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Choose a provider that can show how it will research local search intent, adapt paid-search assets, and coordinate the landing pages those ads lead to. Compare shortlisted providers against the same campaign brief, and require a named review and sign-off process before launch. No public evidence here establishes a universal best provider, comparable prices, or guaranteed campaign results.
What a paid-search localization service needs to cover
Localization is more than translating a keyword list and ad copy. A useful brief connects the words people search for in each market to the campaign’s keywords, ads, and destination pages. Ask the provider to show how local phrasing and intent could change the proposed keywords or campaign structure—not just how it translated your existing terms. Smartling, for example, lists both local keyword research and keyword translation among its professional translation services (Smartling professional translation services).
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Set the asset scope explicitly. Ask whether the proposal includes keyword work, headlines, descriptions, sitelinks, callouts, other ad assets, and landing-page content or URLs. A provider may offer translation or marketing services without including every item in your campaign. Smartling names SEM/PPC ad copy; confirm the equivalent deliverables with any other provider you consider.
Ads and destinations also need to work as a pair. Google’s localization beta, for eligible Search campaigns, treats ad assets and landing-page handling as connected parts of campaign localization (Google Ads: About AI campaign localisation). Google’s advertising policies say destinations should offer unique value and be functional, useful, and easy to navigate; unsupported language in an ad or destination is listed among technical-requirement examples (Google Ads: Destination requirements). Have someone review the localized page itself, including navigation and the language used, rather than signing off on ad text alone.
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Compare providers against one campaign brief
Give each candidate the same information: target language and region pairs, product and brand terminology, existing campaign assets, landing-page URLs, required deliverables, review responsibilities, and launch timing. Ask for a response that makes gaps visible rather than assuming every service is included.
| What to compare | What to ask for |
|---|---|
| Local query research | How will you identify target-market search terms and intent? Can you show examples of local phrasing and explain whether findings would change keywords or campaign structure? |
| Paid-search assets | Which keyword tasks and ad assets are included—such as headlines, descriptions, sitelinks, and callouts? Is SEM/PPC copy explicitly in scope? |
| Landing pages | Will you localize destination content and URLs as well as ads? Who checks that the live page is usable and appropriate for the target market? |
| Review and revisions | Who reviews each language, what will your team review, how are revisions handled, and what must be approved before launch? |
| Workflow and ownership | How will completed work reach our advertising platform, CMS, or campaign spreadsheet? Who owns source files and terminology or translation assets? |
| Delivery and reporting | What turnaround, change-request terms, and reporting apply to our actual languages and volume? Put the answers in the proposal. |
These questions are procurement checks, not established industry benchmarks. The provider descriptions cited below do not give comparable service levels, contract terms, prices, or independent campaign-outcome data. Request a scoped proposal and relevant references for the markets you plan to enter.
Check how translation, transcreation, and automation are reviewed
Ask which content will receive human translation, transcreation, or machine-assisted processing, and who checks each output. Transcreation may be appropriate when an ad’s persuasive idea needs to be adapted rather than translated literally; the provider should explain how that work will preserve meaning, brand voice, and any approved claims. Specify how product names, terminology, and legal language are controlled, and how reviewers can request changes.
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Google’s beta offers a useful example of a review handoff, not a universal vendor requirement: its review screen displays original and translated assets, a back-translation, and notes; users can edit translations, and the documented default is to publish campaigns paused for final review (Google Ads: About AI campaign localisation). The existence of those controls does not show that automated text is suitable without human market and brand review. Ask vendors to describe their own review steps rather than assuming they use the same process.
Evaluate provider fit, not a generic ranking
The following companies describe services that may be relevant to paid-search localization. These first-party descriptions are starting points for a shortlist, not independent rankings or endorsements. Confirm the specific work, languages, and reviewers in a proposal.
- Smartling: Lists local keyword research, keyword translation, language-specific website and content audits, SEO copywriting, SEM/PPC ad copy, and consulting (Smartling professional translation services). Its published scope is a close match to a brief combining localization and paid-search assets; still verify which items are included in your engagement.
- Lionbridge: Describes transcreation, in-market content creation informed by local experts, multilingual marketing, and website optimization (Lionbridge marketing services). Ask specifically whether paid-search keyword research and campaign deliverables are included.
- TransPerfect: Describes campaign localization, ad-copy translation, and SEO/SEM optimization (TransPerfect digital marketing and advertising). Request a paid-search-specific work sample and clarify how translation work is divided from campaign strategy.
- RWS: Describes multilingual keyword research and regional content adaptation in its international SEO offering (RWS international SEO). Confirm whether its proposal covers paid-search assets and execution rather than SEO alone.
Account for Google Ads changes and destination details
Google’s AI campaign localisation feature is a beta for eligible Search campaigns, not an assumption you should build into every account or market. Its help page documents English (US) as the source language and lists Dutch, French, French (Canada), German, Italian, Polish, Portuguese (Brazil), Portuguese (Portugal/European), Spanish (Castilian/Spain), and Spanish (Latin American and Caribbean) as target options. It can translate text assets and targeting—including headlines, descriptions, sitelinks, callouts, and keywords—process images with text overlays, and support landing-page strategies using a supplied JavaScript snippet or bulk domain update. It creates a new independent campaign and leaves the original unchanged. Check the help page and your account for current eligibility and language support before relying on any of these beta details (Google Ads: About AI campaign localisation).
Platform language matching is also changing. In an announcement dated August 13, 2026, Google said Search and AI Max for Search campaign-level language targeting would be removed starting in late September 2026, with Search ads matching based on ad language and related signals. The Google Ads API announcement advises advertisers to focus on ad and landing-page language (Google Ads API Team: sunset of campaign-level language targeting). Because this rollout can change account behavior, verify the current settings and any later updates in the account you will use.
For multilingual or regional versions of a site, Google Search Central recommends indicating relevant language or location variants with hreflang or sitemaps. Its multi-regional guidance also discusses signals such as local language, currency, and addresses (Google Search Central: localized versions; Google Search Central: managing multi-regional sites). These are organic-search and site-variant considerations; they do not replace Google Ads destination and policy checks.
Quick Recap
Questions to put in your request for proposal
- Which exact language-region pairs will you cover, and who is the named reviewer for each?
- How will you research local search terms and intent, and what deliverable will show the findings?
- Which keyword tasks, campaign assets, and landing-page updates are included?
- When will you use transcreation, human translation, or machine-assisted workflows, and who reviews each?
- How will you control approved terminology, product names, legal claims, and brand voice?
- What review, revision, and sign-off steps happen before launch?
- How will work be handed into our advertising platform, CMS, or campaign spreadsheet, and who owns source files and translation memory?
- What turnaround, change-request, and reporting terms apply to our actual language pairs and volume?
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