Google Ads campaigns can be an ideal tool for increasing your reach in foreign markets – regardless of whether you plan to enter new markets or strengthen your position in regions where your company is already present. With the right approach and the necessary knowledge, you can quickly achieve the desired results.
Planning international Google Ads campaigns
Careful preparation is necessary to expand marketing campaigns to foreign markets. Before starting, it is worth considering carefully all the factors that can significantly affect the effectiveness of the campaign on the international stage. The first step should be a thorough market analysis in a given country, including data on the industry in which we operate, its popularity, market size, customer interest and their shopping preferences. This will help to define the target group of the campaign. Another important step is to analyze the advertising activities conducted by competitors in the markets of interest to us.
The first pilot project took place earlier this month when SeekandHit colleagues, Paula and Before you start your international Google Ads campaigns, it’s worth taking the time to thoroughly analyze the market opportunities. Pay attention to whether your offer is tailored to the specifics of the local market. Local regulations and taxes are important issues – since 2020, due to the digital tax, Google adds an additional fee to the advertising budget. This applies to companies operating in the UK, Austria, and Turkey, which means that advertising costs may be 2-5% higher depending on the market. Additionally, CPC/CPM rates can vary significantly depending on the country. A useful tool for planning international activities is the Keyword Planner in the Google Ads panel, which helps to obtain preliminary information. Tools such as SEMRush and Ahrefs can also help to estimate potential traffic in a given country.
Choosing the right channels is equally important. It’s often assumed that Google dominates the world, but that’s not always the case. In countries like Russia and China, users prefer local search engines like Yandex and Baidu, while in the Czech Republic, Seznam is still popular . Understanding which search engines your local audience uses is crucial if you want to succeed in a new market. Check the global market share of specific search engines.
Before starting international PPC campaigns, it is also crucial to prepare your landing pages properly to increase the chances of converting users. Make sure your landing pages are well translated and have prices in your local currency. Using local domain extensions will contribute to greater user trust.
Preparation of foreign campaigns
There is no one-size-fits-all approach to planning the structure of Google Ads campaigns for foreign markets. Depending on the KPIs, offer features, and target audience characteristics, campaigns can be divided according to various criteria:
- Splitting your Google Ads campaigns by country is especially useful when accounts have country-specific budgets, different unique selling points (USPs) like free shipping or guarantees, or different products. This allows you to tailor your campaigns to best reflect your offering in each country. Additionally, this structure is beneficial when your target audience varies by country, allowing you to fine-tune your campaigns to local demographics.
- Division into areas within the country allows us to avoid targeting ads to recipients who may not be interested in our offer. In such a case, we can target ads to specific cities, larger regions, or even postal codes within the country.
- Another approach is to divide campaigns by language . It is not uncommon to target international audiences who speak the same language. Language-based campaigns can target multiple countries at the same time, although there is a risk of missing some audiences.
An important aspect is adapting keywords to a given market. Direct translation is not always the best – users from different countries may search for the same offer in completely different ways. Here again, the Keyword Planner will be helpful, as it will allow us to learn new phrases used by recipients from a given market.
It is similar when it comes to translating advertising texts. You also need to take into account cultural differences and colloquialisms in a given language. Think about what associations and messages you should use in your ads so that they resonate well with your recipients.
Summary
Google Ads campaigns in foreign markets can bring significant benefits if they are properly planned and optimized. It is crucial to understand the specifics of local markets, adapt the offer to local preferences, and constantly monitor and optimize the campaign. Remember that success in foreign markets requires not only the right tools, but also flexibility and a willingness to adjust the strategy in response to changing market conditions. Thanks to this, your Google Ads campaigns will be effective and bring the expected results, regardless of the market you operate in.
Sources:
[1] Google – Help (2025, March 26), Geographic performance measurement – information , https://support.google.com/google-ads/answer/2453994?sjid=5007125292830640954-EU
[2] Wirtualnemedia.pl (2025, March 26), Google raises advertising prices in the UK, Austria and Turkey. The reason is new tax regulations , https://www.wirtualnemedia.pl/artykul/google-podnosi-ceny-reklam-w-wielkiej-brytanii-austrii-i-turcji-powodem-nowe-przepisy-podatkowe-dlaczego-podatek-cyfrowy-w-polsce
[3] PWC (2025, March 26), Digital export – opportunities and prospects for Polish enterprises, https://www.pwc.pl/pl/pdf-nf/2019/e-eksport-raport-pwc.pdf
[4] Chamber of Electronic Economy (2025, March 26), Cross Border. E-commerce. Brand without borders : https://eizba.pl/wp-content/uploads/2024/02/Raport-e-Izby-Cross-border_e-Commerce_Marka_bez_granic_2024_skrot.pdf
[5] Adyen.com (2025, March 26), Payment method guides , https://www.adyen.com/payment-methods-guides
[6] Postnord (2025, March 26), E-commerce in Europe 2017: https://www.postnord.fi/siteassets/pdf/raportit/e-commerce-in-europe-2017_en_low.pdf
