How to generate leads through Viewable CPM

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Viewable Cost Per a thousand Impression (vCPM) is a strategy unique to the video and display networks. This bidding metric allows you to set a value you pay each time your display or video ad gains 1000 views.

Google considers a view as when 50% of your ad content shows on screen for 1 second (display ads) and 2 seconds (video ads).




Let’s say you deem £3 as the right amount to pay for every 1000 impressions on your ad. Now, each time 1000 people leave your ad on their screen for up to 1 or 2 seconds, Google will charge you £3.

This does not mean that each view comes from different individuals or that they’re staring at your ad while it displays. Making it more suitable for brand awareness and a worthy short for a lead campaign.

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How to use vCPM


  • On your ad campaign page, click on lead


  • Select either video or display as your campaign type


  • Scroll down to bidding strategy


  • Click on select a bid strategy


  • Click on select a bid strategy directly


  • On the drop-down menu, click on viewable CPM


Things to be mindful of when using vCPM

Placement reports

While using this ad metric, ensure you frequent your “placement report” to determine if your ad is shown on sites that align with your services or lead campaign. This will help improve the likelihood of a click.


Your audience pool

The size of your audience pool influences how unique your views will be. When your audience pool is small, the number of people likely to see your ads multiple times during their online sessions will be high.

This can lead to a bad or good reaction for the viewer. It can also lead to spending more for less on your part.

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    Frequently asked questions

    • Viewable CPM (vCPM) can help your business to gain extensive views at a minimal cost, as well as optimizing bids for maximum views. Click here to learn more.

    • Target Impression Share is a smart bidding strategy that boosts ad views for brand awareness; learn how to implement it here.

    • Maximize Conversion automatically adjusts bids based on lead performance, ensuring optimal results for your budget. To delve deeper into this strategy, click here for more insights.

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