How to Run Ads on YouTube Shorts

Ready to turn your best vertical videos into customer-generating ads on YouTube Shorts? You’re in the right place. This guide will walk you through setting up your first YouTube Shorts ad campaign, from picking your objective in Google Ads to crafting creative that actually gets results.

Why You Should Be Running Ads on YouTube Shorts

If you're still on the fence, let’s quickly cover why Shorts is such a powerful place to put your ad budget. It's not just another ad placement, it's a completely different way to connect with an audience that's actively looking for quick, entertaining content.

• Jaw-Dropping Reach: YouTube Shorts clocks in with over 70 billion daily views. That’s an enormous pool of potential customers you can tap into for a fraction of what it might cost on other platforms.
• An Engaged Audience: People on Shorts are in a discovery mindset. They are flicking through content, ready to be entertained or learn something - making them more receptive to a well-made ad that doesn't scream "I'M AN AD!"
• Perfect for a Mobile-First World: The vertical format is native to how people use their phones. You're meeting them on their terms with content that fits their screen and captures their attention without forcing them to turn their phone sideways.
• Lower Barrier to Entry: For now, the cost to advertise on Shorts can be quite competitive when compared with more established platforms. This means you can get in front of engaged users without a massive initial investment.

Before You Start: Get Your Assets in Order

Jumping into Google Ads without a plan is a recipe for wasted time and money. Before you create your first campaign, make sure you have these three things ready to go:

1. A Google Ads Account

This might seem obvious, but it’s the control center for all YouTube advertising. If you don’t have one yet, you can set one up for free. Just make sure it’s properly linked to your YouTube channel so you can access your videos.

2. A YouTube Channel with Your Video Uploaded

To run an ad, your Shorts video must be uploaded to a YouTube channel. You can set it as "Public" or "Unlisted," but not "Private." Most marketers recommend keeping it public to also gain organic views and a feel for an audience's response before pushing money behind a campaign for additional reach.

3. An Advertisement-Ready Short

Not every Short will work as an effective ad. Your ad creative needs to be crafted with a specific goal in mind. Aim for entertaining or educational content while still fitting YouTube Shorts ad specs seamlessly. What works for your organic feed on socials might need some light tweaking.

What Makes a Great YouTube Shorts Ad Creative?

• Start with a Strong Hook (and we mean *strong*): You have less than three seconds to stop someone from swiping. Start with a bold statement, a surprising visual, or a direct question that piques curiosity. Don't waste time with slow branding intros.
• It MUST Be Vertical (9:16): Your video needs to look native to the Shorts feed. A horizontal video with black bars immediately signals "ad" which many younger audiences will swipe right by, uninterested. To be an effective advertiser you need ads that don't feel like typical ads. Stick to the 9:16 aspect ratio.
• Clear, Concise Messaging: Shorts are snappy. Your message needs to be, too. Viewers shouldn't need a detective kit to figure out what you're offering. Clearly show the problem you solve or the benefit you provide.
• Use Sound and Captions: Most users scroll with the sound on, so trending audio or a clear voiceover can make a big difference. However, some people watch with sound off, so be sure to bake in on-screen captions for accessibility and clarity. This strategy will allow all viewers to easily see what you're advertising to them.
• Think Entertainment, Not Corporate Jargon: Your Short should feel like it belongs in the feed. User-generated content (UGC), behind-the-scenes glimpses, or a quick "how-to" format works much better than a polished, overly-produced corporate video.

Your Step-by-Step Guide to Launching a YouTube Shorts Ad Campaign

With your creative ready, it’s time to head into Google Ads and bring your campaign to life. Here’s exactly how to do it.

Step 1: Create a New Campaign

Navigate to your Google Ads dashboard. Click the blue '+' button and select "New campaign."

Google will ask for your campaign objective. Your choice here guides Google's algorithm on who to show your ad to. Common choices for Shorts ads include:

• Sales or Leads: If you want people to take a specific action like making a purchase or filling out a form.
• Website Traffic: If you're building brand awareness and want to test conversions sending traffic to a newly created web page or a special offer.
• Brand Awareness and Reach: This is a great choice if your goal is to get your video in front of as many relevant eyeballs as possible, helping you introduce your brand to potential new audiences. Use this option to grow your YouTube Shorts account, bring more people into your ecosystem, increase brand recognition, or show new products in your brand’s lineup.
  
  Let's select Brand Awareness and Reach for this example.

Once you’ve picked your objective, select "Video" as your campaign type.

Step 2: Configure Your Core Campaign Settings

Now you're in the campaign setup page. This is where you'll define the who, what, where, and how much.

Bidding, Budget, and Dates

• Bidding Strategy: For a "Brand Awareness and Reach" campaign, you'll likely use Target CPM (Cost-Per-Mille), which means you tell Google how much you're willing to pay per 1,000 impressions. If your goal was conversions, you might use "Maximize Conversions."
• Budget and Dates: Set a daily budget you're comfortable with. You can start small - even $10-20 a day is enough to gather initial data. You can also set a total campaign budget and an end date if you're running a specific promotion.

