Here’s what this change means for your campaigns—and how to leverage the latest formats to dominate your niche in 2025.
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The Future of YouTube Ads
Historically, the campaign type for running YouTube ads was Video Action Campaigns.
In 2025, Google upgrades Video Action Campaigns to Demand Gen campaigns, and therefore sunsetting the YouTube Video Action Campaign format for good.
So, what campaigns can you use to run YouTube ads going forward?
Performance Max Campaigns: Let AI be your wingman
Got an eCommerce product to sell or a B2B service to promote? Performance Max (PMax) campaigns leverage your video assets alongside other formats, reaching your target audience across all Google channels, including YouTube, Search, Display, and more.
It’s like having an AI assistant for your video ads, because PMax simply takes your assets and runs with them. No manual tuning required; it uses its ninja-like algorithms to optimize your campaign across different placements, so you achieve your conversion goals quicker.
App Campaigns: Turning viewers into app users
Got the hottest AI app around that deserves the spotlight? Then App Campaigns are your weapon of choice. These campaigns utilize video ads to attract viewers and convert them into app installers or active users.
They strategically appear across Google Search, Play Store, YouTube, and the Google Display Network, giving your app maximum exposure to potential users.
Demand Gen Campaigns: Cultivating Leads with Engaging Videos
Got a professional services business that needs to nurture leads and grow it’s sales pipeline? Demand Gen campaigns have your back. These campaigns strategically use video ads to engage potential customers across YouTube, Discover, and Gmail.
Imagine sparking interest with a catchy video ad on YouTube, followed by messages through Gmail – a powerful combo to capture leads and nurture them into customers.
Running Video Ads: A Quick Guide
Now that we have established what campaign types you can use, let’s chat about how to make your YouTube ads as efficient as possible.
Prioritize the right conversions
Before you dive into creating video ads, define your goals. Ask yourself: What do I want to achieve? Is it brand awareness, website traffic, lead generation, or sales? Once you’ve identified your primary goal, create a clear conversion funnel that leads your audience to take the desired action.
Your conversion funnel depends on your product or service, conversion cycle, industry, and so on. As an example, for us at Vireo, it could look like this:
Triple-check your customer journey
Whatever actions you expect your customer to take—take them yourself first. Click on every button on your landing pages, and complete the lead form submission or a purchase. Ensure that your tracking is set up correctly to capture data on user behavior. In addition, pay close attention to your landing pages. Are they relevant to the ad and easy to navigate?
Get feedback on your landing pages
Don’t just assume your landing pages will work. Seek feedback from real users, or use tools like Microsoft Clarity and Hotjar. Alternatively, ask an expert to evaluate your landing pages. Don’t have a trusted specialist? Ask someone like us!
Analyze viewer behavior
Use Google Ads UI to track how many viewers watch 25%, 50%, 75%, and 100% of your ad. If you set the ad as “unlisted” on your YouTube channel, then you can check Average Percentage Viewed in YouTube Analytics.
This data shows the effectiveness of your ad’s hook and overall pacing. If you notice a significant drop-off at a particular point, consider why that could be, and work on revising your video and future ads to improve engagement.
Craft a Strong Call to Action
Don’t leave your viewers wondering what to do next. End your video with a crystal clear and compelling call to action like, “click the link” or “fill out the form”. Tell them exactly what you want them to do, whether it’s visiting your website, subscribing to your channel, or submitting a lead form.
Test Different Ad Lengths
Don’t limit yourself to a single ad format. Create multiple versions of your video ad in various lengths, from short 15-second clips to longer, more detailed 120-second versions. By testing different ad lengths, you can identify which format resonates best with your audience and drives the highest engagement and conversions.
In Conclusion
Navigating the ever-changing landscape of YouTube advertising requires adaptability, strategy, and a clear understanding of the tools at your disposal. From embracing new campaign formats like Demand Gen to fine-tuning your conversion funnel and optimizing creative assets, the key to dominating your niche in 2025 lies in staying ahead of the curve.
At Vireo, we’re passionate about helping businesses thrive on YouTube by combining data-driven insights with compelling creative. Let’s turn your YouTube campaigns into a powerhouse for growth this year. Book a call with our team to get started.
