Running LinkedIn Ads in Multiple Countries
Expand globally without losing your mind or your budget
Going international? LinkedIn makes it possible. But you need to adapt your approach.
Start with English-speaking markets:
US, UK, Canada, Australia
Same language, different cultures
Test your offer internationally
Lower risk, easier to manage
Language considerations:
Translate ads professionally (no Google Translate)
Adapt, don't just translate
Local idioms and expressions matter
Test with native speakers
Consider cultural context
Targeting by country:
Start with one country at a time
Prove economics work
Then expand methodically
Each market is a test
Messaging by region:
North America - direct, results-focused
Europe - more formal, data-driven
Asia - relationship-building, face-saving
Latin America - warm, relationship-focused
Middle East - respect for hierarchy
Budget by country:
CPC varies significantly by market
US is typically most expensive
Emerging markets can be cheaper
Test with small budgets first
Scale based on performance
Time zones matter:
Schedule ads for local business hours
Report at local times
Coordinate with local sales teams
Consider holiday calendars
Currency and pricing:
Display prices in local currency
Understand purchasing power
Adjust offers for market
Payment methods vary
Localization beyond language:
Use local customer examples
Show relevant case studies
Reference local competitors
Understand local pain points
Respect cultural norms
Legal and compliance:
GDPR in Europe
Data laws vary by country
Privacy requirements differ
Work with legal counsel
Use compliant opt-ins
Tracking internationally:
Use consistent UTM structure
Track by country clearly
Compare apples to apples
Account for currency
Analyze by time zone
Common international mistakes:
Assuming one size fits all
Not adapting creative
Ignoring time zones
Overlooking holidays
Misunderstanding business culture
When to stay domestic:
Your product is US-specific
You can't support international customers
Domestic market is under-penetrated
Resources are too limited
Complexity outweighs opportunity
When to expand:
Domestic market is saturated
International demand is clear
You can support the expansion
Economics justify investment
You have local expertise
Start small internationally:
One country at a time
English markets first
Prove it works
Document learnings
Build playbook
Scale methodically
Stirling can help you adapt messaging for different markets. Create variations that respect local culture while maintaining brand consistency across regions.
International expansion is exciting. But go methodically, respect differences, and prove economics before scaling.
