For many of our clients video content has become an important marketing tool. Videos capture attention, tell compelling stories, and deliver messages in a way that’s both engaging and memorable. Whether you’re scrolling through social media or searching on YouTube, videos are everywhere—and audiences love them.
The potential with video is not really about reaching massive audiences, it is more to do with the connection it enables with both existing and potential customers, and that connection drives real results for your business.
This guide will walk you through everything you need to know to create and run effective video campaigns on Google that stand out.
We do not cover the creation of the actual videos – that is of course the most important part as unless your video is good then you should not spend money on advertising with it. If you create a video – get feedback from as many people as possible – especially those that are going to be honest with you.
Why Video Ads on Google Ads?
Before diving into the nitty-gritty, let’s talk about why you should consider video ads:
- Strengthening your brand: Video allows users to get a much stronger sense of who your company is and what you can do for them. People can easily form strong opinions and emotions about a brand after watching their videos.
- Targeted Advertising: Google’s robust targeting tools ensure your ads reach the exact audience you want. Whether it’s based on demographics, interests, search behaviour, or even past interactions with your brand, you can hone in on your ideal customers.
- Engagement: Video is inherently more engaging than static images or text. It grabs attention quickly and can evoke emotions, tell a story, and build a connection—all in just a few seconds.
- Massive Reach: YouTube, owned by Google, has over 2 billion logged-in monthly users. Your video ads can reach a very large audience, ensuring your message gets in front of the right people, no matter where they are.
Types of Video Ads on Google Ads
Google offers several video ad formats to suit your goals. Let’s break them down:
1. Skippable In-Stream Ads
These ads play before, during, or after YouTube videos and give viewers the option to skip after 5 seconds. They’re ideal for brand awareness and reach since you only pay when someone watches 30 seconds, the full ad, or interacts with it—whichever comes first.
Best for: Telling a longer story or building brand awareness without forcing engagement.
2. Non-Skippable In-Stream Ads
Short, attention-grabbing ads that viewers must watch in full (15 seconds or less). These are perfect when you want to deliver a clear, focused message to a captive audience.
Best for: Ensuring your message gets across when you have a limited time window.
3. Bumper Ads
These are ultra-short, 6-second, non-skippable ads designed for quick brand recall. Their brevity makes them less intrusive, while still being impactful.
Best for: Reinforcing brand awareness and creating memorable impressions.
4. Outstream Ads
These ads are specifically designed for mobile devices, appearing on Google video partner websites and apps (not YouTube). They autoplay without sound, encouraging viewers to tap for audio.
Best for: Reaching audiences beyond YouTube, especially in mobile-heavy markets.
5. In-Feed Video Ads
Previously known as Discovery Ads, these appear alongside related YouTube videos, search results, or on the YouTube homepage. Viewers click on the thumbnail to watch the video.
Best for: Attracting engaged viewers who are actively searching for or interested in related content.
6. Masthead Ads (Premium option)
This high-visibility format showcases your video at the top of the YouTube homepage, both on desktop and mobile. Masthead ads are reserved through Google sales reps and come at a premium price.
Best for: Massive reach and big-budget campaigns focused on product launches or major brand announcements.
By understanding these formats, you can choose the best one to align with your campaign goals—whether it’s driving awareness, engaging viewers, or growing leads and sales.
How to Create and Run Video Ads on Google Ads
Step 1: Set Your Goals
Define your campaign goals. Are you aiming for more website visits? Growing brand awareness? Or driving sales? Your goals will guide your strategy, format choice, and KPIs.
Step 2: Set up your campaign
1. Head to Google Ads: Log in and click on “New Campaign.”
2. Select a Goal: Pick from options like Sales, Leads, or Website Traffic.
3. Choose a Campaign Type: Opt for “Video.”
4. Select a Campaign Subtype: For example, video views or video reach. Note that the subtype options are presented based on the goal of the campaign.
5. Set Your Budget: Decide on daily spend or a total campaign budget.
6. Define Your Bidding Strategy: Common options include CPV (cost per view) or CPM (cost per thousand impressions).
Step 3: Target your audience.
Choose below targeting options:
- Demographics: Age, gender, parental status, etc.
- Interests and Affinities: Reach people based on their hobbies or habits.
- Keywords: Target users searching for specific topics.
- Custom Audiences: Combine data for hyper-targeted ads.
Tip: Use remarketing to re-engage users who’ve interacted with your brand before.
Step 4: Upload and Launch
Upload your video to YouTube (required for Google video ads), link it to your campaign, and you’re ready to go live.
Video ads on Google Ads offer an unparalleled combination of reach, targeting precision, and creative freedom, making them an effective tool for many small businesses.
By choosing the right ad format, crafting compelling content, and leveraging Google’s powerful analytics, you can create campaigns that not only capture attention but also drive meaningful results.
