line in your script, with an example and a quick way to count how many shots you need.
- **Author**: Marxx
- **Published**: 2026-11-06
- **Category**: Video editing
- **URL**: https://marxx.ai/library-templates/b-roll-shot-list-template

---

B-roll is the cutaway footage you lay over the main shot, such as the product, a hand or a place. Plan it as a list tied to each line of your script: the line, the shot, the length and where the clip comes from.

## The template

```
B-ROLL LIST: [Ad name]    Length: [30 s]    Ratio: [9:16]

SCRIPT LINE | B-ROLL SHOT | SECONDS | SOURCE | NOTES
[line 1]    | [product on a shelf, slow push-in] | [2] | [filmed] | [daylight]
[line 2]    | [hands opening the pack] | [2] | [filmed] | [ ]
[line 3]    | [city street at night] | [3] | [stock / AI] | [check the licence]
[line 4]    | [customer message on a phone] | [2] | [screen recording] | [blur the name]

SPARE SHOTS: [2 extra, any line]
SOURCE KEY: filmed / stock / AI / screen recording
```

## Shots that work in ads

The main footage, usually a person talking, is called A-roll. These cutaways fit most ads.

| Type | What to film | Use it when the line is about |
|---|---|---|
| Product in use | The product doing its job | What it does |
| Detail close-up | Texture, stitching, label | Quality |
| Hands | Opening, pouring, applying | A step or a how-to |
| Setting | The room, street or kitchen | Where or when |
| Reaction | A smile, a nod, a bite | A result |
| Screen | An order, a message, an app | Proof, or how to buy |
| Packaging | The box, the label, the price tag | The offer |

## How many shots?

Cut to a new shot every two to three seconds, then add spares.

Say your voice-over runs 30 seconds.

- Shots at one every 3 seconds: 30 / 3 = 10.
- Shots at one every 2 seconds: 30 / 2 = 15.
- Add 2 spares: 12 to 17 shots.

Not every shot needs b-roll. Keep the speaker on screen for the hook and the offer.

## Tips

- **Tie every shot to a line.** A shot without a line is decoration.
- **Film each shot for 5 seconds.** The edit may use 2.
- **Film in 9:16.** Re-cropping a wide shot loses detail.
- **Mark the source.** Stock and AI clips carry licence rules, so note them.
- **Check AI clips closely.** A pack or logo with warped letters will not pass as your product.

For the main footage plan, use the [shot list template](/templates/shot-list-template). For a creator shoot, send the list inside a [UGC brief](/templates/ugc-brief-template). To see how b-roll lands in an edit, read [how to make UGC ads](/guides/how-to-make-ugc-ads).

## Add b-roll in the edit

Marxx's [AI video editor](/features/ai-video-editor) has an assistant that adds b-roll to your timeline. Its Generate tab makes video and images, and generation uses credits. We make Marxx.

To compare tools that make b-roll from a prompt, see the [best AI b-roll generators](/best/best-ai-b-roll-generators).

## FAQ

### What is the difference between A-roll and B-roll?

A-roll is the main footage, such as a person talking to camera. B-roll is the cutaway footage shown over it.

### Can I use stock or AI clips as b-roll in ads?

Yes, if the licence covers paid ads and the clip shows your real product honestly. Note the source in the list so you can check it.

---
- [More Video editing articles](https://marxx.ai/library-templates/category/video-editing)
- [All articles](https://marxx.ai/library-templates)