10 000+ leads · 2026

Insights · aw.je Publication · 16 articles

Perspective. Hard data on industrial B2B marketing.

Insights written for EU industrial and B2B marketing leaders — local SEO, lead generation, web, performance and team. Adapted for multi-country markets, not translated word for word.

Ask Maps: prepare your Google Business Profile for AI discovery

Ask Maps is a Gemini-powered Google Maps feature that answers detailed questions about places through conversation. For EU businesses, preparation means accurate location profiles, useful local-language website content and clear ownership of updates across branches. An English-language rollout does not establish full support for every EU language or every feature in every country. Use the seven-step checklist below to improve information quality without assuming a guaranteed recommendation or a fixed shortlist of results.

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Performance10 min

ChatGPT advertising costs in 2026: EU budgets and campaign setup

ChatGPT advertising currently starts at a €15 minimum average daily campaign budget for EUR-billed accounts, with clicks or impressions spending that budget rather than adding a second charge. OpenAI's documentation checked on 20 October 2026 lists self-service access across EU member states, including Poland, but business verification and product eligibility still apply. Its suggested initial maximum CPC bid of US$3–5 is bidding guidance, not a European average click price. This guide separates verified platform conditions from an illustrative test plan and explains how to launch without confusing campaign budgets, bids and acquisition costs.

20.10.2026Read →

Team9 min

Remote work in 2026: how a distributed team works without an office

Remote work can support a distributed team when focused work, coordination and necessary site visits fit together. At aw.je, our model brings together 27 experts across Poland without a central office, while retaining on-site work at client locations. The frequently cited Trip.com trial supports a specific hybrid arrangement, not the claim that fully remote work universally outperforms an office. For EU and DACH buyers, the useful questions are what the evidence measures, how the supplier works and whether cross-border employment is actually involved.

20.10.2026Read →

Lead Gen6 min

Tractor lead quality: how to assess German contacts beyond CPL

A EUR 2.86 cost per contact does not establish tractor lead quality. Use the German campaign report to separate platform results from dealer qualification and compare markets without confusing currencies or sales stages.

20.10.2026Read →

Lead Gen6 min

Equipment rental leads: build a follow-up process before counting bookings

A rental enquiry only becomes a booking after the dates, machine and fulfilment conditions are confirmed. Use a 77-contact campaign report to design ownership, availability checks and consistent booking statuses across locations.

20.10.2026Read →

Performance6 min

Meta-attributed purchases: how to check agro e-commerce profit

600 Meta-attributed purchases at PLN 3.27 CPA describe advertising attribution, not verified store profit. Reconcile the platform with paid orders and consistent cost definitions before drawing conclusions across EU markets.

20.10.2026Read →

Team9 min

AI content labeling under Article 50 of the AI Act: rules from August 2026

From 2 August 2026, Article 50 of the EU AI Act makes whoever publishes AI-generated content responsible for labeling it visibly — the marketer or publisher, not the tool vendor. Realistic synthetic media (voice, images, video) requires a label, and in paid social the platform's hidden disclosure is not enough. Here is what to label, how, and what to roll out across your EU markets before the deadline.

30.07.2026Read →

Team6 min

Agencja Wizerunku becomes aw.je — why we are rebranding now

Agencja Wizerunku is now aw.je. The rebrand reflects three real growth directions: international expansion across the EU, the shift from image-building to infrastructure and sales, and entry into new industries. The team, quality and values stay exactly the same.

22.07.2026Read →

Performance12 min

TikTok Shop in Europe: what to know before you start selling

TikTok Shop is rolling out across Europe market by market and moves the whole purchase inside the app: customers buy straight from the feed, live streams and the 'Shop' tab. Here is who can sell, how to start and what the TikTok Shop channel really costs.

02.07.2026Read →

Performance8 min

Google Ads bidding strategy changes: what to do before 17 Aug 2026

From 17 August 2026 Google changes how target-based bidding strategies (Target CPA, Target ROAS) work in budget-constrained campaigns: instead of beating the target, they will hold closer to it. Campaigns that today perform better than their target will move toward the set value — fewer conversions on the same budget. The Bid Target Adjustment Tool for reviewing targets is available from 6 July 2026.

24.06.2026Read →

Performance9 min

Financial advertiser verification in Google Ads: what changes across the EU

From 23 July 2026 Google requires verification of financial-services advertisers across the EU and EEA, and the obligation also covers the agencies running their campaigns. Verification is two-step: first with Google's partner G2, then in Google Ads using the code you receive. Advertisers get 30 days from notification to finish; after that, financial-services ads are paused.

23.06.2026Read →

Performance11 min

Social media trends for summer 2026: trust beats reach in B2B

Social media trends for summer 2026 point one way: the winners post less, say something real, and build trust beyond a single platform. Reach is no longer the currency — credibility is. For B2B marketing teams in the EU that means a shift from volume to signal design: proof, a clear point of view, and expertise no content generator can fake.

11.06.2026Read →

Performance12 min

Agribusiness marketing 2026: why farm print loses and digital wins

In agribusiness marketing 2026, the winners shift budget out of farm-press advertising into owned channels, video and marketing automation. The European farmer is already online, and a generational handover is accelerating digital buying across the EU. Print keeps losing circulation and still cannot measure conversions, while digital delivers a cheaper, fully measurable lead. This is not the end of print — it is the end of print as the core of a dealer's or brand's budget.

11.06.2026Read →

Web11 min

Design trends 2026: 10 directions reshaping digital design

Design trends 2026 come down to one principle: balance between AI and the human hand. The year brings 10 directions — node-based AI, brutalism, immersive 3D, bold colour, cinematic motion and white space (Cloud Dancer, Pantone's Colour of the Year). What unites them is a retreat from algorithmic smoothness toward work that looks human-made. We break each direction into specifics and show which to roll out across an EU B2B brand first.

11.06.2026Read →

Web12 min

Social media graphics: how to design visuals that sell in B2B

Social media graphics in B2B have one job: stop the scrolling thumb and guide it to the offer. A visual is not post decoration — it is the first stage of the funnel, deciding in a split second whether a viewer stays or scrolls past in a feed saturated with content. This guide breaks design down into specifics: composition rules, current sizes and file formats for LinkedIn, Facebook, Instagram and TikTok, plus how to measure results. We also show how to build a consistent, repeatable system that works for brand recognition across EU markets, not just a single like.

11.06.2026Read →

Performance10 min

Google Business Profile 2026: the new local SEO rules across the EU

The 2026 Google Business Profile update shifts the weight of local SEO onto your own website: Google now reads LocalBusiness structured data (opening hours, address, FAQ), rewards fresh profiles with real photos and reviews, adds AI-generated review replies and is testing AI that calls businesses directly. Across the EU most of these features arrive later than in English-speaking markets — which is exactly why now is the moment to prepare.

30.05.2026Read →

Briefing for boards

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