We use a combination of 90-day behavioral intent data, firmographic targeting, and ICP-specific audience filters to ensure your ads reach decision-makers who are actively researching your solution category — not just accounts that vaguely fit your demographic profile. Before any campaign goes live, you review and approve the audience definition so you know exactly who your ads are reaching.

We place ads across premium professional networks, industry-specific publisher sites, and high-authority B2B media properties selected for your ICP. We don't use cheap, generic inventory where viewability is low and audience quality is inconsistent. For most B2B technology campaigns, placements include enterprise technology publisher networks, industry vertical sites, and professional content platforms where your buyers are actively engaged with work-relevant content.

We provide regular reporting on impressions served to ICP-matched audiences, click-through rate by placement and audience segment, cost per qualified click, and landing page conversion rate. For clients running display advertising alongside content syndication or MQL programs, we also track downstream pipeline influence — the degree to which display-exposed buyers are more likely to engage with content and convert to leads than unexposed buyers in the same audience segment.

Buyers who engage with your ads or visit your landing page are enrolled in retargeting sequences that keep your brand present as they continue their evaluation. Retargeting messaging is calibrated to the buyer's stage — awareness-stage buyers see brand and category positioning, mid-stage buyers see value proposition and differentiation messaging, late-stage buyers see conversion-focused messaging and offers. Retargeting sequences run across the same premium placements as initial display campaigns.

We typically recommend starting with $1,000–$5,000 per month depending on your industry, ICP size, and campaign scope. For niche B2B audiences where the buyer population is small, a focused budget against a tightly defined intent audience will outperform a larger budget spread across a broad demographic. We'll recommend the right starting budget based on your ICP and pipeline goals on the consultation call.

Display advertising and content syndication are complementary channels — display builds brand familiarity with in-market buyers, and content syndication converts that familiarity into content engagement and verified lead records. Buyers who've seen your brand through display advertising are more likely to download your content when it appears in a syndicated placement, and more likely to respond positively to SDR outreach when they recognize your brand. Running both together creates multiple coordinated touchpoints with the same in-market buyer across different contexts.