Run YouTube Shorts Campaigns in Google Ads [Full Tutorial]

Watch the step-by-step walkthrough below, then follow along with the guide to create a YouTube Shorts-only campaign in Google Ads using Demand Gen with precise channel targeting.

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Step by Step

Run YouTube Shorts Campaigns in Google Ads [Full Tutorial]

Follow these steps alongside the video to set up and launch your YouTube Shorts-only campaign.

1

Login to your Google Ads account

2

Create a new campaign

  • Click the + New campaign button from the Campaigns overview
  • Select your campaign goal (Sales, Leads, or Website traffic)
3

Select Demand Gen as the campaign type

  • Choose Demand Gen from the campaign type selection screen
  • Demand Gen supports YouTube Shorts as a standalone targeting channel
4

Under Ad group, open the Channels drop-down menu

  • Inside your ad group settings, locate the Channels section
  • By default, Demand Gen runs across YouTube, Discover, and Gmail simultaneously
5

Select "Let me choose"

  • Switch from the default All channels to Let me choose
  • This unlocks individual channel checkboxes so you can control exactly where ads appear
6

Check only YouTube Shorts — uncheck everything else

  • Tick YouTube Shorts and uncheck YouTube in-stream, Discover, and Gmail
  • Your campaign will now deliver exclusively in the YouTube Shorts feed
7

Finalise your campaign setup and launch

  • Complete your budget, bidding, audience, and ad creative setup
  • Upload a vertical (9:16) video ad — Shorts ads display best in portrait format
  • Review all settings and click Publish campaign to go live
Alternative approach — Video campaigns with Multi-format ads: You can also run a Video campaign and enable Multi-format ads under the ad group settings. In this case, Google will serve Shorts ads alongside regular in-stream video ads. Use Demand Gen with "Let me choose" if you want Shorts-only delivery; use Video + Multi-format if you are happy to run Shorts and in-stream together.

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FAQ

Frequently Asked Questions

Common questions about running YouTube Shorts campaigns in Google Ads.

What is a YouTube Shorts campaign in Google Ads?

A YouTube Shorts campaign delivers ads inside the YouTube Shorts feed — the vertical, full-screen short video experience on YouTube. Ads appear between organic Shorts videos as users swipe through the feed. In Google Ads, Shorts is a channel option within the Demand Gen campaign type, allowing you to target it exclusively or alongside other channels like Gmail and Discover.

What video format do I need for YouTube Shorts ads?

YouTube Shorts ads perform best in vertical (9:16) format, typically 15–60 seconds long. While Google can crop horizontal (16:9) videos to fit the Shorts feed, the result is often poor quality. For best results, produce or repurpose creative specifically in portrait format. Ensure your logo, text, and key visuals appear in the centre-safe zone to avoid being cropped on smaller screens.

What is the difference between Demand Gen Shorts-only and Video campaign Multi-format ads?

Demand Gen with "Let me choose" → YouTube Shorts only: your budget is spent exclusively in the Shorts feed, giving you isolated performance data and precise channel control.

Video campaign with Multi-format ads: Google serves a mix of in-stream (pre-roll) and Shorts ads, optimising delivery across both placements. This approach typically generates more volume but makes it harder to measure Shorts-specific performance separately.

Do YouTube Shorts ads have a minimum budget requirement?

There is no official minimum budget for Shorts ads, but a daily budget of $10–$30 is a reasonable starting point to gather meaningful data. Shorts CPCs and CPMs tend to be lower than regular YouTube in-stream placements, so your budget can go further. Increase spend once you identify creative that performs well.

Can I retarget users who watched my YouTube Shorts ads?

Yes. If your YouTube channel is linked to your Google Ads account, you can build remarketing audiences based on users who viewed your Shorts videos, visited your channel, or engaged with any of your YouTube content. These audiences can then be used in subsequent campaigns for retargeting. Link your YouTube channel via Tools & Settings → Audience Manager → Linked accounts.

How do I measure the performance of my Shorts campaign?

In Google Ads, use the Segments column within your Demand Gen campaign to break down performance by channel. This shows YouTube Shorts-specific impressions, clicks, view-through rates, and conversions. Key metrics to watch are swipe-up rate (equivalent to CTR in Shorts), view rate, and cost per conversion. Connect your campaign to Google Analytics 4 for full funnel reporting.

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