How tour operators can use YouTube Ads to drive more bookings

Your next customer is probably already on YouTube. With over 2.7 billion monthly active users worldwide (Social Pilot), it’s one of the best places to reach travelers as they research destinations, plan activities, or get inspired for their next trip.

The good news? You don’t need a film crew or a big production budget to start advertising. YouTube offers ad formats that use video, but also options that rely on text and images. That makes it a flexible, accessible channel no matter where you are in your marketing journey.

In this guide, we’ll break down why YouTube Ads are worth your attention, the types of ads you can run, and how each can help you expand your reach and turn more viewers into bookings.

Why should you consider using YouTube Ads?

More travelers now turn to video when deciding what to book — making YouTube a key part of the travel planning journey. If you’ve ever watched a video about a destination before booking, you know exactly what your customers are doing too. 

With YouTube Ads, you have the opportunity to get in front of travelers already researching their destination. Using both video and static YouTube ads, you can drive awareness for new or repeat customers with exciting, distinctive content. 

More importantly, Google owns YouTube. If you already utilize Google Ads, you are one step closer to advertising on YouTube. Here are the major benefits of creating YouTube ads with your Google Ads account:

• A more memorable connection: Your YouTube ads will help you create a more unique user experience.
• Target your ideal audience: Just like Google Ads, set up your YouTube ads with specific topics, keywords, or demographics to ensure you’re reaching the right people.
• Measure your success: You will be able to track metrics to see how your YouTube ads are performing. You can check views, costs, budget, and more. Just go to the “Analytics” tab in your YouTube account to view your performance.
• Ads can be created quickly: Simply create a Google Ads account (unless you already have one), set up your campaign, drive more awareness, and gain those extra bookings!

Pro Tip: Use YouTube Create to quickly make video advertisements for your business. 

The six types of YouTube Ads

YouTube gives you six ad formats to choose from, each with different goals, costs, and strengths. Here’s how to decide which is right for your tours and activities.

Skippable in-stream ads 

Available using: desktop, mobile, and TV

Just like the name suggests, skippable in-stream ads play before, during, or after a YouTube video that viewers can skip after five seconds. This gives the viewer the choice of whether they would like to continue watching your ad or move on to their chosen video. 

That means those first five seconds should be engaging. These ads can be any length, but it is recommended no more than 3 minutes. 

This format is great for showing short clips of your most popular tours or a customer testimonial.

This type of YouTube ad will help drive conversions, influence consideration, and reach new users. 

There is also flexibility in what you pay for these ads. You can pay based on the total number of impressions, only when a viewer watches your ad in full, or when they interact with your ad. 

Non-skippable in-stream ads

Available on: desktop, mobile, and TV

Non-skippable ads are also exactly what they sound like. However, these ads can only be six to 15 seconds long and play before, during, or after an ad. Watchers cannot skip your ad, so ensure your video is memorable, catchy, but, more importantly, gets to the point.  

Bids for non-skippable ads are set based on the target cost per thousand impressions (CPM). You will set this by how much you are willing to pay per thousand views. This is your target CPM. This type of ad is for when your goal is brand awareness and reach. 

Bumper ads

Available on: desktop, mobile, and TV

Bumper ads are similar to the non-skippable ad format, yet they are a max of six seconds long. This requires an even shorter, bite-sized message to give to viewers. These ads cannot be skipped, and the bids are set by a target CPM.

Bumper ads are ideal for quick reminders — like promoting a seasonal tour or highlighting a special discount.

These ads help increase brand awareness and are effective when they run alongside other related YouTube ads. Consider this type of ad for mobile, since the short video format is ideal for watchers on the go.

 

In-feed video ads

Available on: desktop and mobile

In-feed video ads are placed alongside videos that would be likely viewed by your target audience. They appear in YouTube search results, YouTube watch next, and the YouTube app Home feed. 

These ads appear next to related videos, making them perfect for reaching travelers who are already researching your destination or activity type. Viewers are more likely to subscribe, share, and watch other videos you feature on your YouTube page. 

This type of ad has CPV bidding, which is cost-per-view. Any time a person interacts with your video or watches your ad, you will be charged.

Masthead ads

Available using: desktop, mobile, and TV

Masthead ads are a video format advertisement that will showcase your company on the YouTube home feed. These ads will have no sound and play automatically for up to 30 seconds.

These ads are great if your goal is to:

• Drive awareness and reach
• Plan your buys in advance and do not want to rely on an auction
• Want to show off your company in a prominent space on YouTube

Because these are a premium option that requires a Google Sales Rep, they’re better suited for operators with a larger marketing budget.

Non-video ads:

Not ready for video yet? You can still get started with non-video formats like display and overlay ads. 

• Display ads: These will appear on the right-hand sidebar. You can include an image and text as well as a call-to-action (CTA) with a link to your website.
• In-video overlay ads: These ads will be directly on top of a YouTube video. They will float on the bottom 20% of the video as it plays.

These are quick wins if you already have strong images of your tours or activities.

Bringing YouTube into your marketing mix

YouTube isn’t just another advertising channel. It’s where millions of travelers go every day to dream, research, and decide what to book. By adding YouTube Ads to your strategy, you can showcase your tours and activities in a format that grabs attention and inspires action.

Whether you start with simple display ads or jump into video, the key is to meet your audience where they already are. A short clip of a traveler spotting dolphins, the energy of a zipline launch, or even a quick testimonial can be the difference between someone scrolling past and someone booking with you.

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