Short answer
YouTube ads are run through Google Ads. You link your channel to the Google Ads account, choose Video or Demand Gen as the campaign type, and pick skippable, non-skippable, bumper, in-feed or Shorts formats according to your aim. Then you set targeting and brand safety, and measure impact through brand searches and conversions as well as views.
8 min read
Where do you run YouTube ads from?
There is no separate ad dashboard for YouTube; campaigns are built in a Google Ads account. The video you use in the ad needs to be uploaded to YouTube; it can be public or unlisted. When you link your channel to Google Ads, you can build remarketing lists from channel viewers and also see the views and subscriptions the ad brings in.
If you do not have a Google Ads account yet, first complete the account and measurement steps covered on our Google Ads service page. We explain advertising, channel and content work on YouTube as a whole on our YouTube platform page.
Video campaign or Demand Gen?
In Google Ads, YouTube ads are mainly run through Video and Demand Gen campaigns. A Video campaign stands out for reach, views and awareness goals, and offers options such as target frequency and ad sequencing. Demand Gen also runs on Discover and Gmail alongside YouTube, uses video and image assets together, and works with bidding strategies that learn from conversion data. If you have a sales or lead goal, Demand Gen is the more natural starting point; if your goal is brand awareness, a Video campaign is. Performance Max campaigns can also use YouTube inventory, but there your control over where the video is shown is more limited.
How do you set up a YouTube campaign in Google Ads step by step?
- Create a new campaign in Google Ads and choose the objective: sales, leads, website traffic, or brand awareness and reach.
- Choose Video or Demand Gen as the campaign type, then pick the subtype that fits your aim.
- Enter the budget, campaign dates, location and language; choose the bidding strategy according to the aim.
- Define targeting in the ad group: your own data, audience segments or content targeting.
- Add the link to the video on YouTube; write the display URL, call to action and headline.
- Before going live, check the content suitability settings and conversion tracking.
Ads go live after passing review. In the first days, monitor reach, view rate and placement reports to confirm the ad is being shown to the audience you expect and on suitable videos.
Which YouTube ad format should you choose?
- Skippable in-stream ads: Play before, during or after a video; the viewer can skip the ad after a short time. The most flexible format.
- Non-skippable in-stream ads: Short ads that viewers watch to the end. Used when the message needs to be delivered in full.
- Bumper ads: Very short, non-skippable ads. Suitable for reinforcing a single idea and building frequency.
- In-feed video ads: Appear with a small image and text in YouTube search results, among recommended videos and on the home page; the video plays when clicked.
- Shorts ads: Shown vertical and full screen in the Shorts feed. Not a separate campaign type; this inventory is reached through vertical videos in Video, Demand Gen and Performance Max campaigns.
- Masthead: A premium placement at the top of the YouTube home page, bought on a reservation basis. Used for major launches.
The campaign subtype and bidding strategy also determine which formats are available. So choose the aim first, then the format.
How should the opening seconds of a YouTube ad be structured?
In a skippable ad, the viewer decides whether to stay within the opening seconds. The ABCD principles Google recommends for video ads make a good checklist: grab attention, show the brand early, connect with the viewer and give clear direction. In practice this means:
- Open with a face, movement or a strong question; avoid long logo animations.
- Show or say your brand and product in the opening seconds; even a skipped ad leaves a trace.
- Focus on a single main message; do not try to say everything in the same ad.
- State clearly at the end what to do: visit the site, call or buy.
- Also prepare versions of the same message in different lengths and in vertical format.
How does targeting work on YouTube?
Targeting on YouTube is based on the person or on the content. The main options are:
- Your own data: Site visitors, customer lists and people who have interacted with your channel. The most valuable signal.
- Audience segments: Demographics, interests, in-market audiences researching a product, and custom segments defined by particular search terms or sites.
- Content targeting: Topics, keywords, and placement targeting that selects particular channels or videos.
In conversion-focused campaigns, the system can use audience signals as a starting point and expand targeting. In awareness campaigns, it makes sense to keep the audience more defined and control frequency. Showing the same ad to the same person too often can harm brand perception.
How do you ensure brand safety?
Content suitability settings in Google Ads determine which videos your ad appears alongside. With the inventory type setting you can decide how open you are to sensitive content, and you can exclude particular topics, channels and videos. Throughout the campaign you need to review placement reports regularly and add channels that do not fit your brand to the exclusion list. In health, finance and products aimed at children, both Google policies and local regulations add extra restrictions; review these campaigns separately before they go live.
What determines YouTube advertising prices?
YouTube has no fixed rate card either; the price forms in the Google Ads auction. The payment model depends on the campaign's aim and bidding strategy: some campaigns bid on views, some on impressions, and conversion-focused campaigns bid towards the conversion goal you set. With skippable ads bought on a cost-per-view basis, you usually do not pay if the viewer skips straight away; payment depends on a certain watch time or an interaction. Cost is also affected by the size of the target audience and competition, the chosen format, the season, the frequency goal and how much interest the video attracts. The platform changes minimum terms from time to time; check current information in your Google Ads account.
How do you measure the impact of YouTube ads?
Measuring YouTube by clicks alone is misleading; many viewers search for the brand after watching the ad or come to the site later. Use these indicators together in your assessment: When interpreting results, also take into account other channels running in the same period and seasonal effects.
- Viewing indicators: View rate, watch time, how much of the video was watched, reach and frequency.
- Brand impact: With suitable budget and scope, Google's Brand Lift studies show the difference in recall and consideration between groups who saw and did not see the ad.
- Conversions: Actions taken on the site after the ad, through Google Ads conversion tracking and Google Analytics; engaged-view conversions can also be tracked here.
- Indirect signals: Changes in brand searches and direct traffic during the campaign.
When do you need an agency for YouTube ads?
A brand with ready-made videos that is opening a campaign with a single goal can handle the first setup with its own team. Specialist support makes things easier when you need video production and versions in different formats, want to plan awareness and conversion campaigns together, work in a sector that is sensitive for brand safety, or want to read impact alongside brand search and conversion data. We explain our way of working on YouTube, LinkedIn and TikTok on our service page. To talk about how your videos could be used in ads, you can reach us via our contact page.
Frequently asked
- What determines YouTube advertising fees?
- The fee forms in the Google Ads auction and, depending on the campaign's aim, is tied to views, impressions or a conversion goal. Competition for the target audience, the ad format, the season and the video's viewing performance affect the price. Current minimum terms should be checked in your Google Ads account.
- Do you need a professionally shot video for an ad?
- No. Well-edited phone footage that shows the product clearly and introduces the brand early can also work. Premium placements such as the Masthead, or campaigns that will be watched on TV screens, call for higher production quality. Testing with your existing videos first is a sensible start.
- Do I pay for everyone who sees the ad?
- No, the payment model depends on the campaign's bidding strategy. With skippable ads bought on a cost-per-view basis, you usually do not pay when the viewer skips the ad straight away. With impression-based bidding strategies, payment is based on the number of impressions.
- Do you need a separate video for Shorts?
- Preparing a vertical version is recommended. Google can adapt landscape videos to the Shorts feed, but vertical creatives that fill the screen look more natural there. Adding a vertical version to your campaign helps you make more efficient use of Shorts inventory.