A display advertising agency plans, buys and manages the image, banner and video ads that appear on websites, apps, YouTube and Gmail, as opposed to the text ads that appear on a search results page. Our Google display advertising services cover the full job: choosing the right inventory, building audiences, producing ad creative in every size the networks need, cleaning up placements and reporting on what the ads actually sold.
Display sits inside our wider PPC management services because it works best alongside search and shopping, not as a separate experiment. Search captures people who already know what they want. Display reaches people before they search, or brings back people who visited and left. Run well, it fills the top of your funnel and supports every other channel. Run carelessly, it spends money on mobile games and made-for-advertising sites that never produce a customer.
What Is a Display Advertising Agency, and What Do You Get From One?
A display advertising agency is a team that runs visual ad campaigns across ad networks and programmatic exchanges on your behalf, with responsibility for targeting, creative, bidding, brand safety and measurement. The difference between a good one and a poor one shows up in three places: where your ads appear, who sees them and how often, and whether the reporting connects ad views to revenue.
With us you get a written display plan, campaigns built in your own ad accounts, creative sized for every placement, weekly placement and audience cleanup, and a monthly report that separates click-through results from view-through results so you can judge the channel honestly. You keep ownership of the accounts, audiences and creative files.
Our Google Display Advertising Services in Detail
| Service | What it means for you |
|---|---|
| Display strategy and channel plan | A short written plan that says which networks to use (Google Display, Demand Gen, a programmatic DSP), what each campaign is for, which audiences it targets and how success will be judged. |
| Audience building | Custom segments built from search terms and competitor URLs, in-market and life-event segments, Customer Match lists from your CRM or store, and remarketing lists by page and time since visit. |
| Creative production | Responsive display ad assets, static banner sets in the standard IAB sizes, and short video cut-downs, with copy written for each audience rather than one generic message. |
| Placement and brand safety control | Content exclusions, sensitive category exclusions, account-level placement exclusion lists and a weekly review of where ads actually ran. |
| Bidding and budget pacing | The right bid strategy for the goal (viewable CPM for reach, conversion-based bidding for sales), frequency caps and daily pacing checks. |
| Measurement setup | Conversion tracking checked end to end, view-through and click-through results reported separately, and holdout or geo tests when spend is large enough to measure lift. |
| Programmatic display | Campaigns in a self-serve demand-side platform such as StackAdapt when your budget and goals justify inventory beyond Google, including native, connected TV and audio placements. |
How Our Display Advertising Agency Plans and Launches Campaigns
- Audit and goal setting (week 1). We review any existing display campaigns, the "where ads showed" placement report, audience lists, conversion actions and landing pages. We agree one primary goal per campaign: reach in a defined audience, new site visitors at a target cost, or sales and leads at a target cost per acquisition.
- Audience and placement plan (week 1 to 2). We build custom segments, upload Customer Match lists, set up remarketing lists and write the exclusion lists before any ad goes live. Excluding the wrong inventory on day one is cheaper than discovering it in the first invoice.
- Creative production (week 2 to 3). We write headlines and descriptions for responsive display ads, design banner sets for uploaded image ads and prepare short video assets for Demand Gen. You approve every message before launch.
- Launch with conservative budgets (week 3). Campaigns go live with frequency caps, tight targeting and modest daily budgets so we can read early placement and audience data without overspending.
- Weekly cleanup (weeks 4 to 8). We review placements, exclude sites and apps with poor engagement, pause weak audiences, rotate creative and adjust bids. Display campaigns usually need four to eight weeks of this work before the data supports scaling.
- Scale and test (month 3 onward). Budget moves to the audiences and creative that bring sales or leads. Once spend is high enough, we run a geo or audience holdout test to check whether display is adding sales or only taking credit for them.
What Is Display Advertising, and Where Do Display Ads Run?
