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Choose the location source based on who owns and controls the physical locations. Link your own Google Business Profile locations whenever possible; use affiliate locations for independent retailers or dealers that sell your products or provide your services. Then limit the campaign to the appropriate location group. For Performance Max campaigns with store goals, the selected physical locations inform geographic reach, so Google advises against adding separate positive location or radius targeting. Exclusions remain available.
Start with the ownership question
A location asset tells Google Ads which physical businesses should be associated with your advertising. The correct source is determined first by the business relationship, not by the campaign budget, radius, or the number of stores.
You own and manage the locations
Use a linked Google Business Profile when one is available for your business locations. Google recommends this source for an advertiser’s own chain locations because it gives the business greater control over address, phone, hours, and other location data. Changes made in the profile can flow to linked Google Ads accounts.
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This is the appropriate choice for locations operated by your company, including branches, shops, offices, clinics, or other sites where your organization is the business customers are visiting. Do not classify another company’s store as your own location merely because it stocks your products.
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Another business sells your products or provides your service
Use the affiliate location type when customers buy your products or obtain your services from businesses that you do not own. Select the applicable chain or Global Location Group source. Affiliate locations are designed for third-party retailers, dealers, and similar partners.
Ownership matters because Google distinguishes your locations from affiliate locations during review. Declaring the wrong relationship can lead to disapproval, even when the address is genuine.
You own locations but cannot use a suitable Business Profile
Google documents a fallback in which you directly select owned locations from Google Maps. The documented limit is up to 10 locations. This option is for locations that belong to you but cannot be represented adequately through a suitable Business Profile or chain listing. The locations still must be yours; selecting unrelated businesses can result in disapproval.
Match the source to the campaign objective
Performance Max is not one single targeting scenario. The right location-asset decision depends on whether the campaign is configured for store goals.
Performance Max with store goals
Store-goal campaigns are built around offline actions such as store visits, store sales, calls, and direction clicks. Setup requires choosing locations from a Business Profile or an affiliate location source. You can promote every linked location or select a subset through a location group.
Google may determine a dynamic radius around promoted locations. The radius can reflect the locations themselves, travel-distance preferences, the business vertical, population density, and competitors. That radius is part of the store-goal system; it is not a reason to add a second positive radius target manually.
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Other Performance Max goals
Do not automatically apply store-goal targeting rules to every Performance Max campaign. General Performance Max setup also includes geographic targeting controls. In those campaigns, review whether the setting is Presence or Presence or interest:
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- Presence or interest can also reach people who have shown interest in that area.
The location asset and geographic-targeting setting are separate controls. A campaign can show a location asset while its audience rules are still broader than the people currently near a store.
Use this decision framework
| Your situation | Source or action | Reason |
|---|---|---|
| You own and manage the locations | Link the Google Business Profile when available | Profile data gives you direct control and can update linked Ads accounts |
| You own locations but do not have a suitable profile or chain listing | Select owned Google Maps locations directly, up to 10 | Google documents Maps selection as a fallback for your own locations |
| Independent retailers or dealers sell your products or provide your service | Choose the affiliate location type and the relevant chain or Global Location Group | These are third-party locations, not locations you own |
| Only some locations should be promoted | Create or select a location group containing that subset | Store-goal campaigns can use all linked locations or a chosen subset |
| The campaign has store goals | Select physical locations and use exclusions when needed; do not add extra positive geo or radius targets | Google infers geographic reach from the selected locations |
| A standard Performance Max campaign serves beyond the intended audience | Review Presence versus Presence or interest and add negative locations where appropriate | These settings define whether people merely interested in an area can be reached |
Prepare the location data before linking it
Location assets draw their address and phone information from Google Maps and Google Business Profile. Correct errors in those source systems rather than trying to patch an inaccurate value inside an ad.
- Confirm that the street address is complete and associated with the correct business.
- Check the customer-facing phone number.
