Setting up an ad on YouTube is three decisions in a row: which format takes on the task, who to show the video to, and how you will see the effect. Campaigns are collected in the same Google Ads as search, but live by a different logic: you pay per view, not per click, and the return comes with a delay of weeks. The roll here weighs more than the setting - the weak material does not extract any targeting. Therefore, we first look at the video and whether there is something to measure the delayed effect, and only then we talk about campaigns.
groomed views, cost per view, remarketing segment growth, branded queries
after a free audit
Price
30
Guarantee
days after project sign-off
groomed views, cost per view, remarketing segment growth, branded queries
What do we measure?
7–20
Deadline until the first showing
working days from access, depends on the condition of the videos
free estimate of material and measurement, 2-3 working days
Before the estimate
the first five seconds of the skip format, before the skip button
Where the fate of the show is decided
in our sample of 33 sites, the Google Ads tag stands on 7, and on six there is no counter at all
Site side measurements
orders from the first viewing and a specific number of hits from the video
What we do not promise
is debited from your Google account, this money does not go through us
Show budget
Who it's for
Situations where this service delivers results
Scenario 1 of 5
The product must be shown in the work, not described in words
A machine that cuts; paint that lies in one layer; a lock that can be opened with one hand. The text spends a paragraph on this, the video - four seconds. Here is the unpacking and a short story of the master. It is not necessary to shoot from scratch: half of the producers already have the required footage in the technologist's phone.
We'll review your situation in a free audit
Scenario 2 of 5
There is no demand in the search yet, because they do not know about the solution
The search campaign works with a ready-made query. If people don't know that your product type exists, there's nothing to enter — no one will show your ad. The video creates that request: a person saw, understood that the problem has a solution, and in a week went to look for it consciously. Demanding applications from the first day here is pointless, monitoring brand requests makes sense.
Scenario 3 of 5
Remarketing lists burn out, there is nothing to replenish them
When everyone who was on the site saw the banner in the third circle, there is no one to return — and the campaigns still cost money. The video holds the top of the funnel: those who have watched it are gathered in a separate list, and it is already being searched for by the media. The effect is visible not in the video report, but in subsequent campaigns.
Scenario 4 of 5
A product with a long solution and a pronounced season
Garden equipment, equipment, furniture, building materials: from "saw" to "bought" weeks pass. The video enters the season before the bid-per-click in search has yet risen. In the peak week, it is too late to launch - then it is wiser to spend the money on the search.
Scenario 5 of 5
The content is already there, but it lives separately from the sales
The podcast, reviews, training videos have gathered a professional audience, and the store on the same domain knows nothing about it. We measured such a site: the channels are configured, and there is no counter in the layout of the main one - the connection between content and orders is not visible in principle.
Cases
Tasks and results in numbers — all metrics measured by us
underwear retail store, catalog of over 110,000 items — our external technical dimension, not our advertising campaign
Task
Check if there is a place to record the video delay effect.
Solution
External analysis of the main and card markup: counters, remarketing module, response time of the page to which traffic from the video will go.
Result
The measurement is collected: GTM, GA4, Google Ads tag AW-727630177 and the remarketing module, which gives the product ID to several systems at once - there is a lot to build segments for videos. Lets the landing: the first response of the main 1,544.6 ms against 391.4 ms on the card, and it is given without caching. A viewer who watched a video and clicked on it waits four times longer than someone who came to the catalog from a search. Measured on 07/31/2026. What the method does not show: how many views have become orders - this is visible only in the client's account.
a dental supply store with podcast and educational content is our external technical dimension
Task
Understand what can be measured if the content is distributed through YouTube, Telegram and TikTok, and the order is accepted by the store on the same domain.
Solution
Checking the HTML of the main page for counters, analyzing the site map, measuring the response time.
Result
Zero mentions of googletagmanager, gtag, google-analytics and fbq - no counter, conversions are not measured in any way. The channels have an audience, but there is no connection with the store in numbers: a video campaign would give an expense here without a measurable result. At the same time, the site is light — 103.2 KB of HTML, the first response is 440.7 ms, 96 products and 123 addresses in the site map without a single duplicate. Measured on 07/31/2026.
