Location settings in Smart campaigns

  • Your ads show to people physically or regularly in the locations that you select, and to people who express interest in these locations. You can also select locations where you don’t want your ad to show.
  • Choose your location settings carefully. If your settings are too broad, you may end up paying for interactions with people who aren’t potential customers.

Keep in mind
Location targeting is based on a variety of signals, including users' settings, devices, and behavior on our platform, and is Google’s best effort to serve ads to users who meet your location settings. Because these signals vary, 100% accuracy is not guaranteed in every situation.

As always, you should check your overall performance metrics to help ensure your settings are meeting your advertising goals and change them accordingly.

How it works

Where your ads show

Google Ads uses the following methods to determine the locations where your ads show:

  • To people in your locations: Your ads can show to people who are regularly or likely to be in the locations that you set up.
  • To people showing interest in businesses in these locations: Some people who see your ads aren't in the locations that you select, but they might have included words related to your locations in their searches, such as postal codes or the names of nearby cities. People who show interest in both your chosen locations and in businesses like yours can see your ads.
    • If you don't want your ads to show to people who are physically outside of your location, but include words relating to your location in their search, you can contact the Support team.

Where your ads don’t show

Google Ads uses the following methods to determine the locations where your ads won’t show:

  • To people in your excluded locations: Your ads won’t show to people located in the excluded locations that you set up.
  • A dental office in Los Angeles is setting up a campaign. Since the dentist’s patients are all in the Los Angeles area, the campaign’s location settings are set to show ads within 25 miles of the office address. Ads show to people in this area who are looking for a dentist, and to people who search for “Dentist in Los Angeles,” no matter where they’re located.
  • An online-only sporting equipment retailer is setting up a campaign. Although they're in Minneapolis, they deliver goods to customers all over the country. For their location settings, they select all the states that they deliver to. Their ads show to people in these states searching for sporting equipment. If they only deliver to the contiguous United States, they could target the United States, then exclude Alaska and Hawaii.
  • A vacation-house rental company in Cape Cod is setting up a campaign. Although they have vacationers from all over the world, they select Cape Cod and nearby towns for their location settings. Their ads could show to anyone who searches for “Cape Cod vacation rental,” no matter where they’re located.


How to edit your location settings

You can choose your location settings when you create a Smart campaign. To change your location settings after creating your campaign, follow the instructions below.

  1. Find the campaign you want to edit.
  2. Click on Edit on the “Location & ad schedule” card.
  3. Go to the location tab and click Edit. Edit as needed.
  4. Click Save.

Choose your location settings

When choosing where your ad shows and does not show, you can choose either a radius around your business or specific ZIP codes, cities, or regions. We show your ad to all locations within the areas you select and exclude them in the areas you specify. If you have more than one ad in a single campaign, the location settings for that campaign will apply to all ads within that campaign.

You can change your location settings for your campaign at any time.

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