Video campaigns
YouTube isn’t a branding line. It’s a performance channel.
Run as a funnel and measured on conversions: 5× the category watch rate, and qualified views 37% cheaper.
Industry
Multiple — eCommerce and lead generation
Channel
YouTube Ads
The account
A set of YouTube programmes across eCommerce and lead-generation accounts, each with the same brief — turn video spend into something measurable.
The diagnosis
YouTube usually gets bought as awareness and reported in impressions. That makes it the first line cut at budget time, because nobody can prove it did anything.
The channel is rarely the problem. What is missing is the structure around it: no funnel, so one campaign is asked to introduce and convert at the same time; no tracking, so the contribution is invisible; and no retargeting loop, so a view ends instead of starting something.
An expensive channel and an unmeasured one look identical on a report.
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The treatment
Each account was structured as a funnel — awareness, consideration, conversion — with a custom video sequence for each stage rather than one asset doing every job.
Creative was built for retention: hooks, thumbnails and CTAs chosen from data, then tested rather than assumed.
In-market, affinity and custom intent audiences kept reach precise, which is what makes it cheap.
GA4 and Google Ads were integrated for cross-channel attribution, with ROAS and engagement monitored live. Metadata — titles, tags, end screens — was optimised so the organic side lifted alongside the paid.
Then YouTube audiences were connected to Google Display and Meta, so a view started a recall loop instead of ending.
The results
- 5× higher watch rate than category benchmarks
- 37% lower cost per qualified view through systematic creative testing
- High-intent clicks driven into landing pages — not just views
