13 Essential Google Ads Settings for Successful International PPC Campaigns

Expanding your Google Ads campaigns to international markets presents a great opportunity for business growth. However, if not managed correctly, small errors in settings can lead to ineffective campaigns and wasted budgets.

Assuming that the same strategies and configurations used in your home country will work everywhere is a common mistake. From currency misalignment to ineffective targeting, international PPC campaigns come with their own set of challenges.

To ensure your campaign runs smoothly, here are 13 critical Google Ads settings you should check before launching or optimizing an international PPC campaign.

1. Location Targeting: Are You Reaching the Right Audience?

One of the most common mistakes in international PPC campaigns is incorrect location targeting. By default, Google Ads includes users who "show interest in" a location, which means people outside your target country might see your ads.

Solution: Adjust your location settings to "Presence: People in or regularly in your targeted locations" if you want to reach users who are physically in the market you are targeting. This prevents unnecessary spending on irrelevant clicks.

2. Ad Scheduling: Aligning With Local Time Zones

Your ad schedule may work well in one country, but when expanding internationally, time zones shift everything. What works during peak hours in one region may be completely ineffective in another.

Solution: Set ad schedules based on the local time zone of each targeted market. If you manage multiple international campaigns, consider creating separate ad accounts within an MCC (My Client Center) to maintain clarity and avoid time zone confusion.

3. Currency and Conversion Tracking: Are Your Metrics Accurate?

Mixing currencies between spending and revenue tracking can lead to incorrect return on ad spend (ROAS) calculations, making it difficult to gauge performance.

Solution: Ensure that your Google Ads billing currency aligns with your reporting metrics. Double-check conversion tracking settings to reflect the correct currency in each region.

4. Language Targeting: Are You Reaching the Right Audience?

Google Ads does not translate your ads automatically. If you’re running ads in a country where multiple languages are spoken, you may be missing potential customers by using only one language setting.

Solution: Create separate campaigns for different languages within the same region. Use localized ad copy and keywords to align with how users search in that particular language.

5. Keyword Match Types: Are They Effective Across Different Markets?

Search behavior differs across regions. A broad match keyword that performs well in one country may trigger irrelevant searches in another due to differences in language structure and user intent.

Solution: Research local search trends before finalizing match types. Use exact and phrase match to maintain control, and monitor search term reports regularly to refine your approach.

6. Bidding Strategies: Do They Match Market Conditions?

Bidding strategies that work in one country may not be effective in another due to variations in competition, cost-per-click (CPC), and conversion rates.

Solution: Begin with manual bidding or "Maximize Clicks" to understand market trends before transitioning to automated bidding. When using Smart Bidding, allow sufficient time for the algorithm to adjust based on local performance.

7. Product Feed Optimization: Is Your Shopping Feed Properly Localized?

For Google Shopping campaigns, simply using the same product feed for multiple countries won’t be effective. Variations in product terminology, currency, and shopping behavior must be accounted for.

Solution: Optimize product feeds by using locally relevant terms, ensuring currency accuracy, and complying with country-specific tax and shipping regulations.

8. Compliance With Local Advertising Regulations

Each country has its own advertising laws and restrictions. Non-compliance can lead to disapproved ads or even legal repercussions.

Solution: Research and comply with country-specific advertising laws, especially in highly regulated industries like finance and healthcare. Ensure your ads and data collection methods follow local requirements, such as GDPR in the EU.

9. Payment Methods: Are You Aware of Regional Billing Differences?

Payment options in Google Ads vary by country, and some regions have restrictions on certain payment methods.

Solution: Confirm available billing methods for each country before launching international campaigns. Consider using separate Google Ads accounts for each region to avoid complications.

10. Audience Targeting: Are You Using Relevant Data?

User behavior and audience characteristics vary significantly across regions. Imported audience lists from your home country may not perform well in international markets.

Solution: Build new audience lists tailored to each market. Use Google’s audience insights to refine targeting based on regional behaviors.

11. Ad Copy and Assets: Are They Culturally Relevant?

A direct translation of your ad copy may not resonate with international audiences. Cultural nuances, humor, and preferences influence how users perceive messaging.

Solution: Adapt ad copy to align with local customs and expectations rather than relying solely on translations. Ensure ad assets, including images and calls to action, make sense within each cultural context.

12. Competitive Analysis: Are Your Expectations Realistic?

Market conditions, CPCs, and competition levels vary greatly by country. Assuming the same benchmarks across different markets can lead to miscalculations.

Solution: Use Google Ads Auction Insights and industry benchmarks to evaluate competition in each region. Adjust bid strategies and budget allocation based on local conditions.

13. Landing Page Localization: Is It Optimized for Conversions?

A well-optimized ad campaign will struggle if the landing page isn’t properly localized. Even English-speaking countries use different terminologies and preferences.

Solution: Fully localize landing pages, including language, currency, cultural references, and legal disclaimers. Small changes, such as using “shopping basket” instead of “cart,” can improve conversion rates.

Final Thoughts

Expanding your Google Ads campaigns internationally requires more than just broadening targeting settings. It demands a deep understanding of market-specific nuances, search behavior, and user expectations.

By carefully reviewing these 13 key settings, you can avoid costly mistakes and improve the effectiveness of your international PPC campaigns. Ensuring these elements are optimized before scaling will set the foundation for success in global advertising efforts.