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$28M+ Revenue GeneratedFor our clients2,140+ Keywords — Page 1Google rankings$12M+ Ad Spend ManagedAcross channels2.5M+ Signups DrivenUser acquisitions87,200+ Leads GeneratedQualified pipeline
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YouTube & Demand Gen Ads Management

Launch video and image campaigns that turn attention into a real business action.

We'll reply with a written proposal: the work, what we need from you and an estimated timeline.

The hidden problems

Fix the gaps that turn video and image reach into wasted budget

A campaign can look complete while the plan for where ads run is wrong, the videos and images don't fit the spaces they appear in, the audience is too loose, the landing page breaks the ad's promise or the bidding chases a low-value action. We settle those decisions before launch.

  • The campaign name hides where ads actually run

    People assume which of YouTube, Discover, Gmail, Maps and the Display Network the ads can run on, and which controls and reports are available, instead of checking the live account and ad type.

  • Views take the place of business decisions

    Views, engaged views (people who watched for a while), clicks, conversion actions, value Google credits to your ads and accepted leads or orders are all treated as the same kind of success.

  • One video is squeezed into every space

    Wide, square and tall (vertical) versions lose the opening, proof, captions, safe zones (areas kept clear of on-screen buttons) or landing page match that made the original useful.

  • Too much trust in audience and product data

    Estimated audience groups, hints about content topics and product data are presented as fixed rules for who sees ads, without noting how Google widens audiences or how good the data is.

  • Brand-safety settings give false certainty

    Settings for types of content, topics, keywords and specific places to avoid are switched on without writing down which places they cover, the reach you give up and the limits of reviewing them.

  • Value Google credits to your ads hides real customer quality

    Value from Google Ads is reported without checking accepted leads or orders, corrections, refunds, profit margin, how long results take to arrive or whether the ads really caused them.

Exactly what's included

What our YouTube and Demand Gen management services include

Softscotch checks your live Google Ads account, chooses the places your ads are allowed to run and the job of each audience, and maps the video and image sizes you need. Then we build the campaign, check the landing pages and conversion tracking (recording what people do after they see or click an ad), and launch with approved budgets and brand-safety settings. You get the campaign build, previews and proof of what went live, a log of every change and a report that links activity on Google with the leads, orders or value your own systems confirm, where they can provide them.

Eight areas of work take you from getting the account and goal ready, through planning where ads run and who sees them, ad format needs, bidding, a carefully managed launch, brand-safety checks and day-to-day monitoring, to a report on lead and sales quality.

Account, goal and placement readiness

We check billing, goals, the places your ads are allowed to run, linked YouTube channel and Merchant Center accounts, conversion actions, ad formats and policy status.

What conversions and values mean

We agree what views, clicks, conversion actions, values and accepted business results mean before bidding or reporting relies on them.

Audience, product feed and placement plan

We define the job of each audience, exclusions, whether Google may widen audiences, who looks after product data and the job of each place your ads can run.

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Ad format and preview plan

We match approved opening lines (hooks), proof, captions, safe zones, shapes and sizes, format preferences, landing pages and usage rights to each place your ads appear.

Budget, bidding and learning plan

We choose the budget, what bidding aims for, the time window for counting conversions, what values need before they can be used, how often changes are made and the evidence needed for the next decision.

Brand safety and launch checks

We record choices about content types and exclusions, known gaps in what they cover, Google's ad review, previews, landing page tests and who handles problems.

Report from placements to business results

We keep spend, reach, frequency, views, results by placement and by ad, the actions Google credits to your ads, accepted value and test evidence apart.

Day-to-day monitoring and change log

After launch, we watch spending, delivery, ad review status, how often the same people see your ads and tracking health, and keep a dated log of every change and why it was made, so you can see what was done and when.

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Why Softscotch

Link the ads people watch with the action your business really needs

Softscotch brings together where ads run, the job of each audience, ad formats, landing pages, what each conversion is worth, bidding and the quality of the leads or sales that follow, so you can see what changed and why.

Placements are checked in your live account

The plan uses only the places, formats and controls that are actually available for your approved ad type, audience and market.

Bidding follows a business definition

Clicks, conversion actions and values each keep their source, time window, corrections and link to a real lead, order or business action.

Ads are planned for each place they appear

The opening, claim, crop, safe zone, captions, whether sound is on or off and the landing page are reviewed in every format the campaign may use.

Automation stays within the choices you approved

Audience hints, product data, choice of placements and format preferences keep their role, without being presented as fixed promises about where ads will show.

Brand-safety choices stay visible

You can see the chosen content types, exclusions, which placements they cover, the reach you give up and how the places your ads appeared will be reviewed.

The report stops at what the data can prove

Delivery and the results Google credits to your ads are kept apart from accepted customer results, business value and any reliable test of the extra sales the ads truly caused.

Advanced work areas

The 36 decisions behind a well-run YouTube and Demand Gen campaign

The work covers goals, the places ads run, audiences, product feeds (your product list from Merchant Center), ad formats, usage rights, previews, landing pages, conversion actions, values, bids, budgets, brand safety, tests, reporting and upkeep.

