Did you know that starting July 1, your Facebook and Instagram campaigns will cost 3% more?

Effective July 1, 2026, Meta began applying a 3% surcharge on all Facebook and Instagram ads shown to users located in Italy. It doesn’t matter where your company is based: if your campaign reaches Italian customers, the surcharge applies regardless; it is added to your advertising spend and listed separately on your invoice. This measure is linked to the digital services taxes that several European countries, including Italy, impose on major tech platforms, and Meta has chosen to pass the cost directly on to advertisers.

To put it simply: if you invest 1,000 euros per month in Facebook and Instagram campaigns, starting in July, you’ll be charged 1,030 euros, excluding VAT. It may not seem like much, but if you advertise on an ongoing basis—as any business that wants to grow online should—that 3% adds up month after month and, by the end of the year, becomes a figure that’s anything but negligible.

The right question to ask isn’t “how much more is this costing me,” but “am I spending that budget wisely?” Because the real problem for many small and medium-sized businesses isn’t the surcharge itself—it’s that advertising campaigns are often not optimized, the target audience is too broad or too generic, the creative assets aren’t tested, and the budget is allocated without a real strategy. In these cases, every extra euro counts double, because it worsens a result that could have been improved anyway.

This is where Omnia Marketing’s Advertising service comes into play. We manage our clients’ Facebook, Instagram, and Google Ads campaigns by focusing on three key areas: precision targeting (to avoid paying for clicks and impressions from people who will never buy), systematic testing of creative assets (to understand which images, videos, and copy actually convert), and constant monitoring of return on investment, so we can allocate the budget where it yields the best results. The result for the clients we serve is that the 3% increase is offset—and often exceeded—by improved campaign performance.

If we aren’t already managing your advertising, now is the perfect time for a free review of your Ads account: let’s work together to see where your budget is going, how much each euro spent is yielding, and where we can improve margins and efficiency—before the price hike really starts to bite. And if your campaigns currently rely solely on paid advertising, remember that a solid SEO strategy reduces your dependence on ads over time: this is another of our services, which works in tandem with Advertising to help you spend less and earn more in the long run.