How we turned YouTube TV ads from a brand play into our most profitable channel💰

This is the story of how one small creative change—manually embedding QR codes into our video ads—unlocked CTV as a high-performance placement, doubled our ad spend, and significantly lowered our CPAs.

Why we initially avoided CTV

Our focus was on performance marketing. And for performance, TV devices didn’t deliver. Users couldn’t click, tap, or swipe on a smart TV, which meant our landing pages never got visited, and our offers went ignored.

All we were buying was passive exposure, which didn’t justify the cost in a CPA-driven model.

So we excluded CTV in most campaigns and stuck to mobile and desktop.

The unlock: Our first manual QR code

We decided to test manually embedding a QR code into our video creative. It linked to a mobile-optimized landing page, used specific UTM parameters for tracking, and included a strong call to action like “Scan to claim your offer – limited time.”

This approach put us in full control:

• We chose the design and placement 

• We ensured the QR code was visible throughout key moments of the ad

• We could track performance separately via custom UTM parameters (example: utm_source=youtube&utm_medium=manual_qr&utm_campaign=tv_test)

Raising tCPA to make room for CTV

To get the campaign spending again, but only on CTV, we had to raise our target CPA bid by about 50%. We expected this to increase costs, but instead, it allowed YouTube’s algorithm to compete in higher-value CTV auctions—where we had previously been inactive.

Almost immediately, the scans began. Users watching from TVs were pulling out their phones, visiting the landing page, and converting.

The CTV experience paired perfectly with long-form video sales letters (VSLs). People were willing to watch for even thirty to forty minutes. With a QR code present, they finally had a way to take action.

What we learned later about Google’s auto-generated QR codes

By this point, we were fully aware that Google could display its own auto-generated QR code overlay on Connected TV (CTV) placements. The feature is built into Video action campaigns and is automatically triggered when ads run on smart TVs, offering viewers a scannable QR code and a “Send to phone” prompt after the skip button appears.

But what we didn’t know yet was how much impact it could have on performance—especially once the system learns that CTV is a high-performing environment for your brand.

So we ran a deliberate test.

We launched a new version of our VSL, this time without embedding a manual QR code, and left all devices enabled. Our goal wasn’t to discover the feature—it was to observe what YouTube’s algorithm would do now that we pushed TV spend on campaigns that performed well on CTV.

What we saw confirmed the trend:

The system intentionally pushed a large share of impressions to smart TVs, and in certain time windows, CTV became the top-performing device in the campaign. It not only led in impression volume—it also delivered the best cost per acquisition.

That part was encouraging. But the frustrating part was this:

We couldn’t isolate whether that success was due to Google’s automatic QR overlay, because there’s no reporting in Google Ads showing how often the auto-generated QR code was displayed, scanned, or converted.

We could see the end result—more conversions from TV, better CPAs—but we couldn’t confidently attribute that to the QR experience. There was no scan count, no click-through, no dedicated view-through segment tied to that interaction.

So while Google’s system clearly optimized toward CTV once it recognized the potential, and may have used the auto QR overlay to help conversion, there’s no visibility into how much it contributed.

According to Google’s documentation, here's how it works:

• Eligibility: This feature is available automatically for video action campaigns running on CTV, with no setup required from the advertiser.

• Appearance: When the ad plays on a smart TV, a “Send to phone” prompt and a QR code appear in the right-hand sidebar of the screen. This UI allows viewers to scan the QR code with their smartphone and instantly continue their journey on a mobile device.

• Trigger conditions: The QR code and sidebar appear after the “Skip Ad” button becomes visible, meaning the viewer must watch the ad past the 5-second mark for the experience to be triggered.

• Functionality: The QR code links to the Final URL of the ad — the same one you’ve configured in your campaign. However, since the QR is generated and managed by Google, you cannot customize the design, CTA, or UTM tracking within it.

This behavior confirmed the importance of manual control.

Although the Google QR overlay is a helpful enhancement for driving action from otherwise passive CTV impressions, it comes with serious limitations:

• It only appears after skip is enabled, meaning early engagement is missed.

• It’s limited to TV devices only — not mobile or desktop.

• There is no visibility in reporting how many users scanned the QR code or converted.

You cannot apply custom UTM parameters, making attribution more difficult if you're relying on detailed cross-channel analytics (e.g., in GA4, Hyros, or CRM systems).

Our new standard operating procedure

Every YouTube video creative we run now includes:

• A manually embedded QR code

• A visual call to action encouraging viewers to scan

• A mobile-optimized landing page built for phone users

• UTM-tagged links for attribution in GA4, Hyros, or CRM tools

We treat CTV as a core performance placement—not just a branding tool—and it continues to drive efficient, scalable results.

