The main video formats
| Format | How it works | Best for |
|---|---|---|
| Skippable in-stream | Viewers can skip after 5 seconds | Telling a story that hooks fast |
| Non-skippable in-stream | Plays in full, 60 seconds or shorter | A message people must see |
| Bumper | Non-skippable, 5 to 6 seconds | Quick reminders and reach |
| In-feed | Thumbnail in search and feeds | Inviting people to watch |
| Shorts | Between Shorts, viewers swipe past | Reaching mobile viewers |
How you pay
With cost-per-view bidding, you pay when someone watches 30 seconds, the whole ad if it is shorter or clicks. Other bid strategies charge per thousand impressions or aim for conversions. In-feed ads charge only when someone clicks to watch.
Where YouTube fits for local businesses
YouTube rarely produces as many direct leads as search ads. It works well for building trust before someone needs you and for retargeting people who visited your site. A short video of your team at work can make your search ads perform better later.
Make the first five seconds count
- Show your face, truck or work in the opening frame.
- Say the problem you solve before viewers can skip.
- Add captions, since many people watch without sound.
- End with one clear action and your website.
Good example. A landscaper runs a 20-second before-and-after video to people who visited its site. Search ad conversions rise the next month.
Bad example. A landscaper runs a two-minute brand film to a cold audience. Most viewers skip at five seconds.
Our Google Ads management adds YouTube once search campaigns have data.