YouTube, Demand Gen & Display Ads in E-commerce: How brands scale profitably with Google Ads

Many e-commerce brands rely almost exclusively on meta and classic search campaigns on Google for performance marketing. But anyone who really wants to scale, especially with higher-priced products or offers that require explanation, should broaden their view: YouTube, Demand Gen and Display Ads offer enormous potential that is still underutilized.

In this article, we show why these channels are worthwhile, especially in 2025, what is important when implementing them and how you can set up your campaigns in a structured way. Together with Dr. Sebastian Decker, we also talked about this in a podcast episode. Feel free to listen to them here:

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Why YouTube & Demand Gen Ads are underrated in e-commerce

While many associate Google Ads primarily with search ads and at most Google Shopping, a lot has evolved significantly. YouTube and Demand Gen offer brands the opportunity to reach new target groups, make products tangible and build trust, a decisive factor, especially when it comes to high-priced products or products that require explanation.

This is about actively generating attention and generating demand. The challenge: You need a strong creative, a clear message, and good segmentation.

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Requirements for successful campaigns on YouTube & Demand Gen

Before using YouTube or Demand Gen Ads, there are a few things to consider:

• A well-thought-out creative: No stock photos or 0815 cuts. Users on YouTube expect content that looks like native content, not classic commercials.
  
  
• Landing page testing:: A classic product detail page is often not enough. Offer pages or advertorials that lead the user to a solution are often more effective‍

• Realistic AOV (Average Order Value): With an AOV under €30, it will be difficult as an explanation

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Display ads: More than just retargeting

While display advertising used to be used almost exclusively for retargeting, its field of application has now expanded. In conjunction with YouTube and Demand Gen, display ads can also be used sensibly for awareness and prospecting.

The following applies: Just because the format is cheap doesn't mean that it automatically scales. Here, too, you need a well-thought-out creative, a clear message and, ideally, a data-based testing process.

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The right evaluation: What shows you whether you can scale?

Especially with formats such as YouTube, it is important not only to watch the ROAS. Especially in early phases, it is worthwhile to look at metrics such as:

• View through rate
  
  
• Landing page engagement
  
  
• Time on Page
  
  
• CTR on display or demand gen
  
  

to respect. Anyone who consistently analyses these values can identify early on whether a creative or a message has potential before large budgets are invested.

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Prepare YouTube ads properly

Many fail on YouTube or Demand Gen because they simply “pull over” their meta-creatives. The key, however, lies in individual control and the ability to really think strategically about the channel.

A systematic testing approach helps with this. Here is a possible structure:

1. Defining messages — What is the strongest benefit or USP?
   
   
2. Combine visuals — Which motives reinforce the message?
   
   
3. Create creative variants — Combination of hook + message + CTA.
   
   
4. Structured testing — Set up campaigns, analyze results, derive learnings.

5. Scale or iterate — What works is doubled. Anything that doesn't get replaced.

 

‍How DatAds supports this process‍

The biggest challenge with Google, YouTube and Demand Gen? The overview. If you test multiple messages, target groups and formats at the same time, you need a clean testing framework.

With DatAds, brands can:

• Clearly structure creative tests
  
  
• Gain cross-platform insights (Meta, Google, TikTok)
  
  
• Quickly identify which ads really have potential
  
  

This allows brands to work significantly more efficiently and get more out of their budgets at the same time.

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Now is the right time for YouTube & Demand Gen

YouTube and Demand Gen Ads are no longer a secret tip — but many e-com brands are not yet fully exploiting their potential. With the right strategy, data-based decisions and a clear creative process, strong results can also be achieved here in 2025.

If you think beyond Google and don't just rely on Search & Shopping, you can scale your brand in a targeted manner — and secure competitive advantages before everyone does.

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