Configure geographic reach in two layers: add campaign-level locations under Campaigns > Audiences, keywords, and content > Locations, then choose whether Google Ads should match people by Presence or Interest (the default) or by Presence only. If you run an eligible Search campaign with AI Max enabled, you can also add a separate Locations of interest setting at the ad-group level.
These controls improve geographic focus, but they do not provide a guaranteed street-level boundary. Google estimates where a person is located or what place they care about from signals such as device, settings, search behavior, recent presence and viewed content. Use the settings, exclusions and geographic reports together rather than assuming every impression came from an exact point on a map.
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What Google Ads location targeting actually matches
Google Ads can use two related signals:
- Physical presence: the person is likely in, or regularly in, a selected area.
- Location of interest: the person has demonstrated interest in an area through a search term, recent presence or content about that place.
The campaign-level default, Presence or Interest, combines both. A person standing in Paris who searches for a Los Angeles taxi can be treated as interested in Los Angeles, even if the search is made on a French Google domain. Interest is therefore not limited to the user’s country or search domain.
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Presence removes the interest-based group and focuses delivery on people likely to be in, or regularly in, the selected area. Neither choice is a perfect GPS filter. Google describes its determination as best effort, and a target can also reach nearby or closely related areas. Some places cannot be selected individually because they have too little population, insufficient data or are unavailable for targeting in that country.
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Choose the right geographic model before touching the settings
Write down where you can actually sell, deliver, visit or legally operate. Then decide whether a person outside that area can still be a valuable prospect.
| Business situation | Starting choice | Reason |
|---|---|---|
| Hotels, tourism, destination events or relocation services | Presence or Interest | Prospects often search before travelling or moving. |
| Local tradesperson serving homes in a defined service area | Presence | The useful audience is likely to be physically nearby when the ad is shown. |
| Retail store with visitors from outside the city | Test Presence or Interest, then inspect matched locations | Interest-based reach may find visitors planning a trip, but the account must prove that those clicks convert. |
| Nationwide online service | Country or sub-country targets, usually Presence or Interest | People can research the service from anywhere in the market. |
These are decision starting points, not guarantees. Available target types and audience volume vary by country, campaign type and the amount of geographic data Google has.
Set campaign-level locations step by step
Add a country, city, region or postal area
- Sign in to Google Ads and open Campaigns.
- Choose Audiences, keywords, and content > Locations.
- Select the campaign you want to edit.
- Use the edit control to add locations.
- Search for a country, city, region, postal code or another available area, select the intended result and save.
When a name is ambiguous, include the country in the search. For example, search for Paris, France rather than simply Paris if you do not mean Paris, Texas. Google offers different geographic types in different countries; a target available in one market may not appear in another.
Use radius targeting around an address
- Open the campaign’s Locations page and select the edit control.
- Choose Radius.
- Enter the centre address and a radius with its unit, such as kilometres or miles.
- Inspect the map to confirm that the circle covers the intended service area.
- Save the target and check that it appears in the campaign’s location list.
Google does not permit radius targeting under 1 kilometre around a location, one example of the minimum thresholds used to protect privacy and maintain usable data. Even a permitted small radius may serve intermittently or not at all if it does not meet targeting criteria. Do not promise delivery from a tiny circle until the campaign has accumulated impressions.
Change locations across several campaigns
- Open Campaigns > Settings.
- Select the campaigns to change.
- Choose Edit > Change locations.
- Choose whether to replace the existing locations or add new ones.
- Preview the change before applying it, then verify each campaign’s final list.
Google can move menu controls as the interface changes, so the wording may differ slightly in your account. Previewing is important when replacing targets: an accidental replacement can remove a carefully built service-area list from every selected campaign.
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Understand the location target types
| Target type | Useful for | Important qualification |
|---|---|---|
| Country | Nationwide campaigns or broad market tests | Availability and estimated reach depend on the country. |
| Area within a country | States, provinces, counties, departments or similar administrative areas | The hierarchy and naming differ by country. |
| City | Urban service areas or city-level demand | Include the country when a city name could refer to multiple places. |
| Postal code | Neighbourhood-level planning where Google provides the data | Some postal areas cannot be selected or may have limited volume. |
| Radius | A distance around an address or map point | Under-1-kilometre radii are not permitted; very small permitted targets may serve inconsistently. |
| Location group | Groups built around places of interest or business locations | Exact group types depend on the country and account eligibility. |
Do not stack many overlapping shapes merely to make a map look precise. Use the simplest set that represents your actual service area, then use reporting to identify useful sub-areas.
