Why this matters
YouTube isn't intuitive. That's the whole opportunity.
Creative rules are different. Campaign structure is different. Measurement is really different — under half the CTR of Meta, over half the views on a TV screen, and in-platform numbers that undersell you by about 70%. Most brands quit before they get past that. The ones who don't end up with a channel their competitors can't copy overnight.
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7 Ways to Scale With YouTube Ads
The full deck from today's talk, written out — plus the two ways I ran out of time for on stage.
The 5-part creative formula
Custom segment recipes that actually work
Budget splits by goal: DTC, omni, retail
Consolidation over segmentation, with structure
YouTube Creative Analysis
Send your top-performing social ads. We score each one against what wins on YouTube and hand back a ranked report.
Every ad scored and ranked
Specific fixes — hook, demo, proof, offer, CTA
Which ones to port to YouTube and which to leave
Winning YouTube ads from your category to model
Beat-by-Beat Mashup Edit Sheet
Mashups are one of the highest-performing YouTube formats. This is the cut list to build one from footage you already own.
Your best hook, demo, and close moments, timecoded
Sequenced beats your editor can follow
Variation options to test against each other
Hand it straight to your editor — no translation needed
Success on YouTube can be a battle. It's still worth the fight. I'd rather hand you the road map than watch you pay for the same lessons we already paid for.
Brands we've helped scale
