Bright Bytes of March #25
Welcome back, Midsummer Friends! ☀️
Spring is in the air, with longer days, fresh ideas, and new opportunities blooming all around! 🌸✨
As we wrap up Q1, we’re bringing you the brightest updates from the Midsummer world: an exclusive interview, behind-the-scenes snapshots, key industry trends, and exciting upcoming events. Plus, we’re spotlighting our clients’ latest wins and sharing a fresh case study to keep you inspired.
So grab your coffee ☕ (or maybe a spritz, it’s almost terrace season!) and dive in! 🚀
☀️ Midsummer News
🚀 We are Google Premier Partner 2025
Oops, we did it again! We’ve earned our spot back as a Google Premier Partner for 2025!
This achievement is a testament to our team's expertise and dedication.
So, what does it really mean to be a Google Premier Partner, and how does a company earn this coveted title?
To become a Premier Partner, it’s not just about meeting the basic Google Partner requirements. A company must rank within the top 3% of participants in the Google Partners program in their country, and this status is evaluated annually.
Here are the three main areas companies must excel in:
1. Performance: You need a minimum optimization score of 70% in your Google Partners Ads manager account, showcasing your ability to effectively manage campaigns.
2. Spend: Your managed accounts should have at least $10,000 USD in ad spend over 90 days.
3. Certification: At least 50% of your account strategists (up to 100 users) need to be certified in Google Ads, with each strategist maintaining certification in specific product areas and a minimum of $500 USD in spend over 90 days.
How Top Performers Are Determined:
To be in the top 3%, Google evaluates companies on several factors, such as:
For Midsummer, these criteria are just the beginning. They’re essential, but achieving excellence in managing our clients' accounts is what truly sets us apart.
And let’s be real: one of the extra perks of being a Google Premier Partner? The exclusive gadgets Google sends to agencies. Let's just say our team has a soft spot for new tech! 😎
We’re proud to continue providing top-tier Google Ads strategies for our clients and can’t wait to make even more magic happen this year. Here’s to another year of growth, innovation, and (of course) a lot of spreadsheets! 📊🎯
💻Remote QBR: Unlocking AI Across Our Services
This quarter, our QBR took place remotely, but that didn’t stop us from coming together for a powerful moment of reflection, collaboration, and forward momentum.
We kicked things off with a deep dive into our Q1 OKRs, reviewing what we achieved, what we missed, and what we’re carrying forward into Q2. It was an honest, open conversation that sparked alignment and set the stage for a future-focused session.
Then we shifted gears into a thematic workshop centered around something that’s moving fast and reshaping everything: AI & Automation. As a performance marketing agency, we’re always evolving, and this session was all about pushing our internal processes to the next level.
Together, the team broke down our service workflows across PPC, SEO, and CRO, exploring how AI could enhance each link in the chain. Whether it's through smarter automation, double-check “artificial eyes,” or simply freeing up time for more strategic work. Our goal was clear: find innovative ways to work smarter and deliver even more value to our clients.
We didn’t stop there! We moved into a high-energy creative session for the Marketing & Sales departments, using the "Crazy 8" brainstorming method we loved in our last QBR. This time, we imagined bold scenarios like “what would we do with an unlimited budget?” to break out of the usual patterns and generate fresh ideas.
The results? Unpredictable, hilarious, and surprisingly insightful. Not every idea will make it to market (and thank goodness for that 😅), but that’s not the point. These exercises are about shifting perspectives and sparking ideas that lead to real, lasting innovation.
In a fast-moving industry, imagination is a serious business, and this QBR reminded us just how powerful it can be when we make space for it.
🥳 Midsummer People
🎤 Midsummer interviews Chelsea
This month, we’re shining the spotlight on Chelsea N. , our beloved Senior PPC & CRO Manager from the USA!
With a keen analytical mind and a passion for performance marketing, Chelsea plays a crucial role in driving exceptional results for Midsummer Agency’s clients. As a PPC & CRO Manager, she expertly combines the best of both worlds to deliver optimized campaigns in both English and Italian that maximize lead generation and e-commerce success.
When she’s not deep in data and A/B tests, Chelsea brings her strategic creativity to the team, always pushing for smarter, more effective marketing solutions.
In this interview, we explore the biggest challenges businesses face before seeking agency support, common marketing misconceptions, client success stories, and Chelsea's insights on strategy, teamwork, and career growth in the world of PPC and CRO.
What are the most common challenges clients face before coming to us?
Many clients come to us after experiencing disappointing results, often due to past negative experiences with other agencies. Some have lost profitability because of poor strategies, while others have been misled by false promises, making them skeptical about working with a new agency. One of our key challenges is transforming that initial doubt into trust, which is essential for both winning and retaining clients.
