Awareness spend that still gets measured properly
Google Display Network and programmatic campaigns for upper-funnel reach, tracked against downstream conversion.
Display advertising is running Google Display Network and programmatic campaigns for upper-funnel reach, with view-through impact tracked against downstream conversions rather than judged on click-through rate alone.
What is Display Advertising?
Display advertising places contextual and audience-targeted ads across the Google Display Network and programmatic inventory to keep a brand present between a first search and an eventual conversion, with viewability and brand safety controls built in from day one.
Skipping proper measurement is the real cost - display gets written off as unmeasurable more often than it deserves, usually because view-through impact never gets connected back to what happened downstream, so a channel that's actually working gets cut on click-through rate alone.
It's different from retargeting, which works on people who already visited, and from Meta or search advertising, which capture existing intent - display's job is reaching people before that first visit or search happens.
Common problems we solve
Judged on click-through rate alone
Display gets written off as unmeasurable because view-through impact never gets connected to what happened downstream.
Brand safety discovered too late
Ads show up on placements nobody would have approved, found only after the fact.
One targeting method used in isolation
Contextual and audience targeting are never layered together, so each does the job of both alone.
No presence during a long consideration cycle
The brand disappears between the first search and the eventual purchase decision.
Viewability never enforced
Viewability gets reported after spend, not set as a threshold before launch.
Everything covered in this service
GDN Campaign Setup
Placement and audience targeting setup with creative sizing and format management.
Programmatic Buying
Display buys beyond the Google network, with inventory quality reviewed before spend commits.
Targeting
Contextual targeting by content relevance, layered with audience targeting.
Viewability & Brand Safety
Placement exclusion lists and viewability thresholds enforced, not just reported.
Measurement
View-through conversion tracking attributed back to search and direct conversions.
Our optimization framework
Plan Targeting
Contextual and audience targeting are layered together rather than relying on one or the other alone.
Set Placement Safety
Exclusion lists and viewability thresholds are set before spend goes live, not adjusted after a report flags a problem.
Build Campaigns
GDN and programmatic campaigns are structured by audience and placement type, with creative sized correctly for each.
Track View-Through
Conversion tracking is set up to capture view-through impact, not just clicks.
Review Attribution
View-through data is checked against downstream search and direct conversions to see what display actually contributed.
Optimise Ongoing
Placements and audiences are adjusted based on downstream impact, not just surface-level click metrics.
What actually changes
| Before | After |
|---|---|
| Judged on click-through rate alone | View-through impact tracked against downstream conversion |
| Brand safety reviewed only after a problem surfaces | Placement exclusions enforced before spend goes live |
| One targeting method used in isolation | Contextual and audience targeting layered together |
| Viewability reported, not enforced | Viewability thresholds enforced before launch |
| Display cut as unmeasurable | Display measured against real downstream impact |
What we report on
View-through conversions
Attributed to downstream search and direct visits, not judged on clicks alone.
Viewability & brand safety
Reported against the thresholds and exclusion lists set before launch.
Reach & frequency
Reported alongside downstream impact, not as a standalone vanity figure.
Downstream attribution
Connected back to the search and direct conversions display actually influenced.
Tools & platforms
Industries we optimize for
Built for teams like yours
Why choose EASI7
We fix tracking before we touch results
Every engagement starts with the same audit we'd run on our own accounts, so the numbers you're optimizing against are actually true.
One accountable team, not siloed vendors
The same team that does this also owns the rest of your stack - no handoff, no blame-shifting between vendors.
Built for how AI search actually works
Everything we build is structured to be extractable by AI answer engines, not just ranked in a list of blue links.
Reporting tied to your own dashboard
Every number we report ties back to GA4/GTM events you can see directly - not a screenshot from a tool you can't independently verify.
We set placement exclusions and viewability thresholds before launch, not as damage control afterward, and we track view-through impact against downstream conversions instead of reporting display in isolation.
Related Paid Marketing services
Stop Wasting Ad Spend on Clicks That Were Never Going to Convert
We build Google Ads accounts that spend on buyers ready to convert, not on guesswork.
Meta AdsMeta campaign buying, built for ROAS not reach
Facebook and Instagram ad buying focused on bidding strategy, budget pacing, and creative testing velocity.
The highest-CPC platform, spent with precision
LinkedIn campaign management for B2B - targeting precise enough to justify the cost per click.
One Accountable Team for Every Paid Platform You Run
One team owns your Google, Meta, and LinkedIn accounts end to end, so budget goes where it's actually working.
RetargetingBring back the visitors who almost converted
Retargeting campaigns segmented by intent signal, not one generic "everyone who visited" audience.
How to engage us for this
Project-based
A defined outcome with a start and end date - an audit, a migration, a campaign build, a tracking overhaul. Fixed scope, fixed price, agreed upfront.
Ongoing retainer
Continuous management and optimization once the initial build is live - campaigns, SEO, reporting, and iteration run every month under one accountable team.
Advisory
Strategy and oversight without full delivery - we review what's already running, unblock decisions, and point an in-house or existing team in the right direction.
Common questions
View-through conversion tracking connects display exposure to downstream conversions - search or direct visits that happen after someone saw, but didn't click, a display ad. It's not click-through rate, but it's a real measurement discipline.
No - display is one input into a longer decision process, and isolating its exact incremental effect is genuinely difficult even with good tracking. What we can guarantee is that view-through impact gets measured and reported honestly rather than ignored.
Google Display Network runs within Google's own inventory and targeting system. Programmatic buying can reach inventory and audiences outside that network, which is useful when GDN alone isn't reaching the right placements.
Placement exclusion lists and viewability thresholds are set before a campaign launches, not adjusted reactively after ads show up somewhere they shouldn't.
Yes, usually - display and retargeting serve different funnel stages. Retargeting works on people who already visited; upper-funnel display reaches people before that first visit happens.
Longer than a click-based channel, because the value shows up downstream. We typically want at least four to six weeks of view-through and downstream conversion data before drawing conclusions.
Written off display as unmeasurable?
We'll show you what view-through tracking actually says about your upper-funnel spend before you cut it.
Ready to get started?
We usually reply within 24 hours.
Display Advertising, in detail
Scope, area by area
| Area | What we deliver |
|---|---|
| Setup | GDN and programmatic campaign build, targeting, and creative sizing |
| Safety Controls | Placement exclusions and viewability thresholds |
| Measurement | View-through tracking connected to downstream conversion data |
| Reporting | Regular reporting on both reach and downstream impact, not click-through alone |
How this compares
| Measured Display | Awareness-Only Display |
|---|---|
| View-through impact tracked against downstream conversion | Judged on click-through rate alone |
| Placement exclusions enforced before spend goes live | Brand safety reviewed only after a problem surfaces |
| Contextual and audience targeting layered together | One targeting method used in isolation |