What Is Geo-Targeting (And Why Should You Care)?

Geo-targeting is a fancy way of saying “location-based ads”. Instead of shouting your message to the world, you whisper directly into the ears of the people most likely to buy from you—based on their physical location.

✅ Want to target tourists in Central London? You can do that.
✅ Own a pizza place and want to advertise to hungry people nearby at 7 PM? Easy.
✅ Running an event and want to reach locals within 10 miles? Done.

By using geo-targeting, you maximise your ad spend, boost conversions, and make sure your competitors don’t steal your customers.

Still think location-based ads are optional? Keep reading.

Why Geo-Targeting Is an Absolute Game-Changer

1. Say Goodbye to Wasting Money on the Wrong Audience

Without geo-targeting, you’re spending money showing ads to people who will never buy from you. Let’s be real—if you own a hair salon in Manchester, you don’t need someone in Glasgow clicking on your ad. That’s just throwing cash into the digital void.

With geo-targeting, your ads only show up where they actually matter. More relevant clicks = higher ROI.

2. Hyper-Personalised Ads That Convert Like Crazy

People love seeing relevant ads. “50% Off Car Wash in Your Area” will always perform better than a generic “Best Car Wash Ever” ad.

Geo-targeting allows you to:
✔ Customise your offers based on location
✔ Use local language and references (Hello, UK slang!)
✔ Target high-intent customers who are nearby and ready to buy

The result? More engagement, more conversions, and a competitive advantage.

3. Perfect for Local SEO & Brick-and-Mortar Businesses

If your business relies on foot traffic, geo-targeting is your best mate. When potential customers search for your product or service on mobile, geo-targeting ensures your ad appears at the top of their search results—before your competition gets a chance.

Example:
A tourist in London searches “best fish and chips near me.” If you’re a restaurant using geo-targeting, guess whose ad they’ll see first? (Hint: Not your competitor’s.)

How to Set Up Geo-Targeting Like a Pro

Now that you’re sold on why geo-targeting is essential, here’s how to do it without screwing it up.

Step 1: Choose Your Advertising Platform

Not all ad platforms are created equal. Here’s where you can apply geo-targeting:

• Google Ads – The go-to for search, display, and YouTube ads.
• Facebook & Instagram Ads – Perfect for location-based social campaigns.
• TikTok Ads – Great if your audience is young, trendy, and slightly addicted to short-form video.
• Snapchat Ads – If you’re targeting Gen Z, don’t ignore Snap.
• LinkedIn Ads – For B2B targeting by city, region, or even postcode.

Each platform lets you define a geographic area where your ads will be shown.

Step 2: Select Your Targeting Type

There’s more than one way to slice this geo-targeting cake. Choose the right approach for your campaign:

📍 Radius Targeting (The “Only Show My Ads Here” Method)

Want to only show ads to people within 5 miles of your business? Easy.

Best for:
✔ Local shops, restaurants, and service providers
✔ Events, festivals, and pop-up shops
✔ “Near me” searches

🌎 Location-Based Keywords (The SEO + Ad Combo)

Instead of just selecting a location, optimise your ads with location-based keywords.

Example:
🚫 Bad: “Best gym membership”
✅ Good: “Best gym membership in Birmingham”

Best for:
✔ Businesses competing in multiple locations
✔ Service providers covering multiple cities
✔ Local SEO dominance

🚀 Competitor Targeting (The “Steal Their Customers” Move)

Want to poach customers from your competitors? You can.

Example: If you own a burger joint, you can target people currently visiting McDonald’s, offering them a “Better Burger, Same Price” deal.

Best for:
✔ Fast food & restaurants
✔ Retail stores
✔ Hotels & hospitality

Warning: This is aggressive but highly effective.

Step 3: Customise Your Ads Based on Location

You’ve got the location locked in—now it’s time to make the ad irresistible.

🚫 Boring: “Buy One Get One Free on Coffee.”
✅ Better: “Buy One Get One Free—Only in Our London Café This Weekend!”

🚫 Boring: “Book a Massage.”
✅ Better: “Stress Relief Starts Now – Book a Massage in Manchester Today!”

The more relevant and localised your ad, the higher the chance of conversion.

Advanced Geo-Targeting Hacks (For Those Who Want to WIN)

If you’re ready to take things next level, here are some geo-targeting tricks your competitors probably aren’t using yet:

🔥 Weather-Based Targeting – Show ads based on real-time weather conditions. Example: When it’s raining, promote umbrellas and raincoats. When it’s hot, push ice cream and cold drinks.

🔥 Airport Targeting – Got a travel-related business? Target airport locations for people searching “hotels near me” or “best tourist spots.”

🔥 Geo-Conquesting – Target people leaving a competitor’s location with a better offer. They just left Starbucks? Hit them with a “Local Coffee, Better Taste” ad.

🔥 Location Exclusions – Make sure your ads aren’t wasting budget on areas outside your service zone. No point advertising your Glasgow-only plumbing service to people in Cornwall.