Data-driven strategies, expert analysis and practical tactics for e-commerce growth. From Google Ads optimization to Marketing Mix Modeling and SEO.
PPC teams spend most of their time decoding Google’s automation, but Microsoft Ads is quietly building an AI approach that can unlock incremental conversions—especially for B2B and high-intent searchers. The win isn’t “turn on AI and pray”; it’s treating Microsoft’s AI features as a controllable system: inputs (feeds, audiences, assets), constraints (budgets, targets, exclusions), and measurement (incrementality and lead quality).
AI has lowered the cost of creating content, ads, landing pages, and sales enablement assets. But this creates a new problem: markets are flooded with similar-looking messages. For brands that want measurable growth, localization can no longer mean “translate and publish.” It must become a distribution strategy that adapts content to local demand, trust signals, platforms, competitors, and conversion paths.
Google’s AI Overviews are changing the shape of search performance. Recent industry reporting highlighted a sharp drop in CTR for pages cited in AI Overviews, but the more useful takeaway for marketers is not “SEO is dead.” It is that impressions are being redefined. When AI-generated results create more surfaces where your brand can appear, CTR becomes noisier—and business impact needs a broader measurement model.
AI search and assistant platforms are moving closer to paid media products, and that changes how performance marketers should think about landing pages. If an ads crawler checks pages for relevance, safety, and compliance, your campaign performance may depend not only on bids and creative, but also on whether your landing page can be accessed, understood, and trusted by automated systems.
When paid search and paid social performance is reported in CTRs and impressions, leadership hears “activity,” not “business.” A CFO’s lens is financial: profit, cash flow, risk, and predictability. Below is a practical framework to turn PPC data into finance-grade reporting that earns trust—and budget.
The brief sounded contradictory: much more revenue, without many more orders, because the e-shop's logistics could not take a proportional rise in volume. And no price changes, in a highly competitive market. The answer was not more customers but a bigger order from the same customer. Here is how we built the strategy in three layers and what it delivered.
In an environment where available data is growing exponentially and marketing channels continue to multiply, businesses are challenged to answer one critical question: which investments truly deliver results? As Dimitris Bachtsevanis, Director of Performance & Partner, explains, “The need for reliable models that transform data into actionable insights is more critical than ever.”
David is an AI Content Intelligence system we built as an answer to mass, impersonal content production. It puts strategic direction and alignment with business goals first, and speed second.
As large language models (LLMs) evolve into a primary source of information, the way brands appear within them is becoming increasingly important. Today, the game is changing. It is no longer enough to rank first on search engines. What truly matters is convincing AI systems to recommend your brand as the top choice.
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