One brand. Four markets. Four different problems.

Paid acquisition across four markets — Romania, Hungary, Czech Republic and Poland — for a licensed sports merchandise retailer running a multi-market Shopify setup.

Multi-country accounts are usually treated as one account with four language versions. They are not. Each market had a different failure: one had broken conversion tracking, others had campaign structures that never exited the learning phase, and the shopping side was organised in a way that gave the algorithm no useful signal about the catalogue.

Rebuilt the campaign structure on the underperforming markets. Fixed the broken conversion tracking on the Romanian storefront. Restructured the Performance Max asset groups by product category, so the campaign had something coherent to optimise against instead of one undifferentiated pool. Coordinated a team of specialist ads managers and technical implementers across all four markets.

Diagnosing each market separately instead of rolling out one fix everywhere. A structure that works in one country is not automatically the answer in the next, and applying the same change across four markets makes it impossible to tell which market responded to what.

On the Hungarian market: 6.8x ROAS, cost per acquisition down 20%, orders up 5%. The other markets were managed but are not reported here.