When you choose Custom Strategy during campaign creation, you're not locked into Soundlink's default tier groupings — you can build your own custom tiers, group the countries you weant to target, and set a localized ad creative language for each one.

A tier is a group of countries that share the same budget allocation and, with custom tiers, the same ad creative language. Soundlink's default strategies (Maximum Growth, Discover Markets, Revenue Maximization) come with pre-built tiers. Custom Strategy lets you define your own instead — useful if you're targeting specific markets, running region-specific promo, or want ads in your audience's native language.

At least one tier must remain active for your campaign to run. For how to turn tiers on or off after launch, see [Ads] How to Control Your Campaign Tiers →

Custom tier has its own ad creative language selector. This controls the language of the ad copy shown to that tier's audience — independent of the other tiers in the same campaign.

This is useful if, for example, you're targeting both US and Latin American audiences in the same campaign — you can set the US tier to English and a Latin America tier to Spanish, each with its own budget.

Can I change a tier's countries or language after the campaign is live?
Country targeting can't be changed mid-campaign — see [Ads] How to Request Specific Geographic Targeting for Your Campaign → for how to update targeting by stopping and relaunching.

Does the ad language affect targeting, or just the copy?
Just the ad copy shown to that tier — it doesn't change which countries or audiences you're targeting.

Is Custom Strategy available on all campaign types?
Custom Strategy is available alongside Soundlink's other campaign strategies at the strategy step of campaign creation. See [Ads] How to Launch Your First Paid Growth Campaign → for the full walkthrough.