To run paid ads in several countries, structure your accounts and campaigns around markets, set budgets and reporting in the currency each account is billed in, target locations deliberately, and localise creative rather than translating it word for word. Start with one or two markets, learn, and then expand. This article uses Google Ads for specifics, since its help pages are public, but the same logic applies on other platforms.
Account and campaign structure
A common, workable approach is one campaign per country or per language, so each has its own budget, bids, targeting and reporting. Mixing countries in one campaign hides which market is working and lets the biggest market absorb the budget.
Currency is an early decision. Google’s help page says an account’s currency is permanently set at setup because it determines billing, and that paying in another currency means creating a new account. The options available may depend on the country where you registered. If you advertise from Australia into several regions, decide whether one account in Australian dollars is enough or whether separate accounts make reporting and payments cleaner. Plan reporting around a single comparison currency and be careful when comparing costs across accounts that were set up in different currencies.
Location targeting choices
Google’s location targeting guidance describes targeting whole countries, areas within a country such as regions, cities or postcodes, and a radius around a location. It notes that whole-country targeting gives more exposure and may not suit businesses that do not serve every region. It also describes the Presence or Interest option, which reaches people in the targeted location and people who have shown interest in it, and says Presence may suit cases where you only want people physically there. For international work this matters: with the broader option, ads for a country can reach people who are interested in it from elsewhere.
A practical check is to use the Ad Preview and Diagnosis tool, as Google suggests, when you target an area where your business is not located.
Localise the creative
Translation alone often fails in paid media because the space is so tight. Google’s responsive search ad specifications set headline, description and path limits by character, and double-width languages such as Chinese, Japanese and Korean count each character as 2. A line that fits in English may not fit once translated, and a line that is short in Chinese may be very different in tone. Write for each market from the same brief rather than translating the English ads.
Review each market for:
- Spelling and vocabulary (for example, Australian and US English differ).
- Currency, units, dates and phone formats.
- Offers, delivery and returns that are true in that country.
- Imagery, casting and cultural references. See adapting video campaigns for different markets.
- Legal and advertising rules in each market, which you should check with local advisers.
The wider principles are in localisation vs translation.
A staged rollout
| Stage | Aim | What to decide |
|---|---|---|
| 1. Choose markets | Pick one or two with real demand and a way to serve customers | Delivery, payments, language, support hours |
| 2. Pilot | Learn with a modest budget per market | Conversion definition, tracking, landing pages in local language |
| 3. Review | Compare markets on enquiries or sales, not clicks | Cost per result in a common currency |
| 4. Expand | Add markets or increase budgets where results justify it | Resourcing and local approval |
Landing pages should match the market: local language, local currency where you sell, and clear delivery information. For prioritising markets, see how Australian brands can reach international audiences.
Limitations and trade-offs
Time zones affect when ads run and when enquiries need an answer. Small budgets spread across many countries produce thin data, so fewer markets with enough volume usually teach more. Payment, tax and consumer rules vary by country and are beyond this article, so take advice before selling.
Where Radiance Impact fits
Radiance Impact’s Global division supports localisation and adaptation, and its Growth division covers campaigns and strategy. See /global/localisation or contact us to discuss a multi-market plan.
Sources
- About your language, number format, time zone, and currency settings, Google Ads Help
- Target ads to geographic locations, Google Ads Help
- About responsive search ads, Google Ads Help
