YouTube Ads for B2B: How to Run Video Campaigns That Generate Qualified Leads
YouTube has the second most B2B research traffic after Google Search. Here's how to target, create, and optimize YouTube ad campaigns.
YouTube is where B2B buyers research solutions by watching product demos, tutorials, and comparison videos. YouTube Ads can place your content in front of these buyers at the exact moment they are researching your category.
The campaign strategy uses three ad formats: in-stream ads (skippable, for awareness and consideration), discovery ads (appear in search results and related videos, for high-intent capture), and bumper ads (6-second non-skippable, for frequency and recall). Each format serves a different funnel stage.
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We cover the targeting options for B2B (custom intent audiences based on Google search terms, in-market audiences, custom affinity audiences), the creative requirements for each format, the bidding strategy that balances reach and efficiency, and the measurement approach that connects YouTube impressions to website conversions and pipeline.
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