🌎 One ad, many markets

You've built a good ad. It runs great in the DACH region.

And now? Off to Italy with that? Or France? Or UK?

Not so fast, cowboy.

‍

Because: What works in Zurich can flop in Rome.

And what goes down well in Berlin may go completely unnoticed in Paris.

‍

Why

Because language, humor, colors, platforms, and even emojis look different from country to country.

‍

What is localized targeting?

‍

It's very simple:

You customize your ad the market, language and culture in which it is played out.

It's not just about language.

But also around Sound, look, choice of platform, times, imagery and context.

‍

Why is that so important?

‍

Because people filter ads.

When an ad Feels unfamiliar, it is ignored.

But when the ad feels like from your own environment, you get stuck. Click Buy.

‍

What should you adjust?

‍

🗣️ Speech & tonality

Don't just translate — speak locally.

A “free trial” in the UK is not a “free trial” in DE. It is a different feeling.

‍

🌈 Colors & images

Colors mean different things in cultures.

Red in China is good luck. In South Africa, it is grief. Just saying.

‍

📱 Platforms & formats

Snapchat works in France. WhatsApp is booming in Spain. In Korea, KakaoTalk is the thing.

Switch to where your target group really is.

‍

🕒 Timing & holidays

Italian users are active in the evening.

Germans scroll on the train in the morning.

And Black Friday is far from being as big in Switzerland as it is in the USA.

‍

📢 Text length & CTA

In English ads: short and direct.

In DE: often more explanation.

Adjust the style

‍

Which tools help you?

‍

🌍 Weglot

Ideal for multilingual websites and landing pages. Quick to integrate.

‍

🗂️ Lokalise

Content management for translations and variants. Good for many ad subjects.

‍

🤖 phrase

For teams that scale software, websites, or ads. Lots of automation in it.

‍

🎯 Smartly.io

For automated ad targeting and localization on Facebook, Insta & Co.

‍

Tips for getting started

‍

✔️ Start with just a little

Take an existing top subject and do it locally — instead of translating everything right away.

‍

✔️ Let native checks be done

Just have someone from the country look over it before you go out. Save embarrassment

‍

✔️ Template + variables

Build master layouts and use text, language, and platform variables. Saves time

‍

✔️ Gather platform know-how

What works on TikTok DE might fly through on TikTok IT. Or vice versa.

‍

✔️ Actively get feedback

Test what works. Use surveys or A/B tests per country.

‍

Conclusion:

‍

Scale yes — but smartly.

An international campaign is not simply “copy & paste”.

But a game from Sensibility, Understanding, and Fine Targeting.

‍

But: With the right tools and a clear setup, this isn't rocket science.

Start small. Localize wisely. And only then go all-in.

Because an ad that works well locally is worth more than 10 global flops.

‍