Geo-targeting strategies in PPC

Geo-targeting in PPC isn’t just about location; it’s about strategy. The difference between an average campaign and an outstanding one often comes down to how precise your targeting is. Get it right, and you’re delivering the most relevant and useful ads to an audience who is already engaged. Get it wrong, and you're throwing money at clicks that may never convert.

This guide breaks down the best ways to use geo-targeting to your advantage. From traditional methods to more advanced tactics, it’s all here to help. Let’s get started:

• The power of precision in PPC geotargeting
• Mastering the basics: Traditional geo-targeting methods
• Outsmarting the competition: Competitor-based geo-targeting
• Driving foot traffic: Maximising local inventory ads
• Timing is everything: Using weather and real-time conditions
• Event-based geotargeting: Maximising moment marketing

The power of precision in PPC geotargeting

You’ll get the best results from your geo-targeting through being precise and detailed in your strategy. The more specific you can be, the better. Effective location-based targeting increases ad relevance, engagement, and conversions. Think of it this way; if you’re browsing for a service in a particular location, you’re not going to click on the ad for the generic service, or one that’s advertised for another location. You’ll want what is most local and relevant to you.

If you build out separate campaigns based on specific locations, you open up a world of possibilities for making your ads bespoke. It enables tailored messaging, promotions, and bid adjustments for different geographic areas. Meaning you can make your ads less generic, and more relevant to users.

A natural bonus of efficient targeting is the reduction in ad spend wastage through excluding any irrelevant locations. You’re focusing your budget where it really matters. You’re also more likely to get clicks that actually convert, lowering your cost-per-conversion in the long run.

Finally, if you’re a local business, specific geo-targeting strengthens local marketing by driving online searches to in-store visits and purchases. People want to shop local; your ads are the quickest way to show them where to find you.

Mastering the basics: Traditional geo-targeting methods

Common approaches to traditional geo-targeting
The classic approach to geo-targeting is simple: select your location based on one of three variants. 

• Country targeting: Suitable for businesses operating across multiple regions, this is a quick way to target a lot of users at once. Just make sure you refine it over time to avoid inefficiencies in spending.

• City targeting: Ideal for businesses catering to metropolitan areas with specific local offerings. You can build out multiple cities in one campaign, allowing for that all-important localised ad copy.

• Radius targeting: Helps businesses attract customers within a set distance, useful for foot traffic-dependent stores. It’s also a way to keep things hyper-localised around one spot, even if you’re not looking to target a specific city or country.

How to put these tactics to use

• Define your target locations in Google Ads under campaign settings.

• Use bid adjustments to prioritise any high-performing areas.

• Integrate Google My Business to enhance location-specific visibility.

Limitations

• Broad targeting does risk wasted ad spend due to how generic it is.

• Overly specific targeting may restrict potential reach. There’s a balance here!

• Accuracy depends on user device settings and IP detection, so some demographics may be more easily located than others.

Outsmarting the competition: Competitor-based geo-targeting

Beyond the basics, you can tailor your geo-targeting to reflect how your competitors are marketing themselves online. This is a clever way of introducing a new and already engaged and interested audience to your brand.

How targeting competitor locations can strategically capture market share

• This strategy targets users near your competitors’ locations with compelling offers.

• It works well for retail, hospitality, and service industries, which are all highly competitive and already very localised.

• This is a potential shortcut to increasing your brand awareness without huge amounts of spending, providing your campaign is thoroughly researched.

How to implement these tactics

• Identify key competitor locations and set up radius targeting.

• Highlight advantages in ad copy (better pricing, exclusive deals, quality differentiation).

• Use competitor-related keywords for visibility and a quick boost.

Limitations

• Higher CPC due to competitive bidding.

• Potential backlash if ads are too aggressive or similar to your competitors - it’s useful to keep your brand identity at the heart of your marketing!

• Some platforms restrict direct competitor name bidding, so be careful how and if you use your competitors names in your ad copy.

Driving foot traffic: Maximising local inventory ads

Local inventory ads are a useful tool with a very specific use-case. They work by triggering an ad based on your up to date in-store inventory, paired with localised geo-targeting of around 25-35 miles around your store.
Connecting online searches directly to physical store inventory for immediate sales

• These ads display real-time stock availability, encouraging in-store visits.

• Best suited for retailers with physical locations, looking to make an impact on their local audience.

Limitations

• Requires integration with Google Merchant Center, so give yourself plenty of time for setup and testing.

• Maintaining accurate stock levels can be challenging and time consuming.

• Its effectiveness depends on user location accuracy.

Timing is everything: Using weather and real-time conditions

One of the most experimental scripts available to run alongside your Google Ads campaign is a weather script. This basically changes your ad campaign targeting based on an up to date, live feed of the local weather. 

With many businesses reliant on specific conditions to create enough footfall for their services, this nice script offers location targeting, with a twist.

Dynamic bidding based on weather and other live factors
Adjusts bids dynamically based on weather and real-time conditions (e.g., promoting umbrellas during rainy periods).
Can incorporate time of day and seasonal trends.

How to make the most of weather scripts in your campaign
Use weather scripts in Google Ads to automate bid adjustments, saving you plenty of manual management.
This aligns your campaigns with real-time conditions for greater relevance.
Combine this with location targeting for precision marketing that goes beyond the basics.

Limitations
Requires external tools for weather-based automation.
Sudden weather shifts can impact performance unpredictably.
The quality of weather scripts varies greatly, so this will probably require some thorough testing to find the best option for you.

Event-based geotargeting: Maximising moment marketing

You’re the expert on your audience, industry and niche, so take the time to analyse events or viral moments in your traffic patterns. These data points can unlock key moments as either annual or one-off events where specific geotargeting can give your ads the boost they need to stand out in the moment.

Capturing a viral event’s traffic

• Showcase your brand with specific geotargeting around major events, festivals, sports, or local activities.

• This capitalises on increased foot traffic and search activity during events.

• This is a perfect opportunity to create bespoke ad copy that is hyper-relevant to your event, making your ads even more engaging.

Event targeting with confidence

• Identify any relevant local events and build dedicated campaigns for the most relevant ones.

• Use geofencing or radius targeting around event venues to really tailor your campaign.

• Align ad creatives with event themes to really push the relevancy of these ads.

Limitations/cautionary points

• High competition can drive up ad costs.

• Requires advanced planning for event timing, so get organised early.

• Risk of ad fatigue if targeting is too broad or repetitive.

Closing notes

When it comes to PPC location targeting, precision is power. Geo-targeting helps your budget work smarter, not harder, putting each pound of spend to better use. Whether you’re honing in on high-performing areas, capitalising on real-time conditions, or getting tactical with competitor locations.

The key is balance. By understanding each geo-targeting method, you can apply only the most relevant tactics to each campaign. Ensuring you reach the right people, in the right place, at the right time.

Back to insights