Scope and starting point
Video campaign auditReview existing campaigns, placements, audiences, videos and images, landing pages, conversion actions, values, where ads appeared and reporting before deciding what can be reused.
Plan for video openingsMap opening ideas around the buyer's problem, product proof, a demonstration, a common doubt, the offer and the comparison needed at each stage of the audience.
Fixing slow openingsGive skippable ads and ads in feeds an opening that shows the relevant problem, proof or reason to keep watching before people lose interest.
Linking audiences to what people wantGive custom audience groups, past viewers, search behavior, website visitors and customer lists different jobs only where the message and the decision change.
Matching the landing page to the videoCheck that the page repeats the approved offer and proof, answers the same doubt and gives the next step the video promised.
Map of video openingsTurn the approved openings, proof, demos, doubts and offers into a usable brief for every format the campaign needs.
Inputs and tracking IDs
How engaged views are usedSet out which views and after-view actions help spot delivery problems, which can guide bidding and how each one differs from a click or an accepted conversion.
Landing page review (CRO)Review whether the page matches the ad, mobile speed, proof, calls to action, forms and conversion tracking (CRO, conversion rate optimization: changes that help more visitors act), then list any separate page work needed.
Landing page fixesSend the page owner a brief, in priority order, for agreed message, proof, speed, form or tracking fixes that fall outside campaign management.
Agreed rules for conversion trackingAgree tracking names, values, IDs, consent choices, duplicate rules and feedback from your CRM before Google's automatic bidding depends on them.
Platform and account setup
The job of audiences and product feedsUse audience hints and product data as planning inputs, without presenting them as fixed limits on who sees your ads.
Campaign structureBuild campaigns and ad groups around the approved jobs for YouTube, Demand Gen, Shorts, in-feed ads and follow-up, without splitting them up for no reason.
Audience and segment setupCreate the eligible audience groups, past-viewer audiences, customer lists, time windows for showing ads again to past visitors (remarketing) and exclusions named in the plan.
Rules for keeping campaigns separateSplit budgets, regions, products, audiences or goals only when the split protects a real decision you need to make.
Making and running the ads
Ads in every size and formatBuild wide, square and tall versions that keep the same claims, captions, safe zones and a matching landing page.
Planning ad formatsSpell out the opening, length, shape and size, captions, safe zones and landing page needs for each eligible format in scope.
Filling missing formatsFind the missing wide, square, tall, short-form, in-feed, image or product versions that stop your ads from showing in useful places.
Making better use of retargetingGive eligible viewers, website visitors, people who viewed products, people who visited a lead form and customers a planned follow-up message and a rule for leaving them out.
Safety checks and testing
Placement and content brand safetyApply exclusions and brand-safety controls based on the level of risk, while recording the reach you give up and the limits of what they cover.
Table of what automation can changeWrite down what Google may widen, create or choose automatically, and where limits on brand, location, web address and audience apply.
Pre-launch checklistTest inputs, permissions, policy, content, tracking and what happens when things fail, before anything goes live.
Re-checks after changesRepeat the most important checks after any change, so earlier fixes don't quietly disappear without anyone noticing.
Improving and testing
Reach and frequency groupsTell apart reaching new people, showing ads to the same people again and ad fatigue (people growing tired of an ad), across audiences and formats.
Designing a fair testUse fixed conversion definitions, groups that can be fairly compared and stop rules agreed in advance, instead of reacting to day-to-day ups and downs.
List of tests to runRank ideas that can be tested and change one thing at a time, so results can be understood, where the evidence allows.
Looking at results group by groupCompare meaningful groups and time periods, instead of relying on one blended average for everything.
Measuring results and value
From views to resultsLink ads seen and engaged views with later searches, website behavior, good-quality conversions and evidence of extra sales, where available.
Conversion tracking checksCheck Google Ads and analytics conversions, tracking details in links, forms, calls, values and feedback from your CRM against the agreed business action.
Deeper measurementExplain what views, engaged views, clicks, conversions Google credits to your ads, value from assisting other channels and accepted business actions can and can't prove.
Weekly video reportSum up spend, delivery by placement and format, how people responded to each ad, conversions, value quality, problems and the next carefully managed test.
Review of revenue the ads helped withLook at later searches for your brand name, direct visits and conversions as journeys linked to the ads, without claiming the video caused them.
Ongoing ownership
Log of changes and lessonsRecord each change to budget, bids, audiences, product feed, placements or ads with its reason, who approved it and its review date.
Named owners for each jobName the people responsible for access, videos and images, claims, values, budget, launch, monitoring, problems and pausing.
Version and decision logKeep an easy-to-read history of each setting or ad that changed, the reason, who approved it, the evidence and the next decision.
Agreed response times for upkeepAgree response times for rejected ads, broken videos or images, product feed errors, value problems, unsuitable surroundings and landing page failures.
Access and login reviewReview user roles regularly, remove access people no longer need and keep billing, asset and campaign permissions in line with the current owners.
Research and implementation tools

YouTube and Demand Gen tools we use, chosen for your account, ads and data

Google Ads, YouTube, Merchant Center (Google's product listing tool), analytics and CRM (customer records system) data are only added to the plan once we have checked access, which places ads can run, usage rights for your videos and images, consent choices and technical fit.

Look under the hood

Our YouTube and Demand Gen audit: seven reviews that turn campaign risk into an agreed launch plan

Each review gives you a decision to make, the evidence behind it, the work still to do, the check that closes it and the owner of anything still open.

Check 01 · Account check and campaign goal

Is the account ready, and is the goal clear?

We confirm the account, campaign goal, placements, linked accounts, conversion actions, product feed connection, formats, policy and billing status.

The check ends with dated evidence, the cases we accept, limits we couldn't resolve and a named owner for the next step.

