Should YouTube Ads include captions?

Yes, YouTube Ads should include captions, and here's why:

✅ 1. Accessibility for All Audiences
Captions make your ads accessible to a broader audience, including people who are deaf or hard of hearing. It's important to consider that not everyone watches videos with sound — especially in public places or when browsing on mute.

Stat: Around 80% of mobile users watch videos with sound off.

Including captions ensures your message is understood regardless of the sound being on or off.

✅ 2. Better Engagement & Retention
Viewers are more likely to engage with your ad if they can read along. It reinforces your message, especially if the viewer is watching on mute, and increases retention — people are more likely to watch the ad all the way through when they can follow along easily.

Bonus: Captions also make the ad more actionable — people who don't hear the CTA can still read it.

✅ 3. Helps With SEO (Search Engine Optimization)
YouTube (and Google Ads) can index captions to better understand the content of your ad. This means your ad is more likely to be found when people search for keywords related to your product or service.

✅ 4. Improved Brand Recall
Captions reinforce your brand's message. Seeing words on screen (especially when paired with images or video) improves recall of the brand, product, and key selling points.

✅ 5. Boosted Performance for Ads in Noisy Environments
If someone is in a noisy environment (e.g., public transport), they may not be able to hear your ad clearly. Captions make sure your message still lands.

✅ 6. Legal Requirements & Best Practices
Some countries or platforms (e.g., in advertising for accessibility purposes) may require captions as part of their guidelines.

🛠� How to Add Captions to YouTube Ads:
Auto-generated captions: YouTube automatically generates captions for most videos, but they can sometimes be inaccurate, so manually review and edit for accuracy.

Upload your own captions: If you're serious about quality, you can upload custom captions with your video.

Consider professional captioning services: For longer ads or complex messaging, consider working with services like Rev, CaptionMax, or even YouTube's own tool for better accuracy.

💡 Pro Tip:
Even if you're not targeting a global audience, captions can still be beneficial for localization — making your ad understandable to different language speakers.