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Performance Max location control depends on the campaign’s goal. For store-goal campaigns, choose the Business Profile or affiliate locations you want to promote during setup, then avoid adding extra positive geographic or radius targets. For online-sales and lead-generation campaigns, set campaign locations directly and choose Presence when ads should reach people physically in the selected areas. Use campaign-level exclusions whenever a place must not receive ads.
Start with the campaign goal
Google uses different location controls for different Performance Max setups. Before changing a location, identify whether the campaign is designed for store visits and local actions, online sales, lead generation, local inventory, or an omnichannel objective. The correct setting for one goal can be counterproductive for another.
| Campaign setup | Primary location source | How to select locations | Audience geography to check | Important qualification |
|---|---|---|---|---|
| Performance Max for store goals | Linked Business Profile or affiliate locations | Choose all locations or a selected Location Group during campaign construction | Google applies dynamic radius targeting; the radius can be set through campaign location targeting or determined automatically | Do not add extra positive geographic or radius targets after selecting the stores |
| Online sales or lead generation | Campaign location settings | Include or exclude countries, regions, cities, postal areas, or nearby locations in campaign settings | Use Presence when you want people physically in the target area | These campaigns do not use the store-goal location-selection rule |
| Local inventory with store goals | Business Profile or affiliate locations plus listing groups | Follow the local-inventory setup for the stores and products you want eligible | Google recommends all-country geographic targeting for the relevant store-goal configuration | Listing-group and offer eligibility determine which local inventory can appear |
| Omnichannel | Campaign locations plus eligible offers and stores | Align country-level targeting with the countries in which offers are eligible | Check the campaign’s country targeting against feed and offer availability | Do not assume the ordinary store-goal procedure applies |
Google’s overview of store-goal campaigns explains the location-selection model in About Performance Max for store goals. The setup and troubleshooting distinctions for other goals are documented in Performance Max campaign setup issues and Google’s campaign-settings instructions for online sales or lead generation.
Choose stores in a store-goal campaign
Connect the location data first
A store-goal campaign can promote locations from a linked Google Business Profile or from affiliate locations. If you need only certain branches, create a Location Group containing those stores and select that group rather than automatically using every available location. Google’s setup guidance covers linking the profile, selecting affiliate locations, and choosing a location group in Performance Max campaign setup issues and About Performance Max for store goals.
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- Use the Business Profile that contains the stores you actually want promoted.
- Check that the profile or affiliate feed contains current addresses and operating locations.
- Create a Location Group when the campaign should cover a subset, such as stores in one region, instead of the entire profile.
- If several campaigns use different store sets, give each campaign the appropriate group rather than trying to correct the difference with extra radius targets.
Select locations during campaign construction
- Start or edit the Performance Max campaign and confirm that its objective is a store goal.
- At the location-selection step, choose the linked Business Profile or the affiliate-location source.
- Select all available locations only when every location in that source is intended to participate.
- Choose the relevant Location Group when the campaign should promote a defined subset of stores.
- Review the selected locations before publishing, then save the campaign.
For store-goal campaigns, Google applies dynamic radius targeting around the selected stores. The radius may be set through campaign location targeting or determined automatically, so the store list—not a second set of broad positive targets—is the primary control over which locations the campaign promotes. See Google’s store-goal documentation for the stated targeting behavior.
Why extra positive geo targets are a problem
Do not add another country, state, city, postal code, or radius as an additional positive target merely to “strengthen” the store targeting. Google warns that “The additional targeting could cause you to target more stores than intended and can cause ads to be shown to users further from your store locations.” That warning appears in Answering Your Top Questions About Performance Max.
This does not mean a store-goal campaign has no geographic controls. If a particular area must not receive ads, use an exclusion. Exclusions are the appropriate way to remove a state, postal code, country, or other place from an otherwise selected store campaign.
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Set locations directly for online-sales and lead-generation campaigns
When the campaign is not using store goals, configure location targeting in the campaign’s settings. The setup flow supports including or excluding a place or a nearby location. Google’s troubleshooting guidance identifies Presence as the setting to use when you want to focus on people physically in the target areas, rather than people who merely show interest in them.
