Should we hire one agency, or a regional set

You sell in more than one country, and the ads are still written as if every shopper lived in the first one. One agency is simpler. Local work usually converts better. You probably cannot afford both everywhere.

The lists for this job

These are the ones I'd pick first, which is why I partner with them. I may earn a referral fee.

Performance agencies

DISCLOSURE

Listings and verdicts can't be bought. Sponsored slots and reviews are always labeled.

WHAT MATTERS

Each market has a person who can say what is locally wrong.
The fee still leaves a contribution.
Reporting rolls up to one number you trust.

Before you sign

Which markets are in the fee, and which are extra.
Who writes the local language, and who approves it.
One reporting format, even if the buyers are separate.

NONE OF THESE

If the second country is still a small share of orders, do not build a regional org chart. Run it from home until the country earns a person.

Questions

Is a global holdco the answer?

Not at this size, unless you already have a reason to be inside one. Simpler shapes fail more quietly.

Should each country have its own ad account?

Usually yes, so the learning and the billing stay separate. The reporting still has to meet.

Who owns creative?

The brand. Every contract should say that.