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What is the right order for localizing a video ad?
Translate the landing page before the ad. Shopify's free Translate & Adapt app or Weglot, from €15 a month, covers the store side. Next, dub the presenter video with HeyGen or Synthesia, or re-voice narration-only footage with Murf. Finally, send each market's ad to its own language URL.
Why the page comes first — a dubbed ad that lands on an English checkout loses the shopper · translated pages need time to be crawled.
There's a quieter reason too. Once the page copy is approved, it becomes the glossary for the video script. We'd rather settle the words once than argue them twice.
Price sources — HeyGen, Synthesia and Weglot pricing pages, read November 9, 2026 · Shopify's app listing for Translate & Adapt.
Murf's plan page didn't load for us, so it gets a link instead of a price. We haven't paid for ads through this exact setup.
Which pages get translated first?
Landing pages first — the product pages your ads point at · one collection · the cart · the shipping policy. The rest of the catalog waits until the market brings in real orders. It's a short list.
| Option | Price | How translation works | Good fit |
|---|---|---|---|
| Shopify Translate & Adapt | Free | Shopify auto-translates up to 2 languages (8 in some countries); you can edit by hand in 100+ languages. | A test of one or two markets |
| Weglot | Starter from €15 a month, or €150 a year | Machine translation you can edit, plus a glossary and multilingual SEO settings | Several languages with shared brand terms |
| Human translator | Quoted per job | A person translates and adapts the copy. | Pages with legal or sizing details |
Weglot also says a project under 2,000 words in one language stays free after the 14-day trial. Product pages plus a returns policy can pass that limit fast.
Get a native speaker to read the checkout path, whatever tool did the translating. Machine output tends to slip on sizes, returns wording and legal lines. Those are the lines shoppers check before paying.
A shared glossary for page and video
Glossary — brand terms · product names · size labels, all pulled from the translated page. Mark which ones stay in English and which get a local word. Settle each one once, before any script is written.
Synthesia's dubbing tool has a glossary setting of its own. With HeyGen or Murf, the terms go into the translated script before you generate. Either way, the video ends up using the page's words. Same terms, both places.
Dubbing route, by what's on screen
Presenter speaking to camera — dub with HeyGen or Synthesia so the lips follow the new language.
Footage with voice over it — skip lip-sync · write a translated script · generate a new voice track in Murf.
Text-only motion ad — no voice at all · translate the on-screen text and captions.
HeyGen's Creator plan costs $29 a month, or $24 on yearly billing, and lists 175+ languages and dialects. Its Pro plan, from $49 a month, adds proofreading of translation scripts before you render. That review step is worth a lot for product names.
Synthesia lists dubbing into 70+ output languages and says it keeps the speaker's voice and accent. Lip-sync costs double the credits. Its Starter tier runs $14 a month on yearly billing and $19 otherwise.
Murf suits narration-only ads. Check its current plans on Murf's pricing page before you commit. You'd write the translated script yourself, or get it from the same translator who did the page.
One URL per market
Once a language is published, Shopify usually puts it on a subfolder such as /de or /fr. Each localized ad should link straight to that version of the landing page. Browser language detection can guess wrong, so skip it. We'd click every ad link once by hand.
Phone test — device language set to English · tap the ad link · the page should stay in the market language.
If it flips back to English, we'd check the link first and the Markets setup second. Fix it before paying for traffic, then repeat the test for every language you add.
Tracking — one UTM campaign per language · the same product page in every market · results compared per language, not pooled.
Last look before ad spend
Play each version with the sound off first. Captions should be in the market language and should fit the frame. Then play it with sound and read along with the script.
Final pass — prices and currency match the landing page · the offer wording matches · written consent on file from any real person who was cloned or dubbed.
A first market on a small software bill
Stack for one test market — the free translation app for pages · one month of one video tool for the dub. We wouldn't add anything else before ad spend.
The bigger cost is a native speaker's time. We wouldn't skip it. Their review of the page and script catches the errors no tool flags, and it's cheaper than a week of ads pointed at a broken page.
Add a second market only after the first one pays for itself. By then the glossary and the five steps are already written down.
Related reading: fast-shipping suppliers for US and EU buyers, and a one-person Shopify operations playbook.
Quick answers on localizing video ads
Do I need to dub if the ad has subtitles?
Not always. Subtitles are a cheap first test for a new market. Dub once that market has shown enough sales to pay for it.
Is Shopify Translate & Adapt really free?
Yes, the app is free. Shopify's own automatic translation covers up to 2 languages, or 8 in some countries, and you can translate by hand in 100+ languages.
Which dub needs lip-sync?
Only videos where a person speaks to camera. Voiceover footage just needs a new voice track.