Geographic Targeting Optimisation | Location Control

Geographic targeting decides which region sees your ads. This seemingly simple setting determines where budget goes in local service businesses, and in most accounts it is set incorrectly.

The hidden trap: the location setting

Google’s location targeting options contain a critical distinction. The default setting shows ads not only to people in your area but also to people interested in your area.

That means: even if you only serve one city, someone searching from another city about that city can see your ad. In some businesses that is desirable — hotels, tours, removals. For a local repair service it is direct waste.

Correcting this setting in audits is one of the interventions that saves meaningful money on its own. Most people setting up accounts leave the default untouched without knowing where the option lives.

Performance varies by region

The same campaign produces different results in different cities. Competitive intensity, user behaviour and your local recognition all vary.

Reading the location report and lowering bids where cost per conversion is high, raising them where it is low, is simple and effective. Turning some regions off entirely is a legitimate decision too — there is no reason to stay in an area you cannot serve or consistently lose money in.

Radius or region

For businesses with a physical location, radius targeting usually works better: how far a customer will realistically travel can be defined directly.

Administrative boundaries do not always match customer behaviour. For a business at the edge of a district, the neighbouring district can be closer than the far end of its own. On Maps ads this distinction matters even more.

Exclusion is a tool too

Exclusion is as useful as targeting. Areas you cannot serve, places that consistently send low-quality enquiries and locations you cannot reach logistically can all be excluded.

This matters especially in call-focused campaigns: every out-of-area call costs both money and time.

How do we start? First I map your current location settings and region-level performance. If a setting is wrong I show it, then send the bidding and exclusion plan in writing. You can reach me from the contact page.

Frequently Asked Questions

How does Google determine location?

Device location, IP address and location words in the query are used together. So detection is never exact; a margin of error has to be accepted.

Is choosing a very tight radius harmful?

It can be. Very narrow targeting reduces volume and leaves smart bidding without enough data. The radius should match the area you genuinely serve without being needlessly tight.

Should I build separate campaigns per city?

Yes if their performance differs clearly and the message needs to differ too. Otherwise region-level bid adjustments inside one campaign are easier to manage.