Updated October 2026 · Written and maintained by the Progression Agency strategy team
A Hispanic marketing agency plans and runs the campaigns, content and customer experience a business uses to reach U.S. Hispanic and Latino customers, in Spanish, in English or in both, depending on who those customers are. It is for national brands, regional chains, banks, insurers, health systems, retailers and service firms whose growth depends on a market of about 68 million people, and it produces leads and sales that can be counted by language. Progression Agency is based in New York City and works with clients across the United States and worldwide.
On this page · 18 sections
- What does a Hispanic marketing agency do?
- The U.S. Hispanic market in Census numbers
- Hispanic, Latino or Latinx: which word should a brand use?
- Hispanic, multicultural or general-market: which agency do you need?
- How do you market to Hispanic consumers without translating English ads?
- Spanish SEO services: ranking in Spanish search
- Hispanic PPC: search and paid social in Spanish and English
- Hispanic social media marketing and creators
- Spanish language marketing after the click: pages, forms and calls
- Community presence, events and partnerships
- Hispanic media planning across channels
- Rules that apply when you advertise in Spanish
- How AI assistants answer questions in Spanish
- Hispanic marketing strategy: the first twelve months
- Measuring Hispanic marketing results
- How much does a Hispanic marketing agency cost?
- How to choose a Hispanic advertising agency
- Related services for reaching Hispanic and Spanish-speaking customers
The short answerWe start with segmentation, not translation: which origins, generations and language preferences make up your customers, and which channels they use. Then we build transcreated creative, Spanish and bilingual pages, Spanish SEO services, paid search and social in each language, and a follow-up path that reaches a Spanish speaker on your team. Results are reported as leads, sales and cost per result split by language. Expect a strategy and audit in the first month, launch in two to three months and a reliable read on results after about two quarters; every engagement starts with a free proposal and a written scope.
Population and language figures are U.S. Census Bureau estimates for 2024; term preferences are from Pew Research Center’s 2023 survey. Prices are Progression’s own published prices except the paid media fee bands, which are market figures; a quote follows a written scope. Rules are summarized as published in October 2026; nothing on this page is legal advice.
What does a Hispanic marketing agency do?
It decides who to reach, in which language and through which channels, then writes, places and measures the work. The best Hispanic marketing agencies spend as much time on the customer’s experience after the click as on the ad itself.
Strategy built on segmentation
The U.S. Hispanic audience differs by country of origin, by generation, by how long a family has lived in the United States and by which language each person prefers for which task. A plan names the segments that matter for your product before any creative is written.
Creative written for the audience
Campaigns are transcreated, meaning rewritten in Spanish for the people who will see them, rather than translated from English. Bilingual and English-language creative for U.S.-born Latinos is planned on its own terms, not as a leftover.
Hispanic digital marketing across search, social and streaming
Spanish pages that rank, search ads in Spanish, paid social, creators and streaming audio and video are planned together so the message, offer and landing page match in each language.
Follow-up that works in Spanish
Forms, confirmation emails, text messages and phone routing are built so a Spanish-speaking customer is never dropped into an English-only process after responding to a Spanish ad.
Progression runs this as one part of its digital marketing services; the method on this page is what changes for a Hispanic and Latino audience.
The U.S. Hispanic market in Census numbers
The Hispanic population of the United States was 68 million on July 1, 2024, about 20% of the country and its largest racial or ethnic minority, according to the Census Bureau’s Hispanic Heritage Month facts. The headline number matters less than its parts, because origin, age and language change how a campaign should be built.
Not one market: country of origin
The Census Bureau’s 2024 American Community Survey origin table counts 39.0 million people of Mexican origin, 57% of the total, followed by Puerto Rican (6.1 million), Cuban (2.9 million), Salvadoran (2.8 million) and Dominican (2.5 million) populations. Vocabulary, food, music, holidays and media habits differ among them, and so does where they live.
Language at home is not one setting
The 2024 language spoken at home table counts 44.9 million people aged 5 and over who speak Spanish at home. About 59% of them also speak English very well and about 41% speak English less than very well. Many customers are bilingual and switch by task, which is why the language model is decided per channel.