Proof proveCheck the live Google Ads account, billing, goals, placements, linked YouTube channel or Merchant Center account, conversion actions, formats and policy status.
What we agree defineList the placements and campaign options available right now, anything still missing and the owner of every launch decision.
How we set it up buildFix any access, billing, account-linking or policy problems that block the campaign before the campaign structure and ad dates are approved.
If it goes wrong riskWrite down what we do if a goal or placement isn't available, an ad is rejected, a linked account fails or Google's review delays the launch.
Final check sign-offReadiness passes when the person running the account can build the approved campaign type with valid billing, videos and images, and conversion choices that can be measured.
Next step decideYou receive the readiness decision, what is still needed, how to get support from Google and the earliest sensible launch window.
Check 02 · Agreed tracking and value rules

What does each number really mean?

We define views, engaged views, clicks, key events, conversions, values, good-quality results, Google's crediting and proof of extra sales as separate things.

The check ends with dated evidence, the cases we accept, limits we couldn't resolve and a named owner for the next step.

Proof proveFollow views, engaged views, clicks, conversion actions, values Google credits to your ads and results you accept across all the data sources available.
What we agree defineAgree which actions guide bidding, how values are sent or corrected and which business record counts as a real, accepted result.
How we set it up buildSet up the approved main and secondary actions, values and report labels, without quietly changing any consent or data decisions you have made.
If it goes wrong riskTest for missing values, actions counted twice, CRM results that arrive late, refunded orders, rejected leads and actions that fire at the wrong step.
Final check sign-offThe definitions pass when a test journey reaches the expected Google and business records with the agreed action and value.
Next step decideThe next decision names the action used for bidding, the value used in reports, the gaps still open and the person on your side who can approve corrections.
Check 03 · Audiences, product feed and where ads run

Who should see the ads, and where should they run?

We write down planning inputs, strict controls, how Google may widen audiences, product details, exclusions and the job of each placement.

The check ends with dated evidence, the cases we accept, limits we couldn't resolve and a named owner for the next step.

Proof proveReview customer evidence, audience groups, exclusions, placement controls, product data, markets and the videos and images available for each job.
What we agree defineGive every audience, product feed and placement a purpose, an approved choice about widening, a message, an exclusion and the conversion it is expected to support.
How we set it up buildBuild the ad groups, placement choices, audience settings and product feed links so the person running the account can see what Google may widen.
If it goes wrong riskPlan for placements that aren't available, estimated audiences that are too small, overlapping groups, out-of-date customer lists and wrong product data.
Final check sign-offThe plan passes when the live settings match the approved jobs and every placement has suitable videos or images, audiences and landing pages.
Next step decideThe launch list shows which combinations of placement and audience go ahead, which stay excluded and when each decision will be reviewed.
Check 04 · Ads in every size and format

Do the ads work in every place they can appear?

We map claims, opening lines, captions, safe zones, shapes and sizes, format preferences, landing pages and usage rights across every eligible format.

The check ends with dated evidence, the cases we accept, limits we couldn't resolve and a named owner for the next step.

Proof proveList approved videos, images, logos and text, with their claims, usage rights, orientation, length, captions, safe zones and landing pages.
What we agree defineMatch each original video or image to the eligible format the plan needs: before or during YouTube videos, in feeds, Shorts, Discover, Gmail, Maps or the Display Network.
How we set it up buildUpload named versions, set format preferences where Google allows it and save previews you can approve before anything goes live.
If it goes wrong riskCatch missing orientations, bad crops, captions that can't be read, cut-off logos, wrong sound, expired usage rights and landing pages that contradict the ad.
Final check sign-offAn ad passes when every placement in scope has an approved preview, proof that isn't cut off, a readable message, valid usage rights and a working landing page.
Next step decideThe table of videos and images separates files ready for launch from production, translation or licensing work that needs a separate owner or budget.
Check 05 · Bidding and learning plan

What should bidding aim for, and how will we learn from it?

We choose what bidding aims for, the budget, the time window for counting conversions, how often changes are made, how to read Google's learning period and what values need first.

The check ends with dated evidence, the cases we accept, limits we couldn't resolve and a named owner for the next step.

Proof proveReview the budget, number of conversions, quality of values, which bidding options are available, the window for crediting results, delays before results arrive and past learning behavior.
What we agree defineChoose the bidding strategy, the main action or value, budget limits, how often changes are made and the evidence needed before spending more.
How we set it up buildApply the approved budget and bid settings, then record which automatic choices are still switched on and who can change them.
If it goes wrong riskPrepare for too few conversions, values that jump around, budget limits, sudden changes in performance, late results and the learning period restarting after changes.
Final check sign-offThe plan passes when the settings match the business action you signed off and you can see the spending limit, review date and the level that triggers a pause.
Next step decideThe next budget decision points to enough steady evidence and keeps the results Google credits to your ads apart from profit or extra sales the ads truly caused.
Check 06 · Brand safety and launch checks

Are the brand-safety settings and launch checks in place?

We record choices about content types, known gaps in what they cover, Google's ad review, landing page checks, checks of how ads actually appeared and who handles problems.

The check ends with dated evidence, the cases we accept, limits we couldn't resolve and a named owner for the next step.

