Serpac

Serpac produces and distributes UN-certified packaging for transporting dangerous goods: chemicals, lithium batteries, diagnostic samples. Based in Segrate, ISO 9001 certified, in a market where buyers rarely make mistakes and choose on trust.

The problem was that everyone competed for that trust on the same ground, word of mouth and trade fairs, and online the sector barely existed. People looking for approved packaging found data sheets and PDF catalogues, and the few visible companies were not necessarily the best.

The site was there, so was the e-commerce, and both were standing still. It is the phase when companies usually change agency every eighteen months: each one proposes its favourite tool, the budget moves from one channel to another and nobody answers the real question, which is whether all this has produced clients.

Two disciplines together, instead of taking turns. Google campaigns to reach people searching for approved packaging right now, and the press office to get the topic talked about among readers of those outlets before they even have the problem. Measurement sits in one place, where advertising spend and press coverage are viewed side by side with the site’s real traffic.

When requests stopped coming only from long-standing clients. In the twelve months tracked by Deep Intelligence, from September 2025 to August 2026, the Google campaigns generated attributed sales of more than ten times the spend, in a technical B2B market where the cost per click is not low.

Over the same period the press office secured dozens of pieces. Over four years they have become almost three hundred, in more than 150 different outlets: Ansa, Adnkronos, La Stampa, Il Messaggero, TV and radio, as well as the logistics and packaging magazines that the sector’s buyers actually read.

Today Serpac is the leading Italian brand in its sector, and people search for the name directly.

The site receives tens of thousands of visits a year, and the largest share comes from people who type the name directly or find it on Google, not from advertising. It is the sign that the work is doing what it should: advertising brings in today’s demand, the press and organic search build tomorrow’s.

The link between the two can be seen in the numbers rather than argued: the same platform that measures the campaigns also records the sessions coming from AI engines, hundreds in the last year, and the sources those models cite when they talk about certified packaging.