--- a/browser/base/content/browser.xhtml
+++ b/browser/base/content/browser.xhtml
@@ -74,16 +74,17 @@
   <link rel="localization" href="browser/protectionsPanel.ftl"/>
   <link rel="localization" href="browser/appmenu.ftl"/>
   <link rel="localization" href="preview/interventions.ftl"/>
   <link rel="localization" href="browser/sidebarMenu.ftl"/>
   <link rel="localization" href="browser/allTabsMenu.ftl"/>
   <link rel="localization" href="browser/places.ftl"/>
   <link rel="localization" href="toolkit/printing/printUI.ftl"/>
   <link rel="localization" href="browser/tabbrowser.ftl"/>
+  <link rel="localization" href="preview/firefoxSuggest.ftl"/>
 
   <title data-l10n-id="browser-main-window-title"></title>
 
 # All JS files which are needed by browser.xhtml and other top level windows to
 # support MacOS specific features *must* go into the global-scripts.inc file so
 # that they can be shared with macWindow.inc.xhtml.
 #include global-scripts.inc
 

--- a/browser/components/preferences/preferences.xhtml
+++ b/browser/components/preferences/preferences.xhtml
@@ -48,16 +48,17 @@
   <link rel="localization" href="browser/preferences/permissions.ftl"/>
   <link rel="localization" href="browser/preferences/selectBookmark.ftl"/>
   <link rel="localization" href="browser/preferences/siteDataSettings.ftl"/>
   <link rel="localization" href="browser/aboutDialog.ftl"/>
   <link rel="localization" href="browser/sanitize.ftl"/>
   <link rel="localization" href="toolkit/updates/history.ftl"/>
   <link rel="localization" href="security/certificates/deviceManager.ftl"/>
   <link rel="localization" href="security/certificates/certManager.ftl"/>
+  <link rel="localization" href="preview/firefoxSuggest.ftl"/>
 
   <link rel="shortcut icon" href="chrome://global/skin/icons/settings.svg"/>
 
   <script src="chrome://browser/content/utilityOverlay.js"/>
   <script src="chrome://global/content/preferencesBindings.js"/>
   <script src="chrome://browser/content/preferences/preferences.js"/>
   <script src="chrome://browser/content/preferences/extensionControlled.js"/>
   <script src="chrome://browser/content/preferences/findInPage.js"/>

--- a/browser/components/preferences/search.inc.xhtml
+++ b/browser/components/preferences/search.inc.xhtml
@@ -58,26 +58,26 @@
       <checkbox id="suggestionsInSearchFieldsCheckbox"
                 data-l10n-id="search-suggestions-option"
                 preference="browser.search.suggest.enabled"/>
       <vbox class="indent">
         <checkbox id="urlBarSuggestion" data-l10n-id="search-show-suggestions-url-bar-option" />
         <checkbox id="showSearchSuggestionsFirstCheckbox"
                   data-l10n-id="search-show-suggestions-above-history-option"
                   preference="browser.urlbar.showSearchSuggestionsFirst"/>
-        <!-- This box is visible only for users enrolled in the en-US Quick Suggest experiment. -->
+        <!-- #showQuickSuggestContainer is visible only for users enrolled in Firefox Suggest experiments. -->
         <hbox id="showQuickSuggestContainer" data-subcategory="quickSuggest" align="center" hidden="true">
           <checkbox id="showQuickSuggest"
                     class="tail-with-learn-more"
-                    label="Show Firefox Suggest in the address bar (suggested and sponsored results)"
+                    data-l10n-id="firefox-suggest-preferences-enable-urlbar-results"
                     preference="browser.urlbar.suggest.quicksuggest"/>
           <label id="showQuickSuggestLearnMore"
                  class="learnMore"
                  is="text-link"
-                 value="Learn more about Firefox Suggest"/>
+                 data-l10n-id="firefox-suggest-preferences-enable-urlbar-results-learn-more"/>
         </hbox>
         <checkbox id="showSearchSuggestionsPrivateWindows"
                   data-l10n-id="search-show-suggestions-private-windows"/>
         <hbox id="urlBarSuggestionPermanentPBLabel"
               align="center" class="indent">
           <label flex="1" data-l10n-id="search-suggestions-cant-show" />
         </hbox>
       </vbox>

--- a/browser/components/urlbar/UrlbarProviderQuickSuggest.jsm
+++ b/browser/components/urlbar/UrlbarProviderQuickSuggest.jsm
@@ -21,20 +21,16 @@ XPCOMUtils.defineLazyModuleGetters(this,
   UrlbarProvider: "resource:///modules/UrlbarUtils.jsm",
   UrlbarResult: "resource:///modules/UrlbarResult.jsm",
   UrlbarUtils: "resource:///modules/UrlbarUtils.jsm",
 });
 
 // These prefs are relative to the `browser.urlbar` branch.
 const SUGGEST_PREF = "suggest.quicksuggest";
 