Proof proveReview content type preferences, content topics, keyword and placement exclusions, policy status, previews, landing pages and any evidence available about where ads appeared.
What we agree defineRecord the chosen brand-safety settings, which placements and formats they cover, the known gaps and the level of risk you have accepted.
How we set it up buildApply the approved controls, complete the launch checklist and give the person running the account a route for raising problems and pausing ads that show in unsuitable places.
If it goes wrong riskPlan for rejected ads, exclusions that only cover part of the inventory, unexpected placements, broken previews, landing page changes and sensitive news events.
Final check sign-offLaunch passes when the live settings, videos and images, landing pages, conversion checks, budgets and brand-safety choices match what you approved.
Next step decideYou receive proof from the launch, the risk that remains, how often we review and who to contact. We can't guarantee ad approval or what your ads appear next to.
Check 07 · From views to real results

What did people actually do after seeing the ads?

We keep reach, frequency, views, results by placement and by ad, the actions Google credits to your ads, good-quality value and tests apart.

The check ends with dated evidence, the cases we accept, limits we couldn't resolve and a named owner for the next step.

Proof proveCollect spend, delivery by placement and format, reach, frequency, views, how people responded to each ad, the actions Google credits to your ads and the results you accepted, for the same period.
What we agree defineDefine each figure's source, what it is divided by, time window, exclusions, value corrections, delay before results arrive and the rule for when your business accepts a result.
How we set it up buildMatch Google Ads results with whatever data you have available, then label ordinary observations separately from results of proper tests.
If it goes wrong riskShow late values, actions counted twice, rejected leads, refunds, missing detail about placements and any period that can't support a confident decision.
Final check sign-offThe report passes when the figures can be rebuilt from named sources and you can tell apart delivery, Google's crediting, accepted results and value.
Next step decideThe report ends with the approved placement, ad, budget or bidding action, the evidence behind it and the date of the next review.
Your type of business

The approach changes with your type of business

The agreement adapts to your audience, risks, data, usage rights, timing and business situation, without changing what the service covers.

Local

Local services

For local services, YouTube and Demand Gen advertising has to take into account your location, service area, availability, who replies to inquiries and local rules about claims.

FocusHow engaged views are used, landing page review (CRO), landing page fixes
MeasureAccount and placement status, reach and frequency groups, and results by ad and format
Ecommerce

Online stores and direct-to-consumer brands

For online stores and direct-to-consumer brands, YouTube and Demand Gen advertising has to take into account accurate product details, stock, promotion terms, returns, customer proof and profit margin.

FocusThe job of audiences and product feeds, campaign structure, audience and segment setup
MeasureReach and frequency groups, results by ad and format, and brand safety and where ads ran
Software

Software companies (SaaS)

For software companies (SaaS), YouTube and Demand Gen advertising has to take into account use cases, product proof, free trials, connections with other tools, first use of the product and repeat revenue.

FocusAds in every size and format, planning ad formats, and filling in missing formats
MeasureResults by ad and format, brand safety and where ads ran, conversions and value that match your records
B2B

Business-to-business (B2B) and professional services

For business-to-business (B2B) and professional services, YouTube and Demand Gen advertising has to take into account groups of decision makers, expert proof, checking fit, hand-over to sales and results that take a long time to show.

FocusPlacement and content brand safety, table of what automation can change, pre-launch checklist
MeasureBrand safety and where ads ran, conversions and value that match your records, tests and the next decision
Health

Healthcare and wellness

For healthcare and wellness, YouTube and Demand Gen advertising has to take into account accuracy, privacy, who is eligible, testimonials, sensitive claims and medical limits.

FocusReach and frequency groups, designing a fair test, and the list of tests to run
MeasureAccount and placement status, reach and frequency groups, and results by ad and format
Regulated

Finance, insurance and legal

For finance, insurance and legal, YouTube and Demand Gen advertising has to take into account local laws, approvals, required notices, sensitive data and terms that change.

FocusFrom views to results, conversion tracking checks, and deeper measurement
MeasureReach and frequency groups, results by ad and format, and brand safety and where ads ran
Education

Education and training

For education and training, YouTube and Demand Gen advertising has to take into account program facts, dates, who is eligible, enrollment, accessibility and claims about outcomes.

FocusLog of changes and lessons, named owners for each job, version and decision log
MeasureResults by ad and format, brand safety and where ads ran, conversions and value that match your records
Media

Publishers and media

For publishers and media, YouTube and Demand Gen advertising has to take into account authorship, being clear that content is paid, usage rights, fast news cycles, corrections and original evidence.

FocusVideo campaign audit, plan for video openings, fixing slow openings
MeasureBrand safety and where ads ran, conversions and value that match your records, tests and the next decision
Marketplaces

Marketplaces and directories

For marketplaces and directories, YouTube and Demand Gen advertising has to take into account value for both buyers and sellers, identity, listings, data quality and actions that get counted twice.

FocusHow engaged views are used, landing page review (CRO), landing page fixes
MeasureAccount and placement status, reach and frequency groups, and results by ad and format
Travel

Travel and hospitality

For travel and hospitality, YouTube and Demand Gen advertising has to take into account seasons, location, availability, booking value, cancellations and policy changes.

FocusThe job of audiences and product feeds, campaign structure, audience and segment setup
MeasureReach and frequency groups, results by ad and format, and brand safety and where ads ran
Industrial

Industrial and manufacturing

For industrial and manufacturing businesses, YouTube and Demand Gen advertising has to take into account specifications, compatibility, distributors, proof and good-quality inquiries.

