Reach and brand campaigns

Building brand awareness — reach and brand campaigns

Before a customer starts searching — they need to know your brand. Brand campaigns in Google Display & Video 360, YouTube, the Display Network and Demand Gen build recognition, reach and purchase consideration. They are run by ICBM Polska — a Google Premier Partner since 2014 with over 1,000 campaigns delivered.

Google Premier Partner 2014–2026 Brand Lift & Viewability Full-funnel

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Knowledge

What is brand awareness building

Brand awareness building means advertising aimed at potential customers before they feel the need to buy. The goal is to anchor the name of your brand, product or service in people's memory — so that when the purchase decision comes, your brand is the first choice. In online advertising this is achieved with reach and brand campaigns in channels such as YouTube, programmatic DV360, the Google Display Network and Demand Gen.

Our experience shows that brands investing in the upper funnel see higher conversion rates in performance campaigns — users already know the brand and trust it more. Brand awareness feeds the lower funnel: remarketing campaigns and video close conversions more effectively when the audience has already encountered the brand message.

Channels for building brand awareness

Programmatic Display & Video 360 (DV360) — premium inventory from leading publishers in Poland and worldwide, Connected TV (CTV) and audio. Advanced audience management, creative personalization (DCO), viewability and brand lift measurement.
YouTube and video campaigns — in-stream ads, 6-second bumpers, masthead. The largest video reach in Poland, precise demographic and interest targeting, brand lift measurement.
Google Display Network (GDN) — banners and responsive display ads on millions of websites. Cost-effective reach at budgets of every size, remarketing and contextual targeting.
Demand Gen — native video and image formats in YouTube Shorts, Discover and Gmail. High engagement, lookalike audience reach and scale across the Google ecosystem.

Want to build brand recognition and expand your reach? We will prepare a free quote for a brand campaign.

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How we measure the effectiveness of brand campaigns

We measure brand campaigns with upper-funnel metrics: reach (the number of unique users the ad reached), frequency (how many times the average user saw the ad), viewability (the percentage of impressions in which the ad was actually visible on screen) and brand lift (the increase in brand awareness and purchase consideration after exposure to the campaign). We supplement this with Google Analytics 4 data.

Brand lift — what it is and how we measure it

Brand lift measures the real impact of a brand campaign on awareness. The Google Brand Lift Survey sends a short questionnaire to people who saw the ad and to a control group that did not. We measure the uplift in ad recall, brand awareness and purchase consideration. Brand lift is available at sufficiently large budgets and lets you assess the campaign's true effectiveness — not just the number of impressions.

Full funnel: brand awareness powers performance

Brand and performance campaigns do not compete — they complement each other. The upper funnel built in programmatic DV360, YouTube and Demand Gen delivers brand recognition that makes conversion easier in Google Ads Search, remarketing and Demand Gen campaigns. A full-funnel approach means we build brand awareness precisely, then close sales with effective performance campaigns.

See how brand campaigns can boost the effectiveness of your entire digital marketing.

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Scope of work

What we do in brand campaigns

Precise audience targeting

We select audiences based on demographics, interests, purchase intent and behavior — so the ad reaches people genuinely interested in your brand.

Reach and viewability measurement

We measure campaign reach, frequency and viewability. We know how many people actually saw the ad — not just how many times it was loaded.

Brand lift and Machine Learning

We measure the real uplift in brand awareness after the campaign (brand lift). We optimize campaigns using Google AI and Machine Learning algorithms.

Multi-channel reach

We run campaigns in parallel across Display & Video 360, YouTube, the Google Display Network and Demand Gen — delivering a consistent message at multiple brand touchpoints.

Budget control and efficiency

We set the optimal frequency so you never overpay for excessive exposure. Full cost control and transparent spend reporting.

Reporting in GA4 and Looker Studio

We report results in Google Analytics 4. On request we prepare Looker Studio dashboards or XLS/PDF reports.

Specializations

Our expertise in reach campaigns

Google Premier Partner since 2014

Google Premier Partner status confirmed continuously since 2017. Access to Google beta products, training and Google technical support.

Dedicated campaign manager

Every brand campaign is overseen by a dedicated ICBM specialist. You have a single point of contact responsible for results and communication.

Display & Video 360 and Google Marketing Platform

Campaigns run on Google Marketing Platform — DV360, Campaign Manager 360. Access to premium inventory unavailable in standard tools.

Full-funnel strategy

We combine brand campaigns with performance campaigns — brand awareness feeds remarketing, search and Demand Gen. We build coherent strategies from reach to conversion.

Over 1,000 campaigns

Experience gained across more than 1,000 delivered campaigns — in different industries, budgets and billing models. We know what works in the Polish market.

How we work together

How we work

1 Analysis of your business, target audience and brand goals

2 Selection of channels and ad formats (DV360, YouTube, GDN, Demand Gen)

3 Defining KPIs: reach, frequency, viewability, brand lift

4 Campaign launch and configuration

5 Ongoing optimization and budget management

6 Results reporting and strategic recommendations

Process

Building a brand campaign step by step

1 Verifying the Google Analytics 4 setup and tracking codes

2 Building the campaign structure (campaigns, ad groups, audience segments)

3 Selecting creative formats: banners, video, responsive ads, native

4 Setting up targeting and audiences (demographics, interests, similar audiences)

5 Configuring geographic reach and delivery schedule

6 Choosing a bidding strategy (CPM, tCPM, Viewable CPM)

7 Activating Google AI algorithms and campaign optimization

8 Monitoring frequency, viewability and brand lift metrics

9 Reporting results and recommendations for the next period

What sets us apart

Why ICBM Polska

Data Driven

Using data allows us to increase the ROI and revenue of your marketing activities — and that translates directly into business growth.

