Ads Success Guide: Refine your location targeting

Reach your customers when they’re searching for you

Like keywords, locations help get your ads in front of the right customers for your business. Your ads can appear based on someone’s physical location or to people who are searching for a particular location on Google.

Set your ad locations

Stay local or go global

If your business serves your local neighborhood, set your ad location to a certain distance from your premises or service area.

Businesses that operate in more than one city or region can choose multiple areas within a country, and those with a national or international customer base can expand their location settings to entire countries.

Reach people interested in specific places

You can also select search interest, and reach people who are searching for the locations you choose. For example, a museum in Paris might want to advertise to people searching for Paris museums, no matter where the people are physically located.

Add exclusions to focus your spend

Similar to negative keywords, location exclusions help your budget go further by preventing your ads from showing to people who are located in or searching for places where you don’t do business.

Ready to take action?

Assess which location strategy is right for your business.

• Real estate, education, and travel industries get over 5% more conversions when they include both presence and search interest.*
• If your budget is limited, consider narrowing your settings to presence or search interest only.

Set your ad locations

_{* Google Internal Data, Global, 5/21/2022–6/1/2022.}