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Most brands test YouTube, don’t see conversions, and shut it off.

The problem isn’t the channel. It’s how they’re measuring it.

Dougie from Pilothouse breaks down how YouTube actually drives growth for DTC brands, and why cost per brand search is one of the most useful signals to track early.

For DTC founders and growth marketers spending $50K+/month and looking for a channel beyond Meta.

What we get into:

• Why conversions lag on YouTube
• The 4-week window to judge early performance
• How cost per brand search shows real intent
• Budget levels needed to generate signal
• Targeting mistakes that kill campaigns

Who this is for:

Brands hitting a ceiling on Meta and testing new acquisition channels

What to steal:

• Track brand search before and after launching YouTube
• Use cost per brand search to judge efficiency
• Run geo tests to validate lift

Timestamps

0:00 YouTube as awareness vs conversion channel

2:00 Why DTC brands fail testing YouTube

4:00 Creative and audience readiness for YouTube

6:00 Why YouTube attribution is broken

8:00 Cost per brand search as key metric

10:00 YouTube campaign setup basics

12:00 Targeting mistakes and audience signals

14:00 Excluding existing customers properly

16:00 Setting expectations and measuring success

18:00 Budget requirements and testing timelines

20:00 Fixing struggling YouTube accounts

22:00 Low quality placements and wasted spend

24:00 Creative strategy and frequency on YouTube

26:00 The first 5 seconds rule for ads

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