Recently, Zagreb has become the center of attention for the digital advertising community with the official launch of the Google Ads Sales Representative (ASR) program in Croatia. The event, hosted by Admixer Media and attended by Google, brought together advertisers, agencies, and industry leaders to discuss how this initiative will shape the local market.
The launch marks a significant milestone for Croatia and the wider Adriatic region. Given the constant growth in digital advertising spending and advertisers’ demand for greater efficiency and measurable results, the Google Ads Sales Representative program comes at the right time, enabling global expertise to connect with local needs. By combining top-tier Google advertising solutions with the practical knowledge and support of Admixer Media, the program sets a new standard for how brands and agencies can approach digital growth in Croatia.
Google Ads Sales Representative Program Opportunities for the Croatian Market
The Google ASR program has been officially introduced as a unique model designed to empower local advertisers and agencies with direct access to global Google innovations. As explained by Ivana Prakiš, Admixer Media Product Director, the program provides free local support and strategic consultations—all without changing account ownership or billing processes.
This approach is particularly relevant for the Croatian market, where advertisers often face the challenge of aligning global tools with local realities. The framework of the Google ASR program addresses this gap by offering transparency, dedicated expertise, and access to beta products that are typically unavailable without direct support. It is important to note that the program does not compete with agencies; rather, it strengthens their role by providing them with the resources and insights needed to achieve better results for their clients.
Digital Trends and Market Insights in Croatia
The Croatian e-commerce market is expanding at an impressive pace. By 2025, the number of online shoppers is expected to reach 1.75 million, representing a penetration rate of 52.5 percent and an average revenue per user (ARPU) of 702 euros. Compared to 2024, this marks an increase of 15.5 percent in shoppers, a penetration growth of 4.2 percent, and an ARPU increase of 3.1 percent, highlighting a consistent upward trend.
Consumer behavior is also evolving. Research shows that consumers are becoming increasingly cautious: 40 percent of people globally are making fewer impulsive purchases, 34 percent are conducting more research before buying, and 44 percent are spending more time planning their shopping trips. In Croatia (2024), the frequency of online shopping looks like this: 9 percent shop once a week or more, 28 percent shop two to three times a month, 28 percent once a month, 27 percent two to three times in the last six months, and eight percent once in the last six months.
Younger generations are driving a significant part of this change. They tend to use multiple channels and sources of information, from social media and online reviews to price comparisons and influencer recommendations before making a purchase, while older consumers often rely on fewer touchpoints. This underscores the growing need for omnichannel strategies.
According to the latest Google data, search engines and video platforms remain key to the consumer journey. Users globally perform over five billion searches annually. Google facilitates over a billion shopping interactions daily, emphasizing its role in everyday commerce. Research shows that 61 percent of shoppers interact with at least five touchpoints before making a purchase, and in 86 percent of those cases, Google and YouTube are present, making them unavoidable steps on the path to purchase. This influence is particularly strong during the holidays: despite the growing number of channels, these platforms consistently remain decisive in shaping purchasing decisions.
Tonka Hibler and Goran Vuzem from Admixer Media emphasized that these trends highlight the increasing importance of strategies based on first-party data and tools powered by artificial intelligence. For advertisers, this means that the ability to utilize quality data and apply it effectively will be crucial for attracting demand, personalizing customer interactions, and maximizing return on investment in an increasingly fragmented market.
Artificial Intelligence and Data in Google Ads
Artificial intelligence is no longer a concept of the future—it is already changing consumer behavior and marketing effectiveness. 83 percent of users worldwide turn to Google or YouTube platforms daily, making these platforms the most common touchpoints in digital journeys.[5] Searches are becoming longer and more complex, while tools like AI Overviews have already reached over 1.5 billion people in 200 countries, demonstrating how quickly artificial intelligence is integrating into everyday user experiences.
Angelos Galanakis, Regional Head of Strategic Partnerships at Google, pointed out that this change is particularly visible in visual search. Google Lens recorded a 65 percent increase compared to the previous year, surpassing 100 billion visual searches in 2025, with one in five searches having commercial intent.[6] Meanwhile, 70 percent of active social media users continue to check information through Google, reinforcing its perception as a reliable environment for decision-making.
