We've achieved the best results by treating YouTube Shorts and in-stream ads as a progressive journey, rather than isolated placements. The sequence usually starts with YouTube Shorts for fast, low-friction attention. Shorts are designed to spark curiosity, not sell. We lead with short, native-style videos that highlight a relatable problem or outcome in the first 2-3 seconds, with light branding and no hard CTA. The goal here is reach and engagement, capped at 2-3 impressions per user per week to avoid fatigue. Once users have watched or engaged with Shorts, we retarget them with in-stream skippable ads focused on value and proof. These creatives are more structured: clear benefit, social proof or use case, and a strong CTA within the first 5 seconds. We've seen strong performance with a frequency cap of 1-2 in-stream impressions every 7 days.