B2B spare parts catalog for industrial sewing machines, 1,848 cards - our external technical dimension
Task
Check if the measurement works where the meter in the code is visible to the naked eye.
Solution
Parsing connected tags and matching IDs to what is still collecting data.
Result
GTM-K2MV6P2 in place, nearby live gtag with config UA-133384797-1 is Universal Analytics, disabled on July 1, 2023; there is no GA4 property at all. There is a tag, there is no data for three years: there would be views in the cabinet, and there would be emptiness on the side of the site. The rest is fine: 1,992 addresses in the sitemap with no duplicates, first response 388.1ms at 120.2KB HTML. Measured on 07/31/2026.
What's included
Complete list of work and what you get as a result
Analysis of the available material by format: what goes into the skip reel, what goes into the six-second clip, what goes into the vertical, and what doesn’t go anywhere
The structure of campaigns for the task — reach, familiarity, action — instead of one video for all
Audiences in separate groups: own lists, similar segments, search intent, channel topics — so that the report can see which of them is working
List of exclusions: subjects, separate channels and children's content, next to which the display harms the brand
Adaptation of videos for horizontal and vertical in separate versions - cropping of the frame does not count for this
Call-to-action, accompanying banners and links to a page that fulfills the promise of the video, not the main "because it's easier" page
Limiting the frequency of impressions so that the same video does not follow a person ten times a day and does not work against the brand
Remarketing Link: Viewers are automatically added to a separate list for search and display campaigns
Checking measurement on the site: Google Ads tag, GA4, events - without them, the delayed effect of the video is nowhere to be recorded
Weekly cleaning of placements according to the report: channels that eat up the budget without care are turned off by hand
Monthly Report in Human Language: Views, Nurturing, CPM, What Changed in Hits and Brand Enquiries
When this service isn't right
What's not included — so there are no surprises at delivery
Advertising budget
We can organize the full cycle of video production with filming separately
Management of the channel itself and the content plan of publications
Promises of a specific number of orders from the review
Purchase of rights to music and stock materials
Process steps
Transparent stages with approval at every step
Total duration:7–20 days
1
Material evaluation and measurement
2-3 working days
We look at the video, channel, music rights, GA4 status and Google Ads tag. At the output, what is suitable for display as it is, what needs to be remounted and what is missing to see the result. This is the same free estimate that starts the conversation.
2
The scheme of audiences and the structure of campaigns
1-3 working days
We describe who sees whom: own lists, similar segments, search intent, channel topics. Here is a list of exclusions - topics and channels that we will not show next to, including children's content.
3
Preparation of videos for formats
2-7 working days
We transfer the essence in the first seconds, collect separate versions for horizontal and vertical, put the final screen saver with action and accompanying banners. If the material is shot from scratch, the stage lives on its own schedule and is counted separately from the campaigns.
4
Collection of campaigns in the cabinet
1-4 working days
Formats, bids, frequency limits, tagged links, opt-outs, link to remarketing lists. Before starting, we go through a checklist: where does the button lead, what does the person see on this page from the phone, and whether the event is recorded in analytics.
5
Run, calibrate, report
1-3 working days
In the first days, we look at the report on placements and the share of viewings, we turn off channels that eat up the budget without results, we redistribute shows between audiences. Then there is a weekly cleaning and a report once a month.
Free evaluation of readiness for video advertising
Video is the most expensive channel of entry and the least forgiving: a weak clip cannot be pulled out with tweaks. So before we talk about campaigns, we look at the material and whether you can see the result.
What we measure
What is from the video materialReady-made videos, production filming, product reviews, phone recordings. It often turns out that the material is there, it's just that no one thought of it as advertising.
Does the video survive the first five secondsIn pass-through formats, the viewer decides right there. Let's see when the essence appears in the video and whether it starts with a screen saver.
Duration and suitability for formatsShort videos up to 6 seconds, up to 30 seconds, longer for a story, vertical for short videos. The same material rarely fits all.
Availability of the channel and rights to the materialThe video must be uploaded to your channel, and the music and footage must be legally used. This checks quickly and saves blocking.
What you can measureVideos rarely convert directly from the first viewing. Let's see if you have remarketing and analytics to see the delayed effect.
Audiences available for targetingOwn lists, similar segments, search intent, channel topics. It depends on whether the show will be meaningful.
