{"id":6246,"date":"2026-08-16T23:29:43","date_gmt":"2026-08-16T20:29:43","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=6246"},"modified":"2026-08-17T00:00:11","modified_gmt":"2026-08-16T21:00:11","slug":"nastroit-reklamu-youtube-en","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/nastroit-reklamu-youtube-en\/","title":{"rendered":"YouTube ads: how to set up a campaign in Google Ads"},"content":{"rendered":"<div class=\"tldr\"><strong>In short:<\/strong> YouTube ads run in several formats: skippable In-Stream (before, during, or after a video; the first 5 seconds are required viewing), bumper ads (short, not skippable, up to 6 seconds), and In-Feed ads (a banner in the feed and in YouTube search; the video starts on a click). Minimum launch: create a Demand Gen campaign in Google Ads, link the Google Ads account to the YouTube channel (otherwise subscription tracking and some formats do not work), pick the goal for the job (leads, sales, or YouTube engagements), and set a small daily budget for the test. After that, optimization runs through audiences and a frequency cap.<\/div>\n\n\n<!-- changelog-block v1 -->\n<aside class=\"update-note\"><strong>Update \u00b7 July 2026:<\/strong> this YouTube ads guide is refreshed for 2026: a short answer at the top, formats updated with Performance Max and Demand Gen in mind, plus an FAQ and a What&#8217;s next section.<\/aside>\n\n\n\n<p class=\"wp-block-paragraph\">Video ads on YouTube reach a lot of people. It is one of the more effective ad types. There are many video formats. Two of them give the best value:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Skippable In-Stream<\/strong>. The ad appears before the video the person wants to watch, in the middle, or at the end. The first 5 seconds are required viewing, but the advertiser does not pay for those seconds. After that the person either hits Skip or watches to the end.<\/li>\n\n\n\n<li><strong>In-Feed video ads<\/strong>. They show as a banner. If the person clicks, the ad video starts.<\/li>\n<\/ul>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">How to set up YouTube ads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here is how to launch YouTube ads from the Google Ads account:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Create a <strong>new campaign<\/strong> in the Google Ads interface.<\/li>\n\n\n\n<li>For \u201c<strong>Campaign goal<\/strong>\u201d choose \u201c<strong>Create a campaign without a goal&#8217;s guidance<\/strong>\u201d. That unlocks the widest set of settings.<\/li>\n\n\n\n<li>Choose the campaign route that matches the business goal. The two current routes below cover lead generation and subscriber growth without treating legacy names as separate options.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Two current YouTube advertising routes I recommend<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Demand Gen for leads or sales<\/strong>, using video creative where it fits the placement. This is the current route for conversion-focused campaigns that used to run as Video action or \u201cDrive conversions\u201d.<\/li>\n\n\n\n<li><strong>Demand Gen with the YouTube engagements goal<\/strong>, using an <strong>In-feed video ad<\/strong>. This route optimizes for channel subscriptions and follow-on views across eligible YouTube feed placements.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Demand Gen goal \u201cYouTube engagements\u201d<\/h3>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is how you attract <em>targeted, active subscriptions to the channel<\/em>. The order of work, how to run the ads:<\/p>\n\n\n\n<section class=\"first-hand-note\"><h3>How I connect YouTube and Search<\/h3><p>I use video to create demand, and Search to catch the query once it already exists. Before I scale, I check that the primary conversion from the click actually shows up in Google Ads.<\/p><\/section>\n\n\n\n<p class=\"wp-block-paragraph\">In Google&#8217;s official guide to <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2375497?hl=en\">creating a video campaign<\/a>, the campaign goal decides which subtypes and formats you can use. So you pick the format after the business goal, and you verify the conversion before you raise the budget.