From Local to Global: How Preply Used Google Ads to Scale Across 180 Countries
The recent wave of AI advancements from Google, including AI Mode's global rollout to 200+ countries and agentic shopping features, underscores a critical truth for digital businesses: scaling internationally demands more than just translation—it requires intelligent systems that adapt to diverse user behaviors. This lesson is exemplified by language-learning platform Preply, which leveraged Google Ads' AI-driven tools to expand across 180 countries while maintaining profitability. Their journey offers a blueprint for edtech and platform businesses navigating the complexities of global growth.
I. Shifting Strategy: From Volume to Value-Based Growth
Preply's initial approach mirrored many startups: prioritize user acquisition at all costs. Nonetheless, as Kyra Srisukri, Preply’s Senior Director of App Growth, remarked, this gave rise to diminishing returns. The platform faced a critical insight—not all learners contribute equally to revenue. A student booking weekly $30 lessons in Germany holds more lifetime value than a sporadic learner in a price-sensitive market. By leveraging Google Ads' value-based bidding, Preply reallocated budgets toward high-intent users, defined by metrics like lesson frequency and willingness to pay premium rates. This wasn't merely about filtering demographics; it involved analyzing behavioral patterns, such as tutor selection trends and session duration. The result was a dual win: lower acquisition costs and higher retention rates, as the platform attracted learners genuinely invested in long-term progress.
II. Leveraging Google Ads for Precision Targeting
The technical execution of Preply's strategy hinged on Google Ads' AI-driven automation. Value-based bidding eliminated manual campaign grouping—previously segmented by similar conversion values—since the algorithm now optimized directly for subscription revenue. For instance, a campaign targeting professionals seeking business English lessons automatically received higher bids than one aimed at casual learners. This dynamic adjustment accounted for real-time variables like regional pricing tiers and tutor availability. Notably, the system's efficiency freed Preply's team from tedious bid adjustments, allowing them to focus on creative experiments like localized ad copy. A Japanese campaign emphasizing career advancement outperformed generic “learn a language” messaging by 40%, showcasing how AI and human insight can synergize for hyper-relevant targeting.
For businesses looking to replicate this efficiency, tools like Topkee's TTO platform offer similar capabilities for automated bid management and conversion tracking. Similarly, Topkee's TM settings provide granular campaign analytics, enabling marketers to customize tracking rules based on ad source, media, or creative objectives — enabling data-driven agility without the need for in-house AI infrastructure.
III. Data-Driven Decision Making in Global Markets
Preply's expansion depended on meticulous data analysis that exceeded conventional metrics. The team monitored "hidden" indicators such as session rescheduling rates (which signaled commitment levels) and tutor ratings by geographic region (uncovering local quality expectations). In markets like Brazil, where installment payments are preferred, Preply integrated local payment gateways, boosting conversions by 18%. However, data alone wasn't enough. The team struck a balance between automation and cultural intuition—for instance, acknowledging that Ramadan-tailored schedules in Middle Eastern markets necessitated flexible booking functionalities. This hybrid approach prevented the pitfalls of over-reliance on AI, such as misinterpreting cultural context. An unexpected benefit emerged: reduced operational overhead. Automated bid management via Google Advertising cut manual workload by 30%, proving that strategic tech adoption can streamline scaling.
Topkee's Google Ads Service is based on this concept, providing comprehensive website evaluation and search engine optimization to ensure its relevance in specific markets. For example, their attribution remarketing tool segments users based on their behavior to provide personalized ads, which significantly increases purchase intent. In addition, Topkee's advertising reporting analysis provides insights focused on return on investment (ROI), allowing companies to dynamically optimize budgets and creative strategies.
IV. Overcoming Expansion Challenges
Global growth brought logistical hurdles. In regions like Southeast Asia, where mobile wallets hold dominance, Preply integrated GrabPay and Alipay, boosting payment success rates by 22%. Cross-functional alignment was equally critical. Marketing, product, and support teams shared unified KPIs, such as “revenue per learner” rather than siloed metrics like app downloads. This cohesion ensured that UX improvements—such as one-click lesson rescheduling—directly supported acquisition goals. Preply also navigated regulatory diversity; GDPR compliance in Europe necessitated different data handling than Brazil's LGPD. By partnering with local legal experts and refining Google Ads targeting parameters, the platform avoided costly missteps while maintaining personalized marketing. These efforts preserved ROI even as Preply doubled its market footprint.
V. Future-Proofing Growth with Advanced Tactics
Looking ahead, Preply plans to adopt dynamic creative optimization (DCO), tailoring ad visuals in real time based on user behavior. A pilot in France showed DCO-generated ads featuring tutor testimonials outperformed static images by 35%. Inspired by Epidemic Sound's LTV modeling, Preply is also testing lifetime value predictions to identify users likely to purchase add-ons like exam prep packages. Another frontier is AI-powered localization—automatically adapting tutor profiles to highlight credentials valued in specific cultures (e.g., TOEFL certification in Asia). These innovations, combined with Google Ads' evolving AI features, aim to sustain Preply's edge as competitors like Duolingo and iTalki intensify global pushes.
Conclusion
Preply's journey underscores that global dominance in edtech requires more than multilingual interfaces—it demands a value-centric growth framework. By combining Google Ads' automation with localized insights, Preply turned cultural diversity into a competitive advantage. Key takeaways for businesses include: prioritizing high-LTV users early, using AI to handle complexity at scale, and aligning cross-functional teams around revenue-driven goals. As language learning evolves, Preply's playbook offers a replicable model for platforms seeking to grow intelligently across borders. For brands preparing for a similar expansion, consulting with Topkee's marketing experts can help you customize these strategies based on your market needs.