A younger market
The median age of the Hispanic population was 31.2 in 2024, up from 30.9 in 2023, which the Census Bureau reports alongside its population estimates. Many customers are early in buying homes, cars, insurance and financial products, so lifetime value often justifies investment now.
Where Hispanic households are
Fifteen states had one million or more Hispanic residents in 2024: Arizona, California, Colorado, Florida, Georgia, Illinois, Massachusetts, New Jersey, New Mexico, New York, North Carolina, Pennsylvania, Texas, Virginia and Washington. Media plans are built market by market from county and metro data, not from national averages.
Hispanic, Latino or Latinx: which word should a brand use?
Use Hispanic or Latino, or better still the audience’s country of origin when the message is local. Pew Research Center’s 2024 survey found 81% of U.S. adults of Latin American or Spanish origin prefer Hispanic or Latino, while 3% prefer Latinx or Latine.
What Pew found about Latinx
In the survey of 5,078 Hispanic adults fielded in November 2023, 47% had heard the term Latinx, up from 23% in 2019, and 4% said they had used it to describe themselves. Among those who had heard it, 75% said it should not be used to describe the Hispanic or Latino population.
When to name a country instead
A restaurant chain promoting a Salvadoran dish, a remittance service or a soccer sponsorship speaks more clearly by naming the country and its customs. National brand campaigns usually stay with Hispanic or Latino.
Latino marketing for U.S.-born audiences
Not every Hispanic customer speaks Spanish at home, and many who do are fully bilingual. For U.S.-born Latinos, English or a mix of English and Spanish is often the natural choice, and addressing them as newcomers misreads them. Latino marketing for them is about culture, family and identity in whatever language they actually use.
Hispanic, multicultural or general-market: which agency do you need?
Hire a Hispanic specialist when the Hispanic audience is a large share of growth or needs Spanish-first work; hire a multicultural marketing agency when you must reach several communities at once; keep a general-market agency when one plan with inclusive casting and Spanish support is enough.
| Situation | Best fit | Why |
|---|---|---|
| Hispanic customers are a large share of growth in your markets | Hispanic specialist | Spanish-first and bilingual work needs dedicated planning |
| You serve several communities, such as Hispanic, Black, Asian American | Multicultural marketing agency | One plan with a strategy per audience |
| National brand, mostly English-speaking customers | General-market agency with Spanish support | Inclusive creative, Spanish pages where demand exists |
| Stores or offices in heavily Spanish-speaking neighborhoods | Hispanic specialist or local agency | Local search, listings and phone handling in Spanish |
| Regulated product with disclosures | Any of these, with compliance review in both languages | The rules apply to every language you advertise in |
What is multicultural marketing?
Multicultural marketing plans campaigns for several cultural audiences, each with its own insight, language and media, instead of one message for everyone. Multicultural marketing agencies coordinate those plans so budgets and messages do not conflict.
Why is multicultural marketing important?
Because averages hide customers. A national plan built on the average buyer underserves audiences whose language, media and buying habits differ, and those audiences are a growing share of many categories.
How is multicultural marketing different from diversity work?
Diversity and inclusion are about representation: who is hired, cast and shown. Multicultural marketing is a commercial plan: insight, language, channels and offers built to win specific customers. A brand needs both, but they are measured differently.
Choosing a multicultural advertising agency
Ask a multicultural advertising agency how it staffs each audience, who reviews each language and how it measures results per audience. A firm that answers with one blended dashboard has not separated the plans.
How do you market to Hispanic consumers without translating English ads?
Start from the audience’s insight, write in the language they use for that decision, cast and photograph real people from the community, and make sure the offer and the follow-up work in Spanish. Translation alone keeps the English idea and loses the audience.
Transcreation in practice
A headline that works in English is often a pun or idiom that does not survive translation. The transcreated version keeps the intent, rewrites the words and may change the image or offer. Disclosures and legal text are translated faithfully instead.
Native-speaker writing and review
We have Spanish copy written natively, as both languages are in our bilingual website builds, and reviewed before it publishes by a native speaker, often someone on your own team who knows your customers and how they talk.
Regional vocabulary
Everyday vocabulary, including many words for food and for getting around town, changes between Mexico, the Caribbean and South America. A campaign aimed at one origin uses that vocabulary; a national one picks neutral terms.
Bilingual and Spanglish creative
For bilingual audiences, mixing English and Spanish can be natural and effective, especially on social and in audio. It needs a writer who speaks that way, or it reads as forced.
Imagery that is not stock
Customers notice when every family in the ad looks the same. Real locations, real customers or carefully cast models from the community, with permission, build more trust than generic stock imagery.
Spanish SEO services: ranking in Spanish search
Spanish SEO services give each Spanish page its own URL, research the words Spanish-speaking customers actually type, and tell search engines how the language versions relate. Translated keyword lists miss much of what people search.
Research Spanish searches in Spanish
Customers often search in a mix of languages, with Spanish words, English brand names and local spellings. We research Spanish queries directly rather than translating the English keyword map, then map each to one page.
What Google says about language versions
Google’s guidance on multilingual sites says it uses the visible content of a page to determine its language and does not use code-level language information such as lang attributes. It recommends separate URLs for each language and warns against automatically redirecting users to a language version based on a guess about their language.
Hreflang values for U.S. Spanish pages
Google’s hreflang documentation requires each language version to list itself and every other version, using ISO 639-1 language codes with optional ISO 3166-1 Alpha 2 region codes. That makes es or es-US valid for U.S. Spanish pages, while es-419, the common code for Latin American Spanish, is not supported.
Hispanic SEO for local businesses
Stores and offices need Spanish location pages, Spanish answers to the questions customers ask, reviews in both languages and consistent business details everywhere they are listed. Our local SEO team runs listings and reviews.
Site structure, translation workflow and hreflang setup for a multi-language build are covered on our multilingual site design page, and ranking in several countries on international SEO. Ongoing rankings work sits under our SEO services.
Brand whose Spanish ads are translations of the English ones?Send two or three current campaigns and the markets you sell in. A free proposal follows with a written scope for transcreated creative, Spanish pages and measurement by language.
Hispanic PPC: search and paid social in Spanish and English
Run Spanish search ads with Spanish keywords and Spanish landing pages, and plan paid social by language rather than by translating one ad. Google began changing how Search ads match languages in September 2026, which makes the language of the ad itself decisive.
Google Ads now matches Search ads by the language of the ad
Google’s language targeting help page says that starting in September 2026 the campaign-level language setting is removed for Search campaigns, that Search ads match automatically based on the language of the ads, and that ads matching the language of the search term are prioritized. Spanish ads therefore need to be written in Spanish, not left to a setting.
Separate Spanish ad groups and budgets
Spanish and English searches differ in cost, volume and intent. Separate ad groups, budgets and conversion goals keep one language from starving the other and make results readable. Our search engine advertising team manages the accounts.
Paid social by language and generation
Spanish-dominant audiences, bilingual audiences and English-preferring Latinos respond to different creative. We build creative and audiences for each, test them separately and keep the landing page in the same language as the ad.
Streaming audio, video and connected TV
Spanish-language streaming audio and video reach audiences who skip traditional media. These buys are planned by market and measured through site visits, store visits or calls rather than impressions alone.
Hispanic social media marketing and creators
Social platforms are where many Hispanic customers discover brands, and creators who already speak to them carry more trust than a brand account. The work is community management in the audience’s language plus creator partnerships with clear disclosures.
Hispanic influencer marketing with honest disclosures
The FTC’s guidance for influencers says a disclosure should be in the same language as the endorsement, so a Spanish post needs a Spanish disclosure. We brief creators on that and check every post before it runs.
Community management in Spanish
Comments and messages in Spanish need answers in Spanish, at the same speed as English ones. We set response rules and hand-offs so questions reach someone who can answer them.
Choosing the platforms
Platform choice follows the audience and product: short video for younger customers, community pages and messaging for local services, and professional platforms for B2B. Our social media marketing and influencer marketing teams run each.
Spanish language marketing after the click: pages, forms and calls
Spanish language marketing fails when a Spanish ad leads to an English form or a phone menu with no Spanish option. Every step after the click has to work in the language that brought the customer in.
| Touchpoint | What it needs | Common failure |
|---|---|---|
| Landing page | Spanish copy written for the offer, same promise as the ad | English page or a machine translation |
| Form | Spanish labels, errors and consent text | English error messages and consent wording |
| Confirmation email and text | Spanish templates triggered by the form language | English confirmation after a Spanish form |
| Phone | A Spanish option that reaches a Spanish speaker on your team | Voicemail or a long English menu |
| CRM record | A language field so sales follows up in the right language | No record of language preference |
| Reviews and follow-up | Requests and replies in the customer’s language | English-only review requests |
Call handling
We do not supply call center staff. We map who on your team speaks Spanish, route Spanish calls and forms to them by hours and location, and set a fallback so no customer reaches a dead end.
Bilingual landing pages
A visible language switch, separate Spanish URLs and matching content in both languages let customers choose. Our bilingual site build, 12 to 20 pages written natively in both languages, starts from $26,000.
Community presence, events and partnerships
Trust is built locally: in neighborhoods, at events, through community organizations and with local media. A Hispanic marketing company that only buys ads misses the part of the market that decides by word of mouth.
Year-round, not one month
National Hispanic Heritage Month runs from September 15 to October 15. Campaigns that appear only then and vanish for the rest of the year are noticed, and not kindly. We plan a year-round calendar and treat the month as one moment in it.
Local partnerships
Sponsorships, workshops and partnerships with community organizations, churches, schools and sports leagues reach families directly. They are measured with codes, sign-ups and visits rather than by attendance alone.
Events and activations
Store events, festival booths and pop-ups work when they offer something useful, such as a free service, a demonstration or a consultation, with a Spanish-speaking person present. Our event marketing team plans them.
Hispanic media planning across channels
Hispanic media planning chooses a mix by market, language and goal. Digital channels carry most of the measurable work, with audio, video and outdoor used where the audience and budget justify them.
| Channel | When it fits | How we measure it |
|---|---|---|
| Spanish and bilingual search | Customers already looking for your product | Leads and sales by language |
| Paid social and creators | Discovery, launches, local offers | Cost per lead, sales, assisted conversions |
| Streaming audio and podcasts | Commuters and workers who listen all day | Site visits, codes, calls by market |
| Online video and connected TV | Brand building in priority markets | Lift in branded search and site visits |
| Out of home | Dense neighborhoods near stores | Store visits and codes by location |
| Email and text | Existing customers who chose Spanish | Opens, replies, repeat purchases |
| Community events | Local trust, high-consideration products | Sign-ups, appointments, codes |
Market by market
A plan for Houston and one for New York differ in origin mix, media and language. We build each market from Census data and your own customer records, then shift budget toward what produces results.
Podcast and audio buys are run by our podcast advertising team and video by our video advertising team.
Rules that apply when you advertise in Spanish
The same advertising rules apply in every language, and some rules say which language a disclosure must use. We build campaigns inside these rules and send Spanish drafts to your compliance team; nothing here is legal advice.
FTC disclosures in foreign-language ads
The FTC’s enforcement policy at 16 CFR 14.9 says that where its orders, rules or guides require a clear and conspicuous disclosure, a non-English publication carries the disclosure in its predominant language, and other ads carry it in the language of the target audience, ordinarily the language mainly used in the ad.
Lending disclosures in Spanish
For consumer credit, Regulation Z at 12 CFR 1026.27 allows required disclosures in a language other than English if they are available in English on request, and says that English-on-request requirement does not apply to advertisements covered by sections 1026.16 and 1026.24. Banks and lenders plan Spanish disclosures with counsel from the start.
Health, insurance and other regulated products
Health systems, insurers and pharmaceutical brands have their own review processes and language-access duties. We write within them and keep both language versions in step so a change in one is made in the other.
Audiences we do not target
Our Hispanic campaigns are for adult customers. We do not run political advertising, and we do not target minors.
How AI assistants answer questions in Spanish
Customers ask ChatGPT, Claude, Perplexity, Gemini, Microsoft Copilot and Google AI Overviews in Spanish as well as English. An assistant answering in Spanish is most likely to quote a business that already has a clear Spanish page on the subject.
How customers ask
Typical prompts: a Spanish-speaking dentist near a ZIP code who takes a given insurance plan, a bank that opens accounts with an ITIN, a contractor who explains estimates in Spanish, or which store nearby sells a product from home.
What assistants tend to cite
Pages that answer the question in the same language, business listings with consistent details, reviews that mention language, local news coverage and directories. A business with only English pages leaves the assistant to translate or to choose someone else.
What to publish
Spanish service and location pages with direct answers in the first two sentences, a clear statement of which locations and staff serve customers in Spanish, Spanish FAQs and structured data on both language versions. How this works in a heavily Spanish-speaking city is set out on our AI search work for Miami and AI search work for Austin pages.
Hispanic marketing strategy: the first twelve months
A Hispanic marketing strategy moves from audience definition to audit, language model, landing experience, campaigns and measurement. Most of the first quarter is groundwork that makes the paid work pay.
| Period | Work | Measured by |
|---|---|---|
| Month 1 | Segmentation, audit, tracking by language | Agreed audience, baseline leads by language |
| Months 2 to 3 | Spanish pages, forms, phone routing, first campaigns | Pages live, Spanish leads tracked end to end |
| Months 4 to 6 | Search and social scale, creators, local events | Cost per lead and sales by language |
| Months 7 to 9 | Streaming and video in priority markets, review program | Branded search, reviews in Spanish |
| Months 10 to 12 | Budget shift toward the best markets and channels | Revenue by language and market |
Hispanic marketing campaigns that last
Campaigns built around a real insight can run for years with fresh executions. Campaigns built around a holiday or a translated slogan rarely survive the first review.
Regional chain with stores in heavily Hispanic neighborhoods?Tell us the locations, what each one sells and who answers the phone. You get a free proposal for local search, Spanish pages and paid media by store.
Measuring Hispanic marketing results
Split every result by language and market: leads, sales, cost per result and customer value. Without that split, Spanish work is judged by English numbers and cut too soon.
Track language from the first click
Campaign tags, page language, form language and a CRM language field carry the customer’s language through to the sale, so reports show what Spanish and bilingual work actually produced. Our conversion optimization team improves the pages that underperform.
Hispanic marketing examples worth copying
The useful examples share habits: a clear insight, Spanish written by native speakers, real people in the imagery, an offer that fits the audience and a follow-up path that stays in Spanish. Copy the habits, not the ads.
How much does a Hispanic marketing agency cost?
With Progression, SEO retainers start from $1,500 a month, social media programs from $850 a month and a bilingual website from $26,000. Paid media management is scoped per account; a quote follows a written scope.
| Item | Price | What it is |
|---|---|---|
| SEO retainer, Spanish and English pages | From $1,500 a month | Progression retainer |
| Keyword research and mapping | From $1,200 | Progression one-off project |
| Analytics and conversion tracking by language | From $2,400 | Progression one-off project |
| Single landing page | From $1,400 | Progression fixed-scope build |
| Bilingual site, 12 to 20 pages, written natively in both languages | From $26,000 | Progression fixed-scope build |
| Social media, one platform | $850 a month | Progression Presence package |
| Social media, two platforms with community management | $1,850 a month | Progression Growth package |
| Paid media management, percentage of spend | 10% to 20% of monthly media | Published US price band (market figure, not a Progression rate card) |
| Paid media management, flat retainer | $2,000 to $10,000 a month | Published US price band (market figure, not a Progression rate card) |
What moves the price
The number of markets and languages, how much creative is transcreated or produced new, creator fees, media spend, the number of pages and whether phone routing and CRM changes are needed. Media and creator fees are paid separately.
Details of each figure are on our SEO pricing, social media pricing and website design and development pages.
