Punjabi and English ads, run side by side and judged on booked jobs

What it is

A two-language campaign is really two campaigns sharing a plan. Each one has:

• its own budget line, so a strong English month can't hide a weak Punjabi one
• its own landing page in that language, with the phone number, text option and email clearly visible
• its own tracked phone number, so we know which campaign rang the phone
• its own set of keywords or audiences, built from how customers actually describe the job

Google's language targeting relies on signals such as the user's language settings, not on their background. Many bilingual Surrey customers browse in English. So language settings alone won't find them, and the Punjabi campaign leans on Punjabi keywords, Punjabi pages and, on Meta, audience options, then lets the call data settle the question.

Who it suits

• Surrey trades and service businesses where part of the customer base prefers Punjabi, especially for conversations with older family members who make or share household decisions
• shops, clinics and services that already get walk-ins or calls in Punjabi and want more of them
• owners who are spending on ads now but can't answer "what does a booked job cost me?"

It isn't the right first step if your phone often goes unanswered. Fix that with reviews and fast replies before buying more enquiries.

What's included

1. Break-even maths. We work out the most you can pay per enquiry and still make money, from your job value, margin and close rate.
2. Area targeting. Campaigns are limited to the town centres you serve well, using the plan from our local search work or a fresh one.
3. Translator brief. A written English brief covering the offer, the tone, your trade terms, the script to use and what must not be promised. You or your translator confirm the final Punjabi.
4. Campaign builds. Google Search, and Meta where the audience fits, with each language separated.
5. Landing pages. One per language per main service, fast on a phone.
6. Tracking. Call tracking per campaign, labelled website enquiries and a simple booked-job sheet you fill in weekly.
7. Weekly checks, monthly report. Search terms cleaned, waste cut, and a plain-English report on cost per booked job.

A worked example you can check

Say your average job is worth $900 and your gross margin is 45%, so each job earns about $405. You book one in three enquiries. That makes an enquiry worth about $135 of gross profit, and that's your ceiling.

Now suppose, after 60 days:

Both campaigns are under the $405 gross profit per job, so both are profitable. The Punjabi one is cheaper per job, which suggests moving budget toward it until its cost per job starts to climb. These numbers are an illustration, not a forecast; your test will produce your own.

Timeline

• Week 1–2: maths, area plan, translator brief, tracking.
• Week 3–4: pages and campaigns live.
• Days 30–90: weekly tuning, then a decision on the split at 60 to 90 days.

Mistakes to avoid

• Running one campaign with both languages mixed. You'll never know which one worked.
• Machine-translating the ad. Wrong trade terms and odd phrasing cost trust quickly.
• Sending Punjabi ads to an English page. The customer who clicked in Punjabi expects to keep reading in Punjabi.
• Judging on clicks. A cheap click that never calls is still a cost.
• Answering a Punjabi enquiry with an English-only voicemail. Plan who picks up, and read our guide to handling enquiries in both languages.

Plans and ad budgets are explained on the pricing page.