PaceWise Localisation Lessons: Why Translation Alone Falls Short for SaaS Expansion

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PaceWise, a PPC budget pacing platform, found that expanding a SaaS website internationally involves far more than translating text. The team had to decide whether PPC terms and metrics such as CTR, CPA and ROAS should remain in English, and whether local pages needed local currencies. They concluded that a literal translation may not match how marketers in a given country search for or describe the same problem. Rather than translating the entire site immediately, they built one tailored commercial landing page per priority market and used performance data to decide where to invest further. The approach aims to balance market relevance with the maintenance burden of hundreds of URLs.

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