If you’re only targeting users physically near your business in Google Ads, you could be missing a large, high-intent audience: people searching for your location from outside your service area.

That’s where reverse location targeting comes in—a smart, strategic way to expand your visibility and drive more leads, especially in competitive industries.

What Is Reverse Location Targeting?

Reverse location targeting is a strategy that shows your Google Ads to people outside your business location who are specifically searching for your location.

For example, someone in Atlanta searching “wedding venues in NYC” is expressing clear intent, even though they aren’t physically in New York. Reverse location targeting ensures your ads reach them.

Rather than relying on Google’s default settings, which are often vague or too broad, this tactic gives you direct control over how and where your ads appear.

Why Should You Use It?

Google’s default setting—“Presence or interest: People in, or who show interest in, your targeted locations”—can be inconsistent. You may end up targeting the wrong audience or missing valuable out-of-area users.

With reverse location targeting, you can:

• Reach users actively searching for your location
• Avoid wasting ad spend on generic “near me” searches from unrelated areas
• Customize campaigns by keyword, region, or audience behavior
• Capture demand from planners, movers, travelers, and remote shoppers

How to Set Up Reverse Location Targeting in Google Ads

Here’s how to implement this strategy effectively:

1. Start with keyword research
   Focus on location-specific search terms (e.g., “dentists in Miami” or “best hotels in Chicago”).
2. Create separate campaigns
   Have one campaign for local users and another targeting users outside your area with location-based keywords.
3. Use targeting exclusions
   Exclude your local area from the reverse-targeting campaign to avoid overlap or cannibalization.
4. Be precise with geo-targeting
   Set parameters like state, region, or custom radius around your service area.
5. Watch for naming conflicts
   Duplicate city names (e.g., Springfield, Jacksonville) across states can cause confusion—double-check your targeting.
6. Track performance by region
   Segment campaigns by area to gain insights into what’s driving results.

Which Industries Benefit Most?

Reverse location targeting is especially useful in industries where buyers often search away from their current location:

• Real Estate: Capture users relocating to your city before they move.
• Travel & Tourism: Reach travelers planning trips and booking activities in advance.
• Entertainment & Events: Sell tickets to out-of-town visitors searching for things to do.
• Vehicles, RVs, Boats: Attract buyers in smaller towns who are willing to travel for better deals.

Is It Worth Testing?

Absolutely—especially if:

• You operate in a city or region that draws non-local interest
• Your competitors aren’t using this strategy yet
• You want to maximize visibility without significantly increasing ad spend

Testing a reverse location campaign can unlock untapped demand and boost your campaign ROI, especially over time.

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