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To configure geographic targeting in Google Ads, add the areas a campaign should target under Campaigns > Audiences, keywords, and content > Locations, then choose whether ads can reach people based on their likely physical presence, their interest in those areas, or both. For eligible AI Max-enabled Search campaigns, you can also set a separate Locations of interest option at the ad-group level. These controls serve different purposes: campaign targeting defines the geographic audience, while the AI Max option supplies preferred locations for matching relevant Search traffic.
How Google Ads decides whether someone is in or interested in a location
Google Ads location targeting can use two kinds of geographic signals. Physical presence means Google estimates that a person is in, or regularly in, a selected area. Location of interest means the person has shown interest in that area. Google says interest may be inferred from search terms, recent presence in a place, or content viewed about it.
For example, someone physically in Paris who searches for a Los Angeles taxi may be considered interested in Los Angeles, even if they are using google.fr. Interest targeting is not limited to someone searching from the same country or Google search domain as the location. A traveler researching hotels, a student comparing universities, or a homeowner reading about property in another city could therefore qualify through interest signals even while physically elsewhere.
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Choose between Presence and Presence or Interest
In the campaign’s advanced location options, Google documents two choices. The default is Presence or Interest, which includes people likely in or regularly in the selected area and people who have shown interest in it. Presence focuses on people Google considers likely to be in or regularly in the selected area.
| Option | Who it can reach | When it may fit |
|---|---|---|
| Presence or Interest | People in, regularly in, or who have shown interest in targeted locations. | Businesses that can serve prospective customers who are outside the area, such as a travel business reaching someone planning a visit. |
| Presence | People likely to be in or regularly in targeted locations. | Campaigns where a more physically focused audience matters, including some sensitive verticals or businesses that only want to reach people likely to be in their service area. |
Google describes Presence or Interest as the default and recommended setting for most campaigns. That does not make it right for every business: choose based on whether you can serve customers outside the area who are interested in it. A hotel, destination attraction, international school, or relocation service may value interest-based reach because the eventual customer is expected to travel or move. A plumber, local restaurant, or same-day repair service may have little practical value outside its service territory.
Google notes that impressions will decrease for most campaigns when switching away from the default; the actual effect depends on the campaign and account. Lower impression volume is not automatically a failure if the remaining traffic is more usable. Compare qualified leads, conversion rate, cost per conversion, and revenue—not impressions alone—after making a change.
Google Ads Help reports that advertisers in Travel, Real Estate, and Education who switched Search campaigns from Presence to Presence or Interest found 5% more conversions. Google attributes this to internal global data from May 21 through June 1, 2022. It is a result for those specified verticals and Search campaigns during that period, not a forecast or promised lift for an individual account. The result also does not establish that every campaign should use the broader setting.
Plan the geographic structure before editing a campaign
Write down the actual service area, customer journey, and acceptable travel distance before choosing targets. Decide whether the campaign needs an entire country, selected regions, individual cities, postal codes, a radius around an address, or a location group. The available target types differ by country, so an area that appears in one account may not be selectable in another.
- Country coverage: Useful when the offer, shipping, enrollment, or sales process works nationwide.
- Sub-country areas: Cities, regions, and postal codes provide more control where service capacity differs by market.
- Radius coverage: Appropriate when distance from a store, office, campus, or service address is the meaningful constraint.
- Location groups: Depending on the country, these can include places of interest or business locations.
Keep campaign structure aligned with operational reality. If two areas have different budgets, bids, hours, languages, or landing pages, separate campaigns may be easier to manage than one campaign with a long location list. If they share the same offer and budget, one campaign can be simpler. Do not create a radius or city target merely because it is available; confirm that it covers the area where the business can actually fulfill demand.
Add campaign-level locations
Google’s documented workflow lets you target a country or a more specific area. Available types vary by country and may include countries, cities, regions, postal codes, radius targets, and location groups. Location groups can include places of interest or business locations, depending on availability.
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- Open the campaign’s location settings. In Google Ads, go to Campaigns > Audiences, keywords, and content > Locations, select the campaign, and use the edit control to add locations.
- Search for an area. To target a whole country, search for the country. To choose a city, region, or other area, search for its name and select the appropriate result. If a name is ambiguous, include the country in the search; for example, distinguish Paris, France from Paris, Texas.
- Review the selected locations. Confirm that the country and area types shown match the business’s service area and the campaign’s purpose. Do not assume every type is available in every country.
- Save the change. Check that the intended locations appear in the campaign settings after saving.
Search results can contain similarly named places, so read the full result before selecting it. For a city with duplicates, type the country or region as part of the query. After saving, reopen the location list and verify that the selected country, city, region, or postal code is the one intended; a typo at setup can affect every impression and click.
Google Ads’ interface can change, so labels and menu placement may differ slightly from the documented path. For multiple campaigns, Google’s guide describes going to Campaigns > Settings, selecting campaigns, then using Edit > Change locations. Choose whether to replace existing locations or add to them, and preview the change before applying it. This distinction matters: replacing can remove current targets, while adding preserves them and expands the list. A bulk edit should be treated as a change to every selected campaign, not as a temporary preview.
