Why am I showing ads outside my target location?

By: Jyll Saskin Gales, Google Ads Coach

Have you ever switched your Google Ads location targeting to "Presence" only to find your ads still reaching people outside your intended area? This happens sometimes, and it can be frustrating, especially when you're trying to target a local audience.

If you've changed your campaign location targeting options to "Presence" but are still seeing your ads appear in the wrong places, here's what could be happening:

1. Your Google Business Profile doesn't have location targeting options

If you're getting calls from outside your target location, your Google Business Profile (formerly Google My Business) is the most likely culprit. Since your business profile appears in organic search results and on Google Maps, it can generate calls from people who aren't physically present in your target location.

If you're using Performance Max campaigns, this can be especially problematic, as these campaigns leverage your Google Business Profile to create local ads.

2. "Presence or Interest" Targeting in Other Campaigns

Even if you've set one campaign to "Presence" targeting, other campaigns in your account might still be set to "Presence or Interest." Double-check all your campaigns to ensure they're all aligned with your desired location targeting.

3. Incorrect Location Settings in Google Ads

Sometimes, the location settings in Google Ads can be a bit finicky. Make sure your targeted locations are accurately defined and that you haven't accidentally included any irrelevant areas. For example, selecting the country of Georgia when you meant to select the US state of Georgia.

How to Troubleshoot and Fix a Location Issue in Google Ads

If you've taken all of those steps and still have a problem, here are more things you can do to diagnose and fix the issue:

1. Check Google Analytics: Verify the user locations in your Google Analytics reports for traffic coming from Google Ads. This can help you pinpoint whether the issue is widespread or limited to specific campaigns, or actually happening from other marketing channels.
2. Review the Matched Locations Report: In Google Ads, go to "Insights and Reports" > "When and Where Ads Showed" > "Matched Locations." This report will show you where your ads are actually being shown, helping you identify any discrepancies with your intended targeting.
3. Examine Your Google Business Profile: Ensure that your Google Business Profile is accurate and up-to-date. If you're receiving calls from outside your target area, consider updating your business description or service areas to better reflect your target audience.