Equal budgets are a decision, not neutrality
Splitting spend evenly across markets feels balanced and is usually just slow. Every market gets too little to learn anything, and the test never resolves.
Give two or three markets enough budget to produce a readable result, and leave the rest until there is a reason.
The same words do not carry
A phrase that converts in one country can be meaningless or faintly rude in another. Search terms differ even where the language is nominally the same.
Check what people actually type before translating what you already wrote. The gap between the two is often the whole campaign.
The obstacles are rarely in the ads
A market fails because the payment method people expect is missing, because delivery expectations are different, or because nobody answers during their working hours.
None of this shows up in campaign metrics. It shows up as a market that clicks normally and buys strangely.
- Payment methods people actually use there
- Working hours against your response times
- Whether the price format looks native
- Whether support exists in a language they will use
Let one market prove the offer first
Expanding a working offer is a marketing problem. Expanding one that has not proved itself anywhere is an expensive way to run several experiments at once.
Prove it somewhere, then port it. The second market takes a fraction of the effort because the argument is already settled.