Do these challenges tend to be similar across different industries, or do they vary significantly?
There are always some common themes, but industry-specific factors also play a big role. Changes in platforms, strategy shifts, and cost fluctuations affect everyone, but the challenges differ depending on whether a client is in lead generation or e-commerce. Lead generation tends to be less immediate, starting from how a lead is even defined. In contrast, e-commerce performance varies greatly based on factors like average order value (AOV) and brand strength.
How do these difficulties impact a company's business performance or growth?
It depends on the client’s priorities. Some focus primarily on profitability, while others want to scale. If a company is looking to grow, it needs to be willing to invest more. The key is balancing short-term profitability with long-term growth.
What are some of the most common mistakes clients make before seeking our help?
For lead generation, a major issue is not having a clear sales process or a proper CRM, or having one but not using it correctly. Another common mistake is failing to set up tracking properly. Tracking is fundamental, yet it’s often underestimated. In e-commerce, we see a lot of businesses allocating too much budget to the upper funnel while expecting immediate returns, which is unrealistic.
Can you share an example of a client transformation, someone who was struggling but achieved great results with us?
One example is a luxury haircare brand selling in the US, UK, and Italy. When they first approached us, they were skeptical and had a limited budget. Initially, they weren’t seeing the results they wanted. However, over the years, we helped them scale effectively, and we’ve now been working together for two years. In the first year alone, we helped them achieve a +50% revenue increase year-over-year. It’s been a process of continuous collaboration and steady growth, even through moments of tension.
What are the key lessons you’ve learned from working with clients over time?
Never overpromise, always be transparent. The marketing world is full of fluff, especially on LinkedIn, but honesty is crucial. Performance will always have ups and downs, but long-term growth is what matters. Communicating this clearly to clients improves retention. Our role is to optimize continuously and to help clients understand that downturns are natural. Setting realistic expectations from the start is key.
If you could give one piece of advice to a potential client reading this on LinkedIn, what would it be?
Get your internal processes in order. Many businesses expect an agency to perform miracles, but they lack basic internal organization. For e-commerce, this means structuring sales, ensuring proper tracking, and having a clear understanding of business performance. If a client can’t provide clear metrics, for example a target ROAS, it becomes much harder to drive profitability. Part of our role is consulting, helping clients not only scale their performance but also develop the right mindset to track and analyze their business effectively.
If you had to describe yourself in three words, what would they be?
Friendly, curious, a bit nerdy.
What’s your biggest weakness?
I’m terrible at multitasking! It just distracts me.
What is the most important value for you, both in life and in work?
Empathy. Understanding people who think differently and recognizing why they see things the way they do. Many problems, both in life and in business, stem from a lack of empathy and an excess of self-centeredness. In marketing, this means putting yourself in the client’s shoes and truly grasping their perspective.
What’s the best career advice you’ve ever received?
Work-life separation. To achieve this, I set up my workspace and dismantle it at the end of the day. I also aim to have a life filled with diverse experiences and people from different professional backgrounds. I try to stay off social media as much as possible. Another great advice is from my mom, who always told me: Never be afraid to speak your mind.
Are you someone who plans everything in detail, or do you prefer a more flexible approach?
If I don’t write things down, I forget them immediately! So, I need a certain level of planning, but not down to the tiniest details. I prefer a structured approach with room for flexibility: main steps outlined, but not overly rigid. I love using Asana for this.
If you had to teach a lesson to a new colleague based on your experience, what would it be?
Don’t stress too much! Not everything is urgent. Learn to prioritize.
How do you like to collaborate with your team? What makes a team effective in your opinion?
Everyone should have a clear understanding of their role to avoid duplicate tasks. In multi-channel and multi-market projects, this is even more crucial. Good communication and well-defined roles are essential for efficiency.
What is one skill you’d like to develop in the coming years?
Playing the flute for meditation, maybe public speaking and specifically, the ability to read my poetry in front of an audience. I also want to improve my apartment gardening skills. Professionally, I’d like to explore how to use AI in a way that’s both sustainable and beneficial, without losing my own analytical thinking skills. I’m not a big AI user yet, so I want to figure out how to make it work for me.
😎 Keeping Midsummer Bright
Sweet as Honey: Midsummer Adopts a Beehive 🐝
This quarter’s QBR may have been online, but that didn’t stop us from finding a way to connect and make a difference, together.
Instead of our usual social hangout, we decided to do something a little unexpected: we adopted a beehive with 3Bee! 🌍💛
Why bees? Because they’re nature’s ultimate collaborators, hardworking, efficient, and essential to the planet’s health. Sound familiar? 😉
We saw a bit of ourselves in these tiny powerhouses, and what better way to celebrate the spirit of Midsummer than by supporting a cause that’s all about teamwork and biodiversity?
