{"id":696061,"date":"2025-10-22T04:25:21","date_gmt":"2025-10-22T01:25:21","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/how-to-use-youtube-ads-to-drive-b2b-conversions\/"},"modified":"2025-10-22T04:25:21","modified_gmt":"2025-10-22T01:25:21","slug":"how-to-use-youtube-ads-to-drive-b2b-conversions","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-use-youtube-ads-to-drive-b2b-conversions\/","title":{"rendered":"How to use YouTube Ads to drive B2B conversions"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a37c602e9c83\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a37c602e9c83\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-youtube-ads-to-drive-b2b-conversions\/#Two_B2B_advertisers_saw_CPLs_drop_up_to_47_after_adding_YouTube_video_campaigns_Heres_how_video_lifted_search_performance_and_conversions\" >Two B2B advertisers saw CPLs drop up to 47% after adding YouTube video campaigns. Here\u2019s how video lifted search performance and conversions.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-youtube-ads-to-drive-b2b-conversions\/#Case_study_1_Enterprise_B2B_SaaS_advertiser\" >Case study 1: Enterprise B2B SaaS advertiser<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-youtube-ads-to-drive-b2b-conversions\/#Case_study_2_Local_B2B_business\" >Case study 2: Local B2B business<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-youtube-ads-to-drive-b2b-conversions\/#Keys_to_impactful_video_campaigns\" >Keys to impactful video campaigns<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Two_B2B_advertisers_saw_CPLs_drop_up_to_47_after_adding_YouTube_video_campaigns_Heres_how_video_lifted_search_performance_and_conversions\"><\/span>Two B2B advertisers saw CPLs drop up to 47% after adding YouTube video campaigns. Here\u2019s how video lifted search performance and conversions.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>When you think of video advertising on <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a>, you probably think of ecommerce: <\/p>\n<ul class=\"wp-block-list\">\n<li>Videos showing products.<\/li>\n<li>Influencers doing an unboxing.<\/li>\n<li>Other visuals of consumer products that lend themselves to the video format.<\/li>\n<\/ul>\n<p>Even Google\u2019s own case studies for video emphasize consumer-focused <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">theme<\/a>s. Just look at the <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/business.google.com\/us\/think\/search-and-video\/cannes-lions-2025-youtube-creator-marketing\/\" target=\"_blank\" rel=\"noopener\">analysis of the top 2025 video ads<\/a>.<\/p>\n<p>See any B2B brands there? Me neither.\u00a0<\/p>\n<p>It\u2019s true that YouTube Ads perform very well for ecommerce advertising aimed at consumers. But YouTube can also help drive B2B leads.\u00a0<\/p>\n<p>You might be scratching your head and saying, \u201cBut I\u2019ve tried YouTube for B2B. It doesn\u2019t convert.\u201d And you would be right.<\/p>\n<p>YouTube Ads for B2B rarely convert directly into leads. Complex products with long sales cycles are not going to sell themselves in one video.<\/p>\n<p>But YouTube campaigns definitely have a positive influence on B2B lead generation \u2013 we\u2019ve seen it across nearly all of our B2B clients.<\/p>\n<p>Here are two case studies, featuring very different advertisers, that show how YouTube Ads can be used to increase B2B conversions.<\/p>\n<h2 id=\"case-study-1-enterprise-b2b-saas-advertiser\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_study_1_Enterprise_B2B_SaaS_advertiser\"><\/span>Case study 1: Enterprise B2B SaaS advertiser<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of our enterprise B2B SaaS clients offers multiple business solutions. <\/p>\n<p>Paid search is a strong lead source for most of them, but two struggled to convert \u2013 traffic was steady, yet the cost per lead was high.<\/p>\n<p>When we dug in, we found that users weren\u2019t aware of these solutions or how they addressed specific business needs. The landing page content wasn\u2019t persuasive enough.<\/p>\n<p>We tested YouTube video campaigns that clearly explained each solution\u2019s value. The impact was undeniable.<\/p>\n<p>Comparing search performance from the quarter before video to the quarter during, we saw key metrics \u2013 CTR, CPC, cost per lead, and conversion rate \u2013 all improve.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"375\" height=\"131\" http: alt=\"Enterprise B2B SaaS advertiser - Solution 1\" class=\"wp-image-463571\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Enterprise-B2B-SaaS-advertiser-Solution-1.jpeg\"><img loading=\"lazy\" decoding=\"async\" width=\"375\" height=\"131\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Enterprise-B2B-SaaS-advertiser-Solution-1.jpeg\" alt=\"Enterprise B2B SaaS advertiser - Solution 1\" class=\"wp-image-463571\"><\/figure>\n<\/div>\n<p>Here, CTR improved significantly with the video live, which indicates that users had a better understanding of the solution after seeing the video. <\/p>\n<p>This led to a lower CPC, which, combined with a slightly improved conversion rate, lowered cost per lead by 30%.<\/p>\n<p>With the second solution, the results were even more dramatic.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"378\" height=\"127\" http: alt=\"Enterprise B2B SaaS Advertiser Solution 2\" class=\"wp-image-463572\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Enterprise-B2B-SaaS-advertiser-Solution-2.jpeg\"><img loading=\"lazy\" decoding=\"async\" width=\"378\" height=\"127\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Enterprise-B2B-SaaS-advertiser-Solution-2.jpeg\" alt=\"Enterprise B2B SaaS Advertiser Solution 2\" class=\"wp-image-463572\"><\/figure>\n<\/div>\n<p>For this solution, front-end metrics actually got worse: CTR declined, and CPC increased. <\/p>\n<p>Search competition in this space was stiffer during the \u201cafter\u201d period, which pushed CPCs up.<\/p>\n<p>However, the campaigns still saw a 25% decrease in cost per lead, and conversion rates more than doubled. <\/p>\n<p>In this instance, the video campaigns really helped explain how the solution can benefit users, which directly translated into better conversion rates from search.