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YouTube Ads Management
YouTube Ads that earn attention, not just impressions
YouTube is the second-largest search engine in the world and the highest-attention ad format in digital. Most brands treat it as a reach channel. The ones winning use YouTube to move buyers through a documented decision process: awareness through In-Stream, consideration through Discovery, and retention through Shorts and Bumpers. We build that system.
YouTube Ad Formats
Four formats. One connected video strategy.
Each YouTube ad format reaches a different audience in a different mindset. Running all four without a connecting strategy wastes budget. Running them as a system compounds results.
In-Stream Skippable
The format most advertisers default to, and the one most misused. Skippable In-Stream requires a hook that earns the viewer's decision to stay past five seconds. We script, brief, and test In-Stream creative focused on hook performance, with clear audience segmentation by funnel stage.
- Hook script review and testing framework
- Skip rate and view rate optimisation
- Audience segmentation by intent stage
- Placement targeting on relevant channels and videos
In-Stream Non-Skippable
Fifteen-second guaranteed impressions. Best for brand recall, product launches, and audiences who have already engaged. We use non-skippable In-Stream selectively, not as a default, because forced attention without earned relevance damages brand perception.
- 15-second creative brief optimised for brand recall
- Frequency capping to prevent oversaturation
- Audience targeting limited to warm or high-intent viewers
- Brand lift measurement setup
Video Discovery Ads
Discovery ads appear in YouTube search results and the watch page suggestion panel. They reach viewers actively searching for or browsing related content. Unlike In-Stream, Discovery ads only charge when someone clicks to watch. High intent, lower waste.
- Thumbnail and title optimisation for search intent
- Keyword targeting aligned with organic video SEO
- Placement in YouTube search results
- Click-through rate optimisation and A/B testing
Bumper Ads
Six-second non-skippable ads for brand recall and retargeting. We use Bumpers as the final layer in a retargeting sequence for viewers who have already seen longer content and visited the site but not converted. Short, specific, and action-driven.
- 6-second creative optimised for single message recall
- Retargeting sequence placement after In-Stream exposure
- Frequency management within broader campaign sequence
- Brand recall lift measurement
YouTube Shorts Ads
Shorts reaches mobile-first viewers in a vertical, swipe-driven context. We brief Shorts-specific creative with mobile aspect ratios, fast hooks under two seconds, and vertical framing. Shorts placements integrate with the broader campaign through audience sharing.
- Vertical 9:16 creative brief and review
- Sub-2-second hook framework for swipe context
- Mobile audience segmentation
- Integration with broader YouTube campaign structure
Audience Targeting and Attribution
YouTube targeting goes beyond demographics. We use custom intent audiences (people searching specific terms on Google), in-market segments, remarketing from your website, and customer match lists. Attribution connects video views to downstream search and conversion behaviour.
- Custom intent audience build from Google search data
- Customer match from CRM for existing customer exclusion
- View-through attribution to search conversion
- Brand lift and search lift measurement where available
How We Work
Four stages from creative brief to attribution.
Step 01
Creative brief. the ad has to work before it runs
YouTube creative is the biggest lever in YouTube advertising. We write a detailed brief for each ad format covering hook, narrative arc, call to action, and duration. We review scripts and storyboards before production begins. Bad creative produces bad results regardless of targeting precision.
Step 02
Audience architecture. intent-based targeting
We build targeting stacks using custom intent audiences (searchers of specific Google keywords), in-market segments, placement targeting on competitor channels, and remarketing audiences from website visitors. Each audience gets a distinct creative matched to where they are in the buying process.
Step 03
Campaign launch. format-by-funnel stage
In-Stream for awareness and consideration. Discovery for active search intent. Bumpers for retargeting. Each campaign has a specific objective, budget allocation, and success metric. We launch with a minimum two-creative test per format and optimise based on view rate, click rate, and downstream conversion data.
Step 04
Attribution. connect video to search behaviour
YouTube ads influence behaviour beyond the video view. We track view-through conversions, search lift (increased branded searches after video exposure), and the contribution of YouTube touch points to conversion paths that complete on other channels. Monthly review with downstream attribution data.
Video Advertising Case
YouTube awareness campaign that produced 34% branded search lift in 60 days.
The Challenge
A B2B software company had no video presence and was invisible in branded search outside their existing customer base. Competitors were running YouTube ads on their brand terms and category terms. They needed to build awareness quickly without a large creative budget.
Our Solution
Produced four 30-second In-Stream ads (two for awareness, two for competitor conquesting) and six 6-second Bumper retargeting ads. Targeted custom intent audiences searching competitor brand terms and category terms on Google. Ran Discovery ads in YouTube search results for the same keyword set. Used Bumpers to retarget anyone who clicked from a Discovery ad but had not converted.
Results Achieved
FAQ
YouTube Ads: frequently asked questions
Start With a Video Strategy
Good creative + right audience = YouTube that works.
Most YouTube campaigns fail at the creative brief stage, before a dollar is spent. We start there.
- Free YouTube Ads creative and targeting review
- Audience strategy recommendation within 48 hours
- Written proposal for full campaign management