The YouTube Ad Strategy Austin Businesses Are Ignoring

This week’s Founder Friday features a YouTube ads expert who believes most businesses are optimizing for the wrong thing: cheaper leads.

We spoke with Aleric, founder of Ad Outreach, about why YouTube can produce warmer, higher-intent prospects than Meta, how businesses can start testing video ads without expensive production, and why consistent video content compounds trust over time.

Let's get to it.

Ken & Warren

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This week’s Founder Friday features a marketer who believes most Austin businesses are still underestimating YouTube as a customer acquisition channel.

Aleric Heck has spent the last 11 years running YouTube ads for businesses, helping thought leaders, software companies, and high-ticket service businesses turn video into leads and sales.

When the sale requires trust, education, or expertise, YouTube can create a warmer lead before they ever click. And getting started doesn’t require a production crew. An iPhone, decent audio, and a small daily budget can be enough to begin testing.

Here's what Aleric shared…

Ad Outreach helps businesses with YouTube ads and video marketing. I've been on YouTube for 17 years and doing YouTube ads for the last 11. A lot of businesses know how to run Meta ads or Google search ads, but they don't know YouTube ads and they don't know video marketing. We help businesses get more leads, clients, and sales using both. I also wrote the book Video Authority: The Art and Science of Converting Viewers into Clients.

It isn't as hard as people think. You can pick up an iPhone and a $100 gimbal from Amazon that stabilizes your phone, and record an ad without a fancy setup. We have clients running ads right now that they shot on their phone with a small lapel mic. If you have a great studio, use it, but you don't need it.

Two things matter:

I'd also caution against a stationary webcam. You want the shot to feel a little dynamic. Start simple and cost-effective, then work your way up.

Two answers:

The key with channel-growth ads: you're paying for someone to find your content the first time, the same way you might pay to grow a newsletter. Once they subscribe, it's up to the content to be good, and the algorithm takes over. You'd typically stop showing ads to people once they subscribe. Even Diary of a CEO famously ran a ton of ads early, and now it's one of the biggest shows out there.

About 65 to 70% of our clients are thought leader brands: an expert with coaching, courses, consulting, or products. People are on YouTube for one of two reasons, to be entertained or to learn, and there's a huge population there looking to learn. We can put a thought leader's ad in front of exactly those people. Say you help people build newsletters: you can get in front of people watching how-to-grow-a-newsletter videos and hit them with an ad that offers a better strategy, a free training, and a booked call at the end.

Software is also incredible, because YouTube is visual. "Do you have this problem? Here's a demo," then a free trial. High-end service businesses work well too: lawyers, real estate agents, insurance, certain doctors, because you're positioning an expert.

Where it may not fit is e-commerce, unless you're differentiated. One of our clients is TJ Robinson of the Fresh-Pressed Olive Oil Club, the "olive oil hunter." He travels the world sourcing olive oil, and his message is that most store-bought olive oil isn't the real thing. On video, that story sells, especially with promotions like a first mini bottle for a dollar. Differentiated, visual, story-driven, great product. If you're just another supplement brand, you're probably better off with a simple Meta or shopping ad. YouTube charges a premium to reach a viewer, so it pays off when you convert at a higher rate.

Meta is impulse-driven, quick, and low-cost. Newsletter subscriptions are a great example: someone scrolls Instagram, sees "an Austin newsletter," clicks, autofills, done. Impulse buys, impulse signups, quick lead gen: Meta. If you're looking for $1 or $2 email signups, that's going to be hard on YouTube alone, where CPMs are higher. And showing someone an amazing video just to collect an email is overkill. YouTube is more powerful, but sometimes you don't need more powerful.

Where YouTube wins is lead quality. The targeting is intent-based: what people search, what they watch, what sites they've visited. And the lead has watched a video of you talking before they ever click, so you've built know, like, and trust up front. The lead costs more than a Meta lead, but it's pre-warmed. What we consistently find is that the cost per booked call ends up lower, because YouTube leads book at a higher rate and show up warmer. That's why most of our clients are expert businesses running lead gen funnels.

One more nuance that came up in this conversation: Meta has a better local network effect, because it's a social graph. If your friends sign up for an Austin newsletter, Meta knows to show you the ad. You can geo-target on YouTube, but it isn't leveraging a social graph. YouTube's edge is intent, Meta's edge is the network.

The entrepreneur community and network. That's literally why I moved here. I was in Boston before, and I loved my hometown, but it's cliquey, and the entrepreneurship skews institutional: biotech, MIT-style moonshots. I remember going to one of the signature entrepreneur meetups in Boston, and everyone was working on cancer cures or flying cars. Maybe three or four people in the room had online businesses.

Austin has moonshots too, but what I love is the huge community of bootstrappers building things from the ground up. I bootstrapped my business. Even the founders raising money here are excited to support each other. Boston felt institutional. Here it's, "We're building stuff. Let's run."

And everybody in Austin knows what it's like to have just moved here, because most people have. So there's this attitude of, "I'll pull you in and invite you to things, the way someone did for me." I made more new friends in Austin in two weeks than I made in two years after moving to Boston.

Get plugged into the community and dive deep. When I first moved here, I went to as many events as I could and found a ton of incredible people. Then I slowly stopped going. I'd made my friends, I was heads down in the business. And I caught myself: "Why am I not going to these anymore?" So I got intentional again.

If you just moved here, dive in and ask everybody, "What event are you going to? How do I get plugged in?" And if you've been here a few years, find new events and new pockets of people. It's easy to settle into your group. Go explore again.

Start creating video content, even if it's just one simple short a week. I know that sounds like nothing when everyone preaches daily content, but you have to start somewhere. It takes 10 to 20 minutes to record a one-to-three minute short about what you're doing in your business. Post it on at least one platform. Building in public with video builds trust, and it builds your community.

My actual recommendation is what I call "daily with an asterisk." If daily is a burden, don't sweat it. Four out of seven days is fine. But if you can do daily short-form plus one long-form video a week, cross-posted, you're a content machine. That alone puts you in the top 5% of business owners and creators, because consistent content compounds and gets better over time.

Aleric wants to connect with Austin founders, consultants, coaches, software companies, and high-ticket service businesses that want to turn video into a more reliable customer acquisition channel.

He’s especially interested in helping businesses that already know their offer works but haven’t figured out how to use YouTube ads, video content, or intent-based targeting to generate warmer leads and more qualified sales conversations.

He also wants to meet founders and creators who are ready to start publishing more consistently, even if that means beginning with a phone, a simple setup, and one video a week.

Learn more at adoutreach.com, grab Aleric’s free YouTube ads checklist at adoutreach.com/gift, and check out his book, Video Authority: The Art and Science of Converting Viewers into Clients.

Until next time,
Austin Founders Feed

Ken & Warren