Creative & Offers
English ads vs local-language ads: which perform better?
Local-language ads often improve relevance because customers process familiar language more naturally. English can still perform well in markets where it is widely used, especially for international brands.
The category matters
Luxury, technology and fashion brands may already communicate in English globally. Local service/product categories can require stronger localization.
Translation quality matters
A bad local-language ad can perform worse than clear English. Awkward grammar immediately reduces trust.
Match the landing page
Do not test local-language ads while sending users to an unrelated English page and conclude that localization failed. The reason translating the landing page usually comes first.
Test by market
Run meaningful creative variants and compare:
- CTR
- Landing-page engagement
- Purchase conversion
- CPA
- AOV
Consider creative culture too
Localization is more than translating the headline. Humor, proof, testimonials and product angles can vary by market.
Test language as one part of local relevance.
All markets getting the same English creative?
If you are spending internationally but all markets receive the same English creative, contact us. We can help structure country-level tests.