Get Your EU Expansion Plan

More Markets
More Shoppers
More Sales

Borderless helps ecommerce brands and retailers plan, launch, and scale Google Ads across Europe with local-language strategy, market-by-market structure, and disciplined execution.

Get Your EU Expansion Plan

Get your practical roadmap for reaching new shoppers across Europe

Google Ads for Europe · Ecommerce Growth · Fast Market Launches · Local-Language Campaigns

Where Borderless fits best

Best for ecommerce brands, retailers, and in-house teams making multi-market Google Ads decisions across Europe.

Launch your first EU market

You have a proven ecommerce offer and need the right market, language setup, and campaign structure for a cleaner launch.

Expand into more EU markets

You want to add countries without losing control of budgets, feeds, reporting, or localisation.

Improve underperforming campaigns

Search, Shopping, or Performance Max is live, but structure or local relevance is holding results back.

Rebuild a fragmented setup

Accounts, feeds, or Merchant Center setups have become messy across markets and need a stronger foundation.

Get Your EU Expansion Plan

Launch New EU Markets with a Clearer Plan

Prioritise the right markets before you launch

European expansion works better when market choice, language setup, campaign structure, feeds, and measurement are planned together. Borderless helps ecommerce brands decide where to launch first, how to structure Google Ads across countries, and how to build a foundation that can keep scaling as new markets are added.

Launch New EU Markets with a Clearer Plan

Not direct translation. Market-specific search strategy.

Good multi-market Google Ads campaigns are not built by translating English copy word for word. Borderless looks at local search terms, search results, category language, and competitor framing to shape Search campaigns, Shopping titles, and Performance Max inputs around how buyers in each market actually search.

Local-Language Campaigns Built for How People Actually Search

Product Feeds That Unlock More Search Demand

Better titles, attributes, and market-by-market relevance

For ecommerce brands, feed quality influences Google Shopping visibility, Performance Max coverage, and how well products match the right searches. Borderless treats feed optimisation as a visibility and performance lever, improving titles, attributes, categorisation, and local relevance so more of your catalogue can be found across Europe.

Product Feeds That Unlock More Search Demand

What Has to Work to Scale Google Ads Across Europe

Multi-market performance depends on more than campaign launch. Borderless brings together market choice, localisation, feeds, channel mix, and reporting under one structure.

  • Merchant Center & Feed Structure

    Merchant Center & Feed Structure

    Feeds and Merchant Center setups built for Shopping visibility, stability, and scale.

  • Search, Shopping & Performance Max

    Search, Shopping & Performance Max

    The right campaign mix for each market, objective, and stage of expansion.

  • Local-Language Search Strategy

    Local-Language Search Strategy

    Campaigns shaped around local search behaviour, not direct translation.

  • Market Prioritisation

    Market Prioritisation

    Clearer decisions on which markets to launch first and how to sequence expansion.

  • Cross-Market Reporting

    Cross-Market Reporting

    Country-level visibility that makes budget and optimisation decisions easier.

  • Ongoing Optimisation

    Ongoing Optimisation

    Constant improvements to search coverage, feeds, and campaign structure.

Choose How to Work with Borderless

Whether you need a plan, a launch, a rebuild, or ongoing management, Borderless can support the next stage of European growth.

EU Expansion Blueprint

A strategic plan for market choice, campaign structure, feeds, and measurement before you launch.

Market Launch Sprint

One new EU market launched with the right Search, Shopping, Performance Max, and feed foundations.

Multi-Market Management

Ongoing Google Ads management across multiple European markets under one coordinated structure.

Account Rebuild & Takeover

A cleaner structure for fragmented or underperforming accounts across Europe.

Get Your EU Expansion Plan

Hi, I’m Matt

I’ve spent 15+ years working in Google Ads across agency, freelance, and in-house roles. Borderless is the specialist consultancy I built for a problem I kept seeing: brands trying to expand across Europe with account structures, localisation, and product data that were never designed for multi-market growth.

If you’re planning a first new market, stuck with underperforming campaigns, or trying to bring more order to a fragmented / multi-agency setup, the best next step is an EU Expansion Plan.

