Why Smarter Google Display Campaigns Drive Better ROI for Brands
Michael Knowles |
10 July, 2025 |
3 minute read |
Blog, PPC, Website
If you’re investing in Google Display campaigns, you’ve probably seen a flood of impressions and maybe even felt a momentary win from those high numbers. But what if we told you that those vanity metrics could be hiding a silent budget drain?
At ROAR, we regularly audit display campaigns for clients who are frustrated by minimal site traffic and weak conversion rates, despite racking up millions of impressions. One recent shift in our approach led to a 26% increase in leads and conversions simply by becoming smarter about how impressions were measured, targeted, and optimised.
If you’re running display ads but aren’t seeing measurable momentum, you’re not alone, and the solution is simpler than you think.
Why Big Impressions Without Action Are Hurting Your Display ROI
It’s easy to be seduced by big numbers. One campaign we ran in the early days generated millions of impressions. On paper, it looked like a hit. But behind the scenes? Web traffic remained largely unchanged, and conversions were nearly nonexistent.
We were essentially shouting into the void.
Once we shifted focus to viewable impressions (vCPM), tightened frequency caps, and refined targeting, we saw tangible results. Unlike standard CPM (which charges for every thousand served impressions), vCPM only charges when your ad is actually seen.
We tracked reach vs impressions, optimised placements, and aligned display with performance goals, resulting in a 26% increase in leads.
Want to see what smarter display could do for your brand? Book a Free Discovery Call and let’s take a look at your current performance together.
The Key Fixes We Recommend for Underperforming Display Ads
You don’t need a massive rebrand or a total overhaul—just a smarter approach to measurement and targeting.
Step 1: Track viewable impressions (not just served ones)
Google counts an impression the moment your ad loads, even if it’s never seen. Start using vCPM bidding to make sure you’re only paying when someone can actually see your message.
Step 2: Reach vs Impressions — a reality check
If your reach is low but impressions are high, it likely means the same users are being bombarded with your ads. That leads to fatigue, not conversions. A balanced frequency cap combined with relevant placements leads to stronger awareness and interest.
Optimising for Impact, Not Illusion
The shift in mindset is simple: from noise to visibility. Instead of being content with inflated impression numbers, measure success based on engagement, click-through rates, and conversion actions.
Why visibility over volume
You want ads that cut through, get seen, and get acted on—not sit ignored in a sidebar no one scrolls to. Start pairing impressions with CTR and conversion data. The story those numbers tell? That’s your real brand performance.
Our final thoughts
We get it. Display can be confusing. But with the right tactics, it can drive huge top-of-funnel awareness and downstream conversions.
At ROAR, we keep campaigns laser-focused on visibility, not volume. From automated reporting to performance-based optimisations, we ensure every penny works toward your brand goals. No fluff, no waste—just ROI.
Ready to turn impressions into impact? Request a Free discovery call — and let us show you how viewable impressions, smart targeting, and clear tracking can drive measurable brand growth.
Photo © by kanchanachitkhamma.