What you get
Assessment of suitability of available material for advertising formats.
A list of what needs to be completed or removed, divided into mandatory and desirable.
A targeting scheme for your task: reach, familiarity, action.
Conversation for 30 minutes on the document.
Timeline: 2-3 working days
Why is it free
Because the most frequent conclusion is "with this material, the campaign will be an expense", and this is a conclusion for which no money is taken.
What's next
We give an estimate for the installation or adaptation of videos separately and for setting up and running campaigns separately.
Short form: your contact and site URL
Contract, act and 30-day warranty
Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.
Sole proprietor & bank transfer
The contractor is a registered sole proprietor. Payment by invoice with closing documents.
Rights & access — yours
Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.
Client portal instead of email chains
During the project you get access to a portal: contracts, invoices, acts and project status in one place.
European clients
Among our work — projects for Norway, Bulgaria, Moldova and Spain.
Verifiable numbers
Every case in the portfolio comes with a link to a live site and a technical measurement.
Audit first, then pricing
There is no price list on the site intentionally: the scope of the same work differs multiples between clients.
We say "no" when unsure
If the task isn't ours or the deadline is unrealistic — we tell you upfront.
Did not find your case?
Describe how it works on your side — we will tell you whether “Advertising on YouTube” fits and what it means in your situation. No brief and no call: one question, one answer.
What affects the price
Why two seemingly identical tasks are priced differently
Video statusA ready-made video of the desired length is the setting for the day. An hour of raw footage from the shop is an edit and is counted as a separate line, not within the campaign.
How many versions are needed?One video for one format and six versions for different formats, audiences and languages — different work. The vertical is always assembled separately: the horizontal frame is cut so that the forehead and microphone remain in it.
Number of audiences and campaignsOne campaign is placed on a wide audience per day. Splitting into your own lists, similar segments, intentions and topics is a separate structure that you then have to read each week in the reports.
Measurement statusIf GA4, Google Ads tag and events are already working, we just connect. If there is no meter on the site, you must first set the measurement — otherwise you will have to pay for impressions blindly.
Placement controlA brand that cares about what it's seen next to needs a weekly placement report review and manual exclusions. This is a constant work, not a one-time setup at the start.
Languages and marketsTwo language versions of a video are two campaigns, two audience sets, two exclusion lists, and two reports. The language of the voice-over changes both the editing and the timing.
Technologies & integrations
What we build on and what it connects to
Stack
Google Ads, video campaigns — a single account from which impressions on YouTube are bought; anything that promises "bypass promotion" is a scam
YouTube Studio — the video is on your channel: otherwise, when you break it, you lose both the video and the statistics on it
GA4 and Google Tag Manager - here you can see the delayed effect. Limitations: GA4 provides a trend, not an accounting truth — blockers and consent mode cut off some of the data
Audiences by intention and own remarketing lists - accumulate for weeks and have a minimum size, so with low traffic, some lists will not be filled
Limiting the frequency of impressions is a lever against video fatigue; weak creativity does not save
Placement report — shows where the video was played; it is impossible to predict the location of the show in advance, only exclusions by hand are possible
Google Merchant Center - required for product inserts: without a correct feed, they will not be available
Integrations
YouTube
Google Ads
GA4
Google Tag Manager
Google Merchant Center
remarketing lists
A video campaign versus a search campaign for the same budget
How this option differs from the alternative
Search campaignOur approach
What is the money charged for?for the click of a person who is already looking for somethingper view or per thousand impressions, depending on the format
When the result is visiblethe first days, sometimes the first hoursweeks: the segment of those who watched first grows, then appeals
Who are you talking to?with those who have already formulated the request in wordswith those who do not yet know that they need you
What decides the resultannouncement and landing page — and remaking them is cheaper than reshooting the videoroller; settings only spread it across audiences
What is measured?applications and the cost of the application directlymaintenance, cost per view, growth in listings and brand inquiries
When it doesn't workthe demand does not yet exist - people have nothing to enter in the searchthere is no material or there is no time to wait
What we need from you
We can't start without this — best to prepare in advance
1Access to Google Ads and the YouTube channel where the videos will be placed.
2The video material is in the original quality, and not re-streamed through the messenger.
