DV360 · Display & Video 360
DV360 Ads Optimization: Lower CPA with Smarter Signals
We reduced acquisition costs by optimizing placements, budgets and signals while maintaining conversion volume.
Background & Challenge
Legacy measurement and fragmented campaign structure limited performance visibility and optimization control. The team needed a durable event model and guardrails to protect efficiency while scaling.
- Inconsistent conversion taxonomy across channels
- Insufficient signal density for automated bidding
- Budget waste across low-quality placements / segments
Approach
- 01. Tracking & Data
GA4 + Floodlight alignment, enhanced conversions, consent mode; QA and deduplication.
- 02. Structure & Signals
Restructured campaigns for signal density and clean reporting. Value mapping for key events.
- 03. Optimization
Query/placement hygiene, budget pacing, bid tuning, creative tests, audience overlays.
- 04. Reporting & Insights
Board-ready Looker dashboards with ROAS, MER, CPA, new-to-brand and cohort trends.
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Outcomes
Results That Matter
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Efficiency lift while maintaining volume
Lift from audience design
LP and creative alignment
Better signal density for bidding
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