YouTube advertising
Stage: Be bookedYouTube advertising
YouTube ads that build demand and capture it: in-stream, Shorts and Demand Gen campaigns, measured on search lift, leads and sales.
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Campaigns · last 12 weeks
Cost per qualified lead$34
High-intent search46%
Meta prospecting26%Retargeting14%Broad and wasted14%Qualified leads a month162Wasted spend14%Return on ad spend3.8x
Illustration. Share of monthly spend by campaign type.Trusted by partner brands
Why it matters now
Video builds the demand search captures
YouTube is where many buyers first hear about a brand. Good video ads raise branded searches and make every other channel cheaper, if you measure that lift.
Then
TV-style adViewsBrand lift studyUnclear impact
Video was bought for views and judged by feel.Now
Hook in 5 secondsShorts and in-streamSearch liftLeads
Short, direct video measured on the searches and sales it creates.What’s included
Everything a campaign needs to scale
Six parts of every YouTube program.
How we do it
Five steps, one owner
Part of your first 90 days. Every step has a date, an owner and something you can see.
Week 1Account and tracking auditReview structure, spend, search terms and conversion tracking, and agree targets.You get an audit with quick wins
Week 1 to 2Fix measurementSet up or repair conversion tracking, offline conversions and CRM links.You get numbers you can trust
Week 2 to 4Rebuild campaigns and audiencesRebuild what is wasting budget and launch the new structure.You get a cleaner account
Week 3 to 12Creative testsTest creative, audiences and landing pages, and move budget to what wins.You get tested winners
Every weekOptimize and reportAdjust bids, budgets and tests, and report cost per lead and revenue.You get a Monday report
What moves results
Creative is the new targeting
With automated targeting, the ad itself decides who sees it and who responds. We test new creative every week and keep the winners running.
- Step 1: HypothesisOne idea per test: hook, offer, format or audience
- Step 2: LaunchFresh creative into a test budget
- Step 3: ReadCost per lead and quality after enough spend
- Step 4: ScaleWinners get budget, losers get cut
How we measure it
Every week, tied to revenue
Spend, leads, pipeline and revenue by campaign, from YouTube and your CRM and your CRM, in one weekly report, next to your organic search results in Surface.
Weeklybudget and bid reviews1report with paid and organicCRMleads tracked to revenue
- Cost per lead and cost per qualified lead
- Return on ad spend and revenue
- Conversion rate by landing page
- Spend by campaign against target
Your options
Four ways to run YouTube ads
Run it in-house, use a freelancer, hire a channel specialist, or run it with your search partner.
One team, no handoffs
YouTube Advertising works best with the rest of search
The same team runs every service that feeds AI answers, so nothing waits on another vendor.
Questions
What people ask about YouTube Advertising
Do you make YouTube ads?
Yes. We script and edit short video ads, and can produce new footage when needed.
Do YouTube ads work for leads?
They can, with Demand Gen and video action campaigns. They work best together with search.
How do you measure YouTube?
Conversions where they happen, plus the lift in branded searches and direct visits during campaigns.
Do you run YouTube Shorts ads?
Yes. Shorts placements need vertical, fast creative, which we make separately.
How much budget do we need?
Less than most expect for a test. We size it to reach your audience enough times to measure lift.
What is the minimum engagement?
We work in 90-day blocks with a 6-month minimum.
The full guide · 7 min readYouTube ads that build demand you can measure
How to make YouTube ads people watch and measure the demand they create.
- 01Creative that holds attention
- 02Demand Gen and Shorts
- 03Measuring search lift
- 04Budget and frequency
Get more from YouTube
Talk to a partner about a review of your YouTube campaigns and tracking.