Ad spend without strategy is just burning money faster.
Most Italian businesses running Google Ads are doing it without proper conversion tracking. They are measuring clicks and impressions instead of leads, calls, bookings, and sales. Before we touch campaign structure, bidding strategy, or creative, we install the infrastructure to measure what actually happens after the click.
Google Search campaigns are built around tight, commercial-intent keyword groups with ad copy that matches exactly what the searcher wants. We do not spray broad match across a large keyword list and call it a campaign. Each ad group has a clear intent, a clear offer, and a clear landing page. Shopping campaigns are structured by margin and competition, not just by product category.
Meta campaigns work differently — the audience targeting precision has shifted in recent years to being driven by creative and copy rather than hyper-specific demographic targeting. We build creative that stops the scroll and copy that converts the stop into a click. A/B testing is built into every campaign from the start.
Retargeting ties everything together. Someone who read your blog, visited your pricing page, or abandoned a cart should be treated differently from a cold audience. We segment by behaviour and serve creative that matches where each person is in the decision process.
Azienda Agricola Petraro achieved €420,000 in attributed digital revenue in a 10-month paid media programme — combining Google Shopping with Meta video creative targeting wine enthusiasts across northern Italy.
A Basilicata tourism client reduced cost-per-booking by 54% in three months by restructuring their Google Ads from broad match to exact and phrase match with dedicated landing pages.
