US-only to US + UK + AU in 4 months, 35% of pipeline from new markets
Strong unit economics in the US, board wanted English-speaking expansion. Most agencies would have lifted the US campaigns wholesale; instead we treated each market as a separate buyer with localised LPs, audiences and conversion paths.
Markets live
Improved
Pipeline from non-US
Improved
Blended CAC
Improved
Pipeline vs. projection
Improved
Where the account was before we touched it.
The team had nailed product-market fit in the US — practice-management software for independent veterinary clinics — with a blended CAC of $640 and 22-month payback. They had no international presence and no Google Ads outside the US, but their board wanted to validate UK and AU as growth markets within 6 months. They'd budgeted $200k of paid for the expansion experiment. The risk: most agencies would copy US campaigns to UK + AU with GBP/AUD bid adjustments and call it done, which historically delivers ~4× higher CAC than native local campaigns.
What we shipped, sprint by sprint.
- Sprint 1Month 1
Market-research-driven keyword discovery
Interviewed two UK and two AU vet practices (not paid customers) for terminology differences. "Practice management" tested differently than US "practice management"; UK vets used "vet software" and "PMS" interchangeably. AU used "clinic management software" most. Built region-specific keyword sets that diverged ~40% from the US list.
- Sprint 2Month 2
Localised landing pages
Three LP variants per market: hero, currency, trust signals (Royal College of Veterinary Surgeons in UK, AVA in AU), pricing in local currency, GST/VAT clarity. Each variant linked to a region-specific demo booking flow.
- Sprint 3Month 3
Country-specific RLSA + lookalike audiences
Built first-party audiences from US converters and exported them as UK + AU lookalikes. Layered RLSA on the long-tail keywords to capture comparison-shoppers without burning budget on cold traffic.
- Sprint 4Month 4
Cross-market reporting + budget reallocation
Set up a single Looker dashboard with side-by-side market metrics so the board could see CAC + pipeline by region. UK was outperforming US on CAC ($510 vs $640) by month 4; reallocated 30% of US budget into UK.
Where the account ended up.
By end of engagement, UK and AU markets combined contributed 35% of total pipeline at a blended CAC ($550) below the US baseline ($640). The original $200k expansion budget delivered 2.3× the projected pipeline. The board approved doubling UK budget and bringing AU to parity in Q2. The localisation framework — keyword discovery, LP variants, region-specific trust signals — became the template for the team's next two markets (Canada and Ireland).
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