Choose Presence or Interest versus Presence
| Option shown in Google Ads | People it is intended to reach | When it fits | Trade-off |
|---|---|---|---|
| Presence or Interest | People in, regularly in, or who have shown interest in the targeted locations | Businesses that can serve researchers, future visitors, movers or remote buyers outside the area | Broader reach can include people who are not physically in the target when they see the ad. |
| Presence | People in or regularly in the targeted locations | Strict local service areas, location-sensitive offers or campaigns where physical proximity is essential | Impressions usually decrease when interest-based matching is removed. |
Google identifies Presence or Interest as the default and recommended option for most campaigns. Choose Presence when geographic reach must be physically focused, such as a service that cannot travel outside a defined area or a sensitive vertical that needs tighter location control.
The performance effect is account-specific. Google reports that advertisers in Travel, Real Estate and Education who switched from Presence to Presence or Interest found 5% more Search conversions in Google’s internal global data from 21 May 2022 through 1 June 2022. Google does not provide a sample size or public methodology for that comparison, and the observation is not a forecast for every advertiser.
Set location exclusions deliberately
In the campaign’s location settings, add areas that must not receive delivery. Google describes the default exclusion behavior as excluding people likely to be located in the excluded areas. Someone outside an excluded area may still see an ad if another eligible targeting route qualifies them, so exclusions are not a universal block on every possible impression.
If an area is both included and excluded, the exclusion takes priority. After saving, inspect the included and excluded lists together; overlapping entries can otherwise make the campaign appear broader than it is while silently suppressing part of the intended audience.
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Add Locations of interest in an AI Max Search ad group
Locations of interest is a separate, optional control for AI Max-enabled Search campaigns. It is not another name for the campaign-level Presence or Interest option. The campaign-level setting decides how Google can qualify people against the campaign’s selected locations. The AI Max control specifies geographic areas that an eligible ad group should treat as interests when matching traffic through a keyword, landing page or asset.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchThe campaign and ad group can use different places. For example, a campaign can target people in the United States while an ad group specifies Spain as a location of interest for searches about Spanish travel. A location excluded at campaign level cannot be chosen as an ad-group location of interest.
For a new Search campaign
- Start a new Search campaign.
- On the Keywords and ads creation page, open Ad Group settings for AI Max.
- Open Locations of interest.
- Add one or more geographic areas.
- Continue creating the campaign and review the final settings before publishing.
For an existing Search campaign
- Open the campaign and go to Ad groups.
- Find Ad group settings for AI Max > Locations of interest.
- Add the intended locations.
- Save and confirm that the ad group still has AI Max enabled.
AI Max settings must be enabled before this feature can be used. If the menu is missing, first verify that the campaign is a Search campaign, that AI Max is available and enabled, and that you are editing the ad group rather than the campaign’s general location list.
Know the limits of geographic precision
Location estimates are probabilistic
Google combines settings, devices and on-platform behavior to estimate location. A person may be travelling, using a work device, connected through a network that resolves elsewhere or searching about a place they do not currently occupy. Treat the selected area as an eligibility signal, not a promise of a precise physical address.
Nearby and related areas can appear
A target may reach nearby or closely related locations, including places that cannot themselves be selected because of population, data or availability limits. This is one reason a city campaign can show activity from surrounding areas. Use the geographic report and conversion data to decide whether that spillover is useful or wasteful.
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Small targets may not deliver
Very small cities, postal areas and radius circles can lack enough eligible users or data. The campaign may show occasional impressions or none at all even when the target is saved correctly. Enlarging the area, combining it with a larger administrative target or allowing interest-based matching can increase volume, but each change also broadens reach.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Read targeted and matched location reports correctly
Google’s geographic reporting separates two concepts:
- Targeted locations: the places you selected in the campaign.
