Having trouble retargeting users and building brand awareness? We have just the channel to help you out. Our display advertising services cover strategy, content, audience targeting, and reporting for ad campaigns across websites, apps, and YouTube, helping put your brand in front of the right audience.
Marketing Done Right is a display advertising agency in Cleveland Heights, OH. We have managed paid media, among other digital marketing channels, for local and national clients since 2018. Our team will audit your placements monthly and maximize your ad returns by cutting campaigns that cost money but don’t convert.
What’s Included in Marketing Done Right’s Display Advertising Services
Marketing Done Right takes charge of various aspects of your display advertising campaigns, including:
- Audience & Placement Strategy: We define who sees your ads and which sites, apps, and YouTube placements are worth buying. Then, we build an exclusion list before we spend a single dollar.
- Creative Production: Our creatives produce high-quality assets in every single ad size Google supports, so your campaign isn’t limited to the few sizes most display advertising companies offer.
- Campaign Development: Experienced marketers build your campaign structure, audience segmentation, targeting settings, and conversion tracking inside your Google Ads account before launch.
- Bid & Budget Management: We set, adjust, and manage your display ad bid strategy and budgets to align with your target cost per acquisition (CPA). This helps you shift your spend toward placements and audiences that convert.
- Maintenance: We review your placement report monthly and remove low-quality sites, apps, and topics that cost you money but don’t convert. Doing so keeps your account-level exclusions up to date.
- Landing Page Alignment: Our team ensures the page linked to each ad matches its call to action, helping improve user experience (UX) and reduce bounce rates.
- Monthly Reporting: Every month, we send a comprehensive report detailing the strategies and implementations we ran, their costs, returns, and the placements we cut during that period.
Our Ad Formats
Marketing Done Right’s display ad services run the following ad formats, depending on your needs, goals, and budget.
- Responsive display ads
- Static image and banner ads
- Video ads in social media feeds and on YouTube
- Retargeting ads
We deliver display ads through Google Ads and the Google Display Network (GDN), which reaches audiences across 2 million sites, videos, and apps.
Do You Need a Demand-Side Platform (DSP) or Is Google Ads Enough?
A DSP is an automated software that lets you buy, manage, and optimize ad spaces across multiple websites, apps, and channels from a single dashboard. This is what many marketers and providers call “programmatic” display advertising.
Let’s compare it with Google Ads to see if it’s necessary for your operations.
What a DSP Provides
A DSP has features that are specifically tailored to display advertising:
- Integrated TV and audio ad spaces
- Private marketplace deals
- Log-level data
- Third-party verification
- Cross-publisher frequency capping
What Google Ads Gives You
Meanwhile, Google Ads offers the following capabilities that give you a comprehensive picture of your display ad campaign’s performance:
- Integration with your search campaigns
- Shared conversion data and audiences between search and display ads
- Customer Match, which allows you to target or exclude custom audience segments
- No platform seat fee
- No minimum spend
- One bidding system across search and display ads
How to Determine Which You Need
If you’re spending under $10,000 a month on ads, our advice is that you don’t need a DSP. Seat fees and platform costs are likely to outweigh its benefits. However, if you’re spending more than that, a DSP can help. Our team will help you determine which tool best benefits your organization.
What Google’s Move to Demand Gen Means for Your Display Campaigns
In a May 2026 announcement, Google said that advertising on the GDN, previously managed via the Display Ads platform, can now be managed directly through the Demand Gen campaign type in Google Ads.
Advertisers will no longer be able to create new standalone Display campaigns by 2027. Still, rest assured that display ad agencies will continue to run campaigns exclusively on GDN spaces.
With this in mind, here are some changes to expect when transitioning from Google Display Ads to Demand Gen campaigns.
What Carries Over to Demand Gen Campaigns
Demand Gen still includes many of the features and capabilities that made the Display Ads platform convenient:
- Target CPA and ROAS
- Maximize conversions, conversion value, and clicks
- Lookalike audiences, Customer Match, and remarketing lists
- Contextual targeting, placement, and topic exclusions
- Custom audiences, carousel ads, responsive display ads, static image ads
- Added YouTube, Discover, Gmail, and Maps inventories to GDN
Features Lost in Demand Gen
On the other hand, some features you may have gotten used to in Display Ads are absent in Demand Gen campaigns:
- Manual CPC and Viewable Impressions bidding
- Pay-for-conversions
- Bid and seasonality adjustments
- Portfolio bidding and combined audiences
- Brand Lift and Search Lift measurement
What to Address Before You Migrate to Demand Gen
Note that content suitability exclusions are supported only at the account level in Demand Gen. As such, it’s best to move campaign-level exclusions up to the account level to enable migration without any risks.
