This week we hosted an exciting webinar, “How to Sell in Multiple Markets with Paid Ads,” led by Stanislav Galandzovskyi, Acquisition & Growth Marketer. The session dove into the challenges and opportunities of scaling e-commerce businesses across borders using paid advertising strategies.
Expanding into new markets is no longer just for global giants—smaller, agile brands can also thrive internationally if they approach paid ads strategically. Here’s a recap of the key insights and practical takeaways from the session.
Preparing an Online Store for Multi-Country Ads
Before launching ads abroad, your online store must be ready for global audiences. This means more than just translating text—it requires adapting product feeds, ensuring correct shipping and return policies, and making the checkout process seamless for international buyers. A lack of localization in the storefront often undermines even the best ad campaigns.
Adapting Creatives for Cultural Contexts
One of the most eye-opening discussions centered on creative adaptation. An ad that resonates in one country might fall flat—or even offend—in another. Stanislav highlighted how businesses need to adapt messaging, visuals, and tone to align with cultural values and preferences.
For example, humor may work brilliantly in the UK but be misinterpreted in Germany. Similarly, imagery and color choices can carry different meanings across cultures. Tailoring creatives to each audience increases not only click-through rates but also brand trust.
Regional Setup: Language, Currency, and Audience Targeting
Running the same campaign in multiple countries without adjustments is a recipe for wasted spend. The webinar outlined a systematic approach to ad setup:
- By region: Adjust targeting to specific countries or cities where demand is strongest.
- By language: Create separate campaigns for each language group to improve relevance and Quality Score.
- By currency: Always display local currency in ads and on landing pages—few things kill conversions faster than unexpected currency conversions.
- By audience: Use demographic and behavioral data unique to each region to sharpen targeting.
This level of precision ensures ads feel personalized rather than generic.
Real-World Case Studies
To ground the insights, Stanislav shared case studies from three international brands:
- MAEN Watches – Successfully penetrated multiple European markets by aligning creatives with cultural aesthetics and running currency-specific ad sets.
- Baebrow – Leveraged tailored messaging and audience segmentation to expand from one local market to several international ones, scaling revenue without ballooning ad spend.
- Minvoir – Showed how adapting brand voice and visuals for new regions accelerated trust-building in markets with very different customer expectations.
These stories demonstrated that the principles shared in the webinar are not just theory—they drive measurable business growth.
Final Thoughts
Selling in multiple markets with paid ads is both an art and a science. From preparing your online store to localizing creatives and setting up region-specific campaigns, each step plays a critical role in scaling internationally.
As Stanislav Galandzovskyi emphasized, success doesn’t come from simply copying and pasting campaigns across countries—it comes from understanding and respecting each market’s uniqueness.