The localization thesis
Spanish-language ads have been SA PMax's top performer for 5 consecutive weeks. The data shows native-language copy consistently converts at 2–5× the rate of English in non-English markets. This is the single clearest creative signal in the account.
SA Spanish Language ads (14d)
6.92×
$917 spend · 14 conversions · $66 CAC
SA Asset Group 1 / English (14d)
5.29×
$108 spend · 3 conversions · $36 CAC
→
Google's CBO allocates 89% of SA budget to Spanish ads over English. The algorithm agrees: localization converts. If we give EU campaigns the same option, Google should route budget to the highest-converting language in each market.
SA budget lift — diminishing returns
We increased SA PMax budget from $50/day to $100/day on March 31. Spend scaled, but conversions didn't follow proportionally. This is what pointed us toward language expansion instead of budget expansion.
SA PMax — Pre vs Post Budget Increase
| Period | Daily Budget | Weekly Spend | Conversions | ROAS | CAC |
|---|
| Mar 24–30 |
$50/day |
$358 |
9 |
7.84× |
$40 |
| Mar 31–Apr 6 |
$100/day |
$643 |
8 |
5.30× |
$80 |
| Delta |
+100% |
+80% |
−11% |
−32% |
+100% |
→
Spend doubled, conversions flat. The SA Spanish-speaking audience is close to saturation at $100/day. More budget hits the same people at higher frequency. The better lever is expanding the addressable audience — Portuguese-language ads for Brazil (200M population, largest economy in SA).
Daily Conversion Trend — Post Budget Increase
4 conv → 2 → 1 → 0 → 0 → 0 → 1 — 3-day dry spell on $320 spend
EU PMax — performance by country (30d)
EU currently runs English-only ads. Six countries account for 93% of conversions. Five of them have a primary language that isn't English.
Top Converting Countries
Spain
10 conv · 2.36× · $711
France
6.3 conv · 3.20× · $404
Switzerland
4 conv · 2.86× · $364
Italy
2.4 conv · 1.86× · $327
Germany
1 conv · 0.54× · $484
Netherlands
0 conv · 0.00× · $191
Poland
1 conv · 0.62× · $181
→
Germany: $484 spend, 1 conversion, 0.54× ROAS. Highest spend-to-conversion gap in EU. German speakers are clicking but not buying. Localized copy should improve post-click conversion.
→
Spain: 10 conversions on English ads alone. Already the #1 converter. Adding Spanish copy should amplify what's already working — same pattern we saw in SA.
What we launched
Five localized asset groups created on April 6. Each has 13 headlines, 5 long headlines, and 5 descriptions in the target language, plus all existing product images and videos. All start paused for review before enabling.
New Asset Groups
🇧🇷
Portuguese Language ads
SA PMax · Targeting Brazil (200M pop) · Expands beyond Spanish-speaking SA
PAUSED
🇪🇸
Spanish Language ads
EU PMax · Spain is #1 EU converter (10 conv) · Reuses proven SA Spanish copy
PAUSED
🇫🇷
French Language ads
EU PMax · France: 6.3 conv, 3.20× ROAS · Also serves Switzerland, Belgium
PAUSED
🇩🇪
German Language ads
EU PMax · Germany: $484 spend, 0.54× ROAS · Biggest efficiency upside · Also serves Austria, Switzerland
PAUSED
🇮🇹
Italian Language ads
EU PMax · Italy: 2.4 conv, 1.86× ROAS · Below 2.0× target on English · Also serves Switzerland
PAUSED
→
All 5 asset groups were created in a single session using the ads management workflow. Each group reuses existing product images and videos — only the text copy needed to be localized. The Beginner-Friendly messaging angle (proven winner across both platforms) was translated for each language. Total setup time: under 1 hour for all 5.
Other changes made April 6
US Search tROAS: 2.75× → 2.0×
Campaign was throttled for 5 weeks — actual 30d ROAS (2.05×) was below the 2.75× target, so Google couldn't bid competitively. Now matches account target.
Applied
Next steps
Measurement plan
Apr 7
Enable all 5 language asset groups after team review. Monitor initial delivery.
Apr 7
SA budget increase impact check (due tomorrow). Determines if we hold at $100/day or adjust.
Apr 9–10
Check US Search delivery after tROAS reduction. Same playbook that worked for EU PMax and US PMax.
Apr 14
First read on language asset groups. 7 days of data. Compare localized ROAS vs Beginner-Friendly English baseline by country.
Apr 21
Full impact check. 14 days. Decide which languages to keep, scale, or pause. If Portuguese works, consider second SA budget lift.