Horizontal scaling by country: order, starting budget, and adaptation
Rodrigo Pinto · 2026-10-07
Meta
Scaling horizontally into new countries requires planning and adaptation. Here are the essential guidelines for doing it efficiently.
• Same language first
Prioritize countries that speak the same language. This makes communication easier and increases conversion rates. For example, if you're already operating in Brazil, the next step could be Portugal or countries in Latin America. Cultural and linguistic understanding is key to avoiding misunderstandings and creating ads that really resonate with the audience.
• 50% of the origin country’s budget
Set your initial budget at 50% of what you spend in your home country. For example, if you spend R$ 2.000, start with R$ 1.000 in the new country. This helps mitigate risk while you test how well the product or service is received and adjust your strategy.
• Translation by a native speaker and local social proof
The translation should be done by a native speaker from that country, ensuring that not just the words but also the cultural context are right. Also, include local social proof, such as testimonials from customers in that country, to increase your product’s credibility.
• CPM by country and expected CPA
Research the expected CPM (Cost per Thousand Impressions) and CPA (Cost per Acquisition) for each country. These figures vary, so look for up-to-date information in Meta Ad Library or tools like FreeSpy. For example, CPM in Argentina may be around R$ 10, while in Spain it can reach R$ 15. Use these benchmarks to adjust your bidding strategy.
• When a country doesn’t respond within 5 days
If there are no significant responses or interactions after 5 days of running the campaign, consider pausing the ads. Review the creatives, targeting, and value proposition. It may be time to test new ads or even rethink your market entry strategy. If the lack of response continues, reassess whether it’s viable to keep investing in that country.
Scalability is an ongoing process of learning and adjustment. Use these guidelines to maximize your chances of success in new markets.
What’s your starting budget for testing a new country?