Location Targeting

This guide describes location targeting, and how you can use the Google Ads API to add, retrieve, and update location targeting for your campaigns.

Why is geo targeting important?

Location targeting lets you serve ads to users in a particular geographical region. For example, assume you're advertising for a chain of supermarkets. Without location targeting, your ads would show in all regions worldwide, and your ads might receive clicks from users in regions where you have no supermarket locations. This generates cost while providing no possibility of a return on the investment. With location targeting, your campaigns show ads only in regions where you have open supermarkets. This approach also lets you directly target customers searching locally for supermarkets.

The Google Ads API lets you target your ads by country, region, or proximity around a specific geographical point.

Learn more about Targeting ads to geographic locations.

Geo target campaigns for a region

You can target campaigns to any geographical region for which Google Ads supports location targeting, for instance, a country, a state, a city, or a postal region. Each targetable location is uniquely identified by a Criterion ID. You can look up a criterion ID using GeoTargetConstantService.SuggestGeoTargetConstants. The resource_name of each GeoTargetConstant is of the form geoTargetConstants/{Criterion ID}. For example, the resource_name value of New York state is geoTargetConstants/21167.

You can add geo targets to your campaigns using the CampaignCriterionService. The following code snippet shows how to target your campaign with a criterion ID.

Java

private static CampaignCriterion buildLocationIdCriterion(
    long locationId, String campaignResourceName) {
  Builder criterionBuilder = CampaignCriterion.newBuilder().setCampaign(campaignResourceName);

  criterionBuilder
      .getLocationBuilder()
      .setGeoTargetConstant(ResourceNames.geoTargetConstant(locationId));

  return criterionBuilder.build();
}AddCampaignTargetingCriteria.java

C#

private CampaignCriterion buildLocationCriterion(long locationId,
    string campaignResourceName)
{
    GeoTargetConstantName location = new GeoTargetConstantName(locationId.ToString());
    return new CampaignCriterion()
    {
        Campaign = campaignResourceName,
        Location = new LocationInfo()
        {
            GeoTargetConstant = location.ToString()
        }
    };
}AddCampaignTargetingCriteria.cs

PHP

private static function createLocationCampaignCriterionOperation(
    int $locationId,
    string $campaignResourceName
) {
    // Constructs a campaign criterion for the specified campaign ID using the specified
    // location ID.
    $campaignCriterion = new CampaignCriterion([
        // Creates a location using the specified location ID.
        'location' => new LocationInfo([
            // Besides using location ID, you can also search by location names using
            // GeoTargetConstantServiceClient::suggestGeoTargetConstants() and directly
            // apply GeoTargetConstant::$resourceName here. An example can be found
            // in GetGeoTargetConstantByNames.php.
            'geo_target_constant' => ResourceNames::forGeoTargetConstant($locationId)
        ]),
        'campaign' => $campaignResourceName
    ]);

    return new CampaignCriterionOperation(['create' => $campaignCriterion]);
}AddCampaignTargetingCriteria.php

Python

def create_location_op(client, customer_id, campaign_id, location_id):
    campaign_service = client.get_service("CampaignService")
    geo_target_constant_service = client.get_service("GeoTargetConstantService")

    # Create the campaign criterion.
    campaign_criterion_operation = client.get_type("CampaignCriterionOperation")
    campaign_criterion = campaign_criterion_operation.create
    campaign_criterion.campaign = campaign_service.campaign_path(
        customer_id, campaign_id
    )

    # Besides using location_id, you can also search by location names from
    # GeoTargetConstantService.suggest_geo_target_constants() and directly
    # apply GeoTargetConstant.resource_name here. An example can be found
    # in get_geo_target_constant_by_names.py.
    campaign_criterion.location.geo_target_constant = (
        geo_target_constant_service.geo_target_constant_path(location_id)
    )

    return campaign_criterion_operationadd_campaign_targeting_criteria.py

Ruby

def create_location(client, customer_id, campaign_id, location_id)
  client.operation.create_resource.campaign_criterion do |criterion|
    criterion.campaign = client.path.campaign(customer_id, campaign_id)

    criterion.location = client.resource.location_info do  |li|
      # Besides using location_id, you can also search by location names from
      # GeoTargetConstantService.suggest_geo_target_constants() and directly
      # apply GeoTargetConstant.resource_name here. An example can be found
      # in get_geo_target_constant_by_names.rb.
      li.geo_target_constant = client.path.geo_target_constant(location_id)
    end
  end
endadd_campaign_targeting_criteria.rb

