UK and Europe Search Growth Proposal
Country by country Google Ads, landing pages and SEO that turn European search demand into Prestan enquiries, built on the model already working in Australia.
Country by country Google Ads, landing pages and SEO that turn European search demand into Prestan enquiries, built on the model already working in Australia.
What the research found across the UK and Europe
Monthly Google searches per market, brand and category, local language · September 2026
Every market shows the pattern we found in Australia. Prestan's own site wins the brand search and sends the buyer to Find a Distributor. The sale then scatters across resellers and Amazon, and nobody presents an authorised, in stock, local destination.
In our September research, ten UK resellers plus Amazon shared the first page for Prestan product searches, the same manikin was listed from 120 to 280 pounds across them, and resellers were bidding against each other for the Prestan name, which is why UK brand clicks cost more than category clicks. UK searches for Prestan by name (290 a month) already outnumber searches for Laerdal's Little Anne (170).
In Poland, Germany, Italy and Spain, category clicks start from around one dollar and almost nobody owns the brand term. The UK and France carry the brand demand. Poland and Germany pair large category demand with low click prices.
| Market | Language | Prestan brand / month | Category / month | Brand click price | Category click price |
|---|---|---|---|---|---|
| Poland | Polish | 70 | 2,230 | $2.00 | $1.10 to $2.10 |
| United Kingdom | English | 290 | 2,140 | $8.50 to $9.90 | $2.20 to $5.90 |
| Germany | German | 70 | 1,910 | $1.90 | $0.70 to $2.40 |
| France | French | 300 | 1,320 | $4.90 to $7.50 | $3.30 to $9.00 |
| Italy | Italian | 30 | 970 | $1.70 | $1.10 to $2.20 |
| Spain | Spanish | 70 | 710 | $1.70 | $0.80 to $4.00 |
| Netherlands | Dutch | 60 | 700 | $1.80 to $4.30 | $1.30 to $3.90 |
| Sweden | Swedish | 20 | 610 | $17.50 | $4.40 to $13.30 |
| Belgium | Dutch, French | 10 | 310 | $6.80 | $1.10 to $5.10 |
| Ireland | English | 20 | 220 | $2.90 | $0.40 to $1.30 |
| Finland | Finnish | 10 | 200 | n/a | $0.60 to $7.30 |
| Austria | German | 10 | 190 | $3.30 | $1.30 to $3.60 |
| Czechia | Czech | 10 | 160 | n/a | $1.40 to $3.70 |
| Portugal | Portuguese | 20 | 130 | $0.80 | $0.20 to $0.90 |
| Denmark | Danish | 10 | 130 | $3.60 | $2.00 to $13.30 |
| Norway | Norwegian | 10 | 120 | n/a | $3.60 to $5.20 |
| Switzerland | German, French, Italian | 10 | 110 | $20.50 | $1.40 to $5.00 |
First Form research, September 2026. Google Ads monthly averages per country in the local language, refreshed at engagement. Click prices converted to USD and rounded. Brand figures for Spain and Czechia are discounted because the word is common in both languages.
Every market drops into one of two repeatable models. The research decides which.
The UK and Ireland.
France, Germany, Poland, the Netherlands, Belgium, Italy, Spain, Sweden, Finland, Austria, Czechia, Portugal, Denmark, Norway and Switzerland.
Local language countries cost more because the work is done natively. Keyword research, ad copy and the landing page are built in the local language and verified by a native speaker, not translated from English.
The foundation comes first. Before anything scales, tracking is rebuilt so leads are counted correctly, the account bids for leads, and every handoff records which country and distributor received it.
Buyers choose the language they understand
CSA Research surveyed 8,709 consumers across 29 countries. Three quarters prefer to buy in their own language and four in ten will not buy from a site in another language. Google reinforces this. Ads are matched to the language of the search, and ads with a matching landing page rank higher and cost less. That is why every market in this program gets its own campaigns and its own landing page, in the language its buyers use.
Source · CSA Research, Can't Read, Won't Buy, B2C, 2020
The program works either way. This is simply an option on the table.
Each new market becomes a language layer on the same template. This is one more way to get there, offered without any pressure to take it.
Three things that compound the ads
The category terms the ads prove are then earned organically, lowering the blended cost per enquiry over time.
A simple nurture to Prestan UK enquiries and Defibrion customers, covering new products, training content and stock news.
Every enquiry recorded, routed to the right business and followed up, so nothing is lost between Prestan and Defibrion.
One base rate, then add countries. Build your own program below.
| Component | Monthly | One time setup |
|---|---|---|
| Base · tracking, measurement, global brand search, live monthly report | $1,500 | included |
| English search country · each, landing page included | $400 | $600 |
| Local language country · each, native research, copy and landing page included | $600 | $900 |
| Multi country discount · 3 to 4 countries | 20% off country fees | 20% off |
| Multi country discount · 5 to 6 countries | 40% off country fees | 40% off |
| Multi country discount · 7 or more | 50% off country fees | 50% off |
The base covers tracking, measurement, global brand search and the live monthly report.
Monthly searches per market, local language, September 2026.
Adding markets makes each one cheaper, and launching in phases never costs you the discount. Ad spend is separate and paid directly to Google. It varies by market, typically $300 to $800 per country per month, and more in the UK and France where the brand term is contested.
Pricing assumes each country gets its own campaigns, which is usually what performs best. If some countries can share campaigns without losing performance, such as Austria with Germany, Belgium with the Netherlands, or Ireland with the UK, we group them and you pay less.
Fast wins first, then the markets you choose
Tracking rebuilt so every enquiry is counted and routed. Brand search live in every chosen market. The first English search market launches, catching demand immediately.
Each chosen local language market is researched, written and verified natively, given its own landing page and launched on a tight budget.
Budget follows the proven cost per enquiry. One live report shows every market side by side. New markets are added when the results earn them.
One number leads every report, enquiries delivered and the cost of each. The report is a live link, same as the Australian program, so both teams read from the same page.
Live within a month of the green light
Every country's landing page is included. A fuller co-branded UK hub, if you want one, is scoped and quoted separately. See the website expertise page.
Happy to walk both teams through the research on a call any time.