Timestamps: 

00:00 - Intro

02:35 - PPC Profit Club

04:03 - Why ad copy localization matters

05:38 - Likely performance improvements from localization

07:02 - Industries where localization really matters

09:25 - Tips for identifying the best local copy 

12:09 - Case study: The best brands to learn from

13:52 - Testing/optimizing localization copy

17:22 - How use AI in localization

20:43 - Balancing unique localization & brand messaging

23:07 - Key ad copy localization tips

23:54 - Final thoughts / outro

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Overview:

If you’re running Google Ads campaigns in multiple regions but using the same ad copy everywhere, you’re leaving money on the table.

In this episode of the Paid Media Lab, we’re joined by Tomasz Abbott-Wieczorek, founder of PPC Profit Club, to break down the power of localized ad copy—and how brands can dramatically improve performance by adapting messaging to different markets.

💡 Key insights from the episode:

• How localized ad copy boosted CTR from 1% to 8% and conversions from <1% to 7% in just a few months.

• The cultural and psychological factors that make US and UK audiences respond differently to the same offer.

• A simple VPN trick to analyze local competitors and refine your ad strategy.

• Why launching in a new market is more than just translation—and why McDonald’s gets it right.

• When expanding globally isn’t worth it (and why sometimes, the best move is to pause underperforming regions).

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