Perl

sub create_location_campaign_criterion_operation {
  my ($location_id, $campaign_resource_name) = @_;

  # Construct a campaign criterion for the specified campaign using the
  # specified location ID.
  my $campaign_criterion =
    Google::Ads::GoogleAds::V18::Resources::CampaignCriterion->new({
      # Create a location using the specified location ID.
      location => Google::Ads::GoogleAds::V18::Common::LocationInfo->new({
          # Besides using location ID, you can also search by location names
          # using GeoTargetConstantService::suggest() and directly apply
          # GeoTargetConstant->{resourceName} here. An example can be found
          # in get_geo_target_constants_by_names.pl.
          geoTargetConstant =>
            Google::Ads::GoogleAds::V18::Utils::ResourceNames::geo_target_constant(
            $location_id)}
      ),
      campaign => $campaign_resource_name
    });

  return
    Google::Ads::GoogleAds::V18::Services::CampaignCriterionService::CampaignCriterionOperation
    ->new({
      create => $campaign_criterion
    });
}add_campaign_targeting_criteria.pl

Google may occasionally phase out some location criteria for various reasons: the location may be restructured into smaller or larger areas, geo-political changes, etc. Refer to the status field of a GeoTargetConstant object to determine if a location is ENABLED or REMOVAL_PLANNED. Read more about how location targets are phased out.

Look up by location name

You can also look up the criterion ID by location name using GeoTargetConstantService.SuggestGeoTargetConstants. The following code example shows how to look up a location criterion ID by location name.

Java

private void runExample(GoogleAdsClient googleAdsClient) {
  try (GeoTargetConstantServiceClient geoTargetClient =
      googleAdsClient.getLatestVersion().createGeoTargetConstantServiceClient()) {

    SuggestGeoTargetConstantsRequest.Builder requestBuilder =
        SuggestGeoTargetConstantsRequest.newBuilder();

    // Locale is using ISO 639-1 format. If an invalid locale is given, 'en' is used by default.
    requestBuilder.setLocale("en");

    // A list of country codes can be referenced here:
    // https://developers.google.com/google-ads/api/reference/data/geotargets
    requestBuilder.setCountryCode("FR");

    requestBuilder
        .getLocationNamesBuilder()
        .addAllNames(ImmutableList.of("Paris", "Quebec", "Spain", "Deutschland"));

    SuggestGeoTargetConstantsResponse response =
        geoTargetClient.suggestGeoTargetConstants(requestBuilder.build());

    for (GeoTargetConstantSuggestion suggestion :
        response.getGeoTargetConstantSuggestionsList()) {
      System.out.printf(
          "%s (%s,%s,%s,%s) is found in locale (%s) with reach (%d) for search term (%s).%n",
          suggestion.getGeoTargetConstant().getResourceName(),
          suggestion.getGeoTargetConstant().getName(),
          suggestion.getGeoTargetConstant().getCountryCode(),
          suggestion.getGeoTargetConstant().getTargetType(),
          suggestion.getGeoTargetConstant().getStatus().name(),
          suggestion.getLocale(),
          suggestion.getReach(),
          suggestion.getSearchTerm());
    }
  }
}GetGeoTargetConstantsByNames.java

C#

public void Run(GoogleAdsClient client)
{
    // Get the GeoTargetConstantServiceClient.
    GeoTargetConstantServiceClient geoService =
        client.GetService(Services.V18.GeoTargetConstantService);

    // Locale is using ISO 639-1 format. If an invalid locale is given,
    // 'en' is used by default.
    string locale = "en";

    // A list of country codes can be referenced here:
    // https://developers.google.com/google-ads/api/reference/data/geotargets
    string countryCode = "FR";

    string[] locations = { "Paris", "Quebec", "Spain", "Deutschland" };