<\/p>\n<p><strong><em>Dig deeper: From Video Action to Demand Gen: What\u2019s new in YouTube Ads and how to win<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"case-study-2-local-b2b-business\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Case_study_2_Local_B2B_business\"><\/span>Case study 2: Local B2B business<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The second case involves a local B2B business. <\/p>\n<p>For the first five months of 2025, this advertiser ran a small YouTube video campaign intended to drive consideration. <\/p>\n<p>We had hoped the video would directly drive a few leads, and ran it on a Maximize Conversions bid strategy, but it never generated a single lead.<\/p>\n<p>At the same time, CPLs across the entire account were rising, so in early June, we decided to pause YouTube and use the budget on campaigns that were directly driving leads.<\/p>\n<p>That turned out to be a mistake.<\/p>\n<p>CPLs on brand search campaigns rose by 47% when we stopped video.\u00a0<\/p>\n<p>This is a business without much seasonality, and brand is usually less impacted by seasonality anyway, so at first, we were puzzled. Then we decided to relaunch video.<\/p>\n<p>Voila! Brand search CPLs returned to their previous levels.<\/p>\n<p>We suspected the video campaigns were contributing to the success of the brand campaigns, so we decided to try adding a Demand Gen campaign to the mix.<\/p>\n<p>Brand CPLs decreased by 47%.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"635\" height=\"390\" http: alt=\"Local B2B Business Brand Search CPL\" class=\"wp-image-463573\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Local-B2B-business-Brand-search-CPL.jpeg\"><img fetchpriority=\"high\" decoding=\"async\" width=\"635\" height=\"390\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Local-B2B-business-Brand-search-CPL.jpeg\" alt=\"Local B2B Business Brand Search CPL\" class=\"wp-image-463573\"><\/figure>\n<\/div>\n<p>Not only were we able to return brand search CPLs to their original levels, but we were also able to cut them nearly in half when combined with YouTube and Demand Gen campaigns.\u00a0<\/p>\n<p>During the whole nine-month period, YouTube and Demand Gen campaigns only generated two conversions directly. However, the positive impact on brand search performance was indisputable.<\/p>\n<p>It\u2019s important to stress here that we made other optimizations during the test periods for both clients, so the improvements in search are probably not 100% attributable to the addition of the video campaigns.<\/p>\n<p>However, in the case of the enterprise client, the improvements for the solutions that ran video outpaced performance across the rest of the account.<\/p>\n<p>And the fact that two very different advertisers saw correlated improvements in search performance lends further credence to the theory that video played an important role.<\/p>\n<p><strong><em>Dig deeper: How to measure YouTube ad success with KPIs for every marketing goal<\/em><\/strong><\/p>\n<h2 id=\"keys-to-impactful-video-campaigns\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keys_to_impactful_video_campaigns\"><\/span>Keys to impactful video campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Even though these two cases involved very different clients, here are the key practices that made both video campaigns successful:<\/p>\n<ul class=\"wp-block-list\">\n<li>Use custom segments made up of high-performing search keywords. Don\u2019t use broad targeting or in-market audiences unless you have a very large awareness budget.<\/li>\n<li>If you have first-party audiences and want to run Demand Gen, use them for a lookalike audience. Otherwise, custom segments of strong search keywords work best.<\/li>\n<li>Make your geo-targeting spot-on. Don\u2019t waste spend on irrelevant regions. For the local B2B client, we carefully selected areas of the city that best met their needs. For the enterprise client, even though they wanted to reach a global audience, we took care with which countries we targeted.<\/li>\n<li>Use short videos \u2013 no more than 15-30 seconds \u2013 and include your brand name and logo in the first few seconds.<\/li>\n<li>Choose a Target CPV bid strategy. We were able to get CPV below $0.01, which got our message in front of as many users in the target audience as possible.<\/li>\n<li>The more videos, the better. If you have 3, 4, 5, or more videos, use them. Even slight variations help minimize video fatigue and grab attention.<\/li>\n<\/ul>\n<p>You don\u2019t need huge budgets for this to work \u2013 in both cases, we spent less than 5% of the client\u2019s total budget on video.<\/p>\n<p>With the right targeting, you can keep costs very reasonable \u2013 and the campaigns pay for themselves in lower CPLs in search.<\/p>\n<p><strong><em>Dig deeper: 3 YouTube Ad formats you need to reach and engage viewers in 2025<\/em><\/strong><\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/youtube-ads-drive-b2b-conversions-463567\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Two B2B advertisers saw CPLs drop up to 47% after adding YouTube video campaigns. Here\u2019s how video lifted search performance and conversions. When you think of video advertising on YouTube, you probably think of ecommerce: Videos showing products. Influencers doing an unboxing. Other visuals of consumer products that lend themselves to the video format. Even&#8230;<\/p>\n","protected":false},"author":1,"featured_media":696062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/ChatGPT-Image-How-to-use-YouTube-Ads-to-drive-B2B-conversions.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-696061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/696061","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=696061"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/696061\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/696062"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=696061"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=696061"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=696061"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}