How to Choose a Multilingual PPC Partner Based on Your Global Operating Model

Before diving into the criteria, it’s worth noting: not every global business evaluates agencies the same way. A brand that runs everything from one HQ will need different strengths from its PPC partner than one that lets local teams run the show. Broadly speaking, companies fall into three models, and each defines what “good” looks like.

Centralised model – One global multilingual agency covering all markets

Often seen with digital-first brands, DTC retailers, and global subscription players. Where central teams control everything, they may work with one global agency, a multi-national agency group, or a number of agencies in key regions or even in every single market. Working with agency groups / holding companies, or separate agencies in each market, requires a lot of resource managing the various agencies. For businesses with a fully centralised marketing ops model, working with one global agency is often the easiest route. For such businesses, the ideal digital agency is:

• Capable of managing multi-market offerings, campaigns, and reporting under one roof.
• Fluent in automation, feed ops, and rapid rollout.
• Efficient and scalable.

Think “one global provider to do it all.”

Hybrid (Hub & Spoke) model – Lead global agency sets the strategy and executes core marketing & brand campaigns, regions localise and execute specifics

Common in travel, retail, and big marketplaces. In recent years, businesses working with a hybrid marketing ops model often create a ‘global center of excellence’ or an in-house agency that works centrally. Branding and awareness is often controlled centrally, and local campaigns are either implemented top-down or left to each individual market / business unit. Here, a central agency often acts as a bridge, defining the playbook, governing consistency while empowering local teams. For hub & spoke models, the ideal central digital agency is:

• Expert in shared frameworks, feed sync, and governance.
• Flexible enough to let markets choose platforms and tweak creative.
• Open to communications both ways and with local agencies.
• Diligent about sharing best practice within the group.

Trust and communication matter here as much as tech.

Decentralised model – Local teams appoint different local agencies

Classic for CPG, franchises, or multi-brand groups. Conglomerates formed over decades of growth through acquisition, or companies operating in industries where regulation forces the creation of local business entities with their own P&L, often end up with a highly decentralised marketing operations model. Recently, such businesses have started centralising certain marketing functions, such as technology, data management, and tracking, to attain economies of scale and enable smaller regions to benefit from the expertise of the principle markets. The ideal digital agencies in such a situation are:

• Local businesses with native linguistic and cultural depth.
• Established firms with strong local relationships.
• Closely knit with the local team, but not always working at the same level as other regions.

Global alignment is nice to have, but local wins drive the business in the decentralised model. While this model has its merits, we have seen marketing leadership recognise the need for central control for core brand and marketing functions and gradually shift to some form of hybrid, hub & spoke model.

Evaluating your ideal multilingual PPC partner depends less on where they are, and more on how you operate globally.

Once you’ve mapped your operating model, these are the universal traits that separate great multilingual PPC agencies from the rest.

Language is a living thing, and PPC lives or dies by intent. According to Think with Google, over 70% of consumers are more likely to buy from a brand that communicates in their own language. But here’s the catch, it’s not enough to be understood; you have to resonate.

My colleagues at AccuraCast once audited a campaign where “cheap flights” had been translated literally into half a dozen languages. Perfect translation, terrible performance. When native speakers rewrote the copy using local idioms (“vols pas chers” instead of “vols bon marché”), click-through rates jumped considerably.

A good multilingual PPC agency will have native-level linguists conducting regular multilingual keyword research, reviewing not just your keywords, but your tone, humour, and cultural references. They’ll understand that “exclusive offer” in English becomes “limited-time opportunity” in Japan , same meaning, completely different emotional trigger.

The key criteria you should look for include:

Ask your agency to show campaign examples from non-Google platforms. If all their case studies are Western, your international strategy will most likely be Western-market-focused too.

For brands managing multiple feeds and channels, it’s worth exploring our guide on developing a multilingual Google Shopping and Performance Max strategy, it shows how automation and localisation can work hand-in-hand across markets.

The best multilingual PPC agencies treat these platforms like dialects of a common language. They understand that what performs on Google may flop on Baidu, not because your product is wrong, but because the search ecosystem is built differently.

Look for evidence of in Google’s directory of accredited agencies, but also for deep experience with all platforms, including the new ones like. A good agency knows that learning a language isn’t enough, you need to understand the rules of the playground where you’re playing.

Expertise at measuring nuance

Numbers matter, impressions, CTR, CPA, etc. but numbers alone don’t tell the whole story. Harvard Business Review calls this “data-driven empathy”: using analytics to understand cultural behaviour, not just performance.

In one campaign across Spain and Mexico, identical ads performed drastically differently. The reason? Tone. Spaniards preferred a more formal address, while Mexicans responded better to warmth and humour. The data told us what was happening; cultural empathy told us why.

A good multilingual PPC partner will know when to read between the numbers, when a high bounce rate signals cultural mismatch rather than poor targeting, or when low engagement reflects local distrust of online offers.

During reporting calls, look for insights that mention behaviour, not just performance. “Your bounce rate is higher in Japan because humour underperforms in B2B”, that’s data cultural empathy.

Capability to adapt culturally, not just linguistically

To see how this principle scales beyond PPC, check out our guide on the role of localisation in driving international growth, it explores how brands use cultural adaptation as a competitive advantage.

Multilingual PPC isn’t just about translation and targeting; it’s about teamwork. Time zones, cultural expectations, local regulations, everything multiplies with each new market. The best agencies have systems that keep everyone aligned: shared dashboards, transparent reporting, and a clear chain of communication.

You’ll know you’ve found the right agency when they start asking questions about your brand, not just your budget. They’ll push you to clarify what “luxury” means to your German audience versus your Brazilian one. They’ll argue politely about whether humour works in your Japanese headlines (spoiler: it rarely does). That kind of friction is healthy; it’s the difference between a vendor and a partner.

Running multilingual campaigns is also about rhythm, knowing when audiences are awake, when holidays happen, and when to pause bids because the entire country is watching a football match.

Multilingual PPC reporting transparency

Finally, a multilingual PPC agency worth your budget won’t hide behind vanity metrics. They’ll tell you not only how many clicks you got, but how those clicks behaved differently in Italy versus Japan, and what to do about it next.

Look for agencies that build long-term optimisation frameworks: quarterly keyword reviews, cultural trend monitoring, A/B testing for local creatives, and ongoing language audits. Multilingual PPC is never “set and forget.” It’s alive, evolving with both data and dialect.