Reach the buying committee, not just the click.
Display & Video 360 is Google's programmatic buying platform for display, video, YouTube and connected TV. We use it for B2B SaaS teams that have search working and need more reach without wasting budget.
DV360 in three lines
One buying platform, many formats
Display, video, audio and connected TV.
Plan, buy and optimise across programmatic exchanges and YouTube with shared frequency and audience controls.
Audience-led
Use first-party lists and Google audiences.
Upload customer and prospect lists, build from GA4 audiences and layer in-market segments. Match rates for B2B lists vary, so we test before scaling.
Measured with the rest
Shared Floodlight and GA4 data.
DV360 reads Floodlight conversions from CM360, so display is judged on the same deduplicated basis as search.
Why display usually disappoints B2B SaaS
Most SaaS display spend is a retargeting pool plus hope. It fails for predictable reasons.
Tiny audiences, wasted impressions
B2B audiences are small. Broad targeting sends budget to people who will never buy.
Frequency out of control
The same few prospects see the same ad twenty times across channels because nothing caps across platforms.
Clicks as the success metric
Display rarely wins last-click. Judged that way it looks bad and gets cut, even when it helps close search demand.
Brand safety and quality
Open exchange inventory can include low-quality sites unless inclusion lists and verification are managed.
How much display and video spend never reaches your ICP?
Non-viewable, invalid and off-target impressions are paid for like any other. Estimate what you could win back.
Illustrative model on your own inputs. Defaults are placeholders, and anything marked assumption is yours to set. It is not a result we promise.
Display & Video 360 features and benefits
The platform pitch, and what is actually useful once you strip out the enterprise gloss.
Audience building
First-party, Google and custom segments.
Combine customer lists, GA4 audiences and in-market segments and exclude existing customers to save budget.
Custom bidding
Algorithms that value what you value.
Teach bidding to weight actions by pipeline value instead of treating every conversion equally.
Cross-channel frequency
Cap exposure across display, video and CTV.
One frequency view stops over-serving the same account across formats.
Inventory control
Allowlists, deals and verification.
Buy on curated lists and private marketplaces, and keep spend off low-quality inventory.
YouTube and CTV
Video placements in the same workflow.
Plan video with the same audiences and measurement as display, so it is not a disconnected experiment.
Floodlight and GA4 measurement
Judge display on deduplicated conversions.
View the assist role display plays, with conversion data shared from CM360 and GA4.
How we run DV360
Start from your audiences
Customer lists, GA4 audiences and exclusions before a single impression is bought.
Control the inventory
Allowlists, deals and verification so spend lands where buyers actually are.
Set frequency and bidding
Cross-channel caps and custom bidding against the value you assign.
Judge on contribution
Report assists and deduplicated conversions, not last-click alone.
One measurement stack, not five disconnected tools
DV360 depends on solid audience data from GA4 and deduplicated measurement from CM360.
Proof: Couples Resort, the measurement foundation behind cross-channel media
Couples Resort is a luxury all-inclusive resort group we have run paid media for since 2023. Their buying journey is long, high-consideration and expensive to get wrong, which is the same shape as a B2B SaaS pipeline. The measurement stack behind it is the part that transfers. We have not run DV360 for them, so we are showing the cross-channel measurement discipline we would apply to it, not a DV360 result.
Negative keywords, in tiers
Search waste was a structure problem, not a bidding problem.
We built a tiered negative keyword architecture (roughly 540 terms) and kept it alive with n-gram analysis of search terms, so budget stopped leaking into irrelevant intent.
Meta reported vs reality
Meta said roughly 50X. The cross-channel view said far less (5 to 7X is an estimate).
Meta self-reported about 50X. Deduplicated in Floodlight through Campaign Manager 360, the real contribution was nearer 5 to 7X (estimate). Still strong, but a very different budget decision.
Year-one ROAS
Blended return in the first year, measured against revenue.
About 30X blended ROAS in year one, then incremental growth every year since. The channel mix: Search Ads 360, Meta via Campaign Manager 360, YouTube and Bing.
- YouTube and Meta run alongside search with one deduplicated view
- Floodlight-level reporting used to separate claimed from real contribution
- GA4 revenue tracking linking spend to revenue
- The same discipline applies to DV360 buys
Results are from our work with a single client and are directional, not a promise. The 5 to 7X figure is an estimate. Client approval for naming, imagery and quotes is handled separately.
Questions B2B SaaS teams ask us
Is Display & Video 360 worth it for B2B SaaS?
It can be, after search and social are efficient and you have budget for reach. For small budgets, platform-native tools are often a better fit.
Can DV360 target specific companies?
You can upload lists and target segments, but business-account match rates are limited and vary. We test match rates before committing budget.
Does DV360 include YouTube?
Yes. YouTube inventory can be bought in DV360 alongside display, video and connected TV.
What is the difference between DV360 and Google Ads display?
DV360 offers more inventory sources, deal types, cross-channel frequency and custom bidding. Google Ads is simpler and often enough at smaller budgets.
Add reach without adding waste
We will check whether DV360 fits your budget and audiences, or tell you what to do instead.
