What Is Geo Targeting?
Geo targeting is the practice of delivering ads, content, or experiences to users based on their geographic location, whether that's a country, state, city, ZIP code, or even a specific radius around a point.
Every major ad platform uses it: Google Ads, Meta (Facebook/Instagram), TikTok, LinkedIn, and X. When you see an ad for a restaurant near you or a service "in your area," that's geo targeting at work.
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Start your free trialA pizza shop wants to show ads only to people within 5 miles of their location. Which geo targeting method should they use?
💡 Tip: Think carefully before selecting your answer!
How Geo Targeting Works
Platforms determine user location through:
Most ad platforms combine multiple methods. Mobile targeting is the most precise because smartphones provide GPS data.
Types of Location-Based Targeting
Geo Targeting
Show ads to users in a specific location (city, state, ZIP code). The broadest form.
Example: A SaaS company targeting ads to users in New York, Los Angeles, and Chicago.
Geofencing
Draw a virtual boundary around a physical location. Anyone entering the "fence" sees your ads.
Example: A car dealership geofencing competitor dealerships to show ads to people shopping for cars.
Geo-Conquesting
Target users near competitor locations specifically to win their business.
Example: A coffee shop targeting users within 500 meters of a Starbucks with a discount offer.
Hyperlocal Targeting
Target extremely specific areas, individual buildings, blocks, or venues.
Example: A food delivery app targeting users inside office buildings during lunch hours.
Geo Targeting on Major Platforms
Google Ads:
- Target by country, region, city, ZIP code, or radius
- Exclude locations (useful for service area businesses)
- Target people "in" or "interested in" a location
- Connects to your target demographic strategy
Facebook/Instagram Ads:
- Target by country, state, city, ZIP code
- Drop a pin with custom radius (1-50 miles)
- Target recently visited locations
- Learn more: Facebook target audience guide
LinkedIn Ads:
- Target by country, state, metro area, city
- No radius targeting (uses member profile data)
- Best for B2B geo targeting by office location
Best Practices
- Start broad, then narrow. Don't over-restrict your audience. Test wider areas first
- Exclude irrelevant locations. Remove areas you don't serve
- Match location to offer. "Free delivery in [area]" performs better than generic ads
- Use location in ad copy. Mentioning the city or area name in your ad copy makes it feel more relevant to the reader
- Layer with other targeting. Combine geo targeting with demographics, interests, or behaviors
- Check the "interested in" setting. Google Ads defaults to people "in or interested in" a location; switch to "in" only if you want physical presence
When to Use Geo Targeting
A national e-commerce brand ships to all 50 states but gets most sales from 5 cities. What geo targeting strategy makes the most sense?
💡 Tip: Think carefully before selecting your answer!
Geo targeting works hand-in-hand with list segmentation for email campaigns and social media strategy for organic content. For businesses with multiple locations, our multi-location marketing guide covers how to run location-specific campaigns at scale. Geo targeting is also a key part of any demand generation strategy when you need to focus spend on high-value markets.