YOUTUBE ADS
Video that fills the funnel and gets measured like everything else.
YouTube is where demand gets created rather than captured, which makes it the easiest platform to waste money on and the hardest to measure honestly. We run it with a defined funnel role and a measurement plan agreed before launch.
WHO IT’S FOR
This page is written for a specific situation.
- Businesses with an offer that needs explaining before someone will act on it.
- Advertisers whose search campaigns are capped by demand rather than by budget.
- Teams willing to produce or repurpose video at a workable cadence.
WHAT’S INCLUDED
What we actually do.
- Funnel role definition
- What this campaign is for, what it is measured on, and what it is explicitly not responsible for - agreed before spend.
- Audience strategy
- Custom segments built from search behaviour and site activity rather than broad interest categories.
- Creative direction
- Hook, proof and ask structured for the first five seconds, working with the footage you can realistically produce.
- Placement and exclusion control
- Content and placement exclusions applied at setup, reviewed monthly.
- Measurement plan
- View-through and brand-search lift reported separately from last-click conversions, with the limits stated.
MEASUREMENT
How this gets measured.
- Last-click conversions reported without view-through, and view-through reported separately with its assumptions stated.
- Branded search volume tracked in Search Console as a lift signal, since it is the cleanest available proxy.
- Qualified-lead outcomes from the CRM used to judge whether the traffic was worth creating.
PROCESS
What the first 30 days look like.
- 01
Audit
An honest read on whether video fits your funnel and your creative capacity right now.
- 02
Build or rebuild
Audience segments, exclusions, campaign structure and the measurement plan.
- 03
Launch
Live with tracking verified and a defined test window.
- 04
Optimize
Creative and placement work, with results read against the agreed funnel role.
- 05
Scale
More budget only when the downstream effect on qualified leads is visible.
FAQ
Questions we get asked on sales calls.
Can you prove YouTube produced a lead?
Not with the certainty search offers, and we will not pretend otherwise. We report last-click conversions honestly, report view-through separately with its assumptions stated, and watch branded search as a lift signal.
Do we need to produce new video?
Usually some. Existing footage, testimonials and screen recordings go further than most people expect, but a campaign with one asset stalls quickly.
When is YouTube a bad idea?
When search is still under-funded. If there is unmet demand in your search campaigns, that budget produces cheaper qualified leads than video will, and we will say so rather than sell you a channel.
Related reading
FREE AD AUDIT
Want to know where your ad spend is leaking?
Request a free audit. You’ll get a written review of your accounts, tracking and landing pages — whether or not you hire us.