YouTube Ads Brand Lift Study

My $700K/mo ad spend client thought Google Search was tapped out.

Now CAC is down 6% without touching Search ads.

Here’s what happened:
I wanted to generate more awareness by running YouTube ads. But I needed data to justify the investment.

So I ran a Google Ads YouTube lift study for this lead gen client.

The results were clear:
→ Non-skippable YouTube ads drove a 3.5% absolute brand lift at just $0.75 per lifted user.
→ This was on an account that had $10+ CPCs.

Said another way:
→ YouTube Reach Ads is an extremely efficient way to generate awareness.

I scaled the effort and saw tangible results quickly.

Including a 6% drop in Search CAC.

Key insights from the test:

1. Skippable ads performed better than non-skippable ads.

2. Even in today’s digital world, the classic marketing funnel (awareness, consideration, decision) is still very relevant. What’s changed is how we can sharpen our techniques and tools to better measure and execute.

3. Top-of-funnel awareness campaigns don’t need to be a leap of faith. Modern tools like lift studies allow us to gather intermediate data to measure effectiveness before scaling.

With YouTube reach ads we broke through what seemed like a performance plateau.

Let me know if you’d like to chat more about this. Happy to walk you through the setup we did. Your Google rep will ultimately need to be the one to set it up with you.