Once you’ve identified winning keywords, ad copy, and landing pages, you can gradually increase your budget or broaden your targeting. Perhaps you started in Chelmsford alone; you could expand to neighbouring towns like Braintree or Brentwood. Or if you focused on a single product line, consider adding complementary services. Introduce remarketing campaigns to re-engage past visitors who didn’t convert the first time. Explore new ad formats—like responsive search ads or video ads—to reach broader audiences or suit different user preferences. If your local Essex approach is fully optimised, you might branch out into adjacent counties, always testing carefully to ensure profitability remains high. Scaling should be data-driven: track incremental cost versus incremental revenue. By methodically building on proven successes, you can transform a small, local PPC initiative into a robust lead-generation machine that still retains the personal, local touch that attracted Essex customers initially.