9 Geotargeting Methods in Google Ads That Most People Don't Know

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You can go beyond basic location settings and use advanced geotargeting strategies to make your Google Ads campaigns more effective. Geotargeting is one of the most powerful tools at a Google Ads advertiser’s disposal.

Whether you’re advertising for a local business, an e-commerce brand, or a hotel or tour company, targeting the right locations can significantly improve performance. In fact, many advertisers use basic geotargeting methods (such as selecting a country, city, or radius) but don’t take full advantage of the advanced options that Google Ads offers.

Targeting strategies based on real-time phone number list conditions, user intent, competitor locations, and local sentiment can give your campaigns a serious competitive advantage. In this article, we cover both basic and advanced geotargeting tactics you can use to improve conversion rates and get a higher return on your ad spend (ROAS).

Traditional Geotargeting Methods
Country and Regional Targeting
This most basic method of geotargeting allows ads to be shown to users in a specific country or region. While it may be effective for large-scale brands, it’s definitely not a great way to go about it for local businesses.

Example:
A dentistry company based in Turkey may want to target the U.S. market. However, instead of advertising in entire states, they can identify and focus on locations that are likely to have high conversion rates.

Limitations:

It treats all areas within the country equally, even if demand and competition differ.
If bid adjustments are not made, it will result in unnecessary expenses.
This article may interest you: Google Ads: Adding Dynamic Locations to Ads

City and district targeting
Targeting specific cities or counties can provide a more targeted audience, especially for local services.
For example:
A law firm in Istanbul can target users searching for “divorce lawyer near me” to nearby counties, reaching only relevant potential clients.

Limitations:

You may miss out on potential customers outside your target area.
It requires regular analysis to avoid losing valuable leads from nearby areas.
Radius (Proximity) Targeting
Radius targeting helps target users around a specific location. It is very useful for small local businesses (hair salons, plumbing, locksmiths, taxis, etc.).

Example:
A taxi stand in Ankara can reach users searching for “nearest taxi stand” by setting a targeting radius of 2 km around the stand.

Limitations:

Targeting that is too narrow may result in reduced ad impressions or no impressions at all.
In rural areas, large radii may reduce relevance.
If you need support on basic location settings, you can review this article: Google ADS Location Targeting

Location-Based Bid Adjustments
If you’re seeing better performance in certain areas, you can adjust your ad bids accordingly, and bid more for those areas to target more impressions.

Example:
A jewelry brand may increase bids by 25% in the Nişantaşı and Suadiye areas of Istanbul, determining that conversion rates are higher in these areas.

Limitations:

It requires constant optimization.
It is sensitive to seasonal changes.
Advanced Geotargeting Methods
Location Intent Based Targeting
Google Ads allows you to target users based on their location and interests.

Example:
A university in Istanbul may show ads not only to students in Turkey, but also to students in Azerbaijan, Kazakhstan, etc. who are looking for “Undergraduate programs in Istanbul”.

How is it applied?

Enable the “Presence or Interest” option in Google Ads Location Settings.
Competitor Location Targeting
You can attract customers by targeting areas where competing stores or businesses are located.

Example:
A new car dealership might show ads with special offers to users in the competitor dealership’s vicinity.

How is it applied?

Identify competitor locations.
Create custom radius targeting.
Weather Based Geotargeting
You can optimize your ads based on real-time weather conditions and influence users’ purchasing behavior. For this, you will need third-party applications ( like OpenWeather ) and scripts.

Example:
A shoe store might show ads like “waterproof boots – snowshoes” to users in the area when heavy snow or rain is forecast.

How is it applied?

Dynamically adjust ad copy and bids based on weather conditions using Google Ads Scripts or third-party weather APIs.
Optimize your budget and bidding strategies based on seasonal trends.
Hyperlocal Targeting with Geofencing
You can show ads specifically to users who enter a certain region.

Example:
A cafe in Kadıköy may offer “20% discount on morning coffee” to those within 2 km.

How is it applied?

Use Google Ads radius targeting for mobile-opt-in ads.
Make sure your ad content is designed to drive immediate action, such as in-store discounts or event promotions.