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Make sure Google Ads <strong>can see your YouTube subscriptions<\/strong>. The YouTube and Google Ads accounts <strong>must be linked<\/strong>. In Google Ads, open <strong>Tools \u2192 Data manager \u2192 Connected products \u2192 YouTube<\/strong>, then connect the channel and complete the confirmation steps.<\/li>\n\n\n\n<li>Choose the <strong>countries<\/strong> where YouTube users will see the ads.<\/li>\n\n\n\n<li>The <strong>languages<\/strong> those people speak and that their browsers are set to.<\/li>\n\n\n\n<li>For the <strong>bidding strategy<\/strong> I recommend leaving \u201c<strong>Maximize conversions<\/strong>\u201d. Later you can switch it to \u201c<strong>Target CPA<\/strong>\u201d. With the YouTube engagements goal, subscriptions and follow-on views can be selected as conversion actions.<\/li>\n\n\n\n<li>The <strong>daily ad budget<\/strong> is different for everyone. What it costs to run YouTube ads depends on the country, how popular the channel is, and the niche. In different niches <strong>1 subscriber<\/strong> can cost you <strong>20 cents, $2<\/strong>, and in some cases even <strong>$20<\/strong>. I recommend starting with a budget of <strong>$5 to $10 per day<\/strong>.<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\">How extra settings save your budget<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A practical way to cut ad spend without hurting the result:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In \u201c<strong>Devices<\/strong>\u201d turn off \u201c<strong>TVs<\/strong>\u201d. That saves a lot of money on TV impressions, because people almost never subscribe from a TV.<\/li>\n\n\n\n<li>I recommend starting with a conservative <strong>frequency cap<\/strong>, such as <strong>1 impression per month<\/strong>, and relaxing it only if reach is too low. An <strong>impression<\/strong> means the ad was served; it does not mean the person skipped it. Since October 2025, the qualified view metric in the interface is called a <strong>TrueView view<\/strong>. Its criteria vary by format and may include a viewing threshold or an interaction, so it is not simply every full or 30-second watch.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">How to choose an audience for the video ad<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">You need a clear circle of people who will be offered the ad:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Give the <strong>audience a name<\/strong> (any name that is clear to you).<\/li>\n\n\n\n<li>Add <strong>custom segments<\/strong>. Google builds these audiences with its neural nets.<\/li>\n\n\n\n<li>Add <strong>remarketing from the YouTube channel or the site<\/strong>: people who already touched you, for example watched other videos.<\/li>\n\n\n\n<li>Add <strong>interests and detailed demographics<\/strong>. In \u201cBrowse\u201d you can pick specific interests, life events, and in-market intents that are likely to match the audience.<\/li>\n\n\n\n<li><em><strong>Exclude people who already subscribe.<\/strong><\/em><\/li>\n\n\n\n<li>You can pick a specific <em><strong>gender, age, people with or without children, household income<\/strong><\/em>. 10% means the highest-income group in the country. Below 50% are the lowest-income group. These data are not directly tied to how many conversions you get, so use them carefully.<\/li>\n\n\n\n<li>Turn \u201c<strong>Optimized targeting<\/strong>\u201d <strong>off<\/strong>. You can turn it on later if reach is too low.<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\">Creating the video ad<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Next, create the video ad in Google Ads:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>On your YouTube channel <strong>pick the most popular video<\/strong> and paste it into the field. The video should be up to 2 minutes. At the start it helps to say a line that filters out people who do not care about the offer. For example, \u201c<strong>If you are not interested in Google Ads, skip this video<\/strong>\u201d. That cuts spend on wasted views.<\/li>\n\n\n\n<li>In the final URL put the <strong>YouTube channel address<\/strong>.<\/li>\n\n\n\n<li>Pick a \u201c<strong>Call to action<\/strong>\u201d, for example \u201c<strong>Subscribe<\/strong>\u201d.<\/li>\n\n\n\n<li>Write a <strong>headline, a long headline, and a description<\/strong>. You can reuse copy from display ads.