Azerbaijani-language localisation and fast rotation of 12 creatives brought CR to 4.3% in 2 weeks.
The task
The campaign launched from scratch: the advertiser had no buying history in this geo. Needed to lift the conversion rate of a nutra offer in Azerbaijan that had previously been run with Russian-language creatives across the whole region.
We worked the "Nutra" vertical in the Azerbaijan market. Payment model — CPA per confirmed order, main sources — .
How we did it
The setup was built sequentially, testing hypotheses on small budgets.
- Translated both the ad copy and the pre-lander into Azerbaijani instead of the Russian-language creatives standard for CIS.
- Rotated twelve creative variants on a strict schedule — new versions were swapped in every 2-3 days regardless of performance, staying ahead of the burnout curve.
- Designed the native pre-lander to look like a local news piece or forum post, not an obvious sales page.
What went wrong
The main difficulty surfaced in the second week. Russian-language creatives read as clearly foreign to the local audience and less trustworthy for a health product.
Translating the ad copy and pre-lander into Azerbaijani produced an immediate rise in trust and conversion compared to the Russian-language version.
The result
Here are the final numbers for the buying period. Over the two weeks: roi — 260%, cr — 4.3%, creatives rotated — 12.
CR reached 4.3% over two weeks at 260% ROI; cold traffic converted almost twice as well once the pre-lander stopped reading as an ad before the offer even appeared.
What we took away
- Localizing to the audience's actual language, not a regional "standard," directly affects trust in a health offer.
- A strict creative-rotation schedule that stays ahead of burnout beats reacting to a CTR that has already dropped.
- A native pre-lander indistinguishable from local news content converts cold traffic noticeably better than an obvious sales page.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.