YouTube Ads for B2B Lead Gen: How to Scale Video Action Campaigns (2024)

"YouTube is for selling sneakers and video games." Myth.

YouTube is the second largest search engine in the world. B2B decision makers go there to solve problems.

• Search: "How to implement SOC-2 compliance"
• Search: "Best CRM for enterprise"

If you can place a video ad right in front of that specific search intent, you capture the user in learning mode. This is far more valuable than interrupting their scroll on LinkedIn.

This guide focuses on Video Action Campaigns (VAC)—the specific YouTube format designed to drive conversions (Leads), not just views.

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Part 1: The Format (Video Action Campaigns)

VACs are unique because they wrap your video in conversion elements.

1. Skippable In-Stream: The standard "Skip in 5 seconds" ad.
2. The CTA Overlay: A permanent button ("Download Guide") that stays on screen even if they skip.
3. Explore Home Feed: Also shows static thumbnails in the YouTube mobile feed.

The Goal: We don't care if they watch the whole video. We want the Click.

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Part 2: B2B Targeting Strategy (Intent → Demo)

Do not target "Business Professionals" (Too broad). Target What they are solving.

Strategy A: Custom Intent (Keywords)

Build a Custom Segment of people searching Google for your keywords.

• Keywords: "salesforce pricing", "hubspot alternative", "crm implementation".
• Logic: Google knows who searched these terms on Google.com. It then shows them your ad on YouTube. This is the highest intent audience available.

Strategy B: Placement Targeting (The "Snipe")

You can (sometimes) target specific YouTube Channels or Videos.

• Target: Competitor Channels, Industry Influencers.
• Note: YouTube has reduced placement control for performance campaigns. This is harder to execute now but powerful if you use "Content Targeting".

Strategy C: Customer Match (Retention)

Upload your "Closed Lost" list.

• Show them a case study video: "How [Client X] achieved 300% ROI."
• This reactivates cold leads cheaply.

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Part 3: The B2B Creative Framework

You cannot run a "TV Commercial." It will fail. B2B video needs to be dense and educational.

The Formula: Hook, Educate, Pitch.

1. The Hook (0-5 Seconds)

• Call out the problem immediately.
• Bad: [Animated Logo] "Welcome to Acme Solutions..." (User Skips).
• Good: "Stop manually entering data into Salesforce. It's killing your sales team's time." (User Listens).

2. The Educate (5-30 Seconds)

• Teach them something valuable.
• "The reason your data is bad is because of X. You need a 2-way sync API."
• Prove you are an expert.

3. The Pitch (30-45 Seconds)

• Don't sell the software. Sell the Lead Magnet.
• "We wrote a 20-page guide on API Data Syncing. Click the button below to download it for free."
• Why: B2B buyers aren't ready to "Buy Now" from a video. They are willing to "Learn More."

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Part 4: Lead Form Extensions

Reduce friction. Hook up YouTube Lead Forms.

• User clicks CTA.
• A native form opens inside YouTube (pre-filled with their Google/Gmail info).
• They submit in 2 taps.
• Result: Conversion Rate increases by 20-30%, but lead quality might drop slightly (verify with OCT).

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Part 5: Benchmarks

What does "Good" look like for B2B YouTube?

• View Rate: 20% - 30% (If lower, your hook is boring).
• CPC: $1.00 - $3.00 (Much cheaper than LinkedIn's $15.00).
• CPA: $50 - $150 (Depends on offer).

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Summary

YouTube is the "Blue Ocean" for B2B. LinkedIn is crowded and expensive. Search is competitive. YouTube allows you to tell a complex B2B story for $0.05 per view. Use Custom Intent audiences + Educational Creative to win.