This small gesture is part of a bigger belief: that we can do meaningful things together, even when we’re apart. And the best part? We’ll be able to follow the journey of our hive all year long and share sweet updates with the team.
📷 Midsummer Photoshooting
This month we had an amazing time capturing the vibrant spirit of Midsummer Agency with a special photo shooting! 🎉
Dressed in colorful and casual outfits, with our iconic sunglasses on, we didn’t let cloudy skies stop us from chasing the perfect lighting. 😎
Here's how it went:
Want to see how it all turned out? Stay tuned on all our channels! 🔜
📊 Industry News
🖼️ OpenAI Integrates Advanced Image Generator into GPT-4o
OpenAI has taken another leap forward, this time with a major upgrade to image generation. The new image generator is now integrated directly into GPT-4o, offering designers and advertisers a more practical, precise, and conversational way to create visuals.
What’s new?
This solves some of the biggest pain points in AI-generated visuals and makes the creative process smoother, especially for teams working on high-volume design or ad testing. From storyboarding to final assets, this tool opens up a faster, smarter way to iterate.
Whether you're creating mood boards or full-blown campaign creatives, this is one to watch.
⚠️ Merchant Center Data Loss Confirmed
Google Ads confirmed a conversion data loss issue in Merchant Center affecting some advertisers in February. The issue is now resolved, but the missing data can’t be recovered. Google has yet to share the scope or exact timeline, something to keep an eye on if you saw irregularities in your February reports.
🛒 Bing Tests ‘Buy Now’ Button in Shopping Ads
Bing is testing a new feature that lets users skip product pages entirely and go straight to checkout. This could be a game-changer for high-intent shoppers, and a new lever for conversion-hungry advertisers.
💻 YouTube Sitelinks Come to Desktop Ads
After five years on mobile, YouTube sitelinks have landed on desktop! These clickable extensions now show beneath companion banners offering a bigger footprint and more engagement for your video ads.
🛡️ Microsoft Enforces Consent Mode Compliance
Microsoft is cracking down on tracking consent in the EEA, UK, and Switzerland. Advertisers must now be fully compliant with UET consent policies or risk losing retargeting and conversion tracking capabilities.
🧰 Google Ads Editor 2.9 Rolls Out
The latest version of Google Ads Editor is here, packed with upgrades like:
Mac users: You’ll need macOS 12 or higher for this update.
📍 Triple Placement Experiment Spotted on Google
One advertiser, three placements on a single search results page. Yep, Google confirmed it’s testing new ad visibility formats. Expect more experiments as Google continues to refine SERP ad experiences.
🚫 Google Ads Outage (Yes, Again)
A recent outage left many advertisers scratching their heads—and without impressions. Google blamed the issue on the deprecation of Enhanced CPC (eCPC), which caused ads to stop serving temporarily. It was resolved within a few hours, but a good reminder to stay current with bidding strategy updates.
🎟️ Events
🏫 Google Ads seminar at University of Cagliari
We’re gearing up for an exciting session at the University of Cagliari this May, where our Senior PPC Manager Chiara Piras and Performance Marketing Coordinator Fabio Ghisu will be leading a hands-on seminar on Google Ads as part of the Master’s in Managerial Economics.
Sardinia’s digital marketing scene is growing, and we’re passionate about helping students unlock new career opportunities. This seminar will dive deep into Google Ads strategy, campaign management, audience targeting, and data-driven decision-making, equipping participants with practical skills for the industry.
With 30 spots available, this is a unique chance for students to gain real-world PPC experience and explore how digital marketing can open doors beyond borders. We can't wait to connect and inspire the next generation of marketers! 🚀
💄 Cosmoprof Bologna
Our Founder & Managing Director Micky Mereu recently attended Cosmoprof Worldwide Bologna , one of the beauty industry's premier global events, and we're still unpacking a wealth of inspiration. With over 7,000 brands showcased, one thing was clear: beauty and cosmetics are evolving faster than ever.
🔑 The key takeaways? TikTok continues its reign as the top growth channel, retail remains strong despite digital channels being surprisingly underutilized, and Gen Alpha is already influencing purchasing decisions. Additionally, K-Beauty impressed again with cutting-edge innovation, while AI-driven personalization and sustainability took center stage.
Were you at Cosmoprof Worldwide Bologna this year? We'd love to hear your highlights!
🎟️ HeroConf Brighton – Last Call!
A quick reminder that our General Manager Marouscha Dorenbos will be speaking at HeroConf this April! 🚀
If you’re passionate about PPC and CRO, this is a must-attend event, packed with expert insights, cutting-edge strategies, and a chance to see Marou in action.
