Taboola Buying for Italian Automotive, Energy and Property

Where the money leaks: A Taboola account is won or lost at the publisher site level, not in the campaign settings. Across the four Italian accounts we inherited last year, between 34 and 61 percent of spend sat on sites that produced clicks and nothing behind them: no scroll past the first screen, no second pageview, no form. Campaign-level CPA looked survivable in the interface. The site breakdown did not. So the engagement opens with two weeks of reading before it opens with buying. If you have history, we work read-only in your account and join the site and site-section report to post-click behaviour in your own analytics rather than trusting the Taboola pixel on its own. If there is no history, we run a deliberately unoptimised first flight designed to buy that data as cheaply as it can be bought. Everything afterwards runs off the blocklist this produces. Bidding: Manual CPC per site until a campaign is carrying roughly fifty conversions a week, then automated bidding with the site-level modifiers left in place rather than wiped. Max Conversions goes on only where the conversion is a decision, not a pageview: a configurator completion, a booked test drive, an energy lead that has passed your qualification call, a booked viewing. We will not point automated bidding at a thank-you page that fires on bounce, and we say so before the contract rather than in month three. Italian supply behaves in two tiers. The mainstream news and TV-companion sites carry the audience that will read 1,200 words about a heat pump subsidy. The aggregator tail converts for energy switching at around a third of the cost per lead, and in our accounts has never once produced a signed order for a car above forty thousand euro. Both get bought. Neither gets bought with the other's creative or the other's bid. What the click lands on: Native is a reading medium. Sending it to a product page with a hero image and three feature tiles is paying for attention and then declining it. We write and build the destination article, 900 to 1,400 words, in Italian and English where the account needs both, with one capture point around 40 percent scroll and one at the end. For property clients the APE energy class appears in the creative and in the article, because Italian property advertising requires it. For automotive, current ecobonus eligibility is stated plainly rather than implied, which is also what keeps the creative inside IAP article 7 on the identifiability of advertising. Measurement: Platform-reported conversions are the number we argue with, not the number we report. Where regional volume allows, we hold out two or three Italian regions and read incrementality against them. Where it does not, we run two weeks on and one week off for the first quarter and compare branded search and direct sessions across the gap. You get the model, the raw export and the assumptions, and you are welcome to disagree with them. Not included: We do not take a percentage of media. We do not run push or pop supply, we do not write headlines that pretend to be news, and we do not buy audience-extension inventory we cannot see a site name against. Landing infrastructure beyond the destination article, CRM configuration, and lead qualification calling are yours or another supplier's. Who this is wrong for: Direct-response ecommerce expecting a ROAS verdict inside thirty days. Native gets there, but not on that clock, and a buyer who needs it on that clock should put the budget into paid social instead. Also wrong if legal will not allow a claim about price, subsidy or availability in a headline, because in these three sectors that is most of what makes the channel work.