YouTube is also great for conquesting your competitors. In the SaaS space that I’m in right now, I pay over $20 per click to bid on my competitor’s search keywords. I get those clicks for less than $4 on Youtube.

The trick is using a “custom intent audience” for each of my competitor’s keywords. It targets people on Youtube who searched those keywords in Google in the last seven days. I can show highly targeted, relevant Youtube ads to those people at 1/5th the cost of search ads. Why wouldn’t I put a budget toward that?

Gmail Ads can scale

Gmail generated an incremental 10–20% net conversions each month on top of what I was generating in search — at comparable acquisition costs. That level of incrementally can make or break your revenue targets.