By Quratulain 
Introduction: The Future of Smart Ad Targeting
Google Ads is no longer just about targeting where your customers are—it’s also about targeting where they are not. This innovative tactic, known as reverse location targeting, flips traditional geo-targeting strategies to uncover hidden opportunities.
For businesses looking to expand reach, minimize