Set a radius around an address
- Open the campaign’s Locations edit control.
- Choose Radius.
- Enter the center address, then enter the distance and unit.
- Inspect the map to confirm that the circle covers the intended service area.
- Save the target and verify it appears in the campaign’s location list.
Use an address that represents the real operating point: a store, branch, clinic, office, or other location from which customers can be served. A radius around the wrong address can leave profitable neighborhoods out while including areas the business cannot reach. Check the map rather than relying only on the numeric distance, especially when roads, coastlines, or administrative boundaries make straight-line distance a poor proxy for practical coverage.
Google says it does not permit radius targeting under 1 km around a location, citing minimum privacy thresholds. Very small targets may serve intermittently or not at all if they do not meet targeting criteria. Confirm that a proposed radius is available and useful rather than assuming a narrowly drawn area will deliver. If demand is too limited, a supported city, postal code, or broader radius may provide enough eligible traffic to serve consistently.
Set exclusions and understand their limits
Location exclusions help prevent a campaign from targeting people Google considers likely to be in excluded areas. Google says exclusions take priority when an area is both included and excluded. However, a person outside an excluded area may still see an ad if they qualify through another targeting route. An exclusion should therefore be treated as a geographic control, not a blanket guarantee that every person with a connection to the place is blocked.
Review exclusions alongside the campaign’s advanced location option. Because Presence or Interest can include people who show interest in a location, the practical audience can differ from a simple map boundary. Check the campaign settings after making changes and use matched-location reporting after launch to see where ads appeared.
Exclusions are especially important when a campaign combines broad country coverage with areas that cannot be served, or when two included targets overlap an area that must remain out. Document why each exclusion exists so a later bulk edit does not accidentally remove it. When adding an ad-group location of interest for AI Max, remember that a location excluded at campaign level cannot be selected for that ad group.
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Use 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 configured at the ad-group level and lets you specify geographic areas that are relevant to the ad group. Google says those preferred locations can be applied to traffic matched through a keyword, landing page, or asset, and you can select more than one location.
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This setting is not the same as the campaign-level Presence or Interest option. Campaign-level targeting determines whether the campaign can reach people based on presence, interest, or both in its selected areas. The AI Max ad-group setting supplies locations of interest for an eligible ad group. The two can differ: a campaign could target people in the United States while an ad group specifies Spain as a location of interest. A location excluded at campaign level cannot be selected as an ad-group location of interest.
Use the ad-group control only when the geographic preference is meaningful for that ad group’s offer or creative. It does not replace campaign-level locations, and it does not turn a non-Search campaign into an AI Max campaign. Keep ad-group locations consistent with the landing page and asset context so the geographic signal supports, rather than conflicts with, the offer.
For a new Search campaign
- Start creating a Search campaign.
- On the Keywords and ads creation page, open Ad Group settings for AI Max.
- Open Locations of interest and add the locations relevant to the ad group.
- Continue through campaign creation.
For an existing Search campaign
- Open Ad groups.
- Find Ad group settings for AI Max > Locations of interest.
- Add the intended locations and save.
AI Max settings must be enabled for this feature to be available. If the option is missing, check campaign type and AI Max eligibility or settings; a campaign-level location choice alone does not activate the ad-group feature. Because interface labels and feature availability can change, verify the current campaign screen before troubleshooting further.
Check where ads actually appeared
Google Ads geographic reporting distinguishes targeted locations, which are the areas selected for a campaign, from matched locations, which indicate where ads appeared. A matched location can reflect a user’s physical location or a location of interest, so it does not necessarily mean that the person was physically inside the reported place.
The most specific report detail depends on the target types available in the country. For the United States, Google gives examples such as postal code, university, airport, or congressional district. Other countries may expose different levels of detail. Use the reports to compare delivery with the intended area, then consider campaign performance metrics before changing targeting. A difference between selected and matched locations may be expected when the campaign allows location-of-interest reach.
Review enough data to avoid reacting to one isolated click. Compare matched locations with impressions, clicks, conversions, conversion value, and cost. If an area produces expensive or unqualified traffic, first identify whether it entered through physical presence, interest, or another campaign targeting route. Then test a narrower setting or an exclusion and measure the result. Reporting can diagnose delivery, but it cannot make Google’s location estimate perfectly precise.
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How to choose a setup for your business
- You serve visitors or remote prospects: Consider Presence or Interest if people outside the area can become customers by planning a visit or expressing relevant interest.
- You serve only people likely to be nearby: Consider Presence for a more physically focused audience, while recognizing that Google’s location estimate is not exact.
- You need an extra geographic signal for Search matching: If the campaign is Search and AI Max is enabled, assess whether ad-group Locations of interest adds useful guidance beyond the campaign target.
- You need a small coverage area: Check available target types and radius limits, and confirm that the target can serve before relying on it.
- You manage several campaigns: Preview the bulk edit and decide explicitly whether to replace or add locations to avoid unintentionally removing existing coverage.