Networks and Locations

• Networks: By default, Google will select "YouTube." Keep this. One critical point here: You cannot *exclusively* target the YouTube Shorts feed. Your video ad will run across YouTube placements, including in-stream (before other videos) and in-feed. Google's AI will automatically optimize for the placements where your ad performs best, and since vertical videos are tailor-made for it, Shorts will likely get a significant portion of your budget.
• Locations & Languages: Target the geographical locations and languages that matter to your business. Be as specific as you need to be.

Give your campaign a clear, descriptive name (e.g., "SK - Summer Sale - Shorts Ad - Reach") so you'll know what it is at a glance later on.

Step 3: Dial In Your Targeting

This is where you tell Google exactly who you want to see your ad. An ad group lets you target a specific set of users with a specific creative.

• Demographics: Filter your audience by age, gender, parental status, and household income. Only show your ads to the demographics most likely to buy from you.
• Audience Segments: This is the most powerful targeting tool. You can target people based on:
  • Their Interests and Habits (Affinity): People who are fans of certain topics, like "Fitness Enthusiasts" or "Home Decor Lovers."
  • What They're Actively Researching (In-Market): People who are currently in the market for products or services you offer, like "Web Design Services" or "Used Cars."
  • How They’ve Interacted With Your Business (Your Data): Retargeting people who have visited your website, subscribed to your YouTube channel, or engaged with your previous ads.
  • Custom Segments: You can even build your own audience by entering keywords people have searched on Google or websites they’ve visited. For example, you could create an audience of people who browse your competitors' websites.

Step 4: Add Your Creative (The Actual Short!)

It's time to link your ad creative. You can either paste a link to your YouTube video or search for it directly from your channel within the Google Ads interface.

• Select Your Short: Find the vertical video you uploaded earlier.
• Final URL: Enter the link to the landing page you want to send people to when they click your ad. This is what you put behind your call-to-action button, directing all those interested customers somewhere specific on your website. No one wants to hunt down a button, and if your process for users is unclear you’ll be missing out on valuable clicks.
• Call-to-Action (CTA): Encourage viewers to act. Google offers several pre-set CTAs like "Shop Now," "Learn More," "Sign Up," or "Watch More." Select the one that matches your final URL offer. Using CTA buttons that do just what your button says is more likely to build positive brand association for future marketing and advertising efforts.
• Headline and Description: Write a short, punchy headline (up to 15 characters) and a longer description (up to 90 characters). Keep it focused on the main benefit and create a sense of curiosity to learn more or to shop in the same vertical as your ad.

The preview window on the right will update in real-time, showing you exactly how your ad will appear on mobile phones in the Shorts feed.

Step 5: Review and Launch

This is your final check. Carefully review everything - your budget, targeting, creative, and tracking. If it all looks good, hit "Create campaign." Your ad will then go into a brief review process (usually a few hours) before it starts running. Congrats, you’re live!

Best Practices to Master YouTube Shorts Ads

Now that you know the *how*, let's talk about the *what*. A perfectly configured campaign won't save a boring ad. Here’s what sets the winning creatives apart.

• Blend In to Stand Out: The most effective Shorts ads feel like organic content - at least for the first few seconds. Use authentic, user-generated-style videos that align with what people expect to see in their feed. If it looks like a traditional TV commercial, it'll probably get skipped.
• Make the Value Proposition Immediate: Don’t bury the lead. The first 3-5 seconds should clearly communicate what’s in it for the viewer. Whether it's a surprising result, a problem solved, or a mind-blowing tip, get to the point fast.
• Show, Don't Just Tell: Short-form video is a visual medium. Instead of just talking about how great your product is, show it in action. A quick demo, a before-and-after shot, or happy customer testimonial visuals work wonders in a matter of seconds building trust and rapport with new viewers.
• Test Relentlessly: You won't nail it on the first try. A/B test different elements to see what resonates.
  • Test different hooks in the first three seconds.
  • Test different calls-to-action.
  • Test different background music or voiceovers.
  • Test different headlines.

Final Thoughts

Running ads on YouTube Shorts isn't some complicated mystery, it’s a powerful, accessible way to reach a massive and engaged audience right where they are. By following a structured setup in Google Ads and leading with authentic, value-driven creative, you can get your brand in front of millions of potential customers, fast.

While ads are fantastic for quick growth, the best campaigns are supported by a backbone of consistent organic content. Speaking from our experience, managing a steady stream of short-form videos across YouTube, TikTok, and Reels can get chaotic. That's why we built Postbase - a tool designed specifically for the video-first world we live in. We help you plan and schedule your YouTube Shorts alongside the rest of your content, so you can manage your entire social strategy without the headache and make sure your organic efforts support your paid campaigns.