Around €1k a month
Search only, manual or maximise conversions, one brand campaign, a tight keyword set. Automation has nothing to learn from. The goal is clean data and a clear answer on whether demand exists.
Around €10k
Shopping joins once the feed is healthy. Enough conversion volume for Smart Bidding. Segmentation by margin starts to matter. Weekly search term work is now essential rather than optional.
Around €50k
Multiple channels, separated markets, proper product segmentation, daily management. The constraint shifts from "is there demand" to "where is the next efficient euro" — and the answers come from product-level data rather than campaign-level.