PC-Ricondizionati.com, a brand of NCOM S.r.l., sells refurbished business laptops, desktops and workstations to companies, schools and private buyers across Italy. Mark X Media manages the store’s Google Ads account, with Google Shopping as the main sales channel.
The challenge
Refurbished IT is a price-sensitive category. Buyers compare the same Lenovo, HP and Dell models across many Italian sellers, so every click has to land on the right product at a competitive price. The goal was to bring the cost per conversion down while increasing clicks from Shopping, without raising the budget.
What we did
- Restructured the product feed so titles lead with brand, model, CPU, RAM and storage, which are the terms Italian buyers actually search for
- Split Shopping campaigns by product type and margin, so best-selling models get more budget
- Added negative keywords to stop spend on searches for new devices, repairs and spare parts
- Checked conversion tracking so Google’s bidding learns from real purchases and enquiries
- Reviewed search terms and budgets each week, moving spend to the campaign with the best return
Results
In the 30 days from 5 May to 3 June 2026, the account delivered:
| Metric | Result |
|---|---|
| Conversions | 249.77 |
| Cost per conversion | €3.83 |
| Total spend | €958 |
| Click-through rate | 1.70% |
| Click growth vs previous 30 days | +376 clicks across 3 campaigns |
| Top campaign | PC Ricondizionati Shopping #1, +464 clicks |
The Shopping campaign drove most of the growth, which shows that the feed and campaign structure work for this market. A cost per conversion under €4 gives the store room to scale spend profitably.
Why it worked
For e-commerce, Google Shopping rewards accurate product data more than clever ad copy. Clean titles, a tight campaign structure and negative keywords let the budget go to buyers who are ready to purchase. The same account also runs Meta Ads and SEO, so each channel supports the others.
Frequently asked questions
How much do Google Shopping Ads cost in Italy?
It depends on the category and competition. In this campaign for refurbished computers, PC-Ricondizionati spent €958 in 30 days and got 249.77 conversions, an average of €3.83 per conversion.
Do Google Shopping Ads work for refurbished electronics?
Yes. Buyers search by exact brand and model, and Shopping shows the product, price and store side by side. With an optimised feed, refurbished stores can compete well on price and specification.
Can Mark X Media manage Google Ads for Italian e-commerce stores?
Yes. Mark X Media manages Google Ads, Shopping and Performance Max campaigns for stores in Italy, the UAE, the USA and Pakistan, including feed optimisation and conversion tracking.
Want results like this?
We build Google Shopping campaigns that bring in sales at a cost you can scale. Book a free strategy call with Mark X Media.
Related services: Google Ads · PPC Advertising · eCommerce Marketing
