When most NZ business owners think about Google Ads, they picture text-based search ads. But Google also runs video ads, primarily through YouTube, and they are one of the most underused tools available to small and medium businesses in New Zealand.

This post covers the basics of how video ads work in Google Ads, what kinds of businesses they suit, and what you need to get started.

What types of video ads can run on Google and YouTube?

Google offers several video ad formats. The most commonly used by small businesses are:

• Skippable in-stream ads – play before or during a YouTube video, skippable after 5 seconds. You only pay if someone watches at least 30 seconds or clicks through.
• Non-skippable in-stream ads – up to 15 seconds, must be watched in full. Good for short brand messages.
• Bumper ads – 6 seconds or less, non-skippable. Used for brand awareness and reach.
• In-feed video ads – appear in YouTube search results and on the homepage. The viewer has to choose to click and watch.

For most NZ small businesses, skippable in-stream ads using a 15 or 30-second video are the most practical starting point.

Who sees your video ads?

Google lets you target video ads in several useful ways. You can target by location, which is particularly valuable for NZ businesses wanting to reach people in specific cities or regions. You can also target by interest, search behaviour, age, and what kinds of YouTube channels or content someone watches.

This makes YouTube video ads genuinely useful for local businesses. A Christchurch plumber, for example, can run a 30-second ad that only shows to people in Christchurch who have been searching for plumbing services or watching home improvement content.

What makes a good YouTube ad for a NZ business?

The first five seconds are critical for skippable ads because that is how long you have before the viewer can skip. Your hook needs to either create curiosity or immediately signal relevance to the viewer.

After the hook, the ad needs to deliver something useful or compelling quickly. State clearly what you do, who you help, and what someone should do next. End with a single clear call to action and make sure the destination URL matches what you promised in the ad.

One mistake many NZ businesses make is repurposing a brand video or explainer video as a YouTube ad without adapting it for the format. A YouTube ad needs to earn attention from someone who was not expecting it. A brand video is made for people who are already interested.

How much does it cost?

For skippable ads, you generally only pay when someone watches past 30 seconds or interacts with your ad. Cost per view in New Zealand is typically quite low, often under $0.10 NZD, which makes it one of the more accessible paid advertising options for smaller budgets.

The main investment is the ad itself. You need a properly produced short video that works in the format. A rough or poorly made ad will underperform regardless of how well the campaign is set up.

What video do you need?

For Google and YouTube campaigns, a 15 or 30-second video ad is the most versatile starting point. It is long enough to communicate a clear message and short enough to hold attention.

At Studio30, we produce short-form video ads specifically designed for use across digital platforms including YouTube, Meta, LinkedIn, and websites. A 30-second ad made through Studio30 is delivered as an MP4 file ready to upload directly into Google Ads.

If you are setting up your first video ad campaign and need a video to run with it, that is the starting point.

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Need a short video ad for your Google or YouTube campaign? Order at Studio30 or get in touch to talk through what would work for your business.