How to expand a winner into a new geo without restarting from zero
A proven angle in one country is a head start in the next, if you transplant it right. Here's my expansion order.
The setup
Winning campaign in tier-1 country A, +28%. Want to test country B.
The move
— Step 1: confirm the offer actually pays in geo B and check the payout, it's often lower in tier-2.
— Step 2: localize properly, real translation of the pre-lander, not machine output. Currency, formats, names.
— Step 3: reset CPA expectations to geo B's economics. Lower payout means lower acceptable CPA, recalc break-even before launch.
— Step 4: launch the winning angle FIRST, don't re-test angles you already proved. Test only what's geo-specific (language, local proof).
— Step 5: separate campaign, separate budget, never bolt geo B onto geo A's ad set.
The numbers
Geo B payout was $9 vs $14 in geo A. Same angle, but I recut break-even, found CPA had to stay under $7. It landed at $6.20, +18%. Skipping step 3 would've made me scale a loser thinking it matched geo A.
The lesson
Transplant the angle, recalculate the economics. Both, or you'll misread the result.
What I'd do differently
Check the localized translation with a native speaker first. Illustrative numbers.
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