FocusAds in every size and format, planning ad formats, and filling in missing formats
MeasureResults by ad and format, brand safety and where ads ran, conversions and value that match your records
Membership

Memberships and communities

For memberships and communities, YouTube and Demand Gen advertising has to take into account access levels, repeat value, moderation, renewals and member support.

FocusPlacement and content brand safety, table of what automation can change, pre-launch checklist
MeasureBrand safety and where ads ran, conversions and value that match your records, tests and the next decision
Clear ownership

Who does what in your YouTube and Demand Gen campaigns: what Softscotch handles, what we coordinate and what stays with you

Before work begins, your proposal names who owns the campaign, what we need in terms of videos, images and product feeds, the decisions you need to make, who can approve the launch and any separate costs.

We handle

The campaign planning, setup, checks, launch safeguards and reporting named in your proposal.

  • Account check and campaign goal
  • Agreed tracking and value rules
  • Audiences, product feed and where ads run
  • Ads in every size and format
  • Bidding and learning plan
  • Brand safety and launch checks
We coordinate

Specialists, and the things we need from you, for an accurate and usable campaign launch.

  • The owners of your Google Ads account and billing
  • The owners of your YouTube channel and product feed
  • The people who plan and make your ads
  • Landing page owners and policy reviewers
  • Analytics and privacy owners
  • Sales, online store and finance owners
You keep

The business facts, usage rights, budget, brand-safety limits and final say on launch that stay with your team.

  • The truth of your products, prices and claims
  • Final say on budget and bidding
  • How much brand risk you can accept
  • Consent and legal decisions
  • What counts as good-quality value
  • Logins, and the final say on launching and pausing
How it fits together

Nine practical deliverables that keep your YouTube and Demand Gen campaigns useful

Your team can follow your goals and choices about where ads run through readiness of videos and images, campaign setup, launch, tracking checks, performance reviews and the next approved change.

YouTube and Demand Gen Campaign Management

01
Campaign readiness review

See which parts of the account, billing, placements, linked accounts, goals, conversion actions and policy status are ready or blocked.

02
Placement and audience plan

See the job, eligible placements, audience settings, exclusions, ads and the conversion expected from each ad group.

03
Table of ad format needs

Review the orientations, lengths, openings, captions, safe zones, usage rights and landing pages needed for every format in scope.

04
Campaign build sheet

Check the goals, placements, ad groups, audiences, videos and images, budgets, bidding approach, dates and conversion choices before launch.

05
Previews and proof of usage rights

Keep the approved previews for each format, who owns the original files, licenses, claims, captions and landing page match in one launch list.

06
Record of brand-safety settings

Keep the chosen content types, topics, keywords, placement exclusions, gaps in what they cover and the route for handling problems in plain view.

07
Launch and spending pace checklist

Confirm approvals, videos and images, landing pages, conversions, values, budgets, monitoring and a person with the power to pause before any money is spent.

08
Report from placements to business results

Compare spend, reach, frequency, views and the results Google credits to your ads with accepted leads or orders, value and any remaining limits in the data.

09
Log of changes and decisions

Keep a clear history of changes to placements, budget, bids, audiences, product feed and ads, with approvals and what each review found.

The connected growth engine

Media strategist

Owns the job of each placement, audience and product feed ideas to test, goals, budget, bids and the rules for making decisions.

Creative strategist

Owns the mix of ad ideas, opening lines, proof, formats, usage rights for original files and making sure the landing page matches the ad.

Account manager on Google Ads

Owns the allowed settings, placement controls, ad review status, the history of changes and delivery problems.

Brand-safety owner

Owns how much risk is acceptable, exclusions, gaps in coverage, reviewing where ads appeared and escalating problems.

Tracking owner

Owns the agreed rules for conversions, engaged views, values, IDs, time windows, corrections and fault-finding.

Business owner

Owns accepted results, quality, profit margin, refunds, delays before results arrive, decisions from tests and the final say on spending more.

One connected scope. YouTube and Demand Gen Campaign Management is coordinated with the strategy, creative, experience, data and reporting it depends on, so responsibilities and handoffs stay visible in one written plan.

What to expect

How long YouTube and Demand Gen setup takes: from account checks to a carefully managed first campaign

A first campaign can usually be ready to launch within the first working week, once access, billing, goals, budget, videos and images cleared for use, landing pages, conversion actions or values, any product feed needed, brand-safety choices and your go-ahead are all in place. Google's ad review or missing pieces can make it take longer.

YouTube and Demand Gen campaign management, from launch to learning what works

Days 1–2

Agree what the campaign must do

Confirm the account, markets, goal, placements, audience, offer, budget range, exclusions, owners and how approvals work.

KPI Scope
Days 2–3

Check the account and value tracking are ready

Confirm billing, placements, linked accounts, goals, conversion actions, what values mean, any product feed needs and policy status.

KPI Defined
Days 3–5

Prepare the ads and the campaign

Match the approved claims, videos and images to eligible formats, build audiences and placements, set budgets and bids, and test landing pages and conversions.

KPI Set up
Week 1

Launch the approved campaign

Put live only eligible ads with approved previews, landing pages, conversion checks, brand-safety settings, budgets, monitoring and your final go-ahead to launch.

KPI Go live
Weeks 2–4

Read the first useful evidence

Compare spend, placements, reach, frequency, formats, how people responded to each ad and the actions Google credits to your ads with accepted business results, where the data allows.

KPI First report
Months 2–3

Improve and hand over

Agree the next change to placements, ads, bids or budget, then assign refreshing ads, product feed updates, brand-safety checks, value corrections and problem handling.