<\/li>\n\n\n\n<li>You can add a <strong>companion banner<\/strong>. For desktop Google builds them automatically. You can make your own image in Canva or hire a designer. Size 300 x 60 px, 150 KB.<\/li>\n\n\n\n<li>On the right you can check <strong>how the ad will look<\/strong> on a computer, a tablet, on mobile, and in the feed. If it looks right, click \u201c<strong>Create campaign<\/strong>\u201d.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">If the account is linked, the format matches the goal, and the first ad is live, the promise of a working YouTube test is already done. The rest of the article is how not to burn the same budget across other placements.<\/p>\n\n\n<!-- cta-anchor -->\n\n\n<h3 class=\"wp-block-heading\">How to run YouTube ads in the In-Stream format<\/h3>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For conversion-focused video ads, use <strong>Demand Gen<\/strong>. Google moved the legacy Video action and \u201cDrive conversions\u201d workflow into Demand Gen, so \u201cCustom video campaign\u201d is no longer a current alternative subtype.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Choose a <strong>leads<\/strong> or <strong>sales<\/strong> goal when the person should <em>register, book, download something, or buy on the site<\/em>. Demand Gen can then optimize video delivery toward those measured actions. Details when you build the campaign:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Choose the goal<\/strong> \u201cConversions\u201d, for example a website registration, a subscription, a download. Click \u201c<strong>Continue<\/strong>\u201d.<\/li>\n\n\n\n<li><strong>Bidding: Maximize conversions<\/strong>. If you already know the conversion cost from a previous display campaign, multiply that number by 1.5, because video ads run a bit more expensive. That gives you the target cost per conversion.<\/li>\n\n\n\n<li><em>The budget must be set <strong>per day<\/strong>, not for the whole campaign<\/em>. Start with a <strong>small<\/strong> budget so you do not lose a lot of money at once. You can raise it later as the ads and the site get tighter.<\/li>\n\n\n\n<li><em>I do <strong>not recommend adding sitelinks<\/strong><\/em>.<\/li>\n\n\n\n<li>\u201c<strong>Frequency cap<\/strong>\u201d as a starting point: <strong>2 per day, 4 per week, 8 per month<\/strong> for one user, so the ad does not wear people out. If the audience is small, you can raise the numbers a bit: <strong>4, 8, and 16<\/strong>.<\/li>\n\n\n\n<li>You can create an ad group, name it, and <strong>set the audience<\/strong>. When you pick the audience, turn on \u201c<strong>Audience signals<\/strong>\u201d. When the ad is ready, click \u201c<strong>Save ad and publish campaign<\/strong>\u201d.<\/li>\n\n\n\n<li>Then, in the campaign you just created, <strong>duplicate the ad group<\/strong> (copy, paste). In each new group open \u201c<strong>Audiences<\/strong>\u201d and change the \u201c<strong>Audience signal<\/strong>\u201d to another one. <em>Do this several times until you have a <strong>separate ad group for every audience signal<\/strong><\/em>.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">How to place YouTube ads in the In-Feed format<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For subscriber growth, use <strong>Demand Gen<\/strong>, select the <strong>YouTube engagements<\/strong> campaign goal, and create an <strong>In-feed video ad<\/strong>. Eligible in-feed placements include YouTube Home, Search, Watch Next, and the Subscriptions feed. The ad does not play inside another video as an in-stream ad. Details of the YouTube placement:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Bidding strategy<\/strong>: YouTube engagements can treat channel subscriptions and follow-on views as conversion actions. Start with <strong>Maximize conversions<\/strong>; once enough reliable data exists, you can test <strong>Target CPA<\/strong>.<\/li>\n\n\n\n<li><strong>Set a daily budget<\/strong>.<\/li>\n\n\n\n<li>When you pick \u201cNetworks\u201d, <strong>turn off Display Network partners. Leave only YouTube videos and search.<\/strong><\/li>\n\n\n\n<li>You can add <strong>2 similar videos from your YouTube channel that already have the most views<\/strong>. They will show as recommended, and people can click through.<\/li>\n\n\n\n<li><strong>You can skip a frequency cap<\/strong>, especially at the start. The video ad shows as a banner and is not that pushy. People watch it only if they click. Set a <strong>view limit of about 1 time per week<\/strong>.