Pricing and quotation guide
Video ad editing cost
Video ad editing is priced around the set of files rather than a single video. The master edit is the main piece of work; each cutdown, variant and shape then adds to the total. Captions, music licensed for advertising, claim checks and later refresh rounds also affect the price. A master with two cutdowns in one shape is a contained job; several hook and message variants in three shapes multiplies the files. Ad spend and campaign management are separate and can be larger costs.
This page covers cost drivers, set sizes, pricing approaches, variants, comparing quotes and judging value.
Illustrative diagram
What drives video ad cost
- Master edit
- Complex footage and graphics take longer.
- Cutdowns
- Each shorter version needs its own edit.
- Variants
- Each test version adds work.
- Shapes
- Landscape, square and vertical each need reframing.
- Refreshes
- New versions as results come in.
Costs paid to third parties (separate from our fees)
- Ad spend
- Campaign management
- Filming
- Music licensed for advertising
Multiply variants by shapes to see how many files a quote covers.
Ad sets compared
| Set | Typical scope | Relative cost |
|---|---|---|
| Small | Master plus one cutdown, one shape | Lower |
| Standard | Master, two cutdowns, two hook variants, two shapes | Moderate |
| Large | Several variants in three shapes, refresh round | Higher |
How video ad editing is priced
Per ad set
Suits you when
- One campaign
Watch out for
- Files included
- Revision rounds
Per file
Suits you when
- Adding variants later
Watch out for
- Price per shape
Monthly allowance
Suits you when
- Ongoing ads with refreshes
Watch out for
- Refreshes included
- Turnaround
Variants and shapes multiply
Two hook variants in three shapes is six files; add two message variants and it becomes twelve. Each needs editing, captions and checking. Agree with whoever runs your ads which tests they will actually run and which placements they will use, and design only those.
Music for ads
Some music licences cover ordinary social posts but not paid advertising. Music cleared for ads may cost more. Check the licence before the edit, since changing music later means re-editing every version.
Example: a standard set for a home insurance broker
Illustrative example — not a client case study
Situation: A broker wants video ads for feeds and stories, testing two openings.
- A master edit and a short cutdown are quoted.
- Two hook variants in square and vertical shapes make four test files.
- One refresh round after the first results is included; music for ads is priced separately.
What this shows: The quote listed every file and every extra. This example is illustrative.
Comparing quotes
Check the master edit scope, number of cutdowns, variants and shapes, captions, music licensing, claim checks, revision and refresh rounds, turnaround and file ownership.
Judging the value
Editing cost may be small next to ad spend. Judge it on whether tests gave clear lessons, whether files were ready on time and in the right shapes and whether refreshes kept results steady. Ad results also depend on targeting, budget and offer.
Keeping the cost down
Approve the master before variants, test two variants well rather than many thinly, design only the shapes you will use and clear music for ads at the start. Settle the script before variants.
Captions and text
Ads with speech need captions in every version and shape, placed clear of platform interface areas. Text overlays for key points add a little more. Changing the wording late means updating every file, so settle the script before variants are made.
Refreshes
Budget for at least one refresh round after first results. Refreshes built on the winning variant, with a new hook or visual, cost less than a new master. Ask how quickly refreshes can be turned round.
The master edit
The master edit takes the most time: choosing footage, building the hook and message, adding graphics and captions and finishing sound and colour. Footage with a clear story and good audio keeps this manageable. Once approved, cutdowns and variants are faster because the main decisions are made.
Cutdowns
Each cutdown is a new edit that must fit the hook, message and action into less time. Shorter cutdowns are not always cheaper to make, because they need careful choices.
Revisions
Agree how many rounds are included for the master and for the variant set. Changes to the master after variants are made mean redoing every version.
Turnaround
Campaigns have launch dates. Agree delivery dates for the master and variants, and allow time for your review and the ad platform's own review before launch.
Claim checks
Checking that offers, prices and claims match what you can support, and the landing page, takes a little time per set but avoids ads being rejected or misleading viewers.
Questions about video ad editing cost
What affects video ad editing cost?
Master edit, cutdowns, variants, shapes and refreshes.
Why do variants add so much?
Each variant may be needed in every shape.
Is ad spend included?
No; ad spend and campaign management are separate.
Does music for ads cost more?
It can; check the licence covers paid ads.
Should we budget for refreshes?
Yes, at least one round after first results.
How do we judge ad editing?
Clear test lessons, timely files and steady results after refreshes.
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