    SuggestGeoTargetConstantsRequest request = new SuggestGeoTargetConstantsRequest()
    {
        Locale = locale,
        CountryCode = countryCode,
        LocationNames = new SuggestGeoTargetConstantsRequest.Types.LocationNames()
    };

    request.LocationNames.Names.AddRange(locations);

    try
    {
        SuggestGeoTargetConstantsResponse response =
            geoService.SuggestGeoTargetConstants(request);

        foreach (GeoTargetConstantSuggestion suggestion
            in response.GeoTargetConstantSuggestions)
        {
            Console.WriteLine(
                $"{suggestion.GeoTargetConstant.ResourceName} " +
                $"({suggestion.GeoTargetConstant.Name}, " +
                $"{suggestion.GeoTargetConstant.CountryCode}, " +
                $"{suggestion.GeoTargetConstant.TargetType}, " +
                $"{suggestion.GeoTargetConstant.Status}) is found in locale " +
                $"({suggestion.Locale}) with reach ({suggestion.Reach}) " +
                $"for search term ({suggestion.SearchTerm}).");
        }
    }
    catch (GoogleAdsException e)
    {
        Console.WriteLine("Failure:");
        Console.WriteLine($"Message: {e.Message}");
        Console.WriteLine($"Failure: {e.Failure}");
        Console.WriteLine($"Request ID: {e.RequestId}");
        throw;
    }
}GetGeoTargetConstantsByNames.cs

PHP

public static function runExample(
    GoogleAdsClient $googleAdsClient,
    array $locationNames,
    string $locale,
    string $countryCode
) {
    $geoTargetConstantServiceClient = $googleAdsClient->getGeoTargetConstantServiceClient();

    $response = $geoTargetConstantServiceClient->suggestGeoTargetConstants(
        new SuggestGeoTargetConstantsRequest([
            'locale' => $locale,
            'country_code' => $countryCode,
            'location_names' => new LocationNames(['names' => $locationNames])
        ])
    );

    // Iterates over all geo target constant suggestion objects and prints the requested field
    // values for each one.
    foreach ($response->getGeoTargetConstantSuggestions() as $geoTargetConstantSuggestion) {
        /** @var GeoTargetConstantSuggestion $geoTargetConstantSuggestion */
        printf(
            "Found '%s' ('%s','%s','%s',%s) in locale '%s' with reach %d"
            . " for the search term '%s'.%s",
            $geoTargetConstantSuggestion->getGeoTargetConstant()->getResourceName(),
            $geoTargetConstantSuggestion->getGeoTargetConstant()->getName(),
            $geoTargetConstantSuggestion->getGeoTargetConstant()->getCountryCode(),
            $geoTargetConstantSuggestion->getGeoTargetConstant()->getTargetType(),
            GeoTargetConstantStatus::name(
                $geoTargetConstantSuggestion->getGeoTargetConstant()->getStatus()
            ),
            $geoTargetConstantSuggestion->getLocale(),
            $geoTargetConstantSuggestion->getReach(),
            $geoTargetConstantSuggestion->getSearchTerm(),
            PHP_EOL
        );
    }
}GetGeoTargetConstantsByNames.php

Python

def main(client):
    gtc_service = client.get_service("GeoTargetConstantService")

    gtc_request = client.get_type("SuggestGeoTargetConstantsRequest")

    gtc_request.locale = LOCALE
    gtc_request.country_code = COUNTRY_CODE

    # The location names to get suggested geo target constants.
    gtc_request.location_names.names.extend(
        ["Paris", "Quebec", "Spain", "Deutschland"]
    )

    results = gtc_service.suggest_geo_target_constants(gtc_request)

    for suggestion in results.geo_target_constant_suggestions:
        geo_target_constant = suggestion.geo_target_constant
        print(
            f"{geo_target_constant.resource_name} "
            f"({geo_target_constant.name}, "
            f"{geo_target_constant.country_code}, "
            f"{geo_target_constant.target_type}, "
            f"{geo_target_constant.status.name}) "
            f"is found in locale ({suggestion.locale}) "
            f"with reach ({suggestion.reach}) "
            f"from search term ({suggestion.search_term})."
        )get_geo_target_constants_by_names.py

Ruby

def get_geo_target_constants_by_names
  # GoogleAdsClient will read a config file from
  # ENV['HOME']/google_ads_config.rb when called without parameters
  client = Google::Ads::GoogleAds::GoogleAdsClient.new

  gtc_service = client.service.geo_target_constant

  location_names = client.resource.location_names do |ln|
    ['Paris', 'Quebec', 'Spain', 'Deutschland'].each do |name|
      ln.names << name
    end
  end

