Who is it for?
Polish and bilingual service businesses in London and the UK planning Search Ads or already paying for clicks without knowing what generates enquiries.
What will you check?
Offer, landing page, mobile, trust, conversions, location, language, search terms and test rules.
The key decision
Do not start with “how much should we spend?”. Define a valuable lead first and make sure you can measure it.
Score readiness before you score the budget
Award one point for every check you can prove. This is a MAC LEE DESIGNS planning checklist, not a Google metric or a promise of performance.
Do not buy traffic yet. Fix the offer, page and measurement first.
Some elements exist, but the campaign may still learn from incomplete data.
Plan a controlled test with clearly documented decision criteria.
The foundation is ready. Launch, inspect enquiry quality and improve from evidence.
OFFER
One campaign answers one specific problem
An advert should not lead to a vague “we do everything”. The searcher must recognise their need in the ad and find the same promise after the click.
Write one sentence that states who you help, in what situation, in which area and what the next step is. For an accountant, that might be a consultation for self-employed people in London; for a plumber, an urgent quote in selected boroughs.
When one ad group tries to sell five services to five audiences, matching the search, ad and page becomes harder. Google uses ad relevance and landing-page experience as key quality diagnostics.
Award the point when you can show one offer, one audience and one primary CTA.
GOAL
You know exactly what counts as a conversion
A click, page view or time on site is not yet a sale. A campaign needs a primary action that genuinely moves the business towards revenue.
For a service business, the primary conversion may be a submitted form, booked consultation, reservation or qualified phone call. A phone-number click or form start can be a supporting event, but should not automatically masquerade as a valuable lead.
GA4 recommends generate_lead for a submitted form or request. Where sales happen offline, it is also useful to distinguish qualified, disqualified and converted leads.
Award the point when the main conversion has a name, owner and quality definition.
LANDING PAGE
The page continues the promise made by the ad
Even a highly relevant ad loses value when it sends people to a generic homepage with many services and no clear path to contact.
A dedicated landing page should immediately confirm the service and location, explain who the offer is for, show credible proof, answer objections and lead to one next action.
Google recommends consistent messaging from ad to landing page and a destination that meets the user’s expectations. This is about usefulness and intent, not stuffing the page with keywords.
Award the point when the advert and first screen state the same service, audience and location.
MOBILE
Contact works without searching or zooming
The page must work on a real phone, not only in a desktop preview.
Test the first screen, menu, form, phone number, buttons, on-screen keyboard and validation messages. The CTA should be easy to find without covering content or competing with a modal.
Test on a smaller screen and slower connection. Speed matters, but a strong technical score cannot repair a confusing offer or broken form.
Award the point after submitting a real test form and making a test call from mobile.
TRUST
The customer can see why the next step feels safe
Before first contact, customers cannot know the quality of your work. They assess risk through information they can verify quickly.
Show real business details, service area, process, work images, sourced reviews, useful FAQs and honest contact expectations. Regulated sectors should include required information and avoid claims that cannot be substantiated.
You do not need a fabricated case study. Show your working method, an audit extract, prototype, acceptance checklist or concrete quality criteria.
Award the point when the page includes at least three verifiable trust signals, not just advertising claims.
TRACKING
Forms and calls are measured from day one
Without measuring valuable actions, you cannot tell which search, ad and page creates enquiries.
Before launch, submit a test form and confirm the event in GA4 and Google Ads. If calls are important, configure appropriate call measurement and define when a conversation has business value.
Google Ads supports website and phone-call conversion measurement. Implementation depends on the technology stack; Google Tag Manager is common, but it is not the only valid route.
Award the point only after an end-to-end test: tagged visit → action → event → report.
LONDON
Targeting matches the real service area
“London” does not always mean the whole city. A local business should target areas it can genuinely serve.
Google Ads supports countries, cities, regions, radius targeting and exclusions. It uses multiple location signals and Google notes that accuracy is not guaranteed, so geographic performance must be reviewed after launch.
Review advanced location options as well. Defaults may include both presence and interest. Presence-based targeting may fit some local services better, but the decision should follow the campaign objective rather than a blanket rule.
Award the point when included and excluded locations match where the business genuinely sells or travels.
INTENT & LANGUAGE
Polish and English searches receive the right message
A Polish customer in the UK may search in Polish, English or a mixture. Do not guess; inspect the data.
Group keywords by intent and write ads that naturally answer the language of the search. When the offer or PL/EN pages differ, separate structures make messaging, budgets and performance easier to control.
There is no universal rule that mixing languages automatically “kills Quality Score”. The real risk is mismatch: the ad and landing page must answer what the person searched for.
Award the point when every important search intent receives the correct ad language and destination.
LEARNING
There is a plan for search terms and lead quality
The campaign does not end on launch day. Early data should drive decisions, not an automatic budget increase.
The search terms report shows queries that triggered ads. Use it to identify emerging intent, irrelevant searches and negative-keyword candidates. Privacy thresholds mean the report may not reveal every individual query.
Set a rhythm: technical check, search-query review, lead-quality assessment and a keep / improve / stop decision. A test budget should follow the economics of the business, click costs, data needs and customer value — not a universal table found online.
Award the point when the review has an owner and a specific date in the calendar.
The score cannot promise that a campaign will work
It tells you whether the foundations support an honest test. Google Ads is an auction and results depend on demand, competition, the offer, ad and landing-page quality, settings and the sales process itself. Start with measurement and a hypothesis, not a promised number of customers.
FREE PRE-ADVERTISING DIAGNOSIS
Check whether your website is ready for paid traffic
We will review the first screen, offer, mobile experience and contact path. You will get a clear view of what to improve before launching or increasing a Google Ads budget.
Check website readinessFrequently asked questions about Google Ads in London
What Google Ads budget makes sense for a London business?
There is no single safe figure for every sector. Budget should reflect click costs, customer value, acceptable acquisition cost and the amount of data required for a useful test. Set up measurement and decision criteria before choosing the amount.
Is Quality Score the most important campaign KPI?
No. Google describes Quality Score as a diagnostic tool, not a KPI. It helps assess expected CTR, ad relevance and landing-page experience, while the business should focus on valuable conversions, lead quality and sales economics.
Should a campaign for Polish customers in the UK be in Polish or English?
It depends on the language of searches and the target market. Separating Polish and English intent, ads and pages often makes messaging and results easier to control. Confirm the decision using search-term data and lead quality.
Should a local business target all of London?
Only when it genuinely serves the whole city and the economics support it. Google Ads allows cities, regions, radius targets and exclusions. Geographic data should be reviewed because location targeting relies on multiple signals and is not perfectly accurate.
What should be measured beyond a submitted form?
Depending on the business, measure qualified calls, bookings, purchases and later lead stages. A number click or form start can be a useful supporting signal, but should not automatically replace a valuable conversion.
Sources and methodology
This guide uses official Google Ads and Google Analytics documentation. It deliberately avoids universal CPC figures and guaranteed results.