Geo Targeting & Location Bid Adjustments
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Educational
Posted at
Sep 28, 2024
Location Targeting in PPC: How to Be Seen in the Right Places
When it comes to PPC advertising, where your ads appear can be just as important as what they say. Location targeting allows you to show your ads only in specific geographic areas — from entire countries down to individual postcodes — helping you connect with the most relevant audiences and maximise your return on ad spend (ROAS).
What is Location Targeting in Google Ads?
Location targeting (also known as geo-targeting) is a core feature in Google Ads that lets you control the geographical areas where your ads can show. Whether you're a local business targeting your city or a national brand looking to exclude underperforming regions, geo-targeting helps focus your budget where it matters most.
Why it Matters for Lead Generation
For lead gen campaigns, it’s vital to attract prospects from areas you can actually serve. If you’re a London-based law firm, clicks from Manchester might drive up costs without generating qualified leads. Proper location targeting filters out noise and ensures your sales funnel starts with relevant traffic.
Different Location Targeting Options
You can target or exclude areas using several methods:
Targeting Option | Description | Example Use Case |
|---|---|---|
Country | Show ads across an entire country | Nationwide service provider |
Region/City | Target specific regions, counties, or cities | Local accounting firms |
Radius Targeting | Show ads within a certain distance from a point | Coffee shop targeting within 5 miles |
Postcode Targeting | Highly granular targeting for niche campaigns | Luxury service with exclusive postcodes |
🔍 You can learn more about setup options in this guide.
Location Options Settings: A Crucial Step
A commonly overlooked but critical setting is Location Options, where you choose whether to target:
People in, regularly in, or interested in your targeted locations
People in or regularly in your targeted locations only (recommended for lead gen)
Google's Help Article explains this distinction in detail — getting it wrong could mean wasting budget on irrelevant clicks from people researching but not physically located in your area.
Excluding Irrelevant Locations
Exclusion is just as important as inclusion. If your services aren’t available in certain areas or if you've historically seen low conversion rates from specific regions, excluding them improves efficiency. Learn how to exclude locations here.
Tracking Performance by Location
Use the User Location Report within Google Ads to evaluate performance by region. You might find surprising trends — for example, higher cost-per-lead in certain cities — which can inform your bid adjustments or future exclusion zones. Here's how to access location reports.
Why Work with a PPC Professional?
Location targeting might seem straightforward, but the nuances of setup, exclusions, and performance optimisation are often overlooked. A PPC professional ensures you’re showing in the right places, excluding wasteful zones, and using data-driven decisions to fine-tune your reach. When your geographic strategy aligns with your business footprint, every click becomes more valuable — and that’s where expert support makes all the difference.