- Verify that the location is open and should be advertised.
- For affiliate locations, confirm that the selected chain or global group actually represents the retailers or dealers carrying your products.
- Make sure the business relationship is classified as owned or affiliate before submitting the asset.
If a Business Profile marks a location temporarily closed or permanently closed, Google says its location asset will not show to customers in the final ad. Change the status in the source profile when the store has reopened, then allow the update to flow to the linked Ads account.
Set up the location asset and choose campaign scope
The exact screen layout can change, but the decisions and labels remain consistent. Configure the source first, then decide where the asset is allowed to appear.
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- Open the location-asset setup in Google Ads. Choose the location asset option rather than entering a campaign location manually.
- Declare the location relationship. Select your own locations when you operate them. Select affiliate locations when other businesses sell your products or provide your services.
- Connect the source. For owned locations, link the appropriate Google Business Profile. For affiliate locations, choose the applicable chain or Global Location Group. If the Business Profile and chain options cannot represent your owned locations, use the documented Google Maps fallback, which allows up to 10 owned locations.
- Choose the scope. Account-level settings can make locations available broadly. If a campaign or ad group needs a different set, create a location group and assign the relevant locations to it.
- Apply the campaign or ad-group setting. Google states that campaign-level settings override account-level settings. Check the campaign setting after saving so an inherited account selection does not expose every location.
- Wait for eligibility checks. Google Ads may require integrity verification before a location can show. A connected source does not guarantee immediate serving.
For campaign-specific or ad-group-specific selection, Google’s guidance is: “If you want to assign locations to particular campaigns or ad groups, set up location groups when you create your location assets.” Use that control instead of maintaining a misleading account-wide list.
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Build location groups around the stores you actually want to promote
A location group is a scope control, not a new source of business data. The locations inside it still come from the linked Business Profile, affiliate source, or approved Maps selection.
Use all locations when the offer is genuinely nationwide
Select all linked locations only when every location should support the campaign’s offer, inventory, hours, and conversion measurement. A national promotion that excludes certain branches should use a subset instead of relying on ad copy to explain the exceptions.
Use a subset for operational or commercial differences
Create a group when stores differ by any condition that changes the usefulness of the ad, such as a regional offer, a launch area, a participating dealer network, or a campaign limited to locations with a particular service. Assign that group at the campaign level so the intended scope is explicit.
Check inheritance
Because campaign-level settings override account-level settings, inspect each campaign after changing a group. An account can contain many valid locations while a particular campaign should advertise only a small subset.
Understand geographic reach in store-goal campaigns
For a Performance Max store-goal campaign, Google says geographic targeting is inferred from the physical business locations specified for the campaign. Its guidance states: “Geographic targeting will be inferred based on the physical business locations specified for your campaign, and therefore it is not recommended to apply geographic targets, including radius targets, when location assets are applied.”
In practical terms, select the stores you want promoted, then let the store-goal system determine the surrounding reach. Adding a positive country, city, postal-code, or radius target on top can create a conflicting second definition of where the campaign should find people. When the campaign must avoid an area, use geographic exclusions rather than layering another positive target.
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When an exclusion is appropriate
Use an exclusion when a selected location should not receive traffic from a particular area, when a territory is unavailable, or when legal, operational, or inventory limits prevent service. Exclusions are still available even though additional positive targets are discouraged for store-goal campaigns.
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For Performance Max campaigns that are not using store goals, geographic targeting remains a distinct setup choice. Review the audience-location behavior before deciding that a location asset is sufficient.
- Choose Presence when people must physically be in the target area.
- Be cautious with Presence or interest when the business cannot serve people outside the area; this setting can include users who have shown interest in the location.
- Add negative locations when the campaign is serving in places that the business cannot support.
- Keep the location asset’s ownership and source correct even when the campaign uses broader geographic settings.
This distinction prevents a common configuration error: treating the address displayed in an ad as if it were the same thing as the rule deciding who is eligible to see that ad.
