The migration checklist for cross-border growth

Expanding into a new market rarely fails on media budget, it fails on the translation of intent. These are the five principles we use to make campaigns travel.

• Localise the offer, not just the copy - Translation is table stakes. What actually moves the needle is adapting the promotion, pricing and proof to what the local buyer already trusts.
• Rebuild the funnel per market - Awareness in one country is consideration in another. Map where demand already exists before deciding how much to spend creating it.
  
• Respect the channel mix - The dominant platform shifts by region. Lead with the channel your audience actually lives on, not the one that worked back home.
  
• Measure in one currency of truth - Normalise every market to the same metric, contribution margin, not last-click ROAS, so you can compare and reallocate without bias.
  
• Staff for the timezone - Speed of iteration wins launches. Put decision-making close to the market so tests don't wait 12 hours for approval.