What we learn running Google Ads, Meta Ads, websites and AI video for real clients. No definition posts, no recycled listicles.
Article 50 of the EU AI Act started applying on 2 August 2026, and the platforms have their own rules on top. Here is what has to be labelled, what does not, and how we handle it on the campaigns we run.
Most guides start in Ads Manager. For a Bulgarian business the first real step is somewhere else: the VAT Act. Here is what the law actually says, what it costs to get it wrong, and the order we set new accounts up in.
Most stores switch on Performance Max, see a lovely ROAS and never notice how much of it came from people who were going to buy anyway. This is how we set accounts up instead - what goes live first, how the brand gets protected, and what changes once Shopping reaches Bulgaria.
Anyone can write a prompt. The problem is that it shows. This is what we have learned from making these every day - what gives an AI video away, which models actually hold up right now, and everything that happens between the idea and something people watch to the end.
Ask three agencies for a five-page site and you will get quotes from 800 to 4,500 EUR for what sounds like the same thing. Here are the real market ranges, what moves the number, and our own prices, published rather than quoted on a call.
Asking what Google Ads costs is really asking two questions, and almost nobody separates them. One number goes to the agency. The other goes to Google. Confusing them is why budgets get set wrong before anything launches.
Bulgaria switched currency in January. Most product feeds were built before that, and the price attribute is the single most enforced field in Merchant Center. This is the one place a Bulgarian store is most likely to fail a check nobody warned it about.
Every guide tells you Performance Max is the default now. In a market that has never had Shopping, on an account with no Shopping history, that advice is backwards. Here is the structure to open with, and when to change it.
Bulgaria sits in the second phase of a 15-market European rollout, scheduled for the holiday season. The stores that show up on day one will be the ones whose product feed is already clean. That work takes weeks, not days.
One question, one page, kept current. Bulgaria is in the second phase of Google's 15-market European expansion, timed for the holiday season. No fixed public date has been published.