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Illustration: Google Ads location targeting by city and region
Google Ads Advertising Setup

Google Ads Location Targeting

We set up where your ads are shown: in a city, within a radius of your office, in a region or across the whole country. We exclude places where you do not work and show ads only to people who are actually there. The budget stops going on clicks from other cities, and enquiries come from people you can serve.

What location targeting setup includes

Location in Google Ads is often set to “the whole country” and forgotten. As a result, part of the budget goes on people you cannot serve. We set the ad area to match where you really work and check it against the locations report. Click an item to read more.

City and radius

Ads work where you travel to, deliver to or where customers can come to you
  • Radius around the office

    For a salon, clinic or workshop we set a radius around the address. Its size is based on where your customers actually come from.

  • City and region

    For delivery and on-site work we specify cities or whole regions. You can choose several areas and run them as separate campaigns.

  • Whole country and abroad

    For online services and e-shops we include the whole country or several countries. Ad languages are set up separately.

Result: ads only in your area.

Exclusions

We remove areas, cities and countries where leads are costly or not accepted
  • Places you do not serve

    We exclude areas and cities you do not travel to. A click from there costs money, and the enquiry would have to be turned down anyway.

  • Expensive areas

    The locations report shows where clicks are expensive and enquiries do not come. Such areas are excluded or moved to a separate campaign with a smaller budget.

  • Other countries

    If you work in only one country, we explicitly exclude the rest. This protects you from random impressions for queries in your language abroad.

Result: the budget stays inside your area.

Presence

Ads are shown to people who are in the area, not just interested in it
  • “Presence” option

    By default Google also shows ads to people merely interested in a place. We switch to people who are there or regularly visit it.

  • Checking the report

    After a week we look at where the clicks actually came from. If we see other cities, we find the cause and close it.

  • Areas with different value

    If a customer from the centre is worth more to you, we move the centre into a separate campaign. That way its budget and target cost can be managed separately.

Result: clicks from people nearby.

Presence or interest: which option to choose

Google Ads has two ways to decide that a person belongs to your area. The choice determines how many clicks come from elsewhere.

Presence or interestPresence only
Who sees the adsPeople in the area or interested in itPeople in the area or regularly there
Clicks from elsewherePossible, and often manyAlmost ruled out
When it fitsTourism, relocation, advance bookingLocal services, delivery, on-site work
Main riskPaying for people you cannot serveLosing people searching in advance from elsewhere

When location setup is needed

Location mistakes are invisible in the overall report but eat a noticeable share of the budget. These are the situations when it is worth setting it up again.

Calls come from places you do not serve

If you have to turn down some enquiries because the customer is too far away, you pay for each of them. The usual cause is the “Presence or interest” option or an area that is too wide.

We switch the option, narrow the area and check the locations report. Irrelevant calls stop, and the budget stays with people you can serve.

Signs

  • Calls from other cities
  • Clicks from neighbouring countries
  • Enquiries you have to turn down
  • A default “whole country” area

You have an office, salon or shop

For a local business, people nearby matter most: they come in faster and more often become regulars. Ads across the whole city spend the budget on those for whom you are far away.

We set a radius around the address and link the campaign to your Business Profile so the address appears in the ad. People see you are close and call more often.

What we set up

  • A radius matching the real customer journey
  • The address in the ad from your Business Profile
  • A schedule matching opening hours
  • Excluding distant areas

You work in several cities

If the cost per click and demand differ between cities, a shared campaign spreads the budget unevenly. The big city takes everything, and the others barely get impressions.

We move key cities into separate campaigns or ad groups. Each area gets its own budget, ads with the city name and its own cost per enquiry in the report.

What you get

  • A budget for each area
  • Ads with the city name
  • Cost per enquiry by city in the report
  • The option to boost profitable areas

You are expanding into a new region

A new city or country means new competition and a new cost per click. If you simply add the region to an existing campaign, it mixes with the old data and the result is hard to read.

We launch the new area as a separate campaign, taking the language and local specifics into account. After a few weeks it is clear whether the expansion pays off and whether to increase the budget.

What we consider

  • The language people search in there
  • Local competition and cost per click
  • Time zone and schedule
  • A separate test budget

You sell online nationwide

For online services location seems irrelevant, but here too there are areas where customers pay more or buy more often. Without a breakdown it is invisible.

We include the whole country and use the locations report to find regions with the best cost per enquiry. If needed, we move them into separate campaigns.

What we look at

  • Cost per enquiry by region
  • Share of enquiries from big cities
  • Areas without a single enquiry
  • Differences in cost per click

How we set up location targeting

Six steps: from where you really work to areas checked against the locations report.

01

Your area

We find out where you travel, deliver and where customers come from.

02

Structure

We decide whether to run areas as one campaign or separately.

03

Location settings

We set cities, radii and regions and switch on “Presence”.

04

Exclusions

We remove areas, cities and countries where you do not work.

05

Ads

We add the city and address to texts and assets.

06

Locations report

After a week we check where clicks came from and adjust the area.

Who it is for

Precise location targeting pays off fastest where the customer has to be nearby or in a specific region. Most often we work with:
Local businesses — salons, clinics, workshops: ads for people who can come in
Companies with delivery — ads only where you deliver
Businesses working on site — repairs, installation, cleaning, without calls from far away
Companies in several cities — a separate budget and ads for each city
Those entering a new region — we test the new area separately from the current one
Those getting calls from other cities — we find the cause and close the unnecessary locations

What you get

You get a campaign that shows only where you work and only to people who are there. Unnecessary cities and countries are excluded, key areas have their own budget, and the ads show your city or address. The locations report confirms that clicks come from the right area.

What to know before you start

Google determines location from several signals, so a small share of clicks from neighbouring areas is always possible
The advertising budget is paid to Google separately and is not included in the setup price
A radius that is too small cuts impressions: we size the area by real customers, not by the map

Let’s aim your ads precisely at your area

Location targeting setup is included in campaign setup and launch. For multilingual regions we add ads in several languages. The consultation is free: first we look at where your customers are, then we name the price and timeline.

All Google Ads services

Frequently asked questions about location targeting

Included in campaign setup and launch
25–185 €