YouTube ads are different from social feed ads. The viewer didn't scroll to you; you appeared before or during a video they wanted. In skippable formats, they can leave after a few seconds. So the edit has to make those first seconds count, and still work for the people who skip.
The main YouTube ad formats
- Skippable in-stream: plays before, during or after videos, and viewers can skip after a few seconds. The workhorse format for most advertisers.
- Non-skippable in-stream: short ads viewers can't skip. Every second needs to count.
- Bumper ads: very short, non-skippable. One idea, one image, one line.
- Shorts ads: vertical ads that appear between Shorts. Edit them like TikTok or Reels ads.
- In-feed ads: appear in search and recommendations like a video thumbnail. The thumbnail and title do the selling, and the video is often longer.
Formats and exact rules change, so check Google's current specs before you plan lengths.
The first five seconds
For skippable ads, the opening has two jobs: stop the skip, and get your message across even if they skip anyway.
Stop the skip
- Open with the problem, stated directly to the viewer.
- Show something visually surprising or a result in progress.
- Use a person talking straight to camera, as if continuing the video they were watching.
- Ask a question the target viewer would answer "yes" to.
Win even when skipped
Show the brand or product early, ideally in a natural way. If someone skips, they should still remember who it was. A brief product shot or logo on screen in the opening seconds can do that without feeling like a commercial.
Length
Skippable ads can be long, because people who keep watching are interested. Some advertisers run longer, story-driven or VSL-style ads that do well with engaged viewers. Others keep it tight. Test both. For non-skippable and bumper formats, the length is fixed by the format, so plan the message to fit.
Structure for a skippable ad
- Hook and brand in the opening seconds.
- Problem: make the viewer feel it.
- Solution: show the product doing the job.
- Proof: demos, real reviews, specifics.
- Offer and CTA: what to do next, said and shown.
Sound matters on YouTube
Unlike feed ads, YouTube ads are often watched with sound on, because people were already listening to a video. Voiceover, dialogue and music carry a lot of weight. Mix audio carefully so the voice is clear on laptop and phone speakers. Captions still help, especially on mobile and for Shorts.
Horizontal and vertical
In-stream ads are often watched on TVs, laptops and phones held sideways, so a 16:9 version is standard. Shorts ads need 9:16. Many advertisers also provide square or vertical in-stream versions for mobile. Plan the shoot with both in mind, keeping the key action in the centre.
Bumpers: the six-second discipline
Bumpers are great for reminders and reach. Edit them like a billboard: one image, one line, one brand moment. They work well alongside longer ads, reinforcing the same message to people who already saw the full version.
Versions to test
- Different hooks with the same body.
- Short vs long versions.
- Founder-led vs customer-led vs product-only.
- Different offers or CTAs.
Clear file naming makes results easy to read in Google Ads. See our guide on how many variations to test.
Common mistakes
- Opening with a logo animation, which invites the skip.
- Saving the brand reveal for the end, when most people have gone.
- Re-using a feed ad without adjusting for sound-on viewing.
- No clear CTA, or a CTA that differs from the landing page.
- Long ads with no structure, where the length isn't earned.
YouTube ads and VSLs
Longer YouTube ads often share DNA with video sales letters: story, problem, mechanism, proof, offer. If you already have a VSL, a cut-down version can make a strong YouTube ad. See our VSL editing guide for structure.
What to send your editor
- Raw footage, product shots, logos and brand guidelines.
- Script or talking points, with the core offer.
- Target audience and which formats you'll run.
- Landing page link so the CTA matches.
Thumbnails and titles for in-feed ads
In-feed ads appear like regular videos in search results and recommendations, so they need a thumbnail and title that earn the click. Treat them like organic YouTube: a clear, specific promise and a strong image. The video then needs to deliver on that promise quickly, just like a normal upload. Many advertisers use longer, genuinely useful content here, like tutorials or reviews, with the product woven in naturally.
Related guides
Part of our ad creative editing series. See also Meta ad editing, TikTok ad editing and video ad editing costs. Check our work or tell us what you're running.