We love animating, but a great video ad is only the beginning.
At Luck Dragon Media, we don’t believe in simply making a video and hoping people find it. The creative needs to be built with the advertising strategy in mind from the start.
While most businesses aim to only animate your ad, or only distribute it, we are proud to do both, ensuring your message is not only expressive, clear, and unique, but also seen, hear, and remembered by your target audience.
Once we’re done animating your ad, we move to Google, Meta, LinkedIn, and any other channels your next customers might be on. And while there is a lot of nuance to each platform, Google has great advise, tools, and support to make sure your business gets seen on the biggest search engine in the world.
The Key is Constant Management
As with all things, there’s a learning curve, and managing a Google Ads platform for your business pulls you away from the work you really want to be doing. This is where Luck Dragon Media comes in; we’ve been helping many businesses like De La Rosa Drywall set up and manage their Google Campaigns for years, and we are proud to have recently helped them climb the ladder over a competitor just this week!
Through every step of our process, we communicate why we do what we do, but sometimes it’s good to know before you buy… So why did we post three versions of De La Rosa’s most recent ad to YouTube? What goes into the process of getting an ad seen? We’ll break down Google’s recommendations and our own, so you can see how we might begin your next campaign!
What Google Says Makes a Good Video Ad
Google has developed a useful framework for effective YouTube advertising called the ABCDs: Attention, Branding, Connection, and Direction. These four principles give us a good roadmap for thinking about how a local business video should work, especially when these ads are run through Google Ads itself!
A — Attention
The first job of an advertisement is to get someone to stop and pay attention.
Google recommends getting into the heart of the story quickly, using engaging pacing, strong visuals, audio, and text that supports the message. For a company like De La Rosa Drywall, that means the video can’t spend too much time getting to the point. People need to understand relatively quickly who the company is, what it does, and why they should care.
B — Branding
An advertisement shouldn’t make viewers wonder who is behind it.
Google recommends introducing the brand early and reinforcing it throughout the video. That’s particularly important for local service businesses. If someone is looking for drywall services, we want De La Rosa Drywall to be the name they remember, not simply a video they happened to watch.
C — Connection
Good advertising isn’t just about listing services. It should make the viewer feel that the company understands what they need.
Google recommends humanizing the story, keeping the message focused, and using storytelling to create an emotional connection. For a home or construction-related service, trust matters. Customers want to feel confident that the company they contact will do quality work and treat their project professionally.
D — Direction
Finally, an advertisement needs to tell the viewer what to do next.
That could mean visiting a website, calling the business, requesting an estimate, or learning more. Google specifically recommends a clear call to action and reinforcing that CTA with audio when appropriate. The objective isn’t simply to get views; views are only valuable when they help move potential customers toward action.
Why We Created Three Versions of the Video
One of the most important parts of preparing this campaign was creating the video in three different aspect ratios:
- 16:9 — Horizontal
- 1:1 — Square
- 9:16 — Vertical
At first glance, it might seem unnecessary to create three versions of the same advertisement. Why not make one video and let the advertising platform handle the rest?
Because people don’t consume video the same way on every screen.
A horizontal video is naturally suited to traditional YouTube viewing, desktop screens, and many in-stream placements. A vertical video is designed for the way people hold their phones and is particularly important for YouTube Shorts. A square version provides another format that works well across both.
Google specifically recommends using all three orientations – 16:9, 9:16, and 1:1 – to help video campaigns reach viewers across different devices and placements. Google’s current Creative Guidance also identifies having all three orientations in an ad group as one of the creative attributes it evaluates.
Why This Matters for De La Rosa Drywall
The goal of the campaign is to put De La Rosa Drywall in front of potential customers wherever they are already spending time online. Instead of designing an advertisement for just one screen, we’re designing a creative system that can adapt to multiple advertising environments. Google’s own guidance says that using different video ratios helps ads appear optimally across different devices.
In other words, the three versions aren’t three unnecessary exports, they’re three tools designed for three different viewing experiences.
Good Marketing Combines Creative and Distribution
This project is a good example of why video production and digital advertising should work together.
Making the video is the creative side, getting that video in front of the right people is the marketing side. The team at Luck Dragon Media is happy to do both.
Google Ads provides tools that can evaluate creative against established best practices, including branding, video duration, voice-over, and aspect-ratio variety, but that doesn’t mean an algorithm can replace good creative. It means we can combine professional creative decisions with data and platform guidance to give a campaign a stronger foundation.
For De La Rosa Drywall, the finished video becomes more than a piece of content sitting on YouTube. It becomes an advertising asset that can be adapted, distributed, tested, and optimized.
The Bigger Picture
For local businesses, effective marketing isn’t necessarily about making the biggest or most complicated advertisement. It’s about making the right message, putting it in the right format, and getting it in front of the right audience.
That’s why we approached the De La Rosa Drywall project with both production and promotion in mind. The video tells the story, the three formats help it fit the screens where people are watching, and our management of Google Ads provides the distribution and optimization tools to help put that creative to work.
That’s the kind of thinking we bring to video marketing at Luck Dragon Media: create something worth watching, then build the strategy that gives it a chance to be seen.
Interested in getting your own story out there? Give us a call today at (520) 869-9649 to see what we can do for your business!
