People already call or message you in Spanish
It's the best signal you can have. Review a month of calls, messages and forms, and count how many came in Spanish or asked for someone who speaks it.
A guide for businesses
Spanish marketing for U.S. businesses
Selling in Spanish in the U.S. works when someone can buy from you from start to finish in their own language.
This guide helps you decide whether it makes sense for you, what to publish first and how to tell if it's working.
Does it make sense? Three signals
Your city's numbers back it up
42.9 million people speak Spanish at home in the U.S., but they aren't spread evenly. Find your city in our study and compare two numbers: how many people speak it and how many of them say they speak English less than "very well".
You can serve people in Spanish
Before you advertise, decide who answers. A Spanish page that ends in an English voicemail costs you the trust you just earned.
What to do based on your city
| Speak Spanish at home | Large cities | Examples | Where to start |
|---|---|---|---|
| 50% or more | 20 | El Paso, Miami | Your website, Google profile, ads and customer service should all work fully in Spanish. |
| 35% to 49.9% | 36 | Los Angeles, Houston | Build a full Spanish version of the services you sell most. |
| 20% to 34.9% | 62 | New York, Chicago | Choose one service and one area, and measure before you expand. |
Cities of 100,000 or more above 20%, based on the 2020-2024 ACS. Nationally, 13.6% speak Spanish at home. Find your city in the study.
Adapt your message, don't just translate it
A correct translation can still sound odd or say something you didn't mean. These examples come up often in U.S. business ads and websites:
| In English | Avoid | Better | Why |
|---|---|---|---|
| Free estimate | Estimado libre | Cotización gratis | "Libre" suggests "available", not "at no cost". |
| Licensed and insured | Licenciado y asegurado | Con licencia y seguro | In Mexico, a "licenciado" is a person with a college degree, often an attorney. |
| Book now | Libro ahora | Agenda tu cita | Machine translation can confuse the verb with the noun "libro", meaning a printed book. |
| Roofing contractor | Contratista de techado | Reparación e instalación de techos | Use what your customer would search for and say out loud, not your industry's technical term. |
| Notary public | Notario público | Notary public (no somos abogados) | In much of Latin America, a notario is a highly empowered attorney. Not in the U.S., and several states regulate how the term is advertised. |
These examples are for guidance. For legal terms, check your state's rules with your attorney.
What to publish first
-
Your Google profile
It's the cheapest step and the first thing many people see. Write your description in both languages, confirm your services and hours, and upload real photos of your business.
-
One page for each main service
Give each page its own URL, such as /es/roofing, and connect it to the English version with hreflang. Avoid automatic translation widgets, and don't redirect people based on location: many people in the U.S. prefer to choose their own language.
-
Spanish service from start to finish
Check the whole journey: phone, WhatsApp, form, confirmation email, quote, invoice and reminders. The point where English returns without warning is usually where you lose the customer.
-
Reviews in Spanish
Ask customers who already buy from you in Spanish, with a direct link on WhatsApp. Reviews help others trust you, and they show that you really do serve those customers.
-
Ads, once everything else works
In Google Ads, include English and Spanish in your language settings, because many bilingual people use their phones in English and search in Spanish. On Meta, combine language, location and Spanish creative. Neither platform lets you target by ethnic origin, and both restrict housing, employment and credit ads further.
How to tell if it's working
- Separate your campaigns by language so you can see what each inquiry costs.
- Tag your links with UTMs and use a different phone number or opening message for Spanish inquiries.
- Ask whoever answers to record each call's language and whether it became a sale.
- Give it about 90 days, then compare inquiries, cost and closed sales. A cheap inquiry that never buys doesn't help you.
Mistakes that cost sales
- Publishing machine translation with no human review.
- Sending a Spanish ad to an English page.
- Saying "se habla español" when nobody can answer in Spanish.
- Mixing "tú" and "usted". Choose based on your customer: in healthcare, legal and finance, "usted" is usually the safer choice.
- Speaking to "Hispanics" as if they were one group. A Cuban customer in Hialeah and a Mexican customer in Fresno recognize very different words and references.
It's a B2B market, too
According to the Census Bureau, there were 406,086 Hispanic-owned employer businesses in 2021, 7.1% of the U.S. total. California had 88,920 and Texas had 63,560. If you sell to other businesses, this matters too: your customers and suppliers may prefer to talk in Spanish, even if their website is in English.
Source: U.S. Census Bureau, Annual Business Survey. Hispanic ownership and speaking Spanish at home are different measures.
Written by Manuel Montiel, Publicidad.Express. Reviewed on November 7, 2026.
Publicidad.Express
Excellent service, with a real person behind it
We're based in Querétaro, Mexico, and we don't have offices in the United States. We work with you by video call, WhatsApp and email, which lets us charge less than an agency with a U.S. office usually would.
- Manuel Montiel works with you directly, in English or Spanish, starting with the first video call.
- Before we start, you get in writing what we'll do, what you'll receive and what it costs.
- Ad spend and our management fee are shown separately, so you know where every dollar goes.
- We explain results in plain language, including when something isn't working and needs to change.
Message us on WhatsApp or email [email protected].
Published prices
- Agency plan
- From $97 USD per month
- Ads and management
- The ad budget you approve, plus 15% for management
- Website creation
- From $138 USD or $2,500 MXN
- Website hosting and renewal
- $54 USD or $990 MXN per year
You can pay in U.S. dollars or Mexican pesos, whichever you prefer.
Frequently asked questions
How much does it cost to start selling in Spanish?
You can start with your Google profile and one page. If you'd like help, a website starts at $2,500 MXN and the agency plan at $97 USD per month. Ad spend is separate, plus 15% for management.
Can I use machine translation?
As a draft, yes. Before publishing, ask someone who knows your customer and your industry to review it. The most expensive errors tend to appear in prices, guarantees, legal terms and calls to action.
Is there such a thing as neutral Spanish?
You can write clear Spanish without slang that almost anyone understands. To sell, adapt your examples and some words to your community. "Aseguranza", for example, is common among Mexicans in the U.S., while "seguro" works more broadly.
How long does it take to see results?
It depends on the channel and your competition. SEO usually takes months, and nobody can guarantee you the top spot on Google. Ads can bring inquiries in the first week if your offer, page and customer service are ready.
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