When it comes to ad copy localization for PPC, it’s tempting to fire up Google Translate, copy-paste your existing ad copy, and go for lunch.

Unfortunately, the copy-paste approach is one of the biggest reasons why global ad campaigns underperform. 

Literal translations often strip away meaning, context, and emotional resonance. Take the famous slogan “Finger-licking good!”—a direct translation into Chinese turns it into an unsettling invitation for people to start licking each other’s fingers. 

In short, direct translations are far more likely to confuse than convert. 

To get international PPC campaigns right, you’ll need to do more than just translate words. You’ll need to adapt your message to align with cultural nuances, linguistic expectations, and local buying behaviors. 

To gain a deeper understanding of ad copy localization for international PPC campaigns, we spoke to Tomasz Abbott-Wieczorek on a recent episode of the Paid Media Lab. 

Tomasz is the founder of the popular PPC Profit Club community, where marketing experts gather to share tips and strategies for optimal performance. As a top performance marketer himself, Tomasz has audited well over $1 billion in Google Ads spend, and helped high-profile clients successfully scale their campaigns globally.

Watch the full episode here, or get the written takeaways from the session below:

Timestamps: 

00:00 - Intro

02:35 - PPC Profit Club

04:03 - Why ad copy localization matters

05:38 - Likely performance improvements from localization

07:02 - Industries where localization really matters

09:25 - Tips for identifying the best local copy 

12:09 - Case study: The best brands to learn from

13:52 - Testing/optimizing localization copy

17:22 - How use AI in localization

20:43 - Balancing unique localization & brand messaging

23:07 - Key ad copy localization tips

23:54 - Final thoughts / outro

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Tomasz is also running a workshop on Thursday, 3rd April 2025:
The Google Ads AI Accelerator: Proven Systems to Reclaim 15+ Hours Per Week (Without Writing a Single Line of Code)

Learn more about the workshop and sign up here

Why PPC ad copy localization matters

Localizing ad copy for PPC campaigns is more than just translating words—it’s about adapting your message to align with cultural nuances, linguistic expectations, and local buying behaviors. 

Tomasz explained why localization is key to driving better click-through rates (CTR) and conversion rates across different regions.

If you’re simply reusing the same ad copy across multiple countries without modification, you’re missing out on significant performance gains. Effective localization ensures that your ads resonate deeply with each target audience, making them more persuasive and engaging.

The impact of localization on ad performance

In the podcast, Tomasz shared an example where localizing PPC ad copy and landing pages for different U.S. states resulted in a CTR jump from 1% to 8% and a conversion rate improvement from less than 1% to 7% over six months. 

Keep in mind that the core offer didn’t change—just the way it was communicated to different audiences.

This dramatic improvement underscores the power of localized messaging. While a generic ad might still drive some results, tailoring your message to a local audience makes it far more relevant, increasing engagement and the likelihood of conversion.

Plus, you’re negating the risk of awkward translations, which could lead to marketing blunders and a stain on your brand.

The takeaway? Thoughtful localization can multiply the effectiveness of your PPC efforts, driving better engagement and ultimately more conversions.

Key steps to localizing PPC ad copy

1. Research your target market

Localization starts with a deep understanding of your audience. Tomasz recommends:

• Using a VPN to search for relevant keywords in your target market.
• Analyzing how local competitors position themselves.
• Examining cultural differences that influence buying decisions.

Why research matters

A common mistake businesses make is assuming that what works in their home country will automatically work elsewhere. This leads to wasted ad spend and poor performance. Instead, take the time to observe the local market, identifying key trends, common phrases, and expectations.

For example, Black Friday is a major shopping event in the US, but its significance varies across different regions. 

Running aggressive Black Friday promotions in a country where it's not widely observed can lead to confusion and underperformance. 

Similarly, while discount-heavy messaging might work in the US, British audiences might respond better to value-driven messaging rather than outright price slashing.

2. Adapt messaging beyond translation

Localization isn’t just about changing words—it’s about modifying the tone, style, and emotional triggers to align with local preferences. 

Take the following examples:

• Consider the difference in shopping terminology: "cart" (US) vs. "basket" (UK), or pants meaning trousers - US) vs. pants (meaning underwear - UK).
• Adjust call-to-action (CTA) phrasing: In Germany, “recharge” is a better term than “subscribe” for a subscription-based service.
• Reflect cultural values: Ads for alcohol brands should account for local attitudes toward drinking and seasonality.