  # Locale is using ISO 639-1 format. If an invalid locale is given,
  # 'en' is used by default.
  locale = 'en'

  # A list of country codes can be referenced here:
  # https://developers.google.com/google-ads/api/reference/data/geotargets
  country_code = 'FR'

  response = gtc_service.suggest_geo_target_constants(
    locale: locale,
    country_code: country_code,
    location_names: location_names
  )

  response.geo_target_constant_suggestions.each do |suggestion|
    puts sprintf("%s (%s,%s,%s,%s) is found in locale (%s) with reach (%d)" \
        " from search term (%s).", suggestion.geo_target_constant.resource_name,
        suggestion.geo_target_constant.name,
        suggestion.geo_target_constant.country_code,
        suggestion.geo_target_constant.target_type,
        suggestion.geo_target_constant.status,
        suggestion.locale,
        suggestion.reach,
        suggestion.search_term)
  end
endget_geo_target_constants_by_names.rb

Perl

sub get_geo_target_constants_by_names {
  my ($api_client, $location_names, $locale, $country_code) = @_;

  my $suggest_response = $api_client->GeoTargetConstantService()->suggest({
      locale        => $locale,
      countryCode   => $country_code,
      locationNames =>
        Google::Ads::GoogleAds::V18::Services::GeoTargetConstantService::LocationNames
        ->new({
          names => $location_names
        })});

  # Iterate over all geo target constant suggestion objects and print the requested
  # field values for each one.
  foreach my $geo_target_constant_suggestion (
    @{$suggest_response->{geoTargetConstantSuggestions}})
  {
    printf "Found '%s' ('%s','%s','%s',%s) in locale '%s' with reach %d" .
      " for the search term '%s'.\n",
      $geo_target_constant_suggestion->{geoTargetConstant}{resourceName},
      $geo_target_constant_suggestion->{geoTargetConstant}{name},
      $geo_target_constant_suggestion->{geoTargetConstant}{countryCode},
      $geo_target_constant_suggestion->{geoTargetConstant}{targetType},
      $geo_target_constant_suggestion->{geoTargetConstant}{status},
      $geo_target_constant_suggestion->{locale},
      $geo_target_constant_suggestion->{reach},
      $geo_target_constant_suggestion->{searchTerm};
  }

  return 1;
}get_geo_target_constants_by_names.pl

Target campaigns for proximity to a location

There are times when you might want to target even more precisely than a city or country. For example, you may want to advertise your supermarkets within 10 kilometers of your shop location. In such cases, you can use proximity targeting. The code to create a proximity target is similar to adding a location target, except that you have to create a ProximityInfo object instead of a LocationInfo object.

Java

private static CampaignCriterion buildProximityLocation(String campaignResourceName) {
  Builder builder = CampaignCriterion.newBuilder().setCampaign(campaignResourceName);

  ProximityInfo.Builder proximityBuilder = builder.getProximityBuilder();
  proximityBuilder.setRadius(10.0).setRadiusUnits(ProximityRadiusUnits.MILES);

  AddressInfo.Builder addressBuilder = proximityBuilder.getAddressBuilder();
  addressBuilder
      .setStreetAddress("38 avenue de l'Opéra")
      .setCityName("Paris")
      .setPostalCode("75002")
      .setCountryCode("FR");

  return builder.build();
}AddCampaignTargetingCriteria.java

C#

private CampaignCriterion buildProximityCriterion(string campaignResourceName)
{
    ProximityInfo proximity = new ProximityInfo()
    {
        Address = new AddressInfo()
        {
            StreetAddress = "38 avenue de l'Opéra",
            CityName = "Paris",
            PostalCode = "75002",
            CountryCode = "FR"
        },
        Radius = 10d,
        // Default is kilometers.
        RadiusUnits = ProximityRadiusUnits.Miles
    };

    return new CampaignCriterion()
    {
        Campaign = campaignResourceName,
        Proximity = proximity
    };
}AddCampaignTargetingCriteria.cs

PHP

private static function createProximityCampaignCriterionOperation(string $campaignResourceName)
{
    // Constructs a campaign criterion as a proximity.
    $campaignCriterion = new CampaignCriterion([
        'proximity' => new ProximityInfo([
            'address' => new AddressInfo([
                'street_address' => '38 avenue de l\'Opéra',
                'city_name' => 'Paris',
                'postal_code' => '75002',
                'country_code' => 'FR',
            ]),
            'radius' => 10.0,
            // Default is kilometers.
            'radius_units' => ProximityRadiusUnits::MILES
        ]),
        'campaign' => $campaignResourceName
    ]);

    return new CampaignCriterionOperation(['create' => $campaignCriterion]);
}AddCampaignTargetingCriteria.php

