At First Page, we incorporate machine learning in our digital advertising campaigns to efficiently analyse extensive data, uncovering patterns beyond human analysis. Our use of predictive models allows us to anticipate user behaviors and ad effectiveness, enhancing our bidding strategies. This approach is particularly effective on platforms like Facebook Ads and Google Ads, leading to more cost-efficient campaigns. Our machine learning algorithms scrutinise metrics such as click-through rates, conversion rates, and cost-per-acquisition, enabling on-the-fly adjustments in targeting, bidding, and ad placements.