The importance of tone and emotional resonance

Cultural differences also extend to tone. In some regions, direct and urgent calls to action may work well, while in others, a more reserved and trust-building approach might be preferred.

For example, in the US, ad copy that says “Sign up now for instant savings!” might perform well, whereas in Japan, a more indirect and polite approach such as “Discover exclusive benefits when you join” might be more effective. 

Understanding these nuances can be the difference between an ad that converts and one that falls flat.

3. Test and refine with local insights

To ensure your localized ad copy is effective, Tomasz suggests:

• Conducting A/B tests with different versions of localized ad copy.
• Consulting native speakers or local team members to verify phrasing and cultural relevance.
• Monitoring CTR and conversion rate fluctuations across different regions.

The role of testing in localization

Testing localized ad copy should be an ongoing process. Instead of a one-time effort, marketers should regularly refine their messaging based on performance data.

One approach is to start with a broad A/B test comparing a more generalized ad copy against a heavily localized version. If the localized version outperforms, further refinements can be made by testing different word choices, emotional appeals, and CTAs.

Another effective tactic is to analyze heatmaps and user engagement on localized landing pages. If users are dropping off at a higher rate in one market, it could be a sign that the messaging isn't fully resonating with that audience.

4. Prioritize high-potential markets

One of the biggest pitfalls in PPC localization is spreading efforts too thin. Tomasz counteracts this by:

• Focusing on a few high-performing countries or states instead of launching worldwide.
• Pausing underperforming campaigns and reinvesting in top-performing regions.
• Treating US states as individual markets, since buying behavior varies significantly across regions.

The dangers of unfocused expansion

Many brands attempt to scale their PPC efforts too quickly by launching in multiple countries at once. This approach often leads to poor results, as the necessary groundwork for localization isn’t done thoroughly. Instead, marketers should focus on refining a few key markets, building successful frameworks, and then expanding from there.

5. Use AI tools with caution

AI-powered tools like ChatGPT can assist with localization by generating ideas, refining translations, and adapting messaging. However, Tomasz warns that:

• AI models sometimes produce inconsistent or overly generic ad copy.
• AI-generated translations may miss cultural nuances.
• A thorough human review is essential to maintain brand voice and accuracy.

When to use AI for localization

AI can be great for idea generation, but should not replace human oversight. One good practice is to use AI to generate variations of ad copy and then have native speakers refine them. 

AI can also help speed up the research process by summarizing cultural insights, but it should not be the final decision-maker in localized messaging.

Case study: Global brands that nail localization

For one of the best examples of localization across a global market, look no further than McDonald’s (yes—even B2B brands can learn a thing or two from this fast food juggernaut).

Their menu changes significantly across different countries, reflecting local tastes and cultural preferences. This same principle applies to ad copy—what works in one region may not work in another, and adapting messaging to fit local expectations is crucial for success.

Another great example is Netflix, which tailors its recommendations and content library based on regional viewing preferences. The same personalization concept applies to PPC ads—customizing messaging for different audiences ensures relevance and higher engagement.

How to balance localization with brand guidelines

For larger brands with strict guidelines, localization can be challenging. Tomasz emphasizes the importance of:

• Working closely with brand teams to ensure consistency.
• Keeping core brand values intact while making necessary local adaptations.
• Taking the time to get translations and cultural references right to avoid miscommunication.

Final thoughts: Start with an 80/20 approach

Instead of localizing ad copy across dozens of markets all at once, focus on the 20% of efforts that will yield 80% of the results. 

Prioritize markets where you already see strong engagement and gradually expand as you refine your approach.

PPC localization isn’t an overnight fix—it requires research, iteration, and a deep understanding of your audience. But when done right, it can drive significantly higher engagement and conversions, making your paid media efforts far more effective.

If you haven’t already, make sure to follow Tomasz on LinkedIn for regular PPC insights, strategies, and discussions—and check out the PPC Profit Club to take your paid media efforts to the next level.

For more insights on ad copy localization strategies, be sure to check out the full Paid Media Lab podcast episode with Tomasz, and subscribe to the Lunio YouTube channel for further insights from the top minds in PPC. 

Alternatively, listen to the Paid Media Lab podcast on Spotify, Apple Podcasts, Amazon Music, or whenever else you get your podcasts.