This is just a super common misconception among engineers that advertising is a very linear thing. Most ads are not direct response. Most of the time they're just trying to keep at the top of mind for specific groups of folks. So yeah you aren't going to just run out and buy a 20 million dollar piece of software because of a Youtube ad, but when it comes time to buy a solution in that space I bet you'll consider that product. When you think about the scale that this works at (It costs maybe a penny a view or $10 per thousand people reached) you really only need to hit 1 person at the right time across many millions upon millions of impressions to make it worth while. That's all. Many people just don't appreciate the scale of advertising and think it's more sniper rifle rather than carpet bombing especially for large B2B purchases.