A lot of brands still think Demand Gen/YouTube Ads is just for “awareness” and doesn’t lead to real sales.

We’ve seen the opposite happen repeatedly.

One of our clients hit $14k/day in Demand Gen ad spend. Another generated $1.2M at 4.35 ROAS. These were cold audiences, people who had never heard of the brand before seeing the ad.

From what I’ve seen, many wrote off YouTube Ads because they tried it before 2024 and didn’t crack it.

But in 2025, Google made some big changes that made Demand Gen much more effective.

I genuinely believe this is one of the most underrated channels right now.

Most e-commerce verticals haven't fully optimized YouTube, creating competitive advantages for early adopters.

Niches like supplements, fitness, and beauty see particularly strong results.

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Most people massively underestimate the power of YouTube. It doesn’t just generate direct sales, but also lifts results across other channels.

One client showed a 3.75X ROAS inside Google Ads. But when we factored in Shopify and Amazon, the actual ROAS was 5.25X.

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When someone sees your Demand Gen/YouTube ad, they might:

• Buy straight away.
• Search your brand on Google later
• Buy on Amazon
• Purchase weeks later when they need your solution

Here’s what working right now:

1. YouTube Skippable In-Stream Ads

These are the ads that appear before, during, or after YouTube videos. Users can skip after 5 seconds.

User Behavior: