How to Show Different Pricing Pages by Region (Without Separate Campaigns)

TL;DR

Keep one pricing URL in every ad, email, and deck — and let a geo-redirect rule route each visitor to the right regional price book (/pricing-us, /pricing-eu, /pricing-uk). No more per-region campaign variants, no more EU prospects discovering US dollar prices.

The moment a company sells in more than one currency, marketing hits an annoying fork: either every campaign needs region-specific links (multiplying everything by N markets), or everyone lands on one pricing page that's wrong for most of them. Geo-routing removes the fork.

One canonical /pricing link; rules fan visitors out to the regional price book.

The setup

Build a pricing page per region in HubSpot — /pricing (default/US), /pricing-eu, /pricing-uk — each with its currency and price book.
Create path-scoped rules: EU countries on /pricing → /pricing-eu; GB on /pricing → /pricing-uk. The EU preset saves picking 27 countries by hand.
Use /pricing as the single link everywhere: ads, nurture emails, sales decks, the navbar.

Path-scoping matters: these rules only run on the pricing path, so the rest of the site stays un-routed — useful when only pricing differs by market, not content.

Why this beats per-region campaign links

Attribution stays whole — one URL means one campaign object in HubSpot; UTM parameters survive the redirect, so reporting doesn't fragment.
Sales can't send the wrong link — there is only one link.
Print and QR survive — conference banners can't geo-target themselves; a self-routing URL can.

Edge case worth handling

Decide where unmatched countries land (your default page — make sure its currency is the most universally understood), and remember business travelers: once-per-session behavior plus visible links between regional pages means a US rep traveling in Berlin isn't stuck on euro pricing.

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Frequently asked questions

Is showing different prices by region legal?

Broadly yes — regional price books are standard practice. The notable constraint is the EU's geo-blocking regulation, which restricts blocking or auto-rerouting EU customers between EU country versions without consent for certain goods and services. Routing between EU and non-EU price books, and transparent regional pricing generally, is normal. Check specifics with counsel for regulated products.

Should prices differ or just currency?

Start with currency presentation, which removes friction without strategy risk. True regional price points (adjusting for willingness to pay) are a pricing-strategy decision — the routing mechanics are identical either way.

What about visitors who want to see another region's pricing?

Let them. Link the regional pricing pages to each other and rely on once-per-session redirect behavior — after the first routing, visitors browse freely. Trapping people in a region is the classic mistake.