Python

def create_proximity_op(client, customer_id, campaign_id):
    campaign_service = client.get_service("CampaignService")

    # Create the campaign criterion.
    campaign_criterion_operation = client.get_type("CampaignCriterionOperation")
    campaign_criterion = campaign_criterion_operation.create
    campaign_criterion.campaign = campaign_service.campaign_path(
        customer_id, campaign_id
    )
    campaign_criterion.proximity.address.street_address = "38 avenue de l'Opera"
    campaign_criterion.proximity.address.city_name = "Paris"
    campaign_criterion.proximity.address.postal_code = "75002"
    campaign_criterion.proximity.address.country_code = "FR"
    campaign_criterion.proximity.radius = 10
    # Default is kilometers.
    campaign_criterion.proximity.radius_units = (
        client.enums.ProximityRadiusUnitsEnum.MILES
    )

    return campaign_criterion_operationadd_campaign_targeting_criteria.py

Ruby

def create_proximity(client, customer_id, campaign_id)
  client.operation.create_resource.campaign_criterion do |criterion|
    criterion.campaign = client.path.campaign(customer_id, campaign_id)

    criterion.proximity = client.resource.proximity_info do |proximity|
      proximity.address = client.resource.address_info do |address|
        address.street_address = "38 avenue de l'Opéra"
        address.city_name = "Paris"
        address.postal_code = "75002"
        address.country_code = "FR"
      end

      proximity.radius = 10
      proximity.radius_units = :MILES
    end
  end
endadd_campaign_targeting_criteria.rb

Perl

sub create_proximity_campaign_criterion_operation {
  my ($campaign_resource_name) = @_;

  # Construct a campaign criterion as a proximity.
  my $campaign_criterion =
    Google::Ads::GoogleAds::V18::Resources::CampaignCriterion->new({
      proximity => Google::Ads::GoogleAds::V18::Common::ProximityInfo->new({
          address => Google::Ads::GoogleAds::V18::Common::AddressInfo->new({
              streetAddress => "38 avenue de l'Opéra",
              cityName      => "cityName",
              postalCode    => "75002",
              countryCode   => "FR"
            }
          ),
          radius => 10.0,
          # Default is kilometers.
          radiusUnits => MILES
        }
      ),
      campaign => $campaign_resource_name
    });

  return
    Google::Ads::GoogleAds::V18::Services::CampaignCriterionService::CampaignCriterionOperation
    ->new({
      create => $campaign_criterion
    });
}add_campaign_targeting_criteria.pl

Retrieve geo targets

You can retrieve the geo targets for a campaign using the GoogleAdsService.SearchStream. You can filter your results in the WHERE clause.

SELECT
  campaign_criterion.campaign,
  campaign_criterion.location.geo_target_constant,
  campaign_criterion.proximity.geo_point.longitude_in_micro_degrees,
  campaign_criterion.proximity.geo_point.latitude_in_micro_degrees,
  campaign_criterion.proximity.radius,
  campaign_criterion.negative
FROM campaign_criterion
WHERE
  campaign_criterion.campaign = 'customers/{customer_id}/campaigns/{campaign_id}'
  AND campaign_criterion.type IN (LOCATION, PROXIMITY)

Update geo targets

To update location targets for a campaign, you need to retrieve the list of existing geo targets and compare it with the list of new targets. You can then use the remove operation to remove the targets you don't need, and the create operation to add the new geo targets you need (but are missing in the existing campaign).

Exclude geo targets

You can also exclude LocationInfo, but not ProximityInfo. This feature is most useful if you want to target a region, but exclude a sub-region (for example, to target the entire United States, except for New York City). To exclude a region, set the negative field in CampaignCriterion to be true.

Target multiple geographic regions

Using a LocationGroupInfo, you can enable a campaign to target multiple geographic regions. A region is centered on the locations defined by the location extensions of the campaign.

The radius defined on the LocationGroupInfo ascribes a circular region around each location, and consists of a radius object, length, and radius_units, which can be either meters or miles (LocationGroupRadiusUnitsEnum).

The locations in a LocationGroupInfo can be filtered by a list of geotargeting criterion IDs prescribed in the geo_target_constant field. If defined, no locations that exist outside of the given critera IDs will be targeted.

Bid modifiers

Targeting settings