YouTube, attention that feeds the funnel.
In-stream, Shorts, and Demand Gen built to earn watch-time and feed the rest of the engine, with Runneth telling us which video is actually moving buyers down-funnel.
YouTube's role
Attention + demand creation
YouTube creates demand before buyers know they're looking. It opens the top of the funnel with video that earns attention, and the intent it generates flows into Google search and PMax, where we capture it as revenue. The hooks we build here also seed Meta and TikTok creative.
No channel runs in a silo. The same brain shapes the Meta hook, the email subject line, and the TikTok script, so they all pull in the same, profitable direction.
Video strategy & formats
- Format matched to intent, not the other way around
- In-stream, in-feed, and Shorts aligned to funnel stage
- Demand Gen for the upper funnel
- Runneth flags which formats earn watch-time
Creative for video
- Hook-first editing for the first three seconds
- Skippable concepts built to survive the skip
- Thumbnails and opening frames that earn the click
- UGC and creator-led video concepts
Audience & targeting
- Retargeting tied back to paid social learnings
- Affinity and in-market audience strategy
- Customer-match lists for warm audiences
- Lookalike expansion from converters
Measurement
- Creative-level performance breakdowns
- View-through attribution, not just click-through
- Brand-lift and incrementality reads
- Regular performance reviews
Budget & pacing
- Cross-format budget allocation by stage
- Active reallocation to winning creative
- Seasonality and tentpole planning
- Marginal-ROAS discipline
Brand & upper funnel
- Awareness that creates new demand
- Demand that search and PMax then capture
- Coordination with Meta and TikTok hooks
- Storytelling that compounds brand recall
How Runneth sharpens YouTube.
Runneth tells us which video is actually moving buyers down-funnel, not just collecting views, so we double down on the creative that earns watch-time and cut what doesn't. The intent we create this week feeds the search briefs we write next.
Juan
Head of Paid Media
"YouTube is where demand is made, not just captured. We build video that earns attention and feeds the rest of the funnel, and Runneth makes sure we spend on the creative that's actually moving buyers, not just racking up views."
Average ROAS across managed spend
Spend managed across channels
Annual client churn
Want YouTube that compounds?
Book a call with our team. No pitch, just a look at where your YouTube spend is leaving profit on the table.
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