<\/li>\n\n\n\n<li>An ad group can hold <strong>many audience segments<\/strong>, not signals. Exclude people who do not fit the demographics, add all custom segments, and YouTube users. In \u201cSearch\u201d, review the audiences Google recommends and exclude the ones that have nothing to do with your niche.<\/li>\n\n\n\n<li>Do not turn on <strong>audience expansion<\/strong>.<\/li>\n\n\n\n<li><em><strong>Keywords, topics, and placements<\/strong> can be set, but they are usually far less effective than audience targeting<\/em>. Content targeting helps when the budget is very tight and the audience is fuzzy, meaning almost anyone might care about the product. For example, if you add the keyword \u201cGoogle Ads\u201d, the ad will show to people who search that on YouTube, or next to videos whose title contains that phrase. You can also name specific YouTube channels or videos where you want the ad to run. For a comparison you can launch 1 ad group with audience targeting (effective in 99% of cases) and 1 with content targeting (1%).<\/li>\n\n\n\n<li>For \u201c<strong>Video ad format<\/strong>\u201d choose \u201c<strong>In-feed video ad<\/strong>\u201d. Order the cover from a designer so it actually catches the eye.<\/li>\n\n\n\n<li><strong>When you set the cost-per-view bid, I recommend starting at 1 cent<\/strong>. After a day, if impressions are low, raise the bid by 1 cent, and keep doing that until you get enough impressions to spend the full daily budget.<\/li>\n<\/ol>\n\n\n<h2>YouTube ads launch checklist<\/h2>\n<ol>\n<li>Link the Google Ads account to the YouTube channel through Tools \u2192 Data manager \u2192 Connected products \u2192 YouTube. Otherwise some formats and subscription data stay unavailable.<\/li>\n<li>Pick the route for the campaign goal: Demand Gen for lead generation, or Demand Gen with YouTube engagements and an In-feed video ad for subscriber growth.<\/li>\n<li>Set audiences and signals: custom segments, remarketing from the channel and the site, interests and demographics, and always exclude people who already subscribe.<\/li>\n<li>Set a small daily budget for the test. For subscriber growth, a starting point is $5 to $10 per day. Scale only after the first results.<\/li>\n<li>Cap impressions: turn off TVs, set a frequency cap (for lead generation a starting point is 2 times per day and 4 times per week per user).<\/li>\n<li>Turn on conversion tracking for the goal: channel subscriptions or follow-on views for YouTube engagements, and a web conversion such as a registration or purchase for lead generation.<\/li>\n<li>Launch the campaign on a small budget, let stats build for 3 or 5 days, then expand audiences one ad group at a time.<\/li>\n<li>Watch cost per conversion or per subscriber, reach, and frequency, then adjust bids and audiences on the facts.<\/li>\n<\/ol>\n\n\n<div class=\"graph-related\">\n<p><strong>Read also<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/ivitskiy.com\/blog\/ru\/osobennosti-reklamy-v-raznyh-stranah\/\">How ads work in different countries<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Takeaways on YouTube ads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There are many details that decide whether YouTube ads actually work. The factors that move the final result:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em><strong>the quality of the video ad, <\/strong><\/em><\/li>\n\n\n\n<li><em><strong>the right campaign subtype, <\/strong><\/em><\/li>\n\n\n\n<li><strong><em>how relevant the landing page is, or how popular the YouTube channel is<\/em>. <\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Follow the steps above and you can bring the cost of YouTube ads down. Working the audiences is what tightens the reach.<\/p>\n\n\n<aside class=\"key-stat\">\ud83d\udcca <strong>From practice:<\/strong> Demand Gen is a related video format. It also runs in YouTube feeds, Discover, and Gmail. In our analysis of ad accounts, 75% of all budget spent on these campaigns (campaigns that ever spent more than $1,000) ends up in Paused or Removed status, versus 8.9% for Search campaigns and 14.8% for Performance Max. The takeaway for a video advertiser: treat adjacent video formats like Demand Gen as an experiment that will write off part of the budget, not as a guaranteed scale channel on the first try. <em>(from an analysis of $133M in ad spend)<\/em><\/aside>\n\n\n\n<h2>What&#8217;s next?