Fuelling Growth

At the heart of each vibrant European community is a local high street, a family-owned shop, or a bold startup. For these entrepreneurs, staying competitive is about more than just numbers; it is about sharing a unique craft and building new relationships.

Here at Google's European Headquarters in Dublin, we hear this passion reflected in one question that comes up again and again in conversations with businesses: "How can we find our customers, share our story, and grow sustainably online?"

Small and medium-sized businesses (SMEs) are critical to Europe's economic success, and supporting their growth is a shared priority for the European Commission, national governments, and Google. In today’s global marketplace, their ability to compete often comes down to one crucial challenge: reaching the customers who truly appreciate and love what they do.

This is where digital tools like personalised advertising play a critical role. Personalised ads act as a digital bridge, connecting local entrepreneurs with their community and helping Europeans discover businesses they truly love.

Meet some of the small and medium-sized businesses from across Europe that are using personalised ads to grow their business.

Navigaweb uses personalised ads to support Italy’s digital community

Founded in 2008 by Claudio Pomes, Navigaweb.net has grown into one of Italy’s trusted technology blogs, offering expert guides on software, apps, and digital optimization for millions of users. By using personalized advertising, Navigaweb.net effectively connects its highly practical content, from Windows troubleshooting to AI tutorials, with the technology enthusiasts who need it most. This targeted approach has been essential to the blog's long-term sustainability, allowing Navigaweb to monetize content seen by over 10,000 daily visitors and remain an independent resource for the Italian community.

Intersport Elverys uses personalised ads to support local sport

Founded in 1847, Intersport Elverys is one of Ireland’s oldest sports retailers, with 45 stores, 800+ employees, and deep roots in local communities. A sponsor of the Mayo Men’s Senior GAA Team, Elverys has grown online sales by 300% in five years with personalised ads that connect shoppers to 10,000+ products, with half engaging within a week. These ads fuel store visits, 140 campaigns a year, and team growth, all while continuing to champion Irish sport.

Formel Skin uses personalised ads to make better skincare possible

Formel Skin is a personalised dermatology service in Germany making skincare more accessible with prescription treatments tailored to each customer’s needs. Patients complete a questionnaire reviewed by doctors and receive ongoing care from home. With around 30% of new customers now coming through Google Ads, personalised ads are a vital tool for reaching people searching for skincare solutions and expanding Formel Skin’s community of patients.

These entrepreneurs are powerful examples of a wider European trend. Local businesses are critical to Europe's economic success, and in today’s global marketplace, their ability to compete depends on efficiently reaching the right customers.

A report by the Centre for Information Policy Leadership (CIPL) based on research by Public First, commissioned by Google, highlights the critical role personalised digital advertising plays in driving economic growth and competitiveness, especially for small and medium-sized businesses.

This survey of 4,287 EU SMEs across 13 countries found that 86% attributed revenue growth directly to personalised digital advertising, 76% agree it enables them to compete with larger businesses, and 73% said it would be impossible or difficult to find the customers they need without it.

These businesses are powerful examples of how digital tools give companies of all sizes the control to manage their growth and the choice to find new customers at home and abroad.

They empower entrepreneurs to build sustainable businesses, create jobs, and compete on the world's stage. This creates a virtuous circle: when European businesses thrive, they create jobs and support a healthy, sustainable digital ecosystem for everyone.