Efficiently Accelerating Global Expansion

The Challenge

An internationally-recognized certified translation company offers accurate, fast services in more than 90 languages. By nature, international business and expansion are vital to the company.

The company’s success in existing markets meant their ongoing Google Ads campaigns had begun to slow as they matured. In order to sustain the high growth numbers their account had achieved in prior years, expansion into new markets was essential. The client wanted to expand services into multiple new countries and languages quickly, which meant ADM needed a scalable strategy that would allocate budget and optimization time for high impact and minimal waste.

ADM approached the challenge in two phases. The first was to identify demand levels in various markets around the world.  In the second, we used that data to organize our budget allocation and campaign optimization approach.

Our Solution

We segmented new campaigns by geolocation target, language of keyword query, desired translated language, and keyword theme. For example: a campaign targeting the United States with English keywords focused on “English to Spanish translations” could also focus on “certified translation” queries. This format was replicated across multiple languages and country targets.

Once organized, we categorized campaigns into three separate tiers:

Tier 1: The most profitable campaigns that delivered a stable ROAS, optimized to focus on scale and incremental reach at consistent ROAS. 

Tier 2: Less profitable country and language campaigns, optimized to gain efficiency and rank.

Tier 3: Campaigns that were underperforming for efficiency or scale, optimized to support growth. 

This tiered approach maximized predictability and allowed us to prioritize optimizations in favor of scale. With a strong foundation in place, we replicated a similar structure across a wider variety of languages, countries, and keywords.