Begin by brainstorming terms local customers might use—like “hairdresser in Romford” or “emergency plumber Basildon.” Use tools such as Google Keyword Planner, Ubersuggest, or Semrush to gauge search volume and competitiveness. Pay attention to long-tail keywords, where users have clearer intent, e.g., “24-hour plumber in Southend.” Factor in variations of location names or local slang if relevant. Consider negative keywords to avoid irrelevant clicks—like adding “free” or “DIY” if you don’t want people seeking unpaid solutions. Also evaluate the cost-per-click (CPC) for each term, aiming for a balance between high-intent keywords and your budget constraints. If certain Essex towns are more profitable, allocate a higher share of budget or specific ad groups to those locations. Constant monitoring and tweaking of keywords based on performance data will help you refine your PPC campaigns for the best return on investment.