Dedicated account manager

We have many years of experience growing companies through online advertising. Your dedicated account manager continuously oversees the delivery of your business goals.

Machine Learning / AI

Only with innovative Machine Learning / Google AI solutions (self-learning systems) can campaigns keep adapting to rapidly changing consumer behaviour.

Web analytics

Skill and talent, combined with the effective use of user data, let us consistently uncover opportunities for additional online revenue from new marketing initiatives.

Success stories

Results that speak for themselves

+618% Revenue growth — online aquarium store

+315% Conversion growth — industrial automation service

+383% Revenue growth — building supplies store

+91% More leads — construction services company

+138% Transaction growth — home furnishings store

+77% Sales growth — online toy store

FAQ

Frequently asked questions about brand campaigns

What is brand awareness building in online advertising?

Brand awareness building means advertising aimed at the widest possible group of potential customers — before they even feel the need to buy. The goal is to anchor the name of your brand, product or service in people's memory, so that when the purchase decision comes, your brand is the first choice. In online advertising this is done through reach and brand campaigns in channels such as YouTube, programmatic DV360, the Google Display Network and Demand Gen.

Which advertising channels are used to build brand awareness?

We use four main channels to build brand awareness: programmatic in Display & Video 360 (DV360) — premium inventory, Connected TV and audio; video campaigns on YouTube; the Google Display Network (GDN) — banners and responsive display ads; and Demand Gen campaigns — native formats in YouTube, Discover and Gmail. Channel selection depends on the target audience, budget and campaign goals.

How is the effectiveness of brand campaigns measured?

We measure brand campaigns with upper-funnel metrics: reach (the number of unique users the ad reached), frequency (how many times the average user saw the ad), viewability (the percentage of impressions in which the ad was actually visible on screen) and brand lift (a study of the increase in brand awareness and purchase consideration after exposure to the campaign). We supplement this with Google Analytics 4 data.

What is brand lift and how do you measure it?

Brand lift measures the real impact of a brand campaign on awareness — by comparing responses from people who saw the ad with a control group that did not. The Google Brand Lift Survey sends a short questionnaire to both groups and measures the uplift in metrics such as ad recall, brand awareness and purchase consideration. Brand lift is available at sufficiently large budgets and makes it possible to assess the true effectiveness of brand campaigns.

What is the minimum budget for a brand campaign?

There is no single fixed minimum — it depends on the channel, target audience and geographic reach. Brand campaigns on the Google Display Network or Demand Gen can be launched with relatively low budgets. Programmatic in DV360 and brand lift require higher spend. When preparing a quote, we always match the scope to the available budget and set realistic goals. We have no fixed price list — every quote is prepared individually.

Do brand campaigns translate into sales?

Brand campaigns work in the upper funnel — they build recognition and purchase consideration, which translates into sales, but over the longer term. Brands that invest in brand awareness see higher conversion rates in performance campaigns, because users already know and trust the brand. Brand awareness feeds the lower funnel — remarketing campaigns, search ads and Demand Gen close the conversions.

Do I get access to a panel with campaign results?

Yes. Clients receive access to the ICBM panel with campaign statistics. We do not, however, grant access to the Google Ads account or the DV360 platform — campaigns run on our accounts and technology. Reporting is done in Google Analytics 4; on request we prepare reports in Looker Studio or in XLS/PDF format.

What does working together on brand campaigns look like?

We start by analyzing your business, target audience and brand goals. Then we select channels and formats, define KPIs (reach, frequency, viewability, brand lift), launch the campaign and optimize it. Every campaign is overseen by a dedicated account manager. Throughout the campaign we report results and react to changes in performance.

Do I get access to the Google Ads account?

You do not receive access to the Google Ads account itself. Instead, you get access to a panel in our system where you can see all campaign statistics.

Who do I pay the Google Ads budget to?

You pay the media budget directly to Google. This guarantees the funds cover the actual cost of clicks / impressions / views of your ads.

I don't have a Google Ads account. Who creates the ad account?

We create a brand-new Google Ads account every time.

What happens to the Google Ads account after we stop working together?

The account is archived within our resources.

What does the Google Ads campaign management service include?

Building the advertising campaign, linking the Google Ads account with Google Analytics, configuring Google Ads / Merchant Center accounts, implementing Machine Learning mechanisms and ongoing management of the Google Ads campaign.

How long is the contract?

The contract is concluded for an indefinite period.

Which billing model do you prefer?

A percentage of ad spend, a percentage of revenue, or a mixed model.

After what period can the campaign be evaluated?

The suggested period for evaluating campaign results is 3 months. That said, Google Ads campaigns start delivering business value from day one.

How is campaign reporting handled?

We use Google Analytics 4, which gives you access to campaign results in real time (24/7).

Do you have a price list for your services?

We do not have a fixed price list. We prepare a personalised cooperation proposal every time.

Campaigns run by

The ICBM Polska specialist team

Brand and reach campaigns are run by the certified specialists of ICBM Polska — a Google Premier Partner since 2014. We plan the upper-funnel strategy, select channels and audiences, configure measurement (GA4, viewability, brand lift), run campaigns in Display & Video 360, YouTube, GDN and Demand Gen, and report the results. Every campaign is overseen by a dedicated account manager.

Google Premier Partner 2017–2026
Google Partner since 2014
Over 1,000 campaigns delivered
Display & Video 360 and Google Marketing Platform
Google Partner Rising Stars and Digital Champion programs

Last updated: June 2026