In Settings / Data Management / Automations, click "ADD" to create a new Automation.

Set the Events to "New" and the Record Type to "Contact".

Select a record type
Account
Activity
Campaign Detail
Case
Click Through
Contact
List Member
Opportunity
Opportunity Line
Task

Click "Filter" to add your demographic filter.

As the lead location data is held in the Account field, set the Object to "Account".

Choose field...
Account Id
Account Name
Address Line
City
County/State
Postcode/Zip
Country
Owner
Campaign
Source
Comments
Service Level Agreement
Phone
Website
Type
Sector
Headcount
Referrer
Cleared
Product Interest
Created Date
Modified Date

Choose operator...
Equal to
Not equal to
Contains
Does not contain
Not set

To add the lead scoring controls, click the "+" icon.

Then set the Object to "Contact" and the Field to "Lead Score".

Once the Automation is complete, set it to "Live" using the toggle switch.

Add a lead score of 10 for new leads based in London.

Lead Scoring on Demographics