Location Options in Google Ads determine how your ads are triggered based on geographic targeting. There are two primary settings: Presence and Interest, which can be used separately or combined to refine your audience reach.
**Presence (People in your targeted locations)**
This option shows your ā¦Location Options in Google Ads determine how your ads are triggered based on geographic targeting. There are two primary settings: Presence and Interest, which can be used separately or combined to refine your audience reach.
**Presence (People in your targeted locations)**
This option shows your ads to users who are physically located in your specified geographic areas. Google determines this through IP addresses, device locations, and other signals. For example, if you target London, your ads will appear to people currently in London, regardless of what they are searching for. This setting is ideal for local businesses like restaurants, retail stores, or service providers who need customers to visit a physical location.
**Interest (People searching for your targeted locations)**
This option displays your ads to users who demonstrate interest in your targeted locations through their search queries, even if they are not physically present there. For instance, someone in Manchester searching for "hotels in London" would see your London-targeted ads. This benefits businesses like hotels, tourism services, and real estate agencies that attract customers from outside their area.
**Combined Option (Presence or Interest)**
Google Ads defaults to combining both settings, reaching users who are either physically in your targeted location OR showing interest in it. This provides maximum reach but may result in less precise targeting.
**Exclusion Options**
You can also exclude locations using similar criteria, preventing ads from showing to people in specific areas or those interested in those areas.
**Best Practices**
Choose Presence-only for strictly local businesses requiring physical visits. Select Interest-only when targeting travelers or people planning to relocate. Use the combined option for broader campaigns where both audiences are valuable. Regularly review your geographic performance reports to optimize your location targeting strategy and ensure efficient budget allocation across different regions.
Location Options (Presence vs Interest) - Complete Study Guide
Why Location Options Matter
Location targeting is fundamental to Google Ads success, but understanding the how behind location targeting is equally critical. Location options determine whether your ads show to people who are physically present in your target area, people who have shown interest in that area, or both. Choosing the wrong setting can result in wasted ad spend on irrelevant clicks or missed opportunities with qualified prospects.
What Are Location Options?
Location options in Google Ads allow advertisers to refine how their geographic targeting works. There are three primary settings:
1. Presence or Interest (Recommended) This default option shows ads to people who are in, regularly in, or have shown interest in your targeted locations. For example, someone in New York searching for 'hotels in Miami' would see ads from Miami hotels targeting that city.
2. Presence Only This setting restricts ads to show only to people who are physically located in or regularly visit your targeted locations. Using the same example, the New York user searching for Miami hotels would NOT see ads if the advertiser selected presence only.
3. Interest Only This shows ads to people who have demonstrated interest in your targeted location, regardless of their physical location. This is useful for tourism, real estate, or relocation services.
How Location Options Work
Google determines user location through several signals: - IP address - GPS data from mobile devices - Wi-Fi connection data - Google account location history - Search query content indicating location interest
When a user triggers a search, Google evaluates these signals against your targeting settings to determine ad eligibility.
Practical Applications
Use Presence or Interest when: - You want maximum reach - Your business serves both locals and visitors - You offer services people research before traveling
Use Presence Only when: - You have a local service business (plumbers, electricians) - Your offer is only relevant to people currently in the area - You want to minimize irrelevant traffic from researchers
Use Interest Only when: - You are in tourism or hospitality - You sell real estate or relocation services - Your target audience researches destinations remotely
Exam Tips: Answering Questions on Location Options
Tip 1: Remember the Default The default and recommended setting is Presence or Interest. Exam questions often test whether you know this.
Tip 2: Scenario-Based Questions When presented with a business scenario, identify whether the service requires physical presence. A locksmith needs Presence Only because someone in another city researching locksmiths is not a valid lead.
Tip 3: Watch for Tourism Keywords Any question mentioning hotels, travel agencies, vacation rentals, or tourism typically points toward Presence or Interest or Interest Only as correct answers.
Tip 4: Understand the Trade-offs Presence Only = More relevant but smaller reach Presence or Interest = Broader reach but potentially less relevant traffic Know which scenarios prioritize relevance versus reach.
Tip 5: Exclusion Settings Remember that location exclusions also have options. You can exclude by presence only or by presence and interest. This detail sometimes appears in exam questions.
Tip 6: Common Exam Traps Questions may describe a local business owner frustrated by clicks from far away locations. The solution is typically switching from the default to Presence Only.
Key Takeaways for Exam Success
- Default setting is Presence or Interest - Local service businesses benefit from Presence Only - Tourism and travel benefit from including Interest targeting - Location options affect who sees your ads, not where ads appear - These settings are found at the campaign level in location targeting