£1.59M from 3 new countries. A breakdown on how to scale Google ads globally

The other day, I heard from one of our clients with some pretty exciting news.

Their brand just made the list as the 16th fastest-growing company in the UK.

Wild to think how far they’ve come since that first call we had together.

Over a year ago, they were spending £30,000 a month on Google at a 3.6X ROAS.

Things were going well, but they wanted to take things further.

Specifically, they aimed to expand beyond the UK and tap into international markets.

They’d tested some international campaigns before, but nothing clicked.

The results weren’t promising, and their team simply didn't have enough bandwidth to get it right.

This is something I’ve noticed a lot of brands struggle with.

They gain traction in one market and then want to replicate that success globally.

But expansion comes with a layer of complexity they're not prepared for.

Because the truth is…

It’s not as simple as changing location settings or translating the ad copy.

Each country behaves in its own way.

The way people buy, what they resonate with, how they respond to ads, and sometimes even the demographics can shift.

What this means is…

Every market demands its own unique strategy to perform well and scale.

And there are 3 areas you need to get right:

1. Market & Audience Fit

When you enter a new country, you're stepping into a different culture.

The assumptions that made your current campaigns work often don’t carry over.

A must-have solution in one place might just be “nice-to-have” somewhere else (e.g., home security systems).

You don’t want to burn your budget targeting the wrong audience or sending the wrong message.

That’s why the first step is always proper market research.

I’m talking about:

• Product demand

• Local language & tone

• Cultural nuance

• Local search behavior

• Buying objections

• Demographics, pain points, and desires

That research becomes the foundation for everything else.

2. Market-Specific Structural Setup

Different markets have different “advertising dynamics.”

CPCs, competition, seasonality, and even which campaign types work best can vary.

Example:

In a mature market with strong product awareness, you might focus heavily on bottom-of-funnel (BOF) campaigns.

But in newer markets, you'll likely need more top-of-funnel (TOF) campaigns just to build awareness.

For this brand, we created separate campaign structures for each country.

Budgets and bids got adjusted accordingly.

We also handled all the compliance details, including shipping, taxes, delivery, returns, and more.

Getting that right is a huge part of making international campaigns work.

3. Localized Assets

Once you’ve done the research and mapped out your campaign structure, you need to reflect all of that in your creative assets.

Nothing kills your performance more than a tone-deaf ad.

The images, videos, copy, and landing pages might look and sound fine to you…

But if they don’t resonate with the customer in that region, performance will suffer.

Every asset had to feel native to the market it was serving.

Now, I won’t pretend it’s easy.

But the blueprint is there for anyone serious about growing beyond their home market.

And when done right, it’s one of the most effective ways to scale your brand.

Because when you multiply your customer pool, you multiply your revenue potential.

For this brand, we implemented all three layers across three new countries.

And look at the result…

£546K with a 2.97X ROAS in the U.S

£512K with a 2.86X ROAS in Germany

£534K with a 14.91X ROAS in EU countries

That’s £1.59 million in revenue from the new markets.

And while that was happening, we continued scaling the UK market in parallel.

After one year, total revenue generated through Google Ads had jumped from £1.4M to £4.29M.

Too many times I’ve seen brands believe a market "doesn’t work for them."

When in reality, it’s just bad execution.

Of course, all of this takes serious work.

There are many moving pieces.

And it’s not something most brands (and even agencies) have the resources to pull off.

One of the reasons we’ve been able to help brands scale globally is because our team is truly international.

Many of us are from different parts of Europe.

We speak the local language… but more importantly, we understand the consumer behavior and cultural context behind each region.

And every client we work with gets a full team across all areas of the account:

Strategy, media buying, creative director, landing pages, technical stuff.

That kind of depth is what makes this doable.

And I understand how overwhelming and challenging it can feel for a lean team to manage it all.

So if you want to add more revenue by “unlocking” new countries for your brand…

Click here to book a call with us.

We’ll do an in-depth review of your account and give you a personalized roadmap to help you expand into new markets.

Jackson

CEO & Founder of Echelonn

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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