Choose a provider that can show how it will research local search intent, adapt paid-search assets, and coordinate the destination pages—not just translate a keyword list or ad. Give each candidate the same campaign brief, then compare the deliverables, reviewers, revision and sign-off steps, platform handoff, and reporting it commits to provide.
What a paid-search localization service needs to cover
Paid-search localization is a connected campaign task. A locally worded ad cannot compensate for keywords that miss how people search in the target market, and a well-adapted ad can still lead to a confusing or unsuitable landing page. Your brief should connect market research, campaign assets, and destination content.
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Local keyword research, not just keyword translation
Ask whether the provider will research how people in each target market search and what those searches mean, or simply translate the keywords you supply. Request examples of local phrasing and an explanation of whether findings would change keyword grouping or campaign structure. Smartling’s professional translation page lists both local keyword research and keyword translation, but the scope of other providers should be confirmed directly: Smartling professional translation services.
Ads and landing pages in one scope
Specify which items are included: keywords, headlines, descriptions, sitelinks, callouts, other ad assets, and landing-page text or URLs. Ask who coordinates changes across those items and how the localized destination will be checked before launch. Google’s campaign-localization beta covers text assets and targeting and describes landing-page approaches, but that does not establish that every translation vendor provides the same work: Google Ads campaign localization beta.
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Compare candidates against one campaign brief
Use the same language-region pairs, source materials, campaign assets, destination pages, deadlines, and review expectations for every proposal. This makes differences in scope visible rather than leaving you to compare vague promises of “global marketing” or “translation.”
| What to compare | What to ask or request |
|---|---|
| Market and search intent | How will you research local queries and intent? Show an example of local phrasing and how the findings affected keyword selection or campaign structure. |
| Paid-search deliverables | Which keyword work and ad assets are included? Does the proposal explicitly cover SEM/PPC copy, not just general marketing translation? |
| Landing-page coordination | Will you adapt destination content and URLs alongside ads? Who checks that each destination matches the campaign and works for the target audience? |
| Language and market coverage | Which exact language-region pairs and dialects are covered, and who is the named reviewer for each? |
| Quality and approval | Who reviews each language, how are terminology and brand voice controlled, what will you review, and how many revisions and sign-offs are included? |
| Workflow and handoff | How will deliverables reach your advertising platform, CMS, or campaign spreadsheet? Who owns source files and translation memory? |
| Commercial and reporting terms | What are the turnaround, change-request, and reporting terms for your specific language pairs and volume? Require them in the proposal; public provider pages do not establish comparable prices or service levels. |
Check the review process, including any use of AI
Ask the provider to describe the path each asset follows from draft to launch. Depending on the work, it may involve human translation, transcreation, or machine-assisted processing. The label alone does not tell you whether the output is suitable for your market, brand, or campaign: identify who checks it, what they check, and how your team approves it.
- Ask how product names, approved terminology, brand voice, and legal claims are handled.
- Confirm whether reviewers are assigned to each language-region pair and what their role is.
- Set out client review, revision limits or terms, and final sign-off before publication.
- Ask what files, notes, and reporting you will receive, and whether you retain the source files and terminology assets.
ISO 17100:2015 sets requirements for core translation-service processes and resources. ISO says the edition was last reviewed and confirmed in 2020 and remains current, while a second edition work item is under development. The standard excludes raw machine translation plus post-editing, so do not treat an ISO 17100 claim as proof that a machine-assisted workflow is covered or as a certification of paid-search performance. Ask which services and locations a provider’s conformity claim covers. ISO 17100:2015 and ISO status and revision information.
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Confirm the locale, dialect, platform requirements, and destination language for every campaign. Google Ads policy says destinations must offer unique value and be functional, useful, and easy to navigate; its technical-requirements examples include content in an unsupported targeting language. Review the actual destination as well as the ad copy. Google Ads destination and technical requirements.
Google’s campaign-localization beta is limited by eligibility and supported languages. Its help page currently 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 describes translation of text assets and targeting, processing images with text overlays, and landing-page strategies using a supplied JavaScript snippet or bulk domain update. The tool creates an independent campaign and leaves the original unchanged. These are page details, not a guarantee that a particular account qualifies or that language support will remain unchanged. Google Ads campaign localization beta details.
Treat automated output as a draft for review
The beta’s review screen shows original text, translated text, a back-translation, and translation notes; users can edit translations, and the documented default publishing state is paused for final review. That is a useful handoff model to ask about, not evidence that automated output is ready to publish without human review for market fit and brand voice. Google Ads campaign localization beta review workflow.
Account for Google’s changing language targeting
Google Ads API Team announced on August 13, 2026 that Search and AI Max for Search campaign-level language targeting would be removed starting in late September 2026. The announcement says Search ads would match based on ad language and related signals and advises focusing on ad and landing-page language. Because this rollout is time-sensitive, verify the current behavior and any later updates in your account before deciding how campaigns should be structured. Google Ads API Team announcement, August 13, 2026.
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The following are candidates to evaluate against your brief, not independent rankings or endorsements. Their public pages describe different areas of work, so confirm paid-search deliverables, market coverage, and named review steps in writing.
- Smartling: Its professional translation page explicitly lists local keyword research, keyword translation, language-specific website and content audits, SEO copywriting, SEM/PPC ad copy, and consulting. It is the clearest cited match to the combined scope of localization and paid-search assets. Smartling professional translation services.
- Lionbridge: Its marketing page describes transcreation, in-market content informed by local experts, multilingual marketing, and website optimization. Ask whether the proposal includes paid-search query research and campaign execution. Lionbridge marketing services.
- TransPerfect: Its digital marketing and advertising page describes campaign localization, ad-copy translation, and SEO/SEM optimization. Request a paid-search-specific sample and clarify the split between translation and campaign strategy. TransPerfect digital marketing.
- RWS: Its international SEO page describes multilingual keyword research and regional content adaptation. The cited offering focuses on SEO, so confirm whether paid-search work is included. RWS international SEO.
Questions to put in your RFP
- 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 campaign assets, keyword work, and landing-page updates are included?
- When do you use transcreation, human translation, or machine-assisted workflows, and who reviews each?
- How do you control approved terminology, product names, legal claims, and brand voice?
- What review, revision, and sign-off steps happen before launch?
- How will you hand work into our advertising platform, CMS, or campaign spreadsheet, and who owns source files and translation memory?
- What are the turnaround, change-request, and reporting terms for our actual language pairs and volume?
Public service descriptions do not establish independent quality rankings, comparable prices, contract terms, language-specific availability, or campaign-performance guarantees. Use the proposal and relevant market-specific references to evaluate those points.
Coordinate regional website versions where relevant
If your campaign sends people to multilingual or regional versions of a site, Google Search Central recommends using hreflang annotations or sitemaps to indicate which versions apply to languages or locations. Its multi-regional guidance also discusses signals such as local language, currency, and addresses. These are website and organic-search considerations; they do not replace checks that paid-ad destinations meet platform requirements. Google Search Central: localized versions and Google Search Central: managing multi-regional sites.
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