How to choose a Hispanic advertising agency
Choose a Hispanic advertising agency that starts with your customers’ origins and languages, shows who writes and reviews the Spanish, and measures results by language. Lists of top Hispanic marketing agencies rank reputation; your test is whether the agency can explain your audience.
| Requirement | How to check it |
|---|---|
| Segments the audience before writing | Ask how they would split your customers by origin, generation and language |
| Native-speaker writing and review | Ask who writes the Spanish, who reviews it and how regional vocabulary is chosen |
| Transcreates rather than translates | Ask for an example of a headline they rewrote rather than translated |
| Plans the follow-up in Spanish | Ask how forms, emails and calls will work for a Spanish-speaking customer |
| Measures by language | Ask to see a report that splits leads and sales by language |
| Knows the disclosure rules | Ask how disclosures are handled in Spanish ads and creator posts |
| Publishes prices | Look for published prices and a written scope before any contract |
Red flags
English creative run through translation software, stock imagery of the same smiling family, a plan that treats all Hispanic customers as one country, campaigns only in September, and reports with no split by language.
Bilingual marketing agency or Spanish-only specialist?
A bilingual marketing agency plans English and Spanish together, which suits brands whose customers move between the two. A Spanish-only specialist suits campaigns aimed at Spanish-dominant customers. Many brands need the bilingual model.
Latino marketing agency, Hispanic agency or Spanish marketing agency?
The labels overlap. A Latino marketing agency and a Hispanic agency usually mean the same U.S. market; a Spanish marketing agency can also mean an agency based in Spain, so check where the team works and which market it knows before hiring.
Related services for reaching Hispanic and Spanish-speaking customers
These pages cover the builds and channels that sit around a Hispanic marketing program.
- Multilingual site design with hreflang and translation workflow
- International SEO across countries and languages
- AI search visibility in English and Spanish answers
- AI search visibility in Austin
- Marketing for immigration law firms
- Digital marketing services
- SEO services
- Search engine advertising
- Social media marketing
- Website design and development
- Local SEO for stores and offices
- Influencer and creator partnerships
- Event marketing and activations
- Podcast and audio advertising
- Video and connected TV advertising
- SMS programs for opted-in customers
- Review management in every language
- Bank marketing for deposits and loans
- Credit union marketing
- Retail marketing for stores and chains
- Restaurant marketing
- Franchise marketing across locations
Reach Hispanic customers in the language they choose
Tell us who your customers are, where they live and how they contact you today. We will reply with a free proposal and a written scope.
Getting found in search
AI, AEO and what is changing
Paid media and lead generation
Websites and design
Choosing and working with an agency
Software and app development
Website design by industry and type
Web development, platforms and hosting
Social, content and brand
By industry and by situation
Frequently asked questions
What does a Hispanic marketing agency do for a brand that already advertises in English?
How do you market to the Hispanic community in a city?
How should a business advertise to the Hispanic community without stereotypes?
How do you market to Hispanic consumers who mostly speak English?
What is the best way to market to Latinos online?
What is multicultural marketing, and how does it relate to Hispanic marketing?
Why is multicultural marketing important for growth?
How is multicultural marketing different than diversity initiatives?
How does multicultural marketing improve engagement with a target audience?
Why has marketing to Hispanics proven to be a challenge for many brands?
Should our Spanish ads use Hispanic, Latino or Latinx?
How large is the U.S. Hispanic market?
Is translation enough for Spanish marketing?
What are Spanish SEO services, and how do they differ from translating a site?
Which hreflang code should a U.S. Spanish page use?
How did Google’s 2026 change to language targeting affect Spanish search ads?
Do influencer disclosures have to be in Spanish?
Do FTC disclosure rules apply to Spanish-language ads?
Who writes and reviews the Spanish in a campaign you run for us?
What are Progression’s published prices for Spanish SEO, social media and bilingual sites?
When can a brand expect a reliable read on its Spanish-language campaigns?
Can a New York agency run Hispanic campaigns in Texas, Florida or California?
Brand whose Spanish ads are translations of the English ones?Send two or three current campaigns and the markets you sell in. A free proposal follows with a written scope for transcreated creative, Spanish pages and measurement by language.
Get a free marketing proposal
Tell us what you are trying to grow and we will come back with a plan, not a pitch deck. Same-day reply on weekdays.