Key figures
| Metric | Value | Note |
|---|---|---|
| Search Ad Spend | €12.6 billion | |
| Organic Traffic Share | 58.0% | of website traffic |
| Local Search Usage | 72.3% | of internet users |
| SEO Spend | €5.2 billion | |
| Search Engine Market Share | Google 94.5% |
Overview
Search engines remain a critical touchpoint for Italian consumers seeking information and products online. Both paid search advertising and organic search optimization are vital components of digital marketing strategies, driving significant traffic and conversions.
Breakdown
- Search Ad Spend by Device (2026): Mobile €8.1B, Desktop €4.5B
- Top Search Queries: Product information, Local services, News, Travel
- Local Search Impact: 85% of local searches lead to a visit or call
Outlook
Search advertising spend in Italy is expected to grow, fueled by increasing competition and the effectiveness of targeted campaigns. Investment in SEO will also remain high as businesses strive to capture organic visibility, particularly for local search queries, which continue to drive offline actions.
Sources: industry surveys, platform filings, and modeled estimates for 2026