Unlocking the Power of YouTube Ads for B2B Marketing

YouTube might not be the first platform that comes to mind for B2B marketing, but it’s quickly becoming a hidden gem for many. 

Unlike traditional B2B channels like LinkedIn and Google Search, YouTube offers a vast, untapped audience of over 2.7 billion active users.

And amidst this crowd, there's an opportunity for B2B brands to stand out with creative storytelling and precise targeting.

In a recent session for the Attributed Podcast with Kamil Rextin, from 42Agency, we learned why YouTube deserves a closer look as a tool in the B2B marketer’s arsenal. 

Below, we’ll break down key insights from Kamil’s session on all things B2B YouTube ads.

Check out the entire conversation here. 

Why YouTube Ads for B2B?

YouTube is often dismissed by B2B marketers as a platform better suited for B2C due to its perceived high production value requirements and lack of direct conversion metrics. 

But Kamil sees this as a missed opportunity. After all, YouTube is part of the Google Ads ecosystem, which means a lot of the targeting and campaign management is similar.

According to our 2024 Benchmarks report, YouTube and Google Display Ads account for 4% of B2B ad spend - meaning B2Bs continue to prioritize more direct-response channels.

However, unlike traditional direct-response channels, YouTube offers a massive reach. This reach allows B2B brands to target potential buyers who might not actively be searching for specific solutions on Google or LinkedIn. 

You might be reaching a net new audience that you’re not reaching on search because they’re not searching for something or they’re not clicking your ads. 

Understanding YouTube Ads in the B2B marketing funnel

To use YouTube ads effectively, it's essential to understand their role within the marketing funnel.

Unlike search ads, which target users who are actively looking for solutions, YouTube can be used to help lift the overall brand presence, leading to more direct and organic traffic over time.

Nobody’s sitting there clicking on their TV to go sign up for an enterprise software…  but if you build enough of those memory connections for people they will be like oh I saw that thing on YouTube let me go check out.

When tracking the success of top-of-funnel YouTube campaigns, key metrics include cost per view, view-through rate (VTR), skip rate (especially for TrueView ads, where skipping before 3 seconds incurs no charge), and the percentage of the video watched.

Additionally, Kamil recommends monitoring where the ads are placed, the devices they appear on, and the channels they are shown on to ensure you're reaching the right audience effectively.

Check out how Alex Venus tracks YouTube success here. 

Best practice for creating B2B YouTube Ads

Creativity is where YouTube ads can truly shine. 

Kamil emphasizes that high production value isn’t necessarily crucial for success on YouTube. Instead, focus on the message and hook your audience quickly. 

Make sure it's branded within the first three seconds… Otherwise, people don’t know who you are, and they might skip without realizing who you are.

This ensures that even if a viewer skips the ad, they’ve seen your brand name - essentially getting free brand impressions.

Various formats work well, from talking-head videos and product demos to simple motion graphics.

Kamil also points to podcast clips, stop-motion graphics, and interview-style videos as good content options.

But no matter the content type, the key here is to maintain a clear brand identity and message throughout.

To learn more tips for YouTube channel growth, check out this conversation with Tim Soulo. 

Targeting with B2B YouTube Ads

Another strength of YouTube ads lies in its targeting capabilities. 

Beyond standard remarketing, custom intent audiences allow you to reach users based on the search queries they’ve entered on Google. This is particularly effective when trying to attract users who have shown intent but may not be ready to make a purchase decision immediately. 

Kamil also mentions the value of targeting specific YouTube channels that potential customers may frequent, like industry conferences or thought leader channels.

For example, when attending a SaaStr conference, Kamil's team ran ads on the SaaStr YouTube channel, strategically placing their brand in front of their ideal audience during a key moment.

Common Pitfalls to Avoid

When running B2B YouTube ads, there are a couple of common pitfalls to avoid.

First, steer clear of using Affinity audiences or relying on Google’s automated recommendations for audience targeting. While Google's suggestions might favor broad-reach strategies, this may prioritize reach over relevance.

Additionally, YouTube ads should not be used in isolation. They are most effective when layered into a comprehensive marketing mix, alongside channels like Google Search and LinkedIn. 

Don't expect YouTube to work in isolation…it should be maybe 20% of your media budget. 

The Future of B2B YouTube Ads

As AI and automation continue to reshape digital advertising, Kamil has some reservations about where things might be heading. 

My fear is that Google is going to force us all to use Performance Max campaigns, where you have zero control or zero visibility on what’s going on.

Performance Max, a type of Google campaign that automates ad placements across all Google properties, might simplify campaign setup but could reduce marketers’ control over targeting and placements.

Yet, Kamil remains optimistic about the potential of YouTube ads as a valuable tool for B2B marketers looking to expand their brand reach and engage with a broader audience. 

Conclusion

If your B2B brand is ready to expand beyond the tried-and-true channels of Google Search and LinkedIn, YouTube could offer a fresh way to reach new audiences and boost brand recall. 

By understanding the platform's unique strengths and integrating it thoughtfully into your marketing mix, YouTube can help elevate your brand’s presence - even in B2B.

About the Speaker 

Kamil Rextin is a B2B marketing expert and currently works at 42Agency, specializing in demand generation and RevOps. With over 15 years of experience and a background in data science, he combines analytical and creative strategies to help businesses grow. Known for his practical insights into digital marketing, Kamil is a trusted voice in the B2B space, frequently sharing knowledge on his social media platforms.