YouTube Strategy and Funnel Structure
We start with your business goals and customer journey, then choose the right YouTube format for each phase. Bumper Ads (6s) and Non-skippable for broad reach and brand frequency, Skippable in-stream for engaged reach, In-feed Ads for intent-driven discovery, Shorts for Gen Z and TikTok-overlap, and Demand Gen to create demand across the entire Google ecosystem (YouTube, Discover, Gmail).

Demand Gen Campaigns and Performance Formats
Demand Gen replaces Discovery Ads and is Google’s answer to paid social. We build Demand Gen campaigns with audience signals, custom segments, and lookalikes – and visual-focused creatives (single image, carousel, short-form video) that run across YouTube Home, In-feed, Watch Next, Discover, and Gmail. The result is scalable reach with performance goals instead of just CPM.
YouTube Shorts and Connected TV (CTV)
YouTube Shorts boasts over 70 billion daily views and is one of the most cost-effective ways to reach Gen Z. We produce vertical short-form video (9:16) and run Shorts ads alongside Connected TV campaigns on smart TVs and TV apps for Bonnier, SVT content, and premium inventory – ensuring reach covers both mobile and the living room.
Creative Production – Hook, Story, and CTA for Video
Attention on YouTube is decided in the first 5 seconds. Our in-house team of video producers, scriptwriters, and animators produces ads with strong hooks, clear story arcs, and crystal-clear CTAs – adapted for each format (6s Bumper, 15s Skippable, 30s longform, vertical for Shorts). We also adapt existing content for YouTube formats instead of starting from scratch.
Audiences, Audience Signals, and First-Party Data
We use custom intent (keywords from Search), affinity, in-market, demographics, life events, and remarketing lists – combined with first-party data (Customer Match) and YouTube-specific signals like channel views and engagement. For B2B, we complement with LinkedIn-style targeting via custom segments based on company websites and B2B keywords.
Measurement, Brand Lift, and Attribution
We measure more than views and watch time. Brand Lift Studies, Conversion Lift, and Search Lift measure actual brand impact, while Google Ads enhanced conversions and GA4 capture view-through conversions and pipeline effect. Reporting in Looker Studio links YouTube spend to CAC, ROAS, and multi-touch attribution across the entire funnel.