KPI Running

Our full growth plan (all services together), month by month

Month 1

Foundation and review

We review your whole website, where you rank and your competitors, agree how the site should be organized, and set up hosting, analytics (visitor tracking) and your GoHighLevel lead system. The first agreed pages start going live.

KPI pages live
Month 2

Build and launch

The site is built or rebuilt. Main, service and industry pages go live with on-page SEO, website labels and technical fixes. Your Google Business Profile is improved and lead follow-up automations are switched on.

KPI pages in Google
Month 3

Early rankings, paid ads start

More pages built from templates (programmatic pages) start going live, paid ads and email follow-ups are switched on for early leads, and Google adds your pages to its results as the first rankings usually appear.

KPI search terms ranking
Month 4

Momentum builds

Rankings often start climbing, visits from free search begin to rise, ad spending is tuned to the return it brings (ROAS, return on ad spend), and groups of related articles and links from other sites build your reputation with Google.

KPI visits from search
Month 5

Results start to show

Main search terms can move closer to page one, the first leads from free search often arrive, AI tools may begin to mention you, and testing improvements to your pages (CRO, conversion rate optimization) helps more visitors get in touch.

KPI leads from search
Month 6

Growth builds on itself

Pages that are working are protected and improved, template pages bring in visitors searching for very specific terms, and SEO, ads, email and automation work together to bring steadier leads and sales. Timing varies by market and competition, and no ranking is guaranteed.

KPI leads and sales
How we compare

How we compare: a plan that links where ads run to business results, not a package of views

Softscotch links every choice about where ads run and which videos and images to use to the live settings, checked landing pages, proof from conversion tracking and a next decision that someone owns.

The risk of using a different agency for everything
  • Starts with a generic to-do list
  • Treats having access to the account as being ready to launch
  • Mixes up signs of activity with real results
  • Hides guesses about usage rights, disclosures or eligibility
  • Changes several things at once, so no one knows what worked
  • Counts ad approval or delivery as value to customers
  • Never tests what happens when something fails
  • Uses blended averages without any context
  • Stops at handing over files or a dashboard
  • Promises results that are outside its control
vs
Softscotch
  • Starts with the decision your customer needs to make
  • Checks evidence, usage rights, eligibility and access
  • Keeps ad production, delivery and business results apart
  • Keeps claims, permissions and disclosures clear and written down
  • Saves each change as a version so results can be understood
  • Checks delivery against results your systems actually accept
  • Tests what happens when things fail, and how to recover
  • Keeps the context of format, audience and market in every number
  • Ends with a next decision that someone owns
  • Refuses to make guarantees it can't back up
The numbers

Results from Softscotch client work.

These totals come from work for Softscotch clients across search, paid ads, websites and lead generation, as published on softscotch.com. Past results don't guarantee future results.

$12M+Ad spend managed for clients
87,200+Leads generated for clients
2,140+Search terms ranked on Google's first page
$28M+Revenue generated for clients
Client case studies

All six Softscotch client stories.

Every Quick Story currently published on Softscotch.com, covering education, ecommerce, healthcare and SaaS. Stock photography represents each client industry; the figures are reported historical results and do not guarantee future performance.

Education consultant speaking with a prospective student Education Ads + local SEO
+183%leads

183% more leads for an education consultancy

WordPressQuora adsLocal SEO
The challenge

An education consulting business in India needed to build its digital presence and lead flow from scratch.

What changed
  • Built a new WordPress website
  • Used Quora ads to grow daily lead volume
  • Added Local SEO and community engagement
+183% leads25+ leads/day-38% bounce rate+273% new users
Bright modern home interior representing the home-solutions client Home solutions Shopify + SEO
+82%Shopify sales

Home-solutions ecommerce growth

ShopifyOrganic searchAmazon ads
The challenge

A home-solutions business was dependent on business-to-business (B2B) marketplaces, losing sales and recovering from a Google penalty.

What changed
  • Resolved the Google penalty
  • Revamped the website and online store
  • Improved organic visibility and Amazon campaign performance
+82% Shopify sales+147% organic+23% Amazon ROAS
Mother and baby representing the lactation-consultant client Health consultant $20/day
5/daybooked calls

Five booked calls a day for a health consultant

Facebook adsGoogle AdsLocal SEO
The challenge

A Houston lactation consultant needed to recover a malware-damaged website and rebuild local patient acquisition.

What changed
  • Rebuilt the hacked site and migrated it to secure hosting
  • Ran targeted Facebook and Google campaigns
  • Reached top-three local Google positions
5 calls/day$20 daily spend+87% local traffic+34% new users
Ecommerce owner preparing customer orders beside a laptop Ecommerce 10 months
+315%organic traffic

315% organic growth for an ecommerce site

Content strategyOn-page SEO
The result

Softscotch reports a 315% increase in ecommerce organic traffic over 10 months through focused on-page SEO.

What changed
  • Optimized product and collection pages
  • Improved the links between pages and the page addresses (URLs)
  • Made the site easier for Google to explore and better matched to what people search for
+315% organic10 monthsProductsCollections
SaaS team reviewing campaign data around a laptop SaaS platform Cold outreach
16%reply rate

9% close rate for a transcription SaaS

ProspectingSMTP
The challenge

A transcription platform needed a qualified prospect list and a reliable email-sending setup for outreach we managed.

