YouTube Ads are often seen as a top-of-funnel strategy, great for brand awareness and reach. But when combined with retargeting, they become a powerful tool to bring back warm leads and convert viewers into customers.
In this article, you’ll learn how to use retargeting on YouTube ads inside Google Ads to improve results, reinforce your message, and close more sales—especially for service providers, digital products, and e-commerce.
Why Use Retargeting on YouTube?
Retargeting is the process of showing ads to people who have already interacted with your brand—on your website, YouTube channel, or ads.
YouTube retargeting allows you to:
- Re-engage warm audiences with personalized video ads
- Remind users about your product or offer
- Build trust with additional messaging
- Recover lost leads and reduce funnel drop-offs
Video builds familiarity and emotion—which makes it perfect for bottom-of-funnel marketing.
Retargeting Options with YouTube Ads
You can retarget users based on:
YouTube Engagement:
- Viewed a video (or multiple videos)
- Subscribed to your channel
- Liked, commented, or shared
- Watched a specific video (great for segmenting by intent)
Website Behavior:
- Visited your website or landing page
- Viewed a product or service page
- Started a checkout or lead form but didn’t complete it
Customer List Upload:
- Upload a CSV file of leads or past customers
- Retarget them with follow-up offers or cross-sells
Step-by-Step: How to Set Up YouTube Retargeting in Google Ads
Step 1: Link Your YouTube Channel to Google Ads
- Go to Tools & Settings > Linked accounts
- Choose YouTube and connect your channel
Step 2: Create a New Audience Segment
- Go to Tools & Settings > Audience Manager
- Click Custom Segment > YouTube Users
Choose engagement triggers like:
- Viewed any video from your channel
- Viewed a specific video
- Subscribed to your channel
You can also create website-based audiences using the Google Ads tag or GA4.
Step 3: Create a New Video Campaign
- Go to Campaigns > +New Campaign
- Choose a goal like Leads or Sales
- Select Video as the campaign type
- Choose Custom video campaign (gives more control)
Step 4: Set Budget, Bidding, and Targeting
- Set your daily or total budget
- Choose Target CPA if you have conversion data, or Maximize conversions if not
- Under Audiences, select your retargeting audience (YouTube viewers, website visitors, etc.)
Step 5: Choose Your Video Ad
- Upload or select a video from your YouTube channel
- Use skippable in-stream or non-skippable ad types
- Add your final URL (landing page), display URL, call-to-action, and headline
Pro Tip: Use videos under 60 seconds for retargeting, with a strong CTA at the end.
What to Say in a YouTube Retargeting Ad
Tailor your message to people who already know you:
If They Visited a Product Page:
“Still thinking about [product name]? Here’s why it’s helping thousands of people like you.”
If They Watched a Tutorial:
“Want to go deeper? Download our full guide to get results faster.”
If They Abandoned Checkout:
“Finish your order now and get 10% off—only for the next 48 hours.”
Your goal is to overcome objections, provide value, or offer a nudge.
Best Practices for YouTube Retargeting
✅ Use custom audiences with specific behaviors
✅ Segment viewers by interest or funnel stage
✅ Keep videos short and attention-grabbing
✅ Use subtitles—many people watch with the sound off
✅ Include clear branding and a CTA in the first 5 seconds
✅ Test multiple creatives and audiences to find your best combo
Example Funnel Using YouTube Retargeting
- Cold Traffic Ad (YouTube or Search):
Drive awareness with a tutorial or explainer video - Landing Page Visit or Video Engagement:
Track with tags or YouTube audience - Retargeting Ad:
Show testimonial video or offer discount - Conversion:
Lead magnet download, purchase, or consultation booking
Measuring Success
Track performance inside Google Ads and Google Analytics 4:
- View rate (VR)
- Click-through rate (CTR)
- Conversions
- Cost per conversion
- ROAS (if selling products)
Use UTM parameters on your final URLs for better tracking in GA4.
Final Thoughts
YouTube retargeting ads are an underused but high-impact tool for traffic managers. They allow you to build deeper trust, re-engage potential buyers, and increase conversion rates without spending a fortune on cold traffic.
If you’re already running video ads—or want to turn warm traffic into action—retargeting on YouTube is one of the smartest moves you can make.
I specialize in Meta Ads, Google Ads, sales funnels, and client strategy—sharing everything I’ve learned through hands-on experience and real campaign results. Whether you’re just getting started or looking to grow as a traffic manager, this blog is here to guide you with practical tips and clear strategies.
Let’s grow together—one campaign at a time.