How to Make YouTube Ads Work for B2B Lead Generation
Use Custom Intent Audiences with competitor keywords and pair Video Action Campaigns with educational content, not product demos.
Why This Matters
Most B2B brands fail on YouTube because they run product demos to cold audiences. YouTube works for B2B when you lead with education and target users actively researching solutions.
How To Implement
1. Build Custom Intent Audiences using: competitor brand names, high-intent keywords from your paid search, competitor website URLs.
2. Create educational video content (2-3 minutes): Focus on the problem, not your product.
3. Use Video Action Campaigns with 'Maximize Conversions' bidding.
4. Set up a compelling CTA: 'Get the Guide' or 'Watch the Demo' works better than 'Contact Sales'.
5. Add companion banners with a clear value proposition.
6. Retarget video viewers who watched 50%+ with a more direct offer.
Pro Tip
Build a YouTube remarketing list of 75%+ viewers - these are your warmest prospects. Create a dedicated campaign for this audience with a direct demo request CTA.
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