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Use Presence for a physical-location requirement
Location options can distinguish people who are physically in an area from people whose searches or interests relate to that area. If delivery, service availability, licensing, or local sales requires the person to be on the ground in the target geography, select the Presence option in the campaign’s location settings. The relevant Google explanation is in Performance Max campaign setup issues.
For example, a lead-generation campaign for an in-person service can include the service area and use Presence. A campaign intended to reach travelers or people researching a destination may have a different geographic requirement; choose the option that matches the business objective instead of assuming Presence is always best.
Configure included locations
- In Google Ads, open the relevant Performance Max campaign.
- Open the campaign’s Settings and expand Locations.
- Search for the country, state, city, postal area, or nearby location to include.
- Choose the matching result and confirm the inclusion.
- Set the location-option control to Presence when physical presence is the requirement.
- Save the settings and inspect the resulting included and excluded areas before publishing.
The labels and available geographic units can vary by account and market. The principle remains the same: non-store-goal campaigns use campaign-level location targeting, while store-goal campaigns use the locations selected during construction.
Link a Business Profile and narrow the store set with Location Groups
Business Profile as the location source
A linked Business Profile supplies the store locations that a store-goal campaign can promote. If the wrong profile is linked, the campaign cannot reliably represent the intended branch set. Resolve the source connection before adjusting geographic settings; adding a radius does not fix an incorrect or over-inclusive store source.
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All locations versus a Location Group
| Selection | Use it when | Risk to check |
|---|---|---|
| All locations from the linked source | Every store in the Business Profile or affiliate source should participate | A newly added or unintended location in that source may become eligible for the campaign |
| Location Group subset | The campaign represents a region, brand division, fulfillment area, or other defined store set | The group must be maintained when stores open, close, move, or change eligibility |
| Affiliate locations | The business uses an approved affiliate-location source rather than its own Business Profile locations | Confirm that the affiliate feed contains the stores and details intended for promotion |
Google describes these choices in Performance Max campaign setup issues. Use the narrowest reliable source that matches the campaign’s real store footprint; do not compensate for a broad source with overlapping positive geo targets.
Exclude places that must not receive ads
Location exclusions override included locations. They are useful when a store-goal campaign includes a broad or automatically determined area but must not serve in a particular postal code, state, country, or other defined place.
Google Ads exclusion workflow
- Open Campaigns in Google Ads.
- Select the campaign you need to change.
- Open Settings and expand Locations.
- Search for the area, or select Advanced search to find it by name or geographic type.
- Select the location and choose Exclude.
- Save the campaign settings.
This is the documented workflow in Exclude ads from geographic locations. Because exclusions take priority, an excluded area remains out of scope even when it also falls inside an included country, region, or radius.
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Bulk exclusions
Google’s exclusion guide allows up to 1,000 location exclusions in a single bulk addition. That is an interface limit for adding exclusions, not a performance benchmark. For larger lists, divide the work into supported batches and verify that each batch saved successfully in the campaign’s location table.
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When to exclude instead of changing the store selection
- One store is closed temporarily: remove or update the location in the connected source when the store should no longer be eligible, and use an exclusion if an immediate campaign-level block is required.
- A postal area is outside delivery coverage: keep the intended stores selected and exclude that postal area.
- A state or country is legally unavailable: add the geographic exclusion and confirm it appears in the campaign’s excluded list.
- One campaign serves a narrower territory than another: use separate Location Groups or campaign-level exclusions rather than adding overlapping positive targets to a store-goal campaign.
Handle local inventory and omnichannel campaigns separately
Local inventory with store goals
Local inventory campaigns combine store locations with product availability. Google’s local-inventory FAQ recommends all-country geographic targeting with listing groups for the desired stores in store-goal campaigns using local inventory ads. In practice, the geographic setting and the listing-group selection serve different purposes: the country-level target supplies the campaign’s geographic coverage, while listing groups determine which stores and inventory are eligible. Follow the goal-specific instructions in Local inventory ads on Google Ads FAQs rather than applying the ordinary “select stores and avoid all other targeting” rule mechanically.
Omnichannel campaigns
For omnichannel activity, align country-level campaign targeting with the countries in which the offers are eligible. A country selected in campaign settings does not make an offer eligible where the feed, store, or product cannot serve it. Check offer eligibility and the campaign’s country list together, as Google explains in its local-inventory and omnichannel FAQ.
