Fuelling Growth

Staying competitive and fostering growth is the central challenge for European leaders at every level, from local start-ups to established multinationals.


Here at Google's European Headquarters in Dublin, we hear this reflected in the one question that comes up again and again in conversations with businesses across the continent: “How can we grow and stay competitive in this moment of incredible innovation and possibility?”

This focus on growth isn't just a business concern; it’s also a key priority for the European Commission and national governments across the EU.

Small and medium-sized businesses (SMEs) are critical to this mission and to Europe's economic success. In today’s global marketplace, however, their ability to compete often comes down to one crucial challenge: efficiently reaching the right customers.

This is where digital tools like personalised advertising play a critical role. And the power of these tools is best told through the stories of the people who use them.

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

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 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 recent 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.