Google Ads Management in Milan

Google is demand capture: the buyer has already decided they want the thing, and the only open question is who supplies it. For a Milan catalogue that makes the feed the whole ball game, and Italian feeds fail in specific, boring, expensive ways. Titles written the way the gestionale names a SKU rather than the way a buyer types a query. GTINs missing across furniture and made-to-order lines where they legitimately do not exist, but with the identifier-exists flag never set correctly, so the product is throttled instead of exempted. Attributes left in Italian on a feed serving Germany. Disapprovals sitting in a diagnostics tab nobody opens.

The second failure is structure, and it has a distinctly Italian flavour. A great many Lombardy brand names are ordinary words — a surname, a place, a material — which means brand search picks up query volume that is not brand intent at all, and a single mixed campaign reports a ROAS that is mostly people who already knew you plus a stack of irrelevant clicks. Separating brand from non-brand, then mining actual search terms in Italian, German and French every week, is where most accounts we inherit find their first real money. Italian query mining in particular needs someone reading the terms, because plurals, gender and regional phrasing produce negatives that a rules engine will not catch.

Then export. Running one campaign across the EU on a floating currency and one delivery promise is the most common way to make Google look expensive. Each market needs its own feed treatment with translated titles, its own price and availability, and a landing page in the same language as the ad. Bidding is the last thing we touch, because a bid strategy applied over a broken feed just distributes the same problem more efficiently.