Anyone figured out Matchmaking Ads for global reach?

I’ve been thinking about this a lot lately. Has anyone here actually managed to make Matchmaking Ads work for a global audience without things getting messy?

When I first tried running campaigns for different countries, I honestly thought it would be straightforward. Same concept, just change location targeting, right? But it didn’t turn out that simple. The biggest issue I ran into was how different people respond to the same message. What worked in one region felt completely off in another. Even small things like tone or images made a big difference.

I also struggled with audience intent. Some users were looking for serious relationships, others just casual chats. Mixing them in one campaign didn’t work well for me. It kind of diluted everything, and the results were all over the place.

Recently, I started experimenting a bit differently. I focused on smaller segments and tested creatives based on culture and intent instead of trying to run one “global” ad. I also came across this page on (Matchmaking Ads)  which gave me a clearer idea of how others approach targeting and formats. It didn’t magically fix everything, but it helped me rethink structure.

What seems to work better now is keeping things simple and localized. I test one audience at a time, adjust messaging slightly, and avoid overcomplicating the funnel. Still figuring things out, but results feel more stable.

Curious if anyone else here has gone through the same trial and error phase? What actually worked for you when scaling across countries?