I led the execution of a 30-day high-performance YouTube advertising campaign, designed to drive both reach and conversions through a strategic mix of advanced targeting and creative optimization. The objective was to make the most of YouTube’s unique ad environment by speaking directly to the right audiences with the right message, at the right moment. From planning to execution, the campaign was built to deliver data-backed results while staying agile and responsive to real-time performance insights.
At the heart of the campaign was sophisticated audience targeting. I developed custom intent audiences based on users’ search behavior and insights from competitor analysis, ensuring we reached high-interest viewers already in the consideration phase. This was paired with demographic layering to refine delivery even further, allowing us to tailor messages to audience segments based on age, gender, and location, maximizing relevancy and efficiency.
In terms of format, I implemented a multi-format ad strategy, allocating 85% of the budget to skippable in-stream ads and the remaining 15% to discovery ads. This mix allowed us to build strong brand awareness while also driving qualified traffic to our landing pages. Weekly creative refreshes were informed by heatmap data, which showed where viewers were dropping off. I also A/B tested eight different CTA styles to find the most effective messaging, which had a noticeable impact on click-through and engagement rates.
The result was a campaign that balanced broad visibility with precision targeting and performance-driven optimization. The structured yet flexible approach allowed us to respond quickly to viewer behavior and creative trends, ultimately maximizing both reach and conversion efficiency. This project highlighted the power of combining audience intelligence with iterative creative testing in a fast-paced video advertising environment.