Also, keep in mind that migration isn’t reversible. Your daily budget resets on migration day, and campaigns get renamed with a “#2” suffix while the originals are retained for reporting purposes.
How Much Does Display Advertising Cost? (And When to Skip It)
Your ad budget and expenses are essential considerations when deciding whether to run display ads and, by extension, to hire professional display advertising services in Cleveland.
How Display Advertising Is Priced
Unlike search advertising, which pays per click, display ads are largely bought on a cost-per-mille (CPM) basis: you pay for every 1,000 impressions you receive. Your budget also flows into three categories:
- Media spend
- Marketing Done Right’s management fee
- Creative production
Our Requirements Before Recommending Display Ads
We want to help you ensure your money doesn’t go down the drain on channels we know won’t perform well. As such, we often don’t recommend our display advertising services when any of these considerations are true:
- No Conversion Tracking: Display earns a huge chunk of its credit from view-through conversions. Without tracking it, we have no way to tell whether the campaign produced anything meaningful.
- No Sizeable Remarketing Audience: Display ads work best on people who already know your brand. If your site traffic is too low to build a usable remarketing list, you’re left to buy cold impressions.
- Budget Is Too Small for Search and Display: Search captures users actively looking for your brand, so investing in it is crucial. Failing to spend adequately on it, in favor of display advertising alone, risks losing high-intent leads.
- Single-Location Business: Display is priced on impression volume. When you narrow targeting to one service area, there isn’t enough qualified inventory left for it to do anything that a search campaign wouldn’t do better.
How We Measure Display: View-Through Conversions and Placement Controls
What’s a View-Through Conversion?
A view-through conversion (VTC) is recorded when someone sees your ad and doesn’t click it, but later converts on your site within a specific window of time.
This column on your Google Ads dashboard automatically excludes anyone who also clicked on another one of your ads. They also can’t be reported from browsers that block cross-site cookies.
Our Exclusion Stack
Marketing Done Right maintains account-level placement exclusions, content exclusions, account-level content sustainability settings, and device targeting. Then, we review the “Where Ads Showed” report every month to inform our optimizations.
Do note, however, that over-correcting also costs money; an oversized exclusion list bottlenecks deliveries and drives up your costs. This is why we exclude based on evidence from our placement report.
Check Whether Display Expansion Is Spending Your Search Budget
Display Expansion is another consideration; it lets search campaigns spend your leftover budget on the GDN. However, it’ll stop spending if it doesn’t match your search performance. Many advertisers are unaware that it’s switched on, so it’s important to check this setting.
Display Advertising Services for Cleveland and Northeast Ohio Businesses
Marketing Done Right is based in Cleveland Heights, OH, and works with businesses across Northeast Ohio and nationally. Our knowledge of the local market allows us to deliver highly targeted geographic targeting, placement exclusions, and creatives for display advertising services that take your brand closer to the right people.
Reach out to us today to learn more.
Frequently Asked Questions
Display advertising services cover strategy, creative production, audience targeting, media buying, placements, and reporting behind image and video ads that run across websites, apps, and YouTube. You can hire an agency like Marketing Done Right to build, monitor, and optimize your display ad campaigns to maximize your returns.
Display ads are usually bought on a cost-per-mille (CPM) basis, or per 1,000 impressions, not per click. It’s also important to budget for three categories: media spend, management fee (for your agency), and creative production.
Display advertising works well for retargeting people who have already visited your site and for staying visible to passive users. Meanwhile, it works poorly as a standalone cold-traffic conversion channel. This is why it’s important to judge it on your campaign’s view-through conversions.
Google Ads is enough for most businesses. It shares conversion data and audiences with your search campaigns and has no seat fee or minimum spend. A demand-side platform (DSP) includes connected TV inventory, private marketplace deals, and display-ad-specific features, but involves platform fees that may outweigh its benefits.
No. Google is simply moving them into the Demand Gen campaign type in Google Ads, with migration expected to be completed by 2027. Advertisers can still run display campaigns exclusively on the Google Display Network (GDN).