What changed
  • Built a comprehensive prospecting list
  • Managed the cold outreach campaigns
  • Set up reliable email-sending servers (SMTP)
9% close rate16% reply rateSaaSManaged outreach
Healthcare professional consulting with a patient Healthcare 6 months
+182%organic traffic

182% organic growth for a healthcare clinic

HealthcareOn-page SEOOff-page SEO
The challenge

A clinic in a competitive location needed to build organic search visibility from the ground up.

What changed
  • Built the clinic's foundation for unpaid (organic) Google search
  • Combined on-page and off-page SEO
  • Reached top-five positions in Google Search
+182% organic6 monthsTop 5 Google
01 / 06
In their words

Teams that stopped leaving clicks on the table.

★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
★★★★★

"Softscotch is a great team to work with: transparent, reliable and genuinely invested in the growth of your company. They are good partners to have by your side."

MJ
Malvika JainCyclop
★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
No black box

You'll always know exactly what we changed.

Plenty of agencies go quiet after the audit and you never quite know what you're paying for. We do the opposite. You get a live view of every change and what it moved, in plain language you can act on.

Your delivery, at a glanceSample
Changes shipped12
Pages reviewed28
StartMidpointNow
Delivery activity✓ Up to date
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Live client dashboard

Every change, score and ranking in one place you can open any time, not a monthly PDF you wait around for.

This week, explainedSample
✓Titles updated
Ready for your review
SSSoftscotch weekly update
0:00
2:00
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Weekly video summary

A short screen-recorded video (Loom) each week walking you through exactly what shipped and what it moved, so nothing is a mystery.

The change is clearSample

Before

Titles30 / 100
Structure42 / 100
Content28 / 100

After

Titles84 / 100
Structure79 / 100
Content90 / 100
Same page. Reviewed changes.
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Before/after score per page

See the exact lift on every page we touch, not a vague "it's improving" you have to take on faith.

Your weekly reportSample
01
What shipped

Approved page updates are live.

02
What we learned

Product details need a review.

03
What happens next

Confirm the next priority pages.

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Plain-English reporting

Clicks, rankings and revenue, explained in words you can act on, instead of a wall of charts about how often you were seen (impression charts.

Your data. Your view.Sample
Organic search
StartMidpointNow
Sample report preview↗
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Reports on demand

Ask for any cut of the data whenever you need it and get it, no waiting for the end of the month.

Every step, visibleSample
  1. ✓
    Proposed

    Softscotch prepares the change.

  2. ✓
    Approved

    Your team gives the go-ahead.

  3. ✓
    Published

    Checked live and recorded.

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Ethical, transparent, always on

One accountable team, strictly white-hat (only methods search engines and platforms allow), no shortcuts and no surprises. Support whenever you need it.

One plan, full-stack access

One Softscotch plan gives you access to the full service stack, coordinated around your priorities.

You do not need a separate agency or retainer for every channel. Your plan can draw from search, paid media, web, ecommerce, outreach, automation, lead generation, messaging, content, creative and operations. The agreed scope sets what is active, in what order and at what capacity.

Pricing approach

One price for everything, not a stack of separate retainers.

You get one price for your whole marketing, not a separate retainer for every service. SEO, paid ads, your website, automations, cold email and newsletters, we run all of it as a single scope, so you get the most result for what you pay. Agencies sell each of these on its own, so the invoice climbs whether or not that line drives a single lead.

Bought separately, service by service

A different agency or retainer for each service. The bill stacks up fast, and keeps climbing whether or not each one moves a single lead.

SEO (technical, on-page, content)$2,000–3,500/mo
Local SEO+$750–1,500/mo
Programmatic SEO+$1,000–2,500/mo
CRO & landing pages+$2,000–3,500/mo
Paid ads (Google & Meta)+$2,500–4,000/mo
Marketing automations+$1,500–3,000/mo
Cold email outreach+$1,500–2,500/mo
Email marketing & newsletters+$750–1,500/mo
Website management & care+$750–1,500/mo
WordPress build & setup+$2,500–6,000 once
10 separate services$12,750–23,500/mo

Plus the one-off build, and a fresh contract, kickoff and onboarding delay for every new service you add.

All of it, one scope

We run your whole marketing as one engagement, so you get the most result for what you pay, not a pile of disconnected invoices.

  • SEO: technical, on-page, content, local and AI search
  • Template-built pages (programmatic SEO), links from other websites (backlinks) and authority
  • CRO and landing pages
  • Paid ads across Google and Meta
  • Automations, cold email and newsletters
  • WordPress build, setup and ongoing care
  • One team, one roadmap and one point of contact
  • Reporting tied to qualified leads and revenue
Everything above. One flat monthly fee.A fraction of the cost of the stack on the left
Plus free access to our own platforms
Post InstantlyVerified WidgetsTrending FunnelsBrands for CreatorsDarnItSEOGoHighLevel

Priced to your site after the audit. No sticker price, and no per-service creep.

What shapes your quote
Site sizePage count, templates and how much of the site actually needs work.
Market competitionHow hard the terms you want to win are, and who you are up against.
Content needsHow much new writing, rewriting and production the plan calls for.
Build complexityYour website platform (CMS, the system you edit your site in), your other tools and how involved the changes are to make.
Final pricing comes after the audit, once we have seen the four things above on your actual site. You get a written scope and a fixed quote before any work begins: no lock-in, no surprise line items, and no upfront number that ignores your market.
Request a custom scope
Questions, answered

YouTube and Demand Gen campaign management FAQs: before you start

These answers cover where ads run, what videos and images you need, access, timing, your approvals, ad spend, work that is separate, the limits of tracking and what Softscotch can't guarantee.