3Confirmation of the rights to the music and video sequence is the reason why the video is shot the fastest.
4Targeted action: transition to the site, application or familiarization with the brand. The format depends on it.
5List of topics and channels next to which you cannot appear.
6A monthly budget and a view or action cost limit above which the campaign should be stopped.
7One person from your side who has the right to say "yes" to the editing and the text of the scene.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ
Most frequently asked questions — with concrete answers
Does the video give orders directly?
Rarely and not immediately. It mostly works as a first touch: a person saw, remembered, returned through search or from remarketing within a week or two. Measuring a video by the number of orders from the first viewing is almost guaranteed to lead to disappointment and closing the channel in the second month. We measure differently: the growth of brand inquiries, the size of the segment of those who looked, and the cost of further conversion from this segment. If you are ready to look only at direct sales from viewing, it is better not to start, we will say so in the evaluation.
The first five seconds - is it a marketing fable or is it really so?
Indeed, there is an arithmetical side to it. In the skip format, the viewer can click skip at the fifth second, and the view is credited to you when he has watched 30 seconds or the entire video, if it is shorter. That's why 29-second and 31-second videos are charged differently, and this should be decided in the editing room, not in the office. The six-second format is generally paid per thousand impressions - "view value" does not exist in it as an indicator. We check the cabinet rules before each launch: Google periodically changes them.
We do not have a professional video. Is this a verdict?
No. Filming from the workshop, unpacking the product, a short story of the owner often work better than a slick video, because they look authentic, and not like advertising. There are two requirements: original quality (do not upload via messenger) and the essence in the first seconds. The verdict is the absence of any material together with the unwillingness to do it. In this case, it is more honest to give the budget to the search, and we will write it in the first email, and not after a month of showings.
How do you know that the campaign worked if sales are not visible from the view?
By three things: how many people watched, how much the remarketing segment grew from them, and what happened to branded search queries. All of this requires GA4 and the Google Ads tag to work on the site. Here is an unpleasant statistic from our own measurements: of the 33 sites we analyzed, seven had the Google Ads tag, and six had no counter at all. There is simply nowhere to record the delayed video effect on such a site. To be honest: GA4 shows a trend, not an accounting truth — blockers, consent mode, and browser restrictions on cookies cut off part of the data, and it is necessary to consciously reconcile its figures with the cash register.
Can I choose what to appear next to?
Placements are adjustable, but exclusions are more important here. We compile a list of excluded topics and channels before the launch - it saves you from being shown next to content that harms the brand, and from children's channels where your audience does not live. It is impossible to completely predict the location of the show, and it would be untrue to promise it. What is possible is to open the placement report every week and manually turn off the channels that have gained views without care. At the start, this cleaning gives more than the correction of rates.
How much budget is needed for a video campaign?
Less than one might think in terms of viewing cost, and more than one might think in term. The video needs to accumulate reach: two weeks with a meager budget does not have time to reach anyone, and the report for such a period does not make statistical sense. We calculate the minimum reasonable budget based on the size of the audience we want to cover and call it fair - even when it turns out to be larger than expected. At the same time, impressions are debited from your Google account, this money does not go through us.
Are vertical short videos the same video?
No, and this is the most common mistake. The vertical is viewed differently: faster, with a different rhythm, often without sound - that is, the key should be visible in the text. A horizontal video cropped to vertical almost always looks like an editing error: the forehead and half of the microphone remain in the frame. We either compile a separate version for the format, or we don't use this format at all. There is no half-baked option here, and it eats up the budget more quietly than anything else.
How to link the video with the rest of the ad?
Through the audience. Those who watched the video or interacted with the channel are included in a separate list, which is already served by search and display remarketing with a specific offer. Thus, video ceases to be an isolated expenditure and becomes the upper level of the funnel, the effect of which is visible in subsequent campaigns. There is only one technical condition: the channel must be yours and linked to an advertising account. We don't keep videos on our channel as a matter of principle - if you disconnect, you would lose both the video and the accumulated lists.
Send a link to a video or channel - even if it's a draft from your phone.
In two or three days, we will tell you what is suitable for display as it is, what needs to be remounted and whether there is something on your site to measure the result. If there is not enough material for the video campaign, you will hear it in the first email and without an invoice.
There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.