First, we looked at the highest ROI platforms alongside the best-performing locations. Armed with this data, we pushed a core group of campaigns to Germany, Spain and Italy.

By working with a blended CPA target, we used the profits from the healthy markets to support us in expanding to other markets. Soon, we saw a healthy increase in conversion rates and brand recognition, which allowed us to open up to more territories with more ad spending.
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Using a ‘slow and steady' technique, we focused on optimising campaigns for the lower-performance markets, increasing their conversions over time while adding more territories to our list.