-const FEATURE_NAME = "Firefox Suggest";
-const NONSPONSORED_ACTION_TEXT = FEATURE_NAME;
-const HELP_TITLE = `Learn more about ${FEATURE_NAME}`;
-
 const TELEMETRY_SCALAR_IMPRESSION =
   "contextual.services.quicksuggest.impression";
 const TELEMETRY_SCALAR_CLICK = "contextual.services.quicksuggest.click";
 const TELEMETRY_SCALAR_HELP = "contextual.services.quicksuggest.help";
 
 const TELEMETRY_EVENT_CATEGORY = "contextservices.quicksuggest";
 
 /**
@@ -60,24 +56,16 @@ class ProviderQuickSuggest extends Urlba
   /**
    * The type of the provider.
    */
   get type() {
     return UrlbarUtils.PROVIDER_TYPE.NETWORK;
   }
 
   /**
-   * @returns {string} The name of the Firefox Suggest feature, suitable for
-   *   display to the user. en-US only for now.
-   */
-  get featureName() {
-    return FEATURE_NAME;
-  }
-
-  /**
    * @returns {string} The help URL for the Quick Suggest feature.
    */
   get helpUrl() {
     return (
       this._helpUrl ||
       Services.urlFormatter.formatURLPref("app.support.baseURL") +
         "firefox-suggest"
     );
@@ -138,21 +126,21 @@ class ProviderQuickSuggest extends Urlba
       url: suggestion.url,
       icon: suggestion.icon,
       sponsoredImpressionUrl: suggestion.impression_url,
       sponsoredClickUrl: suggestion.click_url,
       sponsoredBlockId: suggestion.block_id,
       sponsoredAdvertiser: suggestion.advertiser,
       isSponsored: true,
       helpUrl: this.helpUrl,
-      helpTitle: HELP_TITLE,
+      helpL10nId: "firefox-suggest-urlbar-learn-more",
     };
 
     if (!suggestion.isSponsored) {
-      payload.sponsoredText = NONSPONSORED_ACTION_TEXT;
+      payload.sponsoredL10nId = "firefox-suggest-urlbar-nonsponsored-action";
     }
 
     let result = new UrlbarResult(
       UrlbarUtils.RESULT_TYPE.URL,
       UrlbarUtils.RESULT_SOURCE.SEARCH,
       ...UrlbarResult.payloadAndSimpleHighlights(queryContext.tokens, payload)
     );
     result.isSuggestedIndexRelativeToGroup = true;

--- a/browser/components/urlbar/UrlbarUtils.jsm
+++ b/browser/components/urlbar/UrlbarUtils.jsm
@@ -1286,19 +1286,16 @@ UrlbarUtils.RESULT_PAYLOAD_SCHEMA = {
     required: ["url"],
     properties: {
       displayUrl: {
         type: "string",
       },
       helpL10nId: {
         type: "string",
       },
-      helpTitle: {
-        type: "string",
-      },
       helpUrl: {
         type: "string",
       },
       icon: {
         type: "string",
       },
       isPinned: {
         type: "boolean",
@@ -1319,17 +1316,17 @@ UrlbarUtils.RESULT_PAYLOAD_SCHEMA = {
         type: "number",
       },
       sponsoredClickUrl: {
         type: "string",
       },
       sponsoredImpressionUrl: {
         type: "string",
       },
-      sponsoredText: {
+      sponsoredL10nId: {
         type: "string",
       },
       sponsoredTileId: {
         type: "number",
       },
       tags: {
         type: "array",
         items: {

--- a/browser/components/urlbar/UrlbarView.jsm
+++ b/browser/components/urlbar/UrlbarView.jsm
@@ -1147,22 +1147,16 @@ class UrlbarView {
     // button if the result will use it.
     if (result.payload.helpUrl) {
       let helpButton = this._createElement("span");
       helpButton.className = "urlbarView-help";
       helpButton.setAttribute("role", "button");
       if (result.payload.helpL10nId) {
         helpButton.setAttribute("data-l10n-id", result.payload.helpL10nId);
       }
-      if (result.payload.helpTitle) {
-        // Allow the payload to specify the title text directly.  Normally
-        // `helpL10nId` should be used instead, but `helpTitle` is useful for
-        // experiments with hardcoded user-facing strings.
-        helpButton.setAttribute("title", result.payload.helpTitle);
-      }
       item.appendChild(helpButton);
       item._elements.set("helpButton", helpButton);
       item._content.setAttribute("selectable", "true");
 