- Matched locations: the places associated with the impressions and clicks that Google served. A matched location can represent physical presence or a location of interest.
Open the geographic report after the campaign has enough traffic and compare matched areas with the intended targets. Depending on the target types available in the country, the most specific detail can include a postal code, university, airport or congressional district in the United States, among other granularities.
Use more than one metric before changing settings:
- Impressions and clicks show whether a location is receiving meaningful volume.
- Conversions and conversion rate show whether that volume is useful.
- Cost per conversion and value per conversion show whether spillover is economically acceptable.
- Search terms and landing-page relevance can reveal why an interest-based match occurred.
A matched location outside your preferred area is not automatically an error: it may be an intentional location-of-interest match. Conversely, a large number of low-value matched locations is evidence to test Presence, add exclusions or narrow the target types.
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Troubleshoot common location-targeting problems
“I am getting clicks from outside my service area.”
- Check whether the campaign uses Presence or Interest.
- If out-of-area prospects cannot buy, switch to Presence.
- Review excluded areas and confirm that no broad campaign or ad-group setting is creating another eligible route.
- Compare matched locations with conversions before excluding every adjacent area.
Presence reduces interest-based reach but does not guarantee perfect physical accuracy.
“The location I need does not appear.”
Confirm the country and spelling, then try the parent region or a radius around a valid address. Google does not offer every location type in every country, and low-population or low-data places may not be individually targetable.
“The radius is saved but receives no impressions.”
Check that the radius is at least 1 kilometre, that the map centre is correct and that the area contains enough eligible users. Expand the radius or use a city/region target only after confirming that the broader area is commercially acceptable.
“The AI Max Locations of interest menu is missing.”
Verify that you are editing a Search ad group, AI Max is enabled, and you are using the ad-group path rather than the campaign-level Locations page. Feature availability and labels can change, so an account may not be eligible even when another account displays the control.
“An excluded area still appears in reporting.”
Check whether the report is showing a matched location created through another targeting route and whether the person was actually outside the excluded area. Exclusion takes priority when the same area is both included and excluded, but an exclusion is not a guarantee that no qualifying ad will ever be seen outside its boundary.
A practical launch checklist
- Define the real service or sales area before selecting locations.
- Choose country, region, city, postal code, radius or location group targets that are available in your market.
- Resolve ambiguous names by including the country.
- Decide whether people outside the area can still be valuable because they are researching it.
- Use Presence when physical proximity is essential; otherwise begin with the default Presence or Interest and measure.
- Add exclusions and check for overlap with included areas.
- For AI Max-enabled Search campaigns, add Locations of interest only at the ad-group level and confirm AI Max is enabled.
- Preview bulk changes before replacing locations across campaigns.
- After launch, compare targeted and matched locations with conversion quality, not clicks alone.
- Document the date and setting of each change so later performance comparisons are meaningful.
How to test a change without guessing
Change one geographic control at a time. For example, keep bids, creative and budget stable while switching a local campaign from Presence or Interest to Presence. Record the date, impressions, conversions, cost per conversion and matched-location mix. Allow enough traffic for the comparison to be useful, then decide whether the lost reach was producing incremental business.
For an AI Max test, keep the campaign-level target constant and add Locations of interest to only the ad groups designed around those places. This isolates the ad-group feature from the campaign’s physical-presence setting. Do not interpret Google’s 2022 internal +5% observation as a promised result for your test; your geography, vertical, budget and conversion tracking can produce a different outcome.
Key distinctions to keep in your account documentation
| Setting or report | Level | What it answers |
|---|---|---|
| Locations | Campaign | Which geographic areas the campaign is allowed to target. |
| Presence or Interest / Presence | Campaign | Whether eligibility can come from interest as well as likely physical presence. |
| Locations of interest | Ad group, AI Max-enabled Search only | Which places an ad group should treat as geographic interests for AI Max matching. |
| Targeted locations report | Reporting | What you selected. |
| Matched locations report | Reporting | Where Google associated delivered traffic, through physical presence or interest. |
Keeping these terms separate prevents a common configuration error: adding an ad-group location of interest when the real requirement was to restrict the entire campaign to people physically in a service area.
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