Get Your EU Expansion Plan

Matt

Practical EU growth planning

Get Your EU Expansion Plan

Complete a short intake about your goals, current setup, and budget. We’ll use that context to shape a practical Google Ads plan for launch, expansion, or performance improvement across EU markets.

Short intake Strategy-led review Actionable next step
Get Your EU Expansion Plan

Built for launch, expansion, or performance recovery across EU markets.

Your plan will cover

  • 01

    The strongest EU markets to prioritise

  • 02

    The Google Ads structure that fits your rollout

  • 03

    Feed and Merchant Center work worth prioritising

  • 04

    The clearest next step for launch, expansion, or recovery

FAQ

What does the EU Expansion Plan include?
The EU Expansion Plan is designed to clarify the strongest next step for growth across Europe. Depending on your situation, it may cover market prioritisation, campaign structure, feed or Merchant Center issues, rollout order, and the channels most likely to drive results.
How do you choose which EU markets to launch first?
Market choice should balance demand, competitiveness, margin, operational readiness, and the practical cost of launch. Borderless looks at market opportunity and the structure needed to support it, not just search volume in isolation.
Can you help if our campaigns are already live across Europe?
Yes. Borderless can review and improve existing Search, Shopping, Performance Max, feed, and Merchant Center setups where structure, localisation, or reporting is limiting performance.
Can Borderless work alongside an in-house team or existing agency?
Yes. Borderless can act as a specialist partner alongside in-house marketing, ecommerce, and data teams, or support a broader agency structure where European Google Ads needs deeper expertise.
What budgets are a fit?
Fit depends on your business model, market ambition, and the complexity of the setup rather than a single number alone. The intake form helps qualify that quickly so the conversation is focused and useful.
Which EU markets do you support?
We support Google Ads across EU markets where Google Ads is available, including multi-language and multi-country setups. The right rollout depends on your products, fulfilment, supported languages, and commercial priorities.
How quickly can a new market go live?
Once access, approvals, and core inputs are in place, a new market can usually go live within 5 business days. In some cases, brand protection can be launched even faster.
Do you work inside our existing Google Ads account?
Yes. In most cases, Borderless works inside your existing Google Ads account and Merchant Center setup unless a new structure is clearly the better option.
Do you manage Merchant Center and product feeds?
Yes. Merchant Center and feed work are a core part of the Borderless offer. That includes feed structure, title improvements, supplemental feeds, disapproval handling, and the setup needed to support Shopping and Performance Max across markets.
Is Borderless only for e-commerce brands?
No. Most Borderless clients are e-commerce and retail brands, but we also support multi-location and multi-language businesses that need Google Ads managed properly across EU markets.
How do you handle localisation?
We build campaigns around how people search in each market, not just direct translation. That means using search data, keyword tools, market context, and the language already used across your products and website to shape campaigns that fit the market.
Do you handle tracking and Consent Mode v2?
Yes. We handle the important measurement foundations as part of delivery, including GA4 linking, GTM checks, conversion setup, enhanced conversions, and Consent Mode v2 alignment through your CMP.
What do you need from us to get started?
Usually: Google Ads access, Merchant Center access where relevant, GA4 and GTM access, product feed access, target markets, supported languages, and approval on brand messaging and claims.
How is pricing handled for additional markets?
Additional markets are scoped to support expansion, not discourage it. Launch work is priced up front based on what needs to be built, and ongoing management is handled at portfolio level wherever possible rather than treating every country like a separate agency relationship.
Who will I work with?
You’ll work directly with Matt throughout the engagement. Borderless is founder-led, so strategy, rollout, and ongoing direction stay close to the work. Where supporting specialists are needed, they are brought in selectively and managed through Borderless.

Start with a Clearer Plan for European Google Ads Growth

Borderless helps brands cut through the complexity of multi-market Google Ads before more budget is spent or more account mess builds up. If you need a clearer next move for launch, expansion, or recovery, start with the EU Expansion Plan.

Here’s what your plan can help with:

  • Choose the right next market
  • Fix structure, feed, or Merchant Center issues
  • Build a cleaner rollout plan for Search, Shopping, and Performance Max

Get Your EU Expansion Plan

Start with a Clearer Plan for European Google Ads Growth