       // Remove role=option on the row and set it on row-inner since the latter
       // is the selectable logical row element when the help button is present.
       // Since row-inner is not a child of the role=listbox element (the row
       // container, this._rows), screen readers will not automatically recognize
@@ -1453,20 +1447,23 @@ class UrlbarView {
       item.removeAttribute("pinned");
     }
 
     if (
       result.payload.isSponsored &&
       result.type != UrlbarUtils.RESULT_TYPE.TAB_SWITCH
     ) {
       item.toggleAttribute("sponsored", true);
-      if (result.payload.sponsoredText) {
-        action.removeAttribute("data-l10n-id");
-        actionSetter = () =>
-          (action.textContent = result.payload.sponsoredText);
+      if (result.payload.sponsoredL10nId) {
+        actionSetter = () => {
+          this.document.l10n.setAttributes(
+            action,
+            result.payload.sponsoredL10nId
+          );
+        };
       } else {
         actionSetter = () => {
           this.document.l10n.setAttributes(
             action,
             "urlbar-result-action-sponsored"
           );
         };
       }

new file mode 100644
--- /dev/null
+++ b/browser/components/urlbar/content/firefoxSuggest.ftl
@@ -0,0 +1,32 @@
+# This Source Code Form is subject to the terms of the Mozilla Public
+# License, v. 2.0. If a copy of the MPL was not distributed with this
+# file, You can obtain one at http://mozilla.org/MPL/2.0/.
+
+### These strings are related to the Firefox Suggest feature. Firefox Suggest
+### shows recommended and sponsored third-party results in the address bar
+### panel. It also shows headings/labels above different groups of results. For
+### example, a "Firefox Suggest" label is shown above bookmarks and history
+### results, and an "{ $engine } Suggestions" label may be shown above search
+### suggestion results.
+
+## These strings are used in the urlbar panel.
+
+# Action text shown in Firefox Suggest urlbar results, appended after the result
+# title like "Result Title - Action Text". Used for Firefox Suggest results that
+# are non-sponsored.
+firefox-suggest-urlbar-nonsponsored-action = { -firefox-suggest-brand-name }
+
+# Tooltip text for the help button shown in Firefox Suggest urlbar results.
+firefox-suggest-urlbar-learn-more =
+  .title = Learn more about { -firefox-suggest-brand-name }
+
+## These strings are used in the preferences UI (about:preferences).
+
+# Label for the checkbox that controls whether Firefox Suggest results in the
+# urlbar are enabled.
+firefox-suggest-preferences-enable-urlbar-results =
+  .label = Show { -firefox-suggest-brand-name } in the address bar (suggested and sponsored results)
+
+# Learn-more link text for the checkbox.
+firefox-suggest-preferences-enable-urlbar-results-learn-more =
+  .value = Learn more about { -firefox-suggest-brand-name }

--- a/browser/components/urlbar/tests/browser/browser_helpUrl.js
+++ b/browser/components/urlbar/tests/browser/browser_helpUrl.js
@@ -43,42 +43,16 @@ add_task(async function title_helpL10nId
     { id: helpL10nId, args: null },
     "The l10n ID attribute was correctly set"
   );
 
   await UrlbarTestUtils.promisePopupClose(window);
   UrlbarProvidersManager.unregisterProvider(provider);
 });
 
-// Sets `helpTitle` on the result payload and makes sure the help button ends up
-// with a corresponding title attribute.
-add_task(async function title_helpTitle() {
-  let helpTitle = "Example help title";
-  let provider = registerTestProvider(1, { helpTitle });
-  await UrlbarTestUtils.promiseAutocompleteResultPopup({
-    value: "example",
-    window,
-  });
-
-  await assertIsTestResult(1);
-
-  let result = await UrlbarTestUtils.getDetailsOfResultAt(window, 1);
-  let helpButton = result.element.row._elements.get("helpButton");
-  Assert.ok(helpButton, "Sanity check: help button should exist");
-
-  Assert.deepEqual(
-    helpButton.getAttribute("title"),
-    helpTitle,
-    "The title attribute was correctly set"
-  );
-
-  await UrlbarTestUtils.promisePopupClose(window);
-  UrlbarProvidersManager.unregisterProvider(provider);
-});
-
 // Arrows up and down through a result with a help button.  The result is the
 // second result and has other results after it.
 add_task(async function keyboardSelection_secondResult() {
   let provider = registerTestProvider(1);
   await UrlbarTestUtils.promiseAutocompleteResultPopup({
     value: "example",
     window,
   });

--- a/browser/locales/jar.mn
+++ b/browser/locales/jar.mn
@@ -6,16 +6,17 @@
 # Note: This file should only contain locale entries. All
 # override and resource entries should go to browser/base/jar.mn to avoid
 # having to create the same entry for each locale.
 
 [localization] @AB_CD@.jar:
   preview/ion.ftl                                  (../components/ion/content/ion.ftl)
   preview/protections.ftl                          (../components/protections/content/protections.ftl)
   preview/interventions.ftl                        (../components/urlbar/content/interventions.ftl)
+  preview/firefoxSuggest.ftl                       (../components/urlbar/content/firefoxSuggest.ftl)
   browser                                          (%browser/**/*.ftl)
 
 @AB_CD@.jar:
 % locale browser @AB_CD@ %locale/browser/
 # bookmarks.html is produced by LOCALIZED_GENERATED_FILES.
     locale/browser/bookmarks.html                  (bookmarks.html)
 
     locale/browser/accounts.properties             (%chrome/browser/accounts.properties)