Haven’t checked out the details yet? Now’s the time! Grab your tickets and join us in Brighton! 🎤✨ (yes, you may spot other Midsummer dreamers at the event 👀)
✈️ Midsummer Agency is heading to Bucharest!
We're excited to announce that our Founder & Managing Director Micky Mereu will be speaking at the upcoming CEE Shopify Meetup next Thursday, April 3rd!
He'll share our proven recipe for Conversion Rate Optimization (CRO), highlighting how ecommerce brands can tap into this powerful yet underused marketing strategy to boost performance and drive real results.
Huge thanks to the amazing team at Vevol Media - Shopify Plus Agency for bringing this event to life!
If you're in Bucharest, don't miss this opportunity to connect, learn, and chat about all things ecommerce. We can't wait to see you there! 🚀
🩷 Client News
We’re excited to welcome three incredible new clients to the Midsummer Agency family!
Each of these brands is committed to excellence in their industry, and we can’t wait to help elevate their digital presence and storytelling!
🍟 Conversion Bytes: Leveraging Nudging to Overcome Price Resistance in Sustainable Product Sales
Selling sustainable products often comes with the challenge of higher upfront costs, which can deter potential customers. But what if there was a way to make these larger purchases feel more attainable without lowering prices?
👉 The solution lies in the power of nudging, which means subtly guiding customers toward a desired action.
Bundling is a powerful strategy to increase Average Order Value (AOV) by offering customers a small incentive to purchase more at once. When presented correctly, bundling isn’t just about getting customers to buy more; it’s about making them feel like they’re making a smarter, more cost-effective choice.
By combining bundling with nudging, you create an opportunity, not an upsell. This can significantly boost your margins while maintaining your eco-conscious pricing.
If you’re not already using nudging tactics, you might be missing out on a simple yet effective strategy for improving conversions and driving sales. Start small by testing bundle offers and see the impact on your bottom line!
🧠 Case Study of the Month: How We Achieved 433% YoY Revenue Growth for a Bulk Food eCommerce Brand Using Full-Funnel PPC Strategy
Our client, Cambie Inc, a US-based importer and distributor specializing in premium baking ingredients and confectionery products, faced a significant challenge. Despite their wide range of products catering to both B2B and growing B2C audiences, their revenue had been steadily declining from 2021 to mid-2023. With inefficient PPC campaigns and structural issues on their website, their growth had plateaued, and they needed a strategy that could turn things around.
The Challenge: Inefficient Ads and a Struggling Website
By mid-2023, Cambie had worked with another agency, but their Google Ads campaigns were still struggling. The issues were clear: poor targeting, broad keywords, minimal segmentation, and a website plagued with broken pages and empty categories. The B2B side was also suffering due to the lack of tailored campaigns, and Cambie needed an urgent solution to fix the inefficient advertising and refine targeting to drive consistent revenue.
The Solution: A Comprehensive Full-Funnel PPC Strategy
We overhauled Cambie’s entire PPC strategy, focusing on the following:
🔹 Google Ads Revamp: We restructured the Google Ads account with brand protection, Dynamic Search Ads, and better segmentation of bulk/wholesale products. Additionally, we shifted to include Standard Shopping campaigns, single-product campaigns, and structured Performance Max (PMax) campaigns, all tailored to product categories and seasonality.
🔹 Platform Expansion: Once we had optimized the Google Ads strategy, we expanded to other platforms to ensure comprehensive audience coverage:
🔹 Performance Measurement Shift: We moved Cambie from a traditional Return on Ad Spend (ROAS) model to a Marketing Efficiency Ratio (MER) approach. This allowed real-time scaling based on profitability rather than just attributed revenue, using tools like TripleWhale and Lifetimely.
The Results: Transforming Cambie’s Revenue
Our integrated PPC strategy quickly delivered significant results:
📈 Revenue Growth:
📈 Performance Metrics:
📈 Milestone Achievement:
Today, Cambie is recognized as a go-to provider for both B2B and B2C customers across the U.S., with a rapidly expanding product catalog and a strong, scalable eCommerce business.
Midsummer Agency is a Digital Performance Agency, powered by the sun! Midsummer ( /ˈmid-ˈsə-mər/ – aka summer solstice) is the longest and brightest day of the year. It’s a magical moment when the sun reaches its peak position in the sky, winning against the darkness, and good triumphs over evil.
Based in the sunny Cagliari, Sardinia, Italy, Earth, Solar System, Milky Way (you got the idea!) we exist to help eCommerce, startup, and B2B companies achieve the goals that are most important to them.