Why the distinction matters
Store-goal campaigns primarily answer “which physical locations should this campaign promote?” Local-inventory campaigns add “which store-product listings are eligible?” Omnichannel campaigns add “where can the online and offline offer actually be fulfilled?” The same geographic control cannot answer all three questions, so verify the campaign goal and feed eligibility before editing locations.
Compare the available control points
| Control point | What it controls | Best use | What it does not fix |
|---|---|---|---|
| Business Profile or affiliate source | Which physical locations are available to the campaign | Establishing the store inventory from which locations can be selected | It does not by itself choose the correct subset for every campaign |
| Location Group | Which subset of linked stores a store-goal campaign promotes | Regional, brand, or operational segmentation | It does not replace current source data or offer eligibility checks |
| Campaign positive locations | Geographies included in non-store-goal campaigns | Online sales and lead generation coverage | It should not be layered onto a store-goal campaign as extra positive targeting |
| Presence option | Whether the audience setting focuses on people physically in selected areas | Services, delivery, compliance, and other on-the-ground requirements | It does not select individual stores from a Business Profile |
| Campaign exclusions | Places barred from serving, overriding included locations | Removing prohibited or out-of-coverage areas | It does not correct a wrong Business Profile or an inaccurate affiliate feed |
| Listing groups and offer eligibility | Which local products, stores, and offers can participate | Local inventory and omnichannel campaigns | They do not eliminate the need to align country-level targeting |
Fix common location problems
Ads appear farther from stores than expected
First determine whether the campaign is a store-goal campaign. If it is, remove additional positive geographic or radius targets that were added after store selection, then recheck the selected Business Profile or Location Group. Google specifically warns that extra targeting can show ads to users farther from store locations; see Answering Your Top Questions About Performance Max. If the campaign is not a store-goal campaign, review the included locations and choose Presence when physical presence is required.
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More stores are eligible than intended
Inspect the location source and selection. “All locations” includes every location in the linked source, while a Location Group limits the campaign to the group’s members. Switch to the correct group or update the source data, then use exclusions for places that must remain blocked.
A required store is missing
Check whether the store exists in the linked Business Profile or affiliate source and whether it belongs to the selected Location Group. A campaign-level radius cannot add a store that is absent from the selected source. Update the location data or group membership, then revisit the campaign’s store selection.
An excluded area still appears in the setup
Open the campaign’s Settings, expand Locations, and verify that the area is listed under exclusions rather than inclusions. Save again if the change was not committed. Exclusions override included locations, but they must be added to the correct campaign; changing a different campaign does not alter this one.
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Review the listing groups, store eligibility, product availability, and country targeting together. Local inventory and omnichannel campaigns have goal-specific requirements, so use the instructions in Google’s local-inventory FAQ instead of treating the issue as an ordinary radius-targeting problem.
Pre-launch checklist
- Identify the campaign goal: store, online sales, lead generation, local inventory, or omnichannel.
- For a store-goal campaign, confirm the intended Business Profile or affiliate source.
- Choose all locations or the correct Location Group during campaign construction.
- Do not add extra positive geographic or radius targets to a store-goal campaign after selecting stores.
- For other campaign types, review included locations and select Presence when physical presence is the requirement.
- Search the excluded-location list for every prohibited state, country, postal area, or other place.
- If adding exclusions in bulk, keep each addition within Google’s documented 1,000-location limit.
- For local inventory, verify listing groups and store-product eligibility alongside country targeting.
- For omnichannel campaigns, confirm that country targeting matches offer eligibility.
- Publish only after the selected stores, included areas, and excluded areas match the business’s actual operating footprint.
A practical decision rule
Use the location source to decide which stores exist for the campaign, the Location Group to decide which of those stores participate, campaign locations to decide which geographies a non-store campaign covers, Presence to decide whether people must be physically there, and exclusions to decide where ads must not appear. Local-inventory listing groups and omnichannel offer eligibility add a separate product-and-fulfillment layer. Keeping those controls separate prevents the most common mistake: trying to correct a store-selection problem by piling more positive geographic targeting onto a store-goal campaign.
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