Strategy and campaign structure
We decide the job first: reach new people, bring back past visitors or drive enquiries. The campaign type, bidding and budget follow from that.
- YouTube
- Google Ads
- PPC
- YouTube ads
YouTube ads agency Sydney
YouTube ads measured on enquiries, not views.
We plan, build and manage YouTube campaigns inside your Google Ads account, alongside your search advertising.
- Top 3%
- Google Premier Partner
- 4.9 / 5
- Rating on Clutch
Trusted by Australian brands since 2014
Why YouTube campaigns disappoint
Views are cheap. Customers are the hard part.
Most YouTube campaigns we review were set up the same way. One video, a broad audience, and a report full of views. The views look good. Nobody can say whether a single enquiry came from them.
The usual causes are simple. The ad was built for awareness but judged on leads. The targeting was age and location, so the video went to people who were never going to buy. The first few seconds did not give anyone a reason to keep watching. Or the conversion tracking was never connected, so there was nothing to measure.
We start from the other end. What should a viewer do next, who is worth showing the video to, and how will we know it worked? The campaign is built around those answers.
A YouTube campaign should be judged like any other paid channel: by what it brings in.
What's included
Everything a YouTube campaign needs to perform.
Run by the same team as the rest of your paid media ↗
Audience targeting
People who have searched for what you sell, people in the market for it, your own customer lists and website visitors. Not just age and location.
Creative briefs and testing
A clear brief for each video: the opening seconds, the message and the call to action. Several versions and lengths, tested against each other.
Remarketing
Video for people who have already visited your site or watched an earlier ad, and search and display ads for people who watched your videos.
Conversion tracking
Enquiries and sales tracked back to the campaign, set up before spend scales. Views alone tell you very little.
Reporting on outcomes
One report across YouTube, search and your other paid channels, so you can see what video added. Not view counts on their own.
Published client results
YouTube as one channel in a paid plan that works.
We have one published case study where YouTube was part of the paid mix. LegalVision’s programme ran across Google Ads, Facebook, LinkedIn and YouTube. The figures are for the whole programme, not for YouTube on its own. All Google Ads case studies ↗
How we work
Decide the job. Then build the campaign.
YouTube can do several different jobs. We pick one, measure it properly and only then ask for more budget.
- 01
Learn
Review the Google Ads account, the tracking and any video you already have. Work out what a lead or sale is worth.
- 02
Plan
Agree what YouTube is there to do, who it should reach and how we will judge it.
- 03
Fix the foundations
Conversion tracking, audiences built from your own data and landing pages that match the video.
- 04
Brief the creative
Brief the videos around the first few seconds and one clear next step. Cut several versions.
- 05
Launch
Start with a controlled budget and the audiences most likely to respond.
- 06
Test and scale
Keep the videos and audiences that produce enquiries. Cut the rest. Add budget to what works.
Where YouTube fits
Search captures demand. YouTube reaches people before they search.
Search ads work when someone is already looking. YouTube works earlier. It suits a service that needs explaining, a brand few people know yet, or a purchase people think about for a while before they enquire.
It is also one of the better remarketing channels. Someone who visited your site and left can see a short video that answers the question they still had. Someone who watched your video can be shown a search ad when they come back to Google.
Because YouTube is bought through Google Ads, it shares tracking and audiences with your search campaigns. We manage both as one account under one PPC management plan, so budget moves to whichever channel is producing leads. Start with our Google Ads management page if search is not working yet. If you are weighing up video on social, see Meta ads management for Facebook and Instagram.
For not-for-profits, paid ads are not the only option. For The Fred Hollows Foundation we set up the YouTube non-profit program for global storytelling and video donations, alongside their Google Ad Grants account. That was not paid advertising, and the results in their case study are for organic search. Our guide to digital marketing for charities explains the programs available.
What clients say
Straight from our clients.
LegalVision’s paid programme has included YouTube alongside Google Ads, Facebook and LinkedIn.
★★★★★
“They have been instrumental in crafting a cutting-edge marketing campaign strategy. Working with One Egg we have been able to significantly grow our customer base.”
Anthony LieuMarketing Director and Lawyer, LegalVision From the blog
Related articles.
Questions
YouTube ads questions, answered.
If yours isn't here, ask us on the call.
Through Google Ads. YouTube campaigns sit in the same account as your search campaigns, use the same conversion tracking and can share the same audiences. That is why we manage them as part of one plan with Google Ads, not as a separate project.
No. A clear message matters more than production value. The opening seconds, what you say and what you ask the viewer to do next decide whether an ad works. Simple footage with a strong opening often does the job. We brief the videos and tell you honestly if what you have will not work.
Our work is the strategy, the creative brief, the media buying and the reporting. We tell you what each video needs to say and which versions to cut. If you need help with filming or editing, raise it on the call and we will talk through the options.
Usually search first. Search ads reach people who are already looking for what you sell. YouTube reaches people before they search and brings back people who have already visited. For most businesses it is an addition to a search programme that already works, not a replacement.
On enquiries, sales and cost per acquisition, tracked in the same account as your search campaigns. People often watch a video and convert later through a search or a direct visit, so we look at YouTube alongside the other channels, not in isolation. We do not report view counts as a result.
Both reach people who are not searching yet. YouTube ads can be aimed at people based on what they have been searching for on Google, and viewers are usually there to watch. Meta is stronger for quick, scroll-stopping creative. See our Meta ads management page. Many plans test both.
No. There are no lock-in contracts. Our average client relationship is over four years.
Get started
Is YouTube worth adding to your paid media?
Whether you already run video ads or are deciding if you should, we will give you a clear, honest view of whether YouTube fits your goals and budget.
- A real conversation with a senior paid media specialist, not a salesperson.
- Specific to your account, your audience and your goals.
- No obligation. No lock-in. 100% confidential.
Prefer to talk? 1300 490 147