Where location information can appear
Google lists Google Maps and Search, the Search Partner Network, Display, and YouTube as possible surfaces for location information. Display location assets are available only through Local Campaigns or Performance Max with store goals. Availability can therefore differ by campaign type and surface; a correctly linked source does not mean every placement will show an address or map element.
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The location is disapproved
First verify ownership classification. An affiliate retailer submitted as an owned location, or an unrelated Maps listing selected as your own, can trigger disapproval. Next confirm that the source is a legitimate Business Profile, approved affiliate group, or one of the owned Maps locations permitted by Google.
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Correct the value in Google Maps or Google Business Profile. Google Ads draws location data from those sources, and successful updates can flow to linked accounts. Editing ad text does not repair the underlying location asset.
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The asset does not show for a closed store
Check whether the Business Profile marks the location temporarily or permanently closed. Google says a closed location asset will not show to customers in the final ad. Restore the correct open status in the profile if the business is operating again.
The location is connected but not eligible
Look for an integrity-verification requirement. Google Ads may require verification before the location can serve. Resolve the verification request and recheck eligibility rather than creating a duplicate location.
The campaign reaches people outside the intended area
For a store-goal campaign, review the selected location group and remove locations that should not be promoted. Do not add another positive radius target as a first fix. For other Performance Max campaigns, inspect Presence versus Presence or interest and add negative locations where necessary.
The campaign shows every location in the account
Replace the account-wide selection with a campaign-specific location group. Confirm that the campaign-level setting is saved, because it overrides the account-level setting and should define the locations used by that campaign.
Use a maintenance routine after launch
Location assets are operational data, not a one-time campaign decoration. Put these checks on a recurring account-maintenance list:
- Review newly opened, moved, temporarily closed, and permanently closed locations in the source profile.
- Check addresses and phone numbers after any business move or rebranding.
- Confirm that affiliate groups still represent the retailers or dealers carrying the advertised products.
- Compare each campaign’s location group with its offer, inventory, service territory, and store-goal measurement.
- Inspect campaign-level settings after account-level location changes.
- Review negative locations and the Presence or Presence or interest setting in campaigns that are not store-goal campaigns.
- Resolve integrity-verification or eligibility notices before diagnosing delivery as a bidding problem.
Worked examples
A retailer with 35 company-operated stores
Link the company’s Google Business Profile locations. If a promotion applies to 12 stores, create a location group containing those 12 and assign it to the store-goal campaign. Do not add a 25-mile radius around each store; the store-goal campaign infers reach from the selected physical locations.
A manufacturer sold through independent dealers
The manufacturer does not own the dealers, so it should not submit those addresses as its own locations. Use the affiliate location type and the appropriate chain or Global Location Group source, then select the participating dealers in a location group.
A service business with one eligible Maps listing
If a suitable Business Profile or chain listing is unavailable but the location is genuinely owned, the documented Maps option can be used. The fallback allows up to 10 owned locations. Confirm that the listing belongs to the business before selecting it.
A national lead campaign with local office addresses
If the campaign is not using store goals, keep the office locations as a location asset but separately choose the geographic behavior. Use Presence when leads must be physically in the service area; review Presence or interest carefully if people outside the area cannot be served.
Quick Recap
Final selection checklist
- Identify whether each location is owned or operated by another business.
- Use a linked Google Business Profile for your own locations whenever available.
- Use affiliate locations for third-party retailers or dealers.
- Use the Google Maps fallback only for owned locations that cannot be represented through the other sources, and stay within the documented limit of 10.
- Create a location group when only part of the account’s locations belongs in a campaign.
- For store-goal campaigns, rely on selected physical locations for positive reach and use exclusions when needed.
- For other Performance Max campaigns, separately review Presence versus Presence or interest.
- Correct address and phone data at the source, not in ad copy.
- Remove or update closed locations and complete integrity verification.
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