The Scandinavian market, which includes Sweden, Norway, Denmark and often Finland and Iceland, is an attractive opportunity for many businesses. These countries are known for their high digital adoption, wealthy consumers, and rapidly growing e-commerce sectors. However, running Google Ads here is not simply a matter of translating a campaign and pressing “launch”. To connect with Scandinavian audiences effectively, companies must localise their messaging, optimise targeting strategies and align campaigns with the specific characteristics of each market.
For instance, Swedish consumers often respond well to environmentally conscious messaging, while Norwegian audiences may value local craftsmanship or premium quality. Ignoring these differences can lead to campaigns that fail to resonate, no matter how well-funded they are.
This guide explains how business owners, marketers and large enterprises can optimise Google Ads strategically to achieve meaningful results across the Nordic region.
1. Local language is essential
Although Scandinavians are among the world’s most proficient English speakers, this does not mean they search or click on ads in English. If you are advertising in Sweden, your campaigns should be in Swedish. In Norway, use Norwegian, with Bokmål being the most common written form, and in Denmark, Danish is essential. Even small differences in language can have a real impact on your campaign’s performance, affecting both Quality Score and click-through rates.
A practical approach is to work with native-speaking copywriters or localisation experts rather than relying solely on translators. This ensures that your ad copy feels natural and resonates with the local audience. It is also crucial to research keywords in the native language, using Google’s Keyword Planner set to the specific country, so that your campaigns target the terms your potential customers actually use.
2. Adapt to local search behaviour
Cultural differences have a big influence on how people search online. In Sweden, for example, users often enter more formal or long-tail search queries, while Danish searchers tend to be pragmatic and direct. In Norway, consumers frequently focus on value and reliability when browsing or clicking on ads.
It is important not to assume that search trends in Germany or the UK will apply to Oslo, Helsinki, or Copenhagen. Conducting region-specific keyword research and testing ad formats that resonate with each local audience is essential for success. Understanding these nuances can make the difference between campaigns that perform moderately and those that truly capture attention and drive conversions.
3. Geo-target with precision
Running a single campaign across all Scandinavian countries rarely works. Google Ads offers advanced location targeting, which allows you to focus on individual countries or even specific cities. Consumer behaviour in Stockholm, for example, can be very different from that in Bergen or Copenhagen, and your campaigns should reflect those differences.
If your product availability or shipping options vary by location, make sure your campaign structure accounts for this. You can also use location-specific ad extensions, such as callouts and sitelinks, to deliver messages that are relevant to each audience. Tailoring campaigns in this way helps ensure that your ads are both relevant and effective.
4. Use the right bidding strategies
Scandinavian markets can be highly competitive, and cost-per-clicks are often higher than in other regions. Automated bidding strategies, such as Target CPA or Target ROAS, can be effective, but only if you have sufficient conversion data for each market.
For new campaigns, it is best to start with Maximise Clicks or Manual CPC to gather initial performance data. Once you have enough insights, you can transition to smarter automated bidding. Always segment your campaigns by country and language, as this not only improves performance analysis but also gives you better control over budgets and ensures you are investing where it counts most.
5. Leverage localised landing pages
Your Google Ads campaign should direct traffic to landing pages that match the language of the ad and feature locally relevant content, pricing, and currency. Scandinavian users are discerning, and sending them to a generic or English-only page can lead to high bounce rates and poor conversion performance.
It is also essential that your landing pages load quickly and are fully optimised for mobile devices. With some of the highest smartphone usage rates in Europe, users in Scandinavia expect a seamless mobile experience, and slow or unresponsive pages can quickly erode trust and engagement.
6. Pay attention to seasonality and public holidays
Holidays and seasonal events can vary significantly across the Nordic countries, and this has a direct impact on how consumers engage with online ads. For instance, Midsummer is one of the biggest celebrations in Sweden, often marked by family gatherings, festivals, and online searches for related products or experiences. In contrast, the same event has far less cultural significance in Norway or Denmark, so a campaign centred on Midsummer would resonate less with audiences there. Similarly, national holidays, school holidays, and even local traditions can influence shopping patterns and online behaviour.
To make the most of these opportunities, use tools like Google Trends or consult local calendars to map out peak shopping periods. Campaigns timed around events like Christmas, Back to School, Easter, or regional holidays can see much higher engagement, provided the messaging and creatives are tailored to each market. For example, a Christmas promotion in Copenhagen might emphasise premium gift options and quick delivery, while a Swedish campaign could highlight sustainable or eco-friendly gifts, reflecting local values.
By aligning campaigns with local timing and cultural nuances, you increase the chances of capturing attention, generating clicks, and ultimately driving conversions.
7. Monitor, test, improve
A/B testing is essential for optimising your Google Ads campaigns. Experiment with different headlines, descriptions, and calls-to-action to see what resonates most with each audience. At the same time, consistently monitor key performance indicators such as click-through rate, conversion rate, and return on ad spend.
If you are running campaigns across multiple Scandinavian countries, avoid lumping all the data together. Each market is unique, and what works in Norway may not perform well in Denmark or Sweden. By analysing performance on a country-by-country basis, you can identify trends, adjust strategies, and allocate budgets more effectively. This ongoing process of testing, learning, and refining is crucial for achieving consistent results and maximising the impact of your campaigns in the Nordic region.
Conclusion
Optimising Google Ads for the Scandinavian market requires more than simple localisation. It demands insight, precision, and a deep understanding of the preferences and behaviours of each region. For business owners and large enterprises, the rewards can be substantial: higher market share, improved return on investment, and a stronger brand presence in some of Europe’s most digitally advanced and valuable economies.
At Erichsen Consulting, we specialise in helping companies scale across the Nordic markets with strategies tailored to local audiences. Whether you are launching your first campaign or seeking to improve the performance of existing efforts, we provide the guidance and expertise needed to achieve real results. Ready to take your campaigns Nordic? Get in touch today and let us help you make an impact.