<\/h2>\n<div class=\"faq-item\"><span class=\"faq-q\">What other campaign types exist in Google Ads?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/google-ads-campaign-types-guide\/\">Types of Google Ads campaigns<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">How do video ads differ from Discovery ads?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/discovery-reklama-google-ads-en\/\">Discovery campaigns in Google Ads<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">How does Performance Max work with video ads?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/performance-max-v-google-ads-en\/\">Performance Max in Google Ads<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">Where else can you show display ads besides YouTube?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/google-display-network-ads\/\">How to set up Display campaigns in Google Ads<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">Can you automate bid management?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/ru\/umnye-kampanii\/\">Smart campaigns in Google Ads<\/a><\/div>\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Article (topic)<\/th><th>Preview<\/th><\/tr><\/thead><tbody><tr><td><a href=\"https:\/\/ivitskiy.com\/blog\/en\/google-ads-campaign-types-guide\/\" rel=\"noreferrer noopener\">Types of Google Ads campaigns<\/a><\/td><td><img decoding=\"async\" src=\"https:\/\/ivitskiy.com\/blog\/wp-content\/uploads\/2024\/04\/image-59.png\" alt=\"Google Ads campaign types interface\"><\/td><\/tr><tr><td><a href=\"https:\/\/ivitskiy.com\/blog\/en\/google-search-ads\/\">Search ads<\/a><\/td><td><img decoding=\"async\" src=\"https:\/\/ivitskiy.com\/blog\/wp-content\/uploads\/2024\/04\/image-58.png\" alt=\"Google Search ads interface\"><\/td><\/tr><tr><td><a href=\"https:\/\/ivitskiy.com\/blog\/en\/google-shopping-campaigns\/\" rel=\"noreferrer noopener\">Shopping campaigns<\/a><\/td><td><img decoding=\"async\" src=\"https:\/\/ivitskiy.com\/blog\/wp-content\/uploads\/2024\/04\/image-57.png\" alt=\"Google Shopping campaign interface\"><\/td><\/tr><tr><td><a href=\"https:\/\/ivitskiy.com\/blog\/en\/performance-max-v-google-ads-en\/\" rel=\"noreferrer noopener\">Performance Max<\/a><\/td><td><img decoding=\"async\" src=\"https:\/\/ivitskiy.com\/blog\/wp-content\/uploads\/2024\/04\/image-56.png\" alt=\"Performance Max campaign interface\"><\/td><\/tr><tr><td><a href=\"https:\/\/ivitskiy.com\/blog\/en\/nastroit-reklamu-youtube-en\/\" rel=\"noreferrer noopener\">YouTube ads<\/a><\/td><td><img decoding=\"async\" src=\"https:\/\/ivitskiy.com\/blog\/wp-content\/uploads\/2024\/04\/image-55.png\" alt=\"YouTube ads campaign interface\"><\/td><\/tr><tr><td><a href=\"https:\/\/ivitskiy.com\/blog\/en\/discovery-reklama-google-ads-en\/\" rel=\"noreferrer noopener\">Discovery ads<\/a><\/td><td><img decoding=\"async\" src=\"https:\/\/ivitskiy.com\/blog\/wp-content\/uploads\/2024\/04\/image-54.png\" alt=\"Demand Gen campaign interface\"><\/td><\/tr><tr><td><a href=\"https:\/\/ivitskiy.com\/blog\/en\/google-display-network-ads\/\">Display ads<\/a><\/td><td><img decoding=\"async\" src=\"https:\/\/ivitskiy.com\/blog\/wp-content\/uploads\/2024\/04\/image-60.png\" alt=\"Google Display campaign interface\"><\/td><\/tr><\/tbody><\/table><figcaption class=\"wp-element-caption\">Guide to every Google Ads campaign type and ad format<\/figcaption><\/figure>\n\n\n\n<!-- retrofit-limits-v1 -->\n<aside class=\"limits-note\"><h3>When this does not apply<\/h3><ul><li>YouTube does not replace Search if the business only needs people with an immediate intent to buy.<\/li><li>Without a video uploaded to YouTube and usable creatives, a video campaign will not launch properly.<\/li><li>Views and a low cost per view do not prove sales without conversions set up and a check on lead quality.<\/li><\/ul><\/aside>\n\n","protected":false},"excerpt":{"rendered":"<p>Set up YouTube ads in Google Ads: Demand Gen for leads, YouTube engagements for subscribers, plus budget, audiences, and frequency caps.<\/p>\n","protected":false},"author":1,"featured_media":6248,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[135],"tags":[],"class_list":["post-6246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-campaign-types","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - 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