Geographic targeting lets you include or exclude locations from broad regions down to ZIP codes or a radius. Platforms determine location using signals such as GPS, Wi‑Fi, Bluetooth beacons, cell tower data, IP address, device settings, and on‑platform behavior. Most major ad tools provide two core modes that change who is eligible to see your ads:

• Presence only: Reaches people physically in (or regularly in) your included locations. Best for local services, store traffic, and offers that cannot be fulfilled outside your footprint. Reduces wasted spend from travelers or remote searchers.
• Presence or interest: Reaches people either in the location or showing interest in it, based on signals like search queries, map lookups, and content consumption. Useful for destination research, relocation, events, and categories where buyers plan from afar.

Key implications:

• Precision vs reach: Presence maximizes accuracy and local relevance. Presence or interest expands reach but can dilute locality if not paired with precise keywords and exclusions.
• Compliance and eligibility: Use strict presence and location exclusions when regulations or licensing limit where you can market or sell.
• Creative and messaging: Tailor copy with local references, inventory, pricing, and CTAs. Align landing pages with the visitor's location to increase conversion rate and quality scores.
• Measurement reality: Location signals are probabilistic. Expect some spillover to adjacent or "related" areas. Monitor location reports and refine.

Common pitfalls to avoid:

• Relying on radius alone: Radii can cross boundaries. Layer in ZIPs or neighborhood lists for precision.
• Forgetting exclusions: Exclude non‑service areas inside your radius and nearby regions that siphon spend.
• Mixed intent in keyword sets: If you choose presence or interest, constrain queries with location terms or tighter audiences.
• Set‑and‑forget: Seasonality, travel patterns, and platform data change. Revalidate geo performance monthly.

Use this field checklist to design, launch, and iterate geo targeting with confidence:

• Define the footprint: Document serviceable locations, delivery zones, and blacklisted areas. Choose the smallest effective geo unit (country, state, city, ZIP, radius).
• Select the mode: Map intent to mode. Presence for local fulfillment and compliance. Presence or interest for research‑driven or destination demand. Test both if unsure.
• Choose signals you can trust: Where available, favor GPS and device location for mobile campaigns. For desktop‑heavy segments, validate IP‑based accuracy with analytics location reports.
• Structure campaigns: Create separate campaigns by region or DMA so budgets, bids, and messages match local performance. Isolate high‑value metros.
• Localize creative: Insert location names, neighborhood references, store information, and location‑specific offers. Mirror this on landing pages with dynamic location elements.
• Layer audiences: Combine geo with demographic, behavioral, and first‑party lists to refine reach without over‑narrowing.
• Apply exclusions: Add zip/city/state exclusions for non‑service pockets, competitor campuses, or high‑waste zones. Exclude airports when presence‑only performance skews to travelers.
• QA before launch: Use platform previews and a VPN/device in target areas to verify eligibility. Double‑check language and currency by location.
• Measure and iterate: Pull location reports weekly in the first month. Compare CPA, CVR, AOV by region and by mode. Shift budget toward top‑performing areas.
• Guardrails: Set bid caps or targets by region, enable conversion tracking, and monitor for unexpected spend in adjacent areas. Adjust boundaries or switch modes as needed.

Outcome to aim for: spend is concentrated where you can win, creative feels local, and reports show consistent efficiency by region.