YouTube Ads Campaign Checklist: set up video ads in Google Ads
Tick through each step of a YouTube Ads campaign in Google Ads, from linking your channel to the budget.
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About the YouTube Ads Campaign Checklist
Choose your campaign type and work through each step of setting up YouTube ads in Google Ads: linking your channel, conversion tracking, the campaign type and bidding, your video and ad text, frequency capping, inventory type and exclusions, GST and the budget. Each step says what Google Ads Help sets out, and links to our ad checker and budget calculator where they help. Your ticks stay in this browser, so you can come back to them.
How it works
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Step 1
Choose the campaign type: Video views, Video reach or Demand Gen. Steps that do not apply to it are left out.
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Step 2
Work through the steps in Google Ads and tick each one as you finish it. Your ticks are saved in this browser.
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Step 3
Use the linked tools for the ad specs and the budget, then copy the list to share with your team.
Video campaigns and Demand Gen
Video reach campaigns (Efficient reach, Non-skippable reach and Target frequency) use Target CPM bidding, and Video views campaigns run in-feed, skippable in-stream and Shorts ads with Target CPV. For conversions, use Demand Gen: Video action campaigns were upgraded to Demand Gen, which also serves on Discover, Gmail and Display and bids with Maximize conversions or Target CPA.
Where your ads show
Choose Maximum, Moderate or Limited inventory (older help pages say Expanded, Standard and Limited). Content exclusions are now set at account level only. Google Ads Help says the inventory type also covers Shorts, the Home feed and the Watch Next feed, while excluded content themes cover Shorts only in part. You can exclude specific channels and videos as placements, but not youtube.com as a whole. Personalised ads are not allowed on made-for-kids content.
What this tool cannot do
It is a checklist, not a connection to your account: it does not sign in to Google Ads or YouTube and cannot see your settings. Google Ads changes its menus and names from time to time, so if a step looks different, follow the current screen and Google Ads Help.
Frequently asked questions
What does linking my YouTube channel to Google Ads do?
It shows organic view counts and earned actions, lets you build data segments (formerly remarketing lists) from your channel viewers, and lets you count channel actions as conversions. Link from YouTube Studio (Settings, Channel, Advanced settings, Link account) or from Google Ads (Tools, Data manager, Connected products, YouTube). You need admin access, the other side approves, and linking is not available if personalised ads are off on the channel.
What happened to Video action campaigns?
They were upgraded to Demand Gen, and all had been upgraded by May 2026. For conversion-focused YouTube ads, create a Demand Gen campaign, which also serves on Discover, Gmail and Display. Start with Maximize conversions and move to Target CPA after about 50 conversions.
Can I limit how often people see my YouTube ad?
Yes, with frequency capping, set per campaign on impressions, views or both, per day, week or month. It applies to in-stream and bumper ads bought in the auction, and it is not supported in Demand Gen. Target frequency, a Video reach option, is a goal for how often people see your ad, not a cap.
How do I stop my ads showing on certain channels or videos?
Add them as excluded placements at account level: Tools, Content suitability, Advanced settings, Excluded placements. You can exclude specific channels and videos, but not youtube.com as a whole. Content exclusions are now account level only, and the inventory type (Maximum, Moderate or Limited) also covers Shorts, the Home feed and the Watch Next feed.
Do I need a GSTIN for YouTube ads in India?
A GSTIN is mandatory for business accounts and optional for individual accounts. Add it under Billing, Settings, Payments profile, India tax info; its state must match the bill-to state. GST at 18% is charged on Google Ads purchases in India: IGST at 18%, or CGST 9% and SGST 9% when the bill-to address is in Haryana.
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