| Price | from €190/month + VAT; ad budget paid directly to Google |
|---|---|
| Included | keyword research in Italian, campaign setup, ads, negatives, conversion tracking, weekly optimisation, monthly report |
| Timing | campaign live in 7 days, first enquiries in the first week |
| Terms | 3-month minimum, 30-day notice, the account is yours |
| Coverage | all of Italy, remotely; office in Turin; we work in English and Italian |
The feed is the campaign
In Shopping there are no keywords: Google matches Italian searches to your product titles. A title translated by a plugin ("Scarpa da corsa") does not match what Italians type ("scarpe running uomo Nike Pegasus 41"). We rewrite the titles of your best-selling products in Italian with brand, product, attributes and use, fix GTINs and categories, align prices and shipping with Italian rules (prices with VAT, returns visible, Italian contact details on the site: Google disapproves feeds without them).
How we structure it
Merchant Center in your name, feed connected from Shopify, WooCommerce, PrestaShop, Magento or a supplemental feed. Shopping standard campaigns split by category or margin, with negatives (competitor names, "usato", "gratis") and bids we control, for the first two to three months. Performance Max for the categories with enough conversions, brand excluded, once there is data. Search campaigns for your brand name in Italy and for categories that need text. Remarketing on Google and Meta.
Numbers for Italy
Cost per click on Shopping in Italy: €0.20-0.50 for low-price generic products, €0.50-1.20 for electronics, fashion and home, €1-3 for high-margin niches. Conversion rate 1-3% depending on price competitiveness and shipping costs (Italians abandon at shipping over €5-7 and delivery over 3-4 days). Break-even ROAS depends on your gross margin: 2.5 at 40%, 4 at 25%. We set a target ROAS above break-even and report against it.
What Italian shoppers expect
Prices including VAT, shipping cost visible before checkout, delivery in 2-4 days, PayPal and card (Italian debit cards are common), returns explained in Italian, a phone number or WhatsApp, reviews in Italian. Without these the click arrives and does not convert; we check the site before spending a euro.
What is included
Keyword research in Italian (the words Italians actually type, not translations), campaign structure by service and area, ad copy in native Italian, negative keyword lists for your sector, geo and schedule settings, conversion tracking for calls, forms and WhatsApp, Google Business Profile linked, weekly optimisation, a one-page monthly report in English with the cost per enquiry. From €190 per month plus VAT, ad budget paid by you directly to Google, account opened in your name, three-month minimum, 30-day notice.
See also
Frequently asked questions
Can we sell in Italy from a .com in English?
You can advertise, but conversion in Italian is 2-3 times higher. At minimum, product pages and checkout in Italian.
Do we need an Italian VAT number?
For B2C sales to Italy within the EU, OSS covers VAT. Merchant Center requires visible business details, not an Italian VAT number.
Shopping or Performance Max?
Standard Shopping first, for control and data. Performance Max once you have 50+ conversions a month.
Minimum budget?
€1,000-2,000 per month in ad spend for a catalogue of 100+ products to gather data in a reasonable time.
Want to know what it would cost for your business in Italy?
Fill in the form: within 24 hours you get a free analysis of the searches in your target area and a clear written quote, no strings attached.
- Free initial consultation
- From €190/month, ad budget separate
- No long-term contract