Facebook Ads: Expanding Into New Countries

Author Ellie Fairchild 3 min read time

Moving into a new market or territory can be daunting for any business. But with this quick guide, you’ll be sure to have the right tools to start running Facebook ads to your new country. 

Website Checks

Before you start to run ads anywhere you will need to check your website is set up correctly to run a new language and currency. 

If you are going down the route of translations, you’ll need to plan for all your web copy but also CTA’s, creatives, and T&C’s. Once this has been done, checked, and double-checked, you will need to confirm whether a specific URL is required or if a redirect will take audiences to the correct pages based on their language preferences. 

This is a key part to making a seamless customer journey for your targeted audience. 


Translations can definitely be beneficial, but it’s worth testing a new market in English if you are limited with time and budget! However, if you are wanting to translate ad copy, it’s important to get these done by a professional who is aware of local colloquialisms. 

When translating you can either use an agency or someone in-house to do this. For FB+IG ads, create a working sheet where copy can be translated and transferred from team to team quickly and easily. 

When it comes to translations mistakes can be made easily, so get someone to check these, check and check again. 

Products and In Market Research 

You will need to confirm a few things before getting started about your new market. What do you want to promote here? Is it the same as what you are currently promoting in your current countries or are there other things that need a push? 

You’ll also need to know what the persona of your target market is too in this new country as it could be slightly different to what you are currently using to build audiences. 

You might also want to think about the reasoning to move into this new market. Do you need more exposure here? If so, consider running a traffic campaign to get you started. 

Budget Allocation

Confirm where the budget will be coming from for this new country. Will this be taken from your regular media spend or a separate pot? 

This definitely needs considering as depending on the answer to the question, you may need to adjust spend pacing on your current campaigns.

Start with what you know and test from there

Now that you are ready to launch your ads, start with what you know works in terms of audiences, creative and copy. Then you can begin testing once everything is live. Something that hasn’t worked for you before may now work in this new country so don’t be afraid to re-test old things to confirm!

And before you press the live button, make sure you clarify a benchmark for good performance over the first three months and where you would like your goals to reach. It’s best to have this step done before going live so everyone is on the same page. 

Good luck with your market launch!


Ellie is an experienced content writer with a demonstrated history of working in the publishing and digital marketing industry. Skilled in Paid Social, Journalism and Creative Writing, Ellie’s day consists of the management of social accounts and a variety of platforms such as Facebook, LinkedIn, Instagram and Pinterest.