Latin America offers a large volume of traffic and plenty of room to grow. But it rewards those who treat it as several markets, not one.
We asked Luiz and Facundo from our BizDev team how they approach launches in the region: which countries to start with, which formats and verticals to test, and what to do before the first campaign goes live. Here’s what they shared.
We also recorded some of Luiz and Facundo’s answers during the SIGMA conference in Rome, but not all of them made it into the video. Think of the video as a short introduction to their insights and perspectives. We’ve included the rest of the insights they shared with us off camera below, so read on to find out more.
LATAM is not one market
The most common mistake is treating LATAM as one big market. Mexico, Brazil, Argentina, Colombia, and Chile all have different languages, payment habits, holidays, and rules. That’s why every country needs its own setup.
There’s another thing to keep in mind. The region offers big and often cheap traffic volumes, but not all of that traffic is high-intent. So the approach is to test carefully and build whitelists before you scale.
Where to start: Brazil
If you need to pick one LATAM country to start with, we recommend getting started with Brazil. It’s one of the three markets to scale first, together with Argentina and Chile.
Here’s what Luiz and Facundo see working in Brazil across our ad formats.
OnClick bids in Brazil are on the higher end, but the volume makes up for it.
VPN is the most stable vertical right now. It keeps showing up among the top performers across formats. Sweepstakes, Entertainment, and Software are also worth considering, depending on the offer and format.
Beyond Brazil: Mexico and Colombia
In Mexico and Colombia, there are strong results for Entertainment, Sweepstakes, and Mobile Software.
Payouts in these countries can be slightly lower than in Brazil. But CPC and CPM rates are a bit lower too, which helps balance things out.
Localize, don’t just translate
Can you translate your English creative and launch? Please don’t. Even universal offers need localization: local faces, native language, and local context.
Language itself is more nuanced than it looks. Brazil speaks Portuguese, not Spanish. Mexican Spanish sounds different from Argentine Spanish—users always notice the difference.
Start with mobile and Android
Mobile dominates in LATAM, so it’s a good idea to start there. Android is the safe choice for a first launch.
There’s a budget reason too. Android traffic tends to bring conversions at a lower cost, which makes it a good starting point if you want to keep your testing budget under control. Once you see results, you can expand to other devices and operating systems.
Key dates for your calendar
Mexico has its own version of Black Friday: El Buen Fin. In 2026, it runs from November 13 to 17, five days of deals . If you want a piece of it, your campaigns should already be running.
Black Friday is big in the region too, followed by the December holidays. Plan your tests early, so you have whitelists ready by the time demand peaks.
Before you launch: A quick checklist
The first thing to check before launching in a new country is the rules for the vertical in that specific country. From there, the setup comes together step by step:
- Check the vertical’s rules in the target country.
- Create a separate campaign for each GEO.
- Localize your creatives with a native speaker: language, faces, and local context.
- Start with mobile and Android traffic.
- Pick the format that fits your offer.
- Test on a modest budget, build a whitelist, and scale on the placements that perform.
One tip for next week’s launch
We asked Luis and Facundo for one piece of advice for someone launching in LATAM next week.
Luis: “Localize with a native speaker. It’s the cheapest boost you’ll ever get.”
Facundo: “Start with Android and mobile, then expand. And if you’re testing Brazil, don’t overlook OnClick for Entertainment or Push for Sweepstakes. The right format depends on your offer, so test before you scale.”
Ready to test LATAM traffic? Sign up for RollerAds and reach out to your account manager for help with the setup.