Filter
What is included in YouTube and Demand Gen campaign management?

The agreed scope can include getting the account, goal and placements ready, defining conversions and values, planning audiences and product feeds, ad format needs and previews, campaign setup, bidding, brand-safety controls, launch checks, day-to-day monitoring with a change log and a report that links placements to business results. Your proposal names the accounts, markets, goals, deliverables and owners included.

When is YouTube and Demand Gen campaign management a good fit?

It fits when your business has Google accounts that are allowed to advertise, enough approved videos and images in different formats, a clear signal and value for bidding, suitable landing pages and a customer journey that can be measured beyond views.

What access is needed for YouTube and Demand Gen campaign management?

We need user roles in Google Ads and billing, linked YouTube channel and product feed accounts where they apply, what your conversions and values mean, original ad files and usage rights, landing pages, how much brand risk you accept, records from the systems that receive leads and named approvers.

Which eligibility or distribution conditions do you verify for YouTube and Demand Gen campaign management?

In the live account, we check the current goals, the places Demand Gen ads can run (Google lists YouTube, including Shorts, Discover, Gmail and the Display Network), formats, linked accounts, what product feeds and value-based bidding need first, policy status, brand-safety controls and access to experiments.

How do consent, rights and disclosures affect YouTube and Demand Gen campaign management?

Audience, website, app, customer list and conversion data can come with consent, privacy and Google's own terms. Claims, endorsements, music, footage and people's likenesses each need their own usage rights and decisions about disclosure.

What evidence do you capture before changing YouTube and Demand Gen campaign management?

We record live eligibility, placement and campaign settings, lists of ads and their usage rights, previews, brand-safety controls, conversion checks, the data Google credits to your ads, acceptance by your systems and decisions from tests.

How do you measure YouTube and Demand Gen campaign management?

Reporting can cover account and placement status, reach and frequency groups, results by ad and format, brand safety and where ads ran, conversions and value that match your records, and tests and the next decision. Every number keeps its source, what it is divided by, its time window, exclusions, owner and limits.

Does an approved asset, delivered impression or attributed action prove business value?

No. Ad approval, delivery, a view, an engaged view, a click, a conversion Google credits to your ads, an accepted lead or sale, profit and extra sales the ads truly caused are all different kinds of evidence.

How do you keep observations separate from experiments?

Reports on individual ads and before-and-after changes are only observations. A proper Demand Gen or video test still needs a stated idea to test, fixed tracking rules, versions that can be fairly compared, safety limits and an agreed way of deciding the result.

Do you implement the approved YouTube and Demand Gen campaign management work?

Yes, within the written scope. Softscotch creates or sets up the approved work, coordinates the named outside dependencies and checks what went live. Related specialist work keeps its own owner.

Where do humans stay in control of YouTube and Demand Gen campaign management?

People approve product facts, claims, ads, usage rights, brand safety, budgets, what values mean, launches and pauses. Automation can bid and put ads together from the approved inputs, but it can't own those decisions.

Can you guarantee a result from YouTube and Demand Gen campaign management?

No. Softscotch is responsible for the agreed planning, setup, checks, launch safeguards and reporting, but Google and the market control eligibility, ad review, available ad space, how ads are delivered in the auction and how people respond. We don't guarantee approval, delivery on any placement, reach, views, conversions, leads, sales, cost per action (CPA), return on ad spend (ROAS), revenue, profit or extra sales.

How long does the first YouTube and Demand Gen campaign management cycle take?

A first campaign can usually be ready to launch within the first working week, once full access, billing, goals, budget, videos and images cleared for use, working landing pages, valid conversion actions or values, any product feed needed, brand-safety choices and your go-ahead are in place. Google's review or missing pieces can make it take longer, and a useful report on what you've learned usually needs two to four weeks of steady delivery.

How is YouTube and Demand Gen campaign management priced?

Pricing depends on the accounts, markets, goals, placements, audiences, product feed connections, ad formats, landing pages, conversion tracking setup, launch support and how often we report. Ad spend, production, licenses, software, data and other outside costs are separate unless they are listed in your proposal.

Does Softscotch provide legal approval for YouTube and Demand Gen campaign management?

No. Softscotch applies the written controls for platform rules, usage rights, privacy, accessibility, disclosures and claims, while you and qualified lawyers keep the legal decisions and the final approval for each market.

Which work sits outside YouTube and Demand Gen campaign management?

Making videos and images, filming, editing, on-screen talent, music or stock licenses, wider ad strategy, fixing Merchant Center or product feeds, building landing pages, wide tracking repairs, fixing your CRM, translation, independent brand-safety measurement and legal review are all separate unless listed in your proposal.

How are source material, personal data and credentials handled for YouTube and Demand Gen campaign management?

The access plan uses approved sources, only the access each person needs, named owners, limits on how long data is kept and steps for removing access. You approve data roles, the legal basis for using data, licenses, supplier terms and limits on sensitive data.

What happens after the first YouTube and Demand Gen campaign management release?

The handover records the live settings, approved ads and previews, finished checks, open risks, monitoring, who handles problems and the next decision on placements, ads, bids or budget. Ongoing management can then refresh ads, review product feed or value changes, keep an eye on brand safety and adjust the campaign, as often as agreed.

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