AI and smart bidding are no longer options, but essential tools for digital success

On September 18, 2025, Loredana Lavric , founder and CMO at Pop-Up Media agency, talked to us about how the expertise of a Google Partner agency can help you maximize your ROI and achieve sustainable growth, in the webinar Maximizing ROI and Sustainable Growth through the Expertise of a Google Partner Agency .

The expertise behind a Google Partner agency

Loredana Lavric shared during the webinar her over 15 years of experience in digital marketing, gained through collaborations with local and international brands such as Raiffeisen, Toyota or Samsung. Starting from the need for measurable and scalable results, the Google Partner certified agency focuses on performance and sustainable growth, being constantly validated through Google Skillshop certifications and exclusive access to beta resources offered by Google.

Why Google Partner certification matters

Certification is not just a marketing "badge", but a guarantee of expertise and access to advanced functionalities. A Google Partner benefits from direct support from Google, can test products in beta phase for the first time and has the opportunity to optimize clients' campaigns faster and more efficiently. In addition, partner agencies must maintain an optimization score of over 80% and manage consistent budgets, criteria that ensure professionalism and consistency of results.

ROI: between challenges and opportunities

Optimizing return on investment (ROI) is becoming increasingly difficult in the context of intense competition and tracking changes caused by privacy rules and the disappearance of cookies. If in 2019 a budget generated 100 leads, today the same amount brings only 60–70. Loredana emphasized that to maintain a healthy ROI it is essential to build complete funnels, avoid focusing exclusively on quick conversions and integrate awareness and retention campaigns.

Common mistakes in digital campaigns

Among the most common errors are the wrong allocation of budgets, the lack of A/B testing, the failure to use tracking correctly or the failure to understand the language of the target audience. Also, attributing conversions only based on the "last click" can distort reality, underestimating the role of channels that indirectly contributed to the purchase decision