International PPC agency running paid search per market
Your whole media budget buys ads, straight from Google, Microsoft or Meta, so the budget we recommend is the one that brings in enquiries
Reach buyers in the language they search in while your organic rankings build, with every market on its own budget and judged on its own results.
I needed some help with my website, and thank God I found Mike and his team! They identified what was missing and started working on it from day one. Their improvements showed results and still do!… That's why I continue to work with them. If you feel lost with your website, SEO and marketing in general, contact them, they'll make your life easier. Thanks guys!View on GoogleWhere native campaigns earn their budget back
A campaign researched in each market uses the keywords, ad copy structure and bidding approach of the people searching there, and it shows in the results: Google rates the ads as more relevant because they match how people search in that language.
A planning tool supplies the volume; the intent comes from checking the actual search results in the target market and validating terms with native speakers before any bid goes live.
Each market gets its own tracking and a monthly report, so you can see which language is profitable and where the spend should move next.
The platforms, the copy and the tracking, per market
Google Ads carries the default budget. Microsoft Advertising earns its place with B2B buyers who work in the Microsoft ecosystem. Meta covers B2C reach, LinkedIn covers B2B targeting in specific verticals. Distinct campaigns or ad groups run per market, with separate budgets and bidding strategies.
Headlines, descriptions and creative are written natively per language. Landing pages are dedicated per market wherever the budget allows, and conversion tracking runs through GA4 and Google Tag Manager with CRM sync, so every enquiry is followed past the click to a qualified result.
Google Ads review summaries for English-language markets
Review summaries can add an AI-generated summary of positive online reviews to Search ads. As checked on 27 October 2026, Google documents availability on Google.com in English in the US, UK, Australia and India. France and Spain are outside that published availability list; sensitive categories such as pharmaceuticals are excluded.
Google generates the text from reviews across the web. Advertisers cannot directly edit or customise it, and it appears only when Google predicts a performance benefit. Eligibility does not guarantee display or better results.
For international campaigns, assess eligibility by target market and language, check the accuracy of your public business information, and keep judging each market by qualified enquiries and cost per enquiry. The [Google Ads documentation on review summaries](https://support.google.com/google-ads/answer/18760807) is the source to recheck before planning around this feature.
What an account run per language delivered
For a Valencia law firm, separate campaigns in each of its four languages brought a steady flow of qualified enquiries, at a cost per enquiry the firm's average case comfortably covers.
Open what you need
How our international PPC agency structures the paid side
Account architecture, sequencing against organic, and who runs which language.
Separate accounts per market, so each one earns its own quality score
Google scores relevance per account and per campaign, so each market does best on a history of its own. Splitting by language, and by country domain where you run several, keeps each market's score earned by its own performance.
Paid first, organic first, or both
Paid first when you need pipeline now, when the offer is new enough that you want a demand signal before committing to content, or when organic will take the better part of a year to mature in that market. Organic first when clicks in your sector cost more than paid can recover, or when your buyers research for months before they get in touch.
Both together is the common answer: paid takes the commercial-intent queries while multilingual SEO builds, and the paid budget moves to less contested markets or non-brand terms as organic starts carrying them. The two share one keyword universe and, where it makes sense, one set of landing pages, so each one informs the other.
Who runs which language
We write French, English, Spanish and Dutch ourselves, so the keyword research, the ad copy and the search-term reports are read in the language itself. German, Italian, Portuguese and the rest go to native speakers on the BeTranslated team, briefed and reviewed the same way our multilingual content is.
A negative keyword list is built by reading what people actually typed, which takes someone fluent in the language to tell a promising query from an irrelevant one.
How the billing is structured
Your whole media budget buys ads: it goes straight to Google, Microsoft or Meta, and management is a separate fee. So the budget we recommend is the one that brings in enquiries.
Keeping the two apart ties our incentive to whether the campaigns work. The principle covers media spend; writing and translation are quoted as a price for the work.
From the brief to the reporting
What happens after your first message
- A free 20-minute auditWe review your ad accounts, or your plans if you are starting out, market by market, and show where your budget would bring in enquiries soonest.
- A written scopeThe markets, platforms, campaigns and landing pages we will run, named in writing, with a recommended media budget for each market.
- Accounts built per marketWe research keywords in each language, write the ads natively, and build separate accounts or campaigns per market, each with its own budget and bidding strategy.
- Tracking through to a qualified enquiryConversion tracking runs through GA4 and Google Tag Manager with CRM sync, so every enquiry is followed past the click to a qualified result in its own market.
- Monthly optimization and reportingWe read the search-term reports in each language, refine keywords, negatives and bids, and report each market's cost per enquiry every month.
- Month to month, with 30 days' noticeEngagements run month to month, and either side can end one with 30 days' notice. Your whole media budget goes straight to Google, Microsoft or Meta, and management is a separate fee.
Who does the work
Mike Bastin and his team, working from Valencia in your buyers’ languages
Mike has worked in multilingual search for over two decades and founded BeTranslated, the translation agency he has run for twenty years, whose ten country sites each compete in their own market. He works natively in French, fluently in English, Spanish and Dutch, and well enough in German, Italian and Portuguese to run SEO projects in them.
We run our own sites the way we run yours. See how we built ValenciaMove, our relocation site for Valencia in five languages.
Mike leads the team on every engagement, so you deal with him from the first call to the monthly report.
The next step
Find out what international PPC could be worth in your markets
A free 20-minute audit of which markets matter, what already ranks, and what has been tried before. A written scope naming pages and deliverables follows. Engagements run month to month, with 30 days' notice on either side.
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