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Google Merchant Center: a guide to the product feed and the most common errors
Google Merchant Center is the account where you upload the catalogue that powers Shopping ads, Performance Max and free listings. It works if three…
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Advertising
IN SHORT
Google Ads, Meta, TikTok and LinkedIn: what they cost, which formats to use, how to retarget people who have already seen you and how to make every euro count.
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Reference guide: Google Ads for B2B: the handbook for generating better leads, not just more leadsMeta Ads for SMEs: budget, structure and measurement for the first 90 days
Articles on Advertising
23 articles
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AI in ad campaigns: what to automate and which decisions to keep under control
Advertising platforms already automate bidding, audiences, placements and part of the creative. It makes sense to delegate to AI whatever requires…
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How much to invest in Meta ads: how to calculate the budget from your company's numbers
A Meta ads budget is calculated from three numbers: how much you can spend to win a customer without losing margin, how many results the algorithm…
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Why ROAS can mislead you: how to measure the real impact of Google and Meta campaigns
The ROAS you see in Google Ads and Meta is revenue attributed by the platform, and the same sale can end up in both reports. Brand search and…
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Enhanced Conversions and Consent Mode: a practical guide to stop Google Ads working in the dark
Enhanced Conversions sends Google Ads first-party data (email, phone) hashed with SHA-256 to link more conversions to clicks. Consent Mode v2 passes…
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Google Ads in 2026: PMax, AI Max or Search, which to use for B2B lead generation
To generate B2B leads on Google Ads in 2026, the foundation is still a Search campaign with controlled keywords. AI Max is switched on within that…
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Google Shopping: how it works and when it pays off
In Italy, the CPC for the most commercial searches about Google Shopping campaigns (€10.82) is almost seven times higher than for the generic search…
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Google Ads pricing: how much a campaign costs
How much does it cost to advertise on Google Ads? In our new guide we look at Google Ads prices industry by industry, from €1.50 per click in…
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AI Max for Google Ads: what it is, how it works and why it will change your campaigns
AI Max is the AI layer Google has added to Search campaigns: it expands keywords with broad match, generates copy variants and routes traffic to the…
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Google Ads remarketing: how to win back people who have already visited your website
Google Ads remarketing lets you win back people who have already shown interest, without starting from scratch every time. Audience lists are the…
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TikTok Ads: why most campaigns fail to deliver results
TikTok Ads remain one of the paid channels with the lowest CPM on the Italian market, but most campaigns fail for one specific reason: they import…
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Performance Max: what PMax campaigns are, how they work and when to use them
Performance Max is the Google Ads campaign type in which Google's AI places ads across Search, Display, YouTube, Gmail, Discover and Maps, starting…
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CTV advertising: the battle between Magnite and The Trade Desk, explained simply
A strategic battle is under way for control of CTV advertising between the "buyer" The Trade Desk (TTD) and the "seller" Magnite. TTD launched its…
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The evolution of Google Ads: 25 years that revolutionised digital marketing
Google Ads, born 25 years ago as AdWords, revolutionised digital marketing by introducing pay-per-click based on search intent. Over the years the…
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Christmas marketing: our AI and omnichannel guide to delight and convert
Traditional Christmas marketing is no longer enough to stand out. This article is a practical guide showing how combining artificial intelligence…
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LinkedIn Ads for B2B: how they work, what they cost and which formats to use
LinkedIn Ads let you show ads to people chosen by job role, industry, company size and seniority. In this guide we explain why they work differently…
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Call ads: the secret weapon for warm leads
Call ads are the most direct way to get in touch with people who are genuinely interested. Meta now optimises them for 60-second conversations,…
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PPC campaigns: how to manage pay per click with AI, targeting and budget
Pay per click has entered a phase in which artificial intelligence and predictive targeting matter as much as keyword choice. Campaigns can no longer…
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Micro-influencers in Italy: the secret to authentic, effective marketing
Marketing in Italy is making growing use of micro-influencers, thanks to their strong ties with specific niches and high engagement rates. With a…
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TikTok advertising: a complete guide to the available ad formats
The main ad formats available on TikTok, such as In-Feed Ads, TopView Ads, Branded Hashtag Challenge and others, highlighting their advantages in…
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TikTok Ads vs Instagram Ads: which platform is better for your business?
TikTok and Instagram offer unique opportunities for digital marketing, but the choice of platform depends on your audience and your business goals.
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Influencer marketing on TikTok: how to build advertising into your brand
Find out how to get the most out of collaborations with influencers to promote your brand on TikTok and increase ROI.
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Getting the most out of Google Ads for small businesses
The article looks at how effective Google Ads can be for small businesses, highlighting the strategic choice of keywords, the importance of landing…