- You are uncertain about reach: Start with a clearly defined service area, inspect matched-location reporting after launch, and change settings based on actual delivery and performance rather than assuming the map boundary perfectly describes the audience.
The central trade-off is reach versus geographic focus. Presence or Interest can expose an offer to people planning around a location, while Presence removes the interest-based group and generally reduces eligible reach. Radius, city, postal-code, and country choices trade precision against scale and availability. AI Max Locations of interest adds an ad-group preference only when the campaign is eligible and the location is not excluded. Evaluate all of these choices against fulfillment capacity, customer travel patterns, and observed campaign results.
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The campaign is receiving interest-based traffic from outside the target
Check whether the advanced option is set to Presence or Interest. That setting can include people outside the selected area who have shown interest in it. If the business needs a more physically focused audience, evaluate Presence and then monitor the resulting reach and performance. Also check whether another campaign or targeting route is responsible for the traffic before changing this campaign.
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Available targets depend on country, data, population, and availability. Radius targeting under 1 km is not permitted, and very small areas may fail to meet targeting criteria. Try a supported broader area or radius and verify the map before saving. A nearby related area may be available even when the exact small place is not.
AI Max Locations of interest is missing
Confirm that the campaign is a Search campaign and that AI Max settings are enabled. Also check whether the location is excluded at campaign level; excluded locations cannot be used for the ad-group interest setting. If all three conditions are satisfied and the control is still absent, compare the current interface with Google’s latest eligibility and setup guidance.
Matched locations do not match the selected map areas
First distinguish targeted from matched locations in the geographic reports. Matched locations may represent physical presence or interest, and Google’s geographic determination is not guaranteed to be perfectly accurate. Review the campaign’s advanced setting and other targeting routes before treating a report difference as an error. Nearby or closely related areas can also appear because delivery is based on available signals rather than a guaranteed boundary.
Delivery is inconsistent in a narrowly targeted area
Small targets may show ads only intermittently or not at all because they may not meet targeting criteria. Check that the location type is available, inspect the selected map area, and consider whether a larger supported area is more practical. Do not infer that a zero-impression period proves the location setting is broken; eligibility and available demand can vary.
A bulk location change removed coverage unexpectedly
Review the bulk-edit action and determine whether Replace was selected instead of Add. Replace removes existing targets from the selected campaigns, while Add preserves them and expands the list. Use the preview step before applying future changes, then confirm each campaign’s saved location list.
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Implementation checklist
- List the areas the business can serve and the areas it cannot.
- Choose country, sub-country, radius, postal-code, or location-group targets that are available in the account’s country.
- Select Presence or Interest when interest from outside the area can lead to a sale; select Presence when likely physical presence is the priority.
- Add exclusions and verify that excluded areas do not conflict with intended coverage.
- For eligible AI Max Search campaigns, decide at the ad-group level whether Locations of interest adds a useful geographic preference.
- Preview bulk edits, especially the choice between adding and replacing locations.
- After launch, compare targeted and matched locations with cost and conversion performance.
- Recheck settings when the interface or feature eligibility changes.
Frequently Asked Questions
What is the difference between Presence and Presence or Interest in Google Ads?
Presence reaches people Google estimates are in or regularly in the selected locations. Presence or Interest, the default option, also reaches people who have shown interest through searches, recent presence, or content about those locations.
Can I target people interested in a city even when they are somewhere else?
Yes. With Presence or Interest, someone outside the selected area may qualify after showing interest in it. Google gives the example of a person in Paris searching for a Los Angeles taxi.
How do I add a city or country to a Google Ads campaign?
Open Campaigns, go to Audiences, keywords, and content > Locations, select the campaign, use the edit control, search for the country or area, select the correct result, and save. Include the country when a city name is ambiguous.
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Google says radius targeting under 1 km around a location is not permitted. Very small targets can also serve intermittently or not at all if they do not meet targeting criteria.
Are Google Ads location estimates exact?
No. Google uses multiple signals, including device, settings, and behavior, and says 100% accuracy is not guaranteed. Ads can also reach nearby or closely related areas.
What are Locations of interest in AI Max?
They are an optional ad-group setting for eligible AI Max-enabled Search campaigns. You can specify one or more geographic areas that may guide matching through a keyword, landing page, or asset. This is separate from campaign-level Presence or Interest.
Why can’t I select a location as an AI Max location of interest?
The campaign must be a Search campaign with AI Max settings enabled, and the location cannot be excluded at campaign level. Excluded campaign locations cannot be used for the ad-group setting.
What is the difference between targeted and matched locations in reports?
Targeted locations are the areas selected in campaign settings. Matched locations are where ads appeared and may represent either a person’s physical location or a location of interest, so they are not proof that the person was physically inside that area.
The Bottom Line
Set campaign locations to match the areas you can serve, choose Presence or Interest when people outside those areas can become customers, and choose Presence when likely physical presence matters more than reach. Use radius targets and exclusions carefully, remember that location estimates are not exact, and treat AI Max Locations of interest as a separate optional ad-group control. After launch, compare targeted with matched locations and judge changes by qualified performance, not map boundaries or impression volume alone.
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