"When they look at their direct performance on YouTube, they go ‘this doesn't work’. But then you'd say, ‘well, what is the direct performance of that TV advert?’"
In episode 74 of the Customers Who Click podcast, I had an invigorating chat with Jeremy Gillespie about how to make YouTube ads work for your eCommerce brand and what are the pitfalls to avoid. 
On average, it takes 8-12 touches for someone to convert into a paying customer. While everyone is pushing your customer to “buy now”, it’s important to build an ecosystem of touchpoints across the entire consumer journey to get consumers to know, like, and trust your brand. 
You don’t just need leads. You need a pipeline of qualified leads that you can turn into customers and repeat buyers. And YouTube ads are a way to enhance your funnel to bring in more qualified leads which you can later nurture down to purchase through your funnel.
Jeremy Gillespie is the Founder of Built To Scale, a done-for-you growth agency helping businesses increase awareness, acquire users, and scale their company without the overhead of a marketing department.
You can email Jeremy for any specific YouTube questions (he loves to help answer your questions and promised no hard pitch!) or check out the "Built to Scale" website.