Two of the three states we work in most have large Spanish-speaking populations, and in both of them a substantial share of clinic and home services demand is Spanish-first. Almost none of the accounts we inherit have a genuine Spanish campaign.
The ones that have something usually have a machine translation of the English ad, which is worse than nothing because it signals that you were not paying attention.
Translation is not localization
The Spanish spoken in Miami is largely Cuban-inflected. Orlando's large Puerto Rican population speaks differently. Southern California's Spanish is predominantly Mexican. Vocabulary differs, idiom differs, and formality conventions differ.
An ad written for Miami can read as foreign in Santa Ana. A literal translation of English marketing copy reads as machine-made in all of them, because English marketing constructions do not map cleanly.
Write the ad in Spanish for the specific market. Do not translate the English one and hope.
The part that gets forgotten
The landing page. A Spanish ad pointing at an English page converts badly and deserves to. The whole path has to be in language — ad, page, form, confirmation.
The phone. If the ad is in Spanish and nobody answering speaks Spanish, you have bought an expensive disappointment. This is the most common failure and it is an operational one, not a marketing one.
The follow-up. Automated texts and emails in the language the person inquired in.
Where the opportunity is largest
Miami. Spanish-first is not a segment here, it is a substantial share of the market. A clinic without Spanish creative is competing for part of the city.
Orlando. Less contested than Miami and frequently overlooked, with a Spanish-speaking population whose Spanish differs from Miami's. The three Florida metros differ more than people expect.
Inland Empire and Orange County. Large Spanish-speaking populations and, in our experience, materially less competition for Spanish-language ad inventory than for English. The Southern California markets are genuinely separate.
What we do
Separate campaigns, not language variants inside one. Separate budgets, so you can see what each is producing. Creative written rather than translated, by someone from the market. And a check, before launch, that the phone and the follow-up can actually handle the inquiries.
That last step has stopped us launching Spanish campaigns more than once. It is the right call — generating inquiries you cannot serve is worse than not generating them.
If you are in Miami, Orlando or Southern California without a Spanish campaign, it is usually the least contested growth available to you.