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Choose a provider that can show how it will research local search intent, adapt paid-search assets, and coordinate the landing pages those ads lead to. Compare candidates using the same campaign brief, and require a named review process, clear deliverables, revision terms, and a market-specific sample. A provider’s service page describes what it offers; it does not prove campaign results or establish that it is the best choice.
What a paid-search localization service needs to cover
Paid-search localization is more than translating ad text. Search terms, ad assets, and destination pages work together: a literal translation may not reflect how people search in a market, while an ad that promises something its destination does not explain can undermine the campaign.
- Local query research: Ask whether the provider researches how people in each target market search and what intent those searches express, rather than simply translating your existing keyword list. Smartling lists both local keyword research and keyword translation on its professional translation services page.
- Ad-asset adaptation: Define whether the work includes keywords, headlines, descriptions, sitelinks, callouts, and any other assets your campaigns use. Ask for paid-search-specific examples, not just general marketing translations.
- Landing-page coordination: Include destination copy and the relevant local URLs in the brief. Google’s campaign-localisation beta treats ad assets and landing-page handling as connected elements, with options including AI translation and bulk domain updates; confirm what the provider will actually deliver for your site. Details are in Google Ads’ campaign localisation help page.
- Market and policy fit: Specify the language-region pair, dialect, local requirements, and destination language. Google’s advertising policies require destinations to be functional, useful, and easy to navigate, and list unsupported destination language among technical-requirement examples (Google Ads destination requirements).
Compare providers against one shared brief
Give every candidate the same product information, source campaign, target markets, landing-page URLs, brand guidance, and requested deliverables. Ask each to explain its approach and show a sample for a relevant market. A common brief makes it easier to distinguish a service that researches and adapts a campaign from one that only translates supplied text.
| What to compare | What to ask or request |
|---|---|
| Local query research | How will you research local phrasing and intent? Can you show how findings would change keywords or campaign structure? |
| Paid-search scope | Which keyword work and ad assets are included? Is SEM/PPC copy explicitly in scope? |
| Landing-page coordination | Will you localize destination content and URLs alongside the ads? Who implements and checks the changes? |
| Quality and review | Who reviews each locale? How are terminology, brand voice, and client sign-off handled? What revisions are included? |
| Human and machine roles | Which work uses human translation, transcreation, or machine-assisted processing, and how is each checked? |
| Delivery and measurement | What are the handoff format, turnaround, change-request terms, reporting, and ownership arrangements for terminology assets and translation memory? |
Do not assume two providers use the same review method. For example, Google’s beta review screen shows original and translated text, a back-translation, and notes, and lets users edit translations before publication. That is a useful example of a review handoff to ask about, not evidence that every vendor follows it or that automated output is ready to publish without local and brand review (Google Ads help).
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Decide how translation quality will be controlled
Ask the provider to state when it uses transcreation, human translation, or machine-assisted workflows, who is responsible for each stage, and what triggers client review. Agree on approved product names, terminology, legal claims, and brand voice before work begins. Get the revision and sign-off steps in writing, including how changes after approval are handled.
ISO 17100:2015 sets requirements for core processes and resources in translation services. ISO says the 2015 edition was last reviewed and confirmed in 2020 and remains current, while work on a second edition is under way. The standard explicitly excludes raw machine translation plus post-editing from its scope. A conformity claim is therefore not a paid-search performance certification, and you should ask which services and locations it covers. See ISO 17100:2015 and its current status page.
Check current Google Ads language behavior
Google announced on August 13, 2026 that campaign-level language targeting for Search and AI Max for Search campaigns would be removed starting in late September 2026. Its announcement says Search ads would match based on ad language and advises advertisers to focus on ad and landing-page language. Because this is a changing rollout, check the behavior and any subsequent updates in your own account before planning or migrating campaigns (Google Ads API Team announcement).
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Shortlist candidates by fit, not by ranking
These providers describe potentially relevant services on their own pages. Those descriptions are not independent rankings or proof of outcomes; use them to decide whom to invite to respond to your brief.
- Smartling: Its professional translation page explicitly lists local keyword research, keyword translation, language-specific website and content audits, SEO copywriting, SEM/PPC ad copy, and consulting. It is a direct fit to ask about for a combined localization and paid-search scope (Smartling translation services).
- Lionbridge: Its marketing page describes transcreation, in-market content informed by local experts, multilingual marketing, and website optimization. Confirm whether the proposal includes paid-search keyword research and campaign execution (Lionbridge marketing).
- TransPerfect: Its digital marketing and advertising page describes campaign localization, ad-copy translation, and SEO/SEM optimization. Request a paid-search-specific work sample and clarify how translation is separated from campaign strategy (TransPerfect digital marketing).
- RWS: Its international SEO page describes multilingual keyword research and regional content adaptation. The cited service focuses on SEO, so confirm that paid-search work is included if that is what you need (RWS).
Include these questions in your RFP
- Which exact language-region pairs will you cover, and who is the named reviewer for each?
- How will you research local search terms and intent, and what deliverable will show the findings?
- Which campaign assets, keyword tasks, and landing-page updates are included?
- When will you use transcreation, human translation, or machine-assisted workflows, and who reviews each?
- How will you control approved terminology, product names, legal claims, and brand voice?
- What review, revision, and sign-off steps happen before launch?
- How will work be handed into our ad platform, CMS, or campaign spreadsheet, and who owns source files and translation memory?
- What turnaround, change-request, and reporting terms apply to our actual language pairs and volume?
Public service descriptions do not establish comparable prices, contract terms, language-specific availability, or performance guarantees. Get those details in a scoped proposal for your markets and campaign volume, and request relevant references before choosing.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Keep regional website versions clear
If your site has multilingual or regional page variants, Google Search Central recommends using hreflang or sitemaps to indicate which versions apply to which languages or locations. Its multi-regional guidance also discusses signals such as local language, currency, and addresses. These are adjacent site and organic-search considerations; they do not replace Google Ads destination checks (Google Search Central: localized versions; Google Search Central: managing multi-regional sites).
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