Optimizing the funnel for QR traffic

Since viewers are scanning the QR code with their phones, we began optimizing the post-click experience specifically for mobile.

We tested various landing page styles and found that short-form pages consistently outperformed long-form ones for QR traffic. These visitors had already watched a long video—what they needed next was clarity and speed.

(We’ll share more on some specific examples for TV-optimized landing pages in an upcoming email - let us know if you’d like to see this…)

Real ads, real results: How 3 brands used QR codes to drive millions in revenue

Now, let’s make this practical.

We reviewed three high-spend YouTube ads—all running with QR codes—and broke down exactly how they used them, where the QR appeared in the ad, and what you can learn if you're looking to tap into this overlooked inventory.

1. TV Smart Stick (1.1M USD in ad spend)

QR code timing: 15-second mark
Ad type: Long-form story ad with a product demo

This ad follows the classic DRTV format: bold claim, problem-solution, story of the inventor, and a discount offer. It doesn’t rely on heavy production—it’s direct, fast-paced, and clearly built for conversions.

What’s interesting is that the QR code doesn’t appear until 15 seconds in, after the first attention-grabbing promise (“you’ll never pay for Netflix again”). That’s enough time to build tension, stir curiosity, and introduce the product. 

Why it works:

• ✅ The ad uses curiosity (“Netflix and Apple pray you never find out”) to hook viewers early.

• ✅ The QR code appears right when the intent is rising, not during the opening chaos.

• ✅ The caption is short, simple, and offer-driven—“50% promo” is all you need

• ✅ The viewer already understands the value, and now they’re ready to act

What you can apply:

Even if you don’t want to disrupt your ad’s flow, adding a QR code right after the setup lets you catch high-intent viewers without diluting your message. 

Use offer-based copy under your QR code. If you don’t spell out what scanning gets them, they won’t scan. "Scan for 50% off" beats "Scan for more info" every day.

2. BaerSkin Hoodie — (3.5M USD in ad spend)

QR code timing: 1-second mark
Ad type: Voiceover-driven product demo with benefit stacking

This one doesn’t waste time. The QR code hits the screen in the very first second and stays visible throughout most of the video. The on-screen caption tells you exactly what to do and why. 

No clever phrasing. Just: here’s the deal, here’s how to get it.

Why it works:

• ✅ Instant visibility = maximum exposure on CTV

• ✅ “60% off” is front and center in the caption—makes the value clear

• ✅ Redundant CTA (“go to URL or scan”) accounts for both TV and mobile viewers

What you can apply:

Don’t be afraid to front-load your CTA, especially if your offer is simple and visual. When you’ve got a clear deal (like 60% off), you want that QR code up early and often. Think: billboard energy.

3. Super Socket — (241.9K USD in ad spend)

QR code timing: 13-second mark
Ad type: UGC-style demo with story-based voiceover

This ad opens with a first-person story (“My wife got me this weird new tool…”) and gradually builds social proof and credibility. The QR code shows up just before the product’s key demo moment, at the point when curiosity peaks.

The QR code shows up after 13 seconds—right as the “aha moment” hits and the product proves itself. The caption is clean: it names the offer and reinforces the domain.

What’s interesting here is that the QR description doesn’t mention the QR. It just presents the deal, assuming the code on-screen will speak for itself.

Why it works:

• ✅ It mirrors classic infomercial structure: problem → surprise → solution.

• ✅ QR hits just after the first major “wow” moment

• ✅ The caption is laser-focused on the discount and brand name

• ✅ UGC-style tone gives it a less polished, more trustworthy feel

What you can apply:

If you’re selling something novel, time your QR to appear right after the magic moment—not before. Let the viewer get bought in emotionally, then give them a way to act.

What these ads prove about QR on CTV

All three ads had completely different execution styles. But they all used QR codes on Connected TV—and they worked. Here’s the common thread:

• Each QR was embedded manually in the creative.

• Each ad drove high intent via clear storytelling and visual demo.

• And each advertiser spent real money—from $241K to $3.5M—proving that QR on CTV isn’t just a gimmick. It’s a serious conversion lever.

If you're still excluding TV placements from your YouTube campaigns because “nobody clicks a TV,” you’re leaving money on the table.

Wrapping it up

CTV isn’t just for brand awareness anymore. These advertisers proved that with the right creative, a well-placed QR code, and a crystal-clear offer, TV can convert and scale.

The formula isn’t complicated:

• 👀 Hook fast

• 📦 Show the product

• 📱 Drop a QR code with a reason to scan

• 📊 Track it with the right UTMs

• 📉 Watch your CPAs drop

It’s not about reinventing your whole funnel. It’s about making one small change to unlock a massive new channel.

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