YouTube Ads for B2B Lead Gen: Video Action Campaigns Strategy

"YouTube is for awareness. LinkedIn is for B2B conversions." This is 2019 thinking. In 2026, YouTube is the second largest search engine, and it is fully integrated with Google's intent data. You can target a user on YouTube who just searched for "Best Enterprise CRM" on Google five minutes ago. This is called Intent-Based Video. It is cheaper than LinkedIn and has higher intent than Facebook.

In this guide, we break down the Video Action Campaign (VAC) structure, the "7-Second Hook" creative framework, and how to use Custom Intent to steal your competitor's traffic.

The Financial Logic of YouTube for B2B

LinkedIn CPAs are expensive ($150+). Search CPAs are competitive ($200+). YouTube VAC CPAs can be shockingly low ($50-$80). Why? Because most B2B advertisers are scared of video. They stick to text and static images. The Arbitrage: High barrier to entry (Video Production) = Lower Competition = Lower Costs.

Theory: The "Search-to-Video" Bridge

YouTube Ads are no longer "Demographic" (Targeting 45-year-old males). They are "Behavioral." Custom Intent Audiences allow you to build an audience of people who searched for specific keywords on Google.

• User Action: Types "Salesforce vs HubSpot" into Google.
• Ad Delivery: Sees your YouTube ad 20 minutes later while watching a tech review.
• Mindset: They are in "Research Mode." They are highly receptive to a solution.

Framework: The ABCD Creative Framework (Google's Official Model)

You cannot run a TV commercial on YouTube. It will be skipped. You must use the ABCD framework:

1. Attract (0-5s): Jump right into the action. No logos. No slow intros. Hook them with a problem.
   • Bad: [Animated Logo spins for 5 seconds]
   • Good: "Stop paying $50 for a dead lead."
2. Brand (5-10s): Introduce your solution visually and verbally.
3. Connect (10-25s): Tap into the emotion or the logical benefit. Show the product UI.
4. Direct (25-30s): Explicit Call to Action. "Click the link below to download."

Execution: Setting Up a VAC

1. Campaign Type: Video → Drive Conversions.
2. Bidding: Target CPA (tCPA). Start 2x higher than your Search CPA to get initial data.
3. Networks: YouTube Videos (Uncheck "Video Partners" if you want quality).
4. Audience:
   • Custom Segments: "People who searched for any of these terms on Google." (Add your top 50 converting keywords).
   • Customer Match: Upload your "Lost Deals" list for retargeting.
5. Exclusions: Exclude "Embedded Videos" and "Live Streaming" to avoid junk inventory.

Advanced Strategy: The "Shorts" Placement

YouTube Shorts is exploding. Video Action Campaigns automatically serve on Shorts.

• The Problem: Your 16:9 (Landscape) video looks terrible on 9:16 (Vertical) Shorts.
• The Fix: You MUST upload a Vertical version of your ad in the same Asset Group.
• Google's Preference: If you provide a vertical asset, Google gives you cheaper CPMs on Shorts inventory.

Case Study: The SaaS "Competitor Conquest"

Client: Project Management Tool Goal: Steal users from Jira. Strategy:

1. Audience: Custom Intent → Keywords: "Jira pricing," "Jira alternatives," "Jira login."
2. Creative: 30-second skit.
   • Hook: "Is your team confused by Jira's ticket system?"
   • Visual: Screen recording of Jira's messy interface vs. Client's clean interface.
   • CTA: "Try [Client] free for 14 days."
3. Result:
   • CPA: $65 (vs. $200 on LinkedIn).
   • Volume: 300 leads/month.
   • Quality: 40% SQO rate because they were already high-intent searchers.

Pitfalls to Avoid

1. Using "Max Conversions" without History

If you launch a new VAC on "Max Conversions" with no data, it will spend your daily budget in 1 hour on cartoon channels. Fix: Always use Target CPA to throttle spend. Force Google to prove it can find conversions at your price.

2. Ignoring The "Kids" Issue

Kid's channels are the nemesis of B2B YouTube ads. Parents give iPads to toddlers. Fix:

• Exclude "Content Suitable for Families" (if possible).
• Exclude specific "Kids Tracks" placements (requires 3rd party scripts or manual exclusion lists).
• Monitor "Where Ads Showed" weekly and neg-match channels like "Cocomelon."

3. The "TV Commercial" Cut

Do not upload your 60-second polished "Brand Manifesto." Nobody cares. Cut it down to 15s and 30s. Focus on the Problem/Solution dynamic.

Summary

YouTube VAC is the "sniper rifle" of video advertising. It combines the Intent of Search with the Persuasion of Video.

Your Video Checklist:

1. Create a Custom Intent Audience (Competitor keywords).
2. Produce one 30s Script using the ABCD framework.
3. Record a simple "Talking Head" or "Screen Recording" ad (iPhone quality is fine).
4. Launch as Target CPA.

Stop being afraid of the camera. The leads are waiting.