Display advertising is paid advertising that uses images, banners, rich media or video to promote a brand on third-party websites, apps and platforms, usually bought by impression or by click through an ad network or programmatic exchange. Digital display advertising differs from search advertising in one important way: people are reading, watching or browsing something else when they see the ad, so the ad has to earn attention instead of answering a query.
Google display ads run across the Google Display Network, a large set of partner websites and apps, plus Google-owned properties such as YouTube and Gmail. Demand Gen campaigns run on YouTube (including Shorts), Discover and Gmail with image, carousel and video formats. Programmatic platforms add inventory from other exchanges, including news publishers, native placements, connected TV apps and streaming audio.
Display marketing compared with other ad types
| Ad type | Where it appears | Best used for |
|---|---|---|
| Search ads | Search results pages | Capturing existing demand from people actively looking |
| Display banner ads | Websites and apps in ad slots | Reach, remarketing and building familiarity in a defined audience |
| Native ads | Within article feeds, styled like the surrounding content | Promoting content, guides and offers that need a little explanation |
| Demand Gen ads | YouTube, Discover and Gmail feeds | Visual products and offers aimed at people with matching interests and intent signals |
| Video ads | YouTube and video players across the web | Telling a story or demonstrating a product |
Display Ad Formats and Banner Sizes We Produce
Most Google display campaigns run on responsive display ads. You supply images, logos, short headlines, a long headline and descriptions, and Google assembles them to fit each placement. They reach the most inventory with the least production work, but you give up some control over how the ad looks.
Uploaded image ads give you full design control. They suit brands with strict visual guidelines, and they need a full set of sizes to reach enough placements. We usually produce these display banner ads at a minimum:
- 300x250 (medium rectangle) and 336x280 (large rectangle), the most widely available desktop and in-article slots.
- 728x90 (leaderboard) and 970x90 (large leaderboard) for page headers.
- 160x600 (wide skyscraper) and 300x600 (half page) for sidebars.
- 320x50 and 320x100 (mobile banners) for mobile web and in-app placements.
For Demand Gen we prepare square, landscape and portrait images, plus vertical video for YouTube Shorts. Where programmatic native placements are in the plan, we write native headlines and thumbnails that read like an article teaser rather than a banner.
Display Ad Examples by Campaign Goal
The display ad examples below are illustrative, written to show how message and targeting change with the goal. They are not client ads.
| Goal | Audience | Example ad message | What we judge it on |
|---|---|---|---|
| Bring back product viewers (online store) | Visited a product page in the last 14 days, did not buy | Image of the exact product, "Still thinking it over? Free returns for 30 days." | Purchases and cost per purchase, click-through and view-through reported separately |
| Reach in-market buyers (B2B software) | Custom segment built from competitor names and category search terms | "Replace three spreadsheets with one dashboard. See a 2-minute demo." | Demo requests, then qualified pipeline from your CRM |
| Launch a new collection (fashion brand) | Lookalike-style segments from Customer Match plus interest and in-market segments | Lifestyle image of the collection, "The resort edit is here." | New visitors, engaged sessions and first-time buyers |
| Fill a local service calendar | People in your service radius in relevant in-market segments | "Same-week appointments in your area. Book online in 2 minutes." | Booked appointments and calls from the landing page |
Display Targeting Options and When Each One Works
Custom segments
Custom segments let you describe an audience with search terms, website URLs and app names. Google then reaches people whose browsing and search behavior matches. They are usually the strongest prospecting option for niche products, because you define the audience instead of picking a broad category.
In-market, affinity and life events
Google's own segments group people by recent purchase research (in-market), long-term interests (affinity) and moments such as moving home or starting a business (life events). In-market segments tend to convert better; affinity segments suit awareness goals with viewable CPM bidding.
Your data: remarketing and Customer Match
Remarketing lists bring back site visitors, and Customer Match lists reach your existing customers or exclude them from acquisition campaigns. Both depend on consent and on tags firing correctly, so we check them before relying on them. Our separate remarketing ads service covers multi-platform retargeting in more depth.
Placements, topics and content keywords
Placement targeting shows ads only on chosen sites, channels or apps. It gives control but limits reach, so we use it for known high-quality publishers in your niche rather than as the main targeting method.
Optimized targeting
Optimized targeting lets Google look beyond your chosen segments for people likely to convert. It can find new buyers when conversion data is reliable, and it can wander badly when it is not. We switch it on deliberately, per campaign, not by default.
Display Advertising Deliverables and What Success Looks Like
Every display account we manage produces the same core outputs, so you can see the work and judge it:
- A written display plan with campaign goals, audiences, budgets and the test calendar for the first 90 days.
- Creative files in every size and format used, stored in a shared folder you own.
- Exclusion lists for placements, apps and content categories, applied at account level and updated weekly.
- A monthly report showing reach, frequency, viewable impressions, clicks, click-through conversions, view-through conversions and cost per result, with the change log and next month's tests.
Success depends on the goal. For an awareness campaign it is reaching the planned audience at a sensible frequency and seeing branded search and direct traffic move in step. For a performance campaign it is cost per acquisition or return on ad spend within the target you agreed, measured against your store or CRM data, not only the platform's own numbers. Our CPM calculator helps you sanity-check reach costs before you commit a budget.
Display Advertising Services Pricing
We price display advertising management as a monthly retainer for Google Display and Demand Gen, with the plan set by the number of active campaigns and the audience and creative work involved. Programmatic programs that add a DSP, native, connected TV or audio placements are priced as a percentage of ad spend, because the work grows with the inventory and the number of tests. Creative volume and how often you want new banner sets are the other main cost drivers. The minimum term is three months.
Management fee only. Ad spend and any DSP media cost are paid by the client and never pass through our fee.
Display Starter
$550 /month
Flat fee. For ad spend up to $5,000 a month
- Google Display and Demand Gen campaigns
- Up to 4 active campaigns
- Audience build: custom segments, in-market and remarketing lists
- Placement and brand safety exclusions each week
- Responsive display ad assets from your images
- Monthly report and 30-minute call
- Minimum term
- 3 months, then month to month (30 days notice)
- Setup
- $400 account build, waived on a 6-month term
Display Growth
$950 /month
Flat fee. For ad spend $5,000 to $15,000 a month
- Everything in Display Starter
- Up to 10 active campaigns
- Programmatic display through a self-serve DSP (such as StackAdapt) when spend allows
- Frequency capping and view-through reporting
- Creative testing with a new banner set each month
- Bi-weekly calls and a live dashboard
- Minimum term
- 3 months, then month to month (30 days notice)
- Setup
- $400, waived on a 6-month term
Programmatic Scale
12% of ad spend
12% of monthly media spend, minimum $1,500. For spend above $15,000
- Google Display, Demand Gen and programmatic DSP
- Native, CTV and audio placements where they fit
- Third-party and contextual audience targeting
- Brand lift or incrementality test each quarter
- Weekly calls, Slack and quarterly planning
- Minimum term
- 3 months, then month to month (30 days notice)
- Add-on
- Banner set (10 sizes, 2 concepts): $350
All prices in USD. Need something different? Ask for a custom quote.
If your plan mixes several networks or needs a large creative program, contact us for a custom quote.
Google Display vs Programmatic Display vs Native Advertising
| Factor | Google Display and Demand Gen | Programmatic DSP | Native networks |
|---|---|---|---|
| Setup effort | Low, inside Google Ads | Medium, separate platform and pixels | Medium, separate platform and content assets |
| Inventory | Google Display Network, YouTube, Gmail, Discover | Many exchanges, including premium publishers, CTV and audio | Article feeds on publisher sites |
| Audience data | Google signals, your lists, custom segments | Third-party and contextual segments, your lists | Contextual and interest signals |
| Brand safety tools | Content exclusions and placement lists | Inclusion lists plus verification partners offered in the platform | Publisher and topic blocking |
| Typical fit | Most small and mid-size advertisers | Larger budgets that need reach beyond Google | Content-led offers and guides |
Most of our clients start with Google Display and Demand Gen because setup is quick and the data sits next to search and shopping. We add programmatic once the Google campaigns are profitable and the audience you need is larger than Google alone can reach efficiently.
Display Marketing Mistakes We Fix in Takeover Accounts
- No placement review. Budget drains into mobile apps and low-quality sites with accidental clicks. A weekly look at the placement report and account-level exclusions fixes most of it.
- Display opted into Search campaigns. The "include Google Display Network" box in a Search campaign mixes two very different channels in one budget and one report. We separate them.
- No frequency cap. The same person sees the same banner dozens of times a week. Caps protect both budget and brand perception.
- One creative for every audience. A first-time visitor and a cart abandoner need different messages. Creative should change with the audience.
- Counting view-through conversions as sales. View-throughs are worth reporting, but treating them the same as clicks makes display look better than it is. We report them separately and test for lift.
- Judging awareness campaigns on last-click sales. A reach campaign bought on viewable CPM will look poor on last-click cost per acquisition. Each campaign needs to be judged on the goal it was built for.
Display Advertising Tools and Platforms We Use
| Category | Tools |
|---|---|
| Ad platforms | Google Ads (Display, Demand Gen, Video), StackAdapt and other self-serve DSPs where budget allows |
| Audiences and data | Google Ads audience manager, Customer Match, GA4 audiences, CRM and Shopify customer exports |
| Creative | Figma, Canva for quick variants, Google Web Designer for HTML5 where needed |
| Tracking | Google Tag Manager, GA4, Google Ads conversion tracking with Enhanced Conversions, Consent Mode v2 |
| Reporting | Looker Studio, Google Ads reports and scripts for placement monitoring |
In-House, Freelancer or Display Advertising Agency?
If you only need a small remarketing campaign alongside search, an in-house marketer or a freelancer can run it well with the checklist above. A display advertising agency earns its fee when you need several audiences, creative in many sizes, regular placement cleanup and honest measurement at the same time. That combination is hard for one person to cover, and it is the main reason display campaigns stall after launch.
When comparing an online display advertising agency, ask who reviews placements and how often, how view-through conversions are reported, whether you will own the creative files and audience lists, and how they decide when to add programmatic. Vague answers to those four questions usually mean the campaigns will run on autopilot.
Why Choose 95 Solutions for Display Advertising
- Senior-led strategy. Mustafa has 11+ years in digital marketing and has run marketing for a resort wear brand since 2016, so display plans are written by someone who has paid for the results himself.
- Display tied to the rest of your account. We manage search, shopping and paid social too, so display is planned around what those channels already cover instead of competing with them.
- You own everything. Ad accounts, audiences, tracking and creative files stay yours if we part ways.
- US contracts, short terms. Contracts and invoices come from our US LLC in USD, with a three-month minimum term and working hours that overlap the full US business day and UK hours.
Who Our Display Advertising Services Are For
A good fit
- Online stores and service businesses whose search campaigns are profitable and capped by search volume.
- Brands launching new products or collections that need reach in a defined audience.
- B2B companies with long sales cycles that want to stay visible to target accounts between touchpoints.
- Advertisers whose current display spend shows clicks but no sales, and who want the placements and tracking cleaned up.
Probably not a fit
- Businesses without working conversion tracking. We fix tracking first, and display waits until it is reliable.
- Very small budgets where every dollar is better spent on search for high-intent terms.
- Anyone looking for guaranteed impressions on specific premium sites. That is a direct publisher deal, not a network campaign.
Related Services Alongside Display Advertising
Display works best as part of a full paid program. Our Performance Max management covers Google's all-channel campaign type, which also serves display inventory. YouTube ads handle video at scale, and our Google Ads management service ties search, shopping and display into one account plan. If you are not sure display is the right next step, request a free marketing audit and we will tell you where your next dollar should go.