3 MINUTES BULLSHIT WITH GEORGE #49: UA Localization Strategy with Adrian Sarasa                 

Episode #49 of 3 MINUTES BULLSHIT WITH GEORGE featured Adrian Sarasa, Head of User Acquisition. We discussed how to set up the UA Localization Strategy. 

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Adrian Sarasa, Head of User Acquisition. 

Adrian shares his experience as a Mobile Growth Expert regarding the UA Localization Strategy. 

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel. 

Connect with Adrian and Passion.io here:

• Adrian Sarasa's Linkedin

Timestamps:

00:00           Dance

00:15           Adrian’s Introduction

00:28           Localization Strategy

03:02           Bloopers

Transcript & Key takeaways from the episode:

Managing Multilingual Campaigns with a Small Team

• Acknowledge complexity: Handling 10+ languages increases operational difficulty. Plan for it.

• Build scalable systems: Create a structure that allows growth and repetition without starting from scratch.

• Accept imperfection: Not every market will have fully localized perfection. Focus on top geos first.

• Use test markets: Choose one or two affordable markets to test ideas before scaling globally.

• Adapt by region: Understand that what works in one country may not work in another; adjust as needed.

• Prioritize strong copy: Good local-language copy is essential, bad translations hurt credibility.

• Leverage AI + human review: Use AI for initial drafts, then rely on native proofreaders for quality.

• Create a copy library: Build a reusable bank of high-performing copy for faster scaling.

George: When you have a small team, how can you deal with different languages? 

Adrian: Yes, I think when it comes to multilingual campaigns. And I'm talking maybe about 10+ languages. First you need to understand if you don't have enough resources the complexity is gonna increase a lot. Your companies are gonna be very complex and you need to be aware of that. So you need to develop a system that allows you to scale. I think first you need to assume that not everything is gonna be 100% perfect. And you cannot get into detail into every single country with a single deal. Maybe you can do it for your top geos but let's say, you know, you’re targeting Brazil and you're targeting Japan and okay, you can get into some specifics for each of them, but you cannot, if you have 12 countries, you have 15 countries, you're not gonna be able with small team to know everything, absolutely everything around every country. Also, for instance, about testing. So I think you need to find a testing market that works for you. That's maybe cheap and then that you can scale and you can adapt and try in the rest of the countries. And then you will see that not everything is gonna work for every country. But then you can adapt and for each of them and ask them goes by. And Finally, I would say that copy is very important. I think we all sometimes see ads that have a really bad copy in their own language and it looks really bad. So for instance, in our case we rely on our internal copy writer and the AI to kind of like a first goal. But then we also use proofreaders and native language to make sure that our copy is good enough. And during all this time, we've built like a library of copy that we know that we can rely on and if we need we can reuse or create new one. But I would say that's a very important part as well. 

George:  Got it. So,  whenever you have a small team, you have to build a system that you can reuse each time. The most important part of it is copy and you can develop the library of copies and then you can reuse it whenever you have a chance to do this. Using it not only just purely rely on AI but also to do proofreading via a tool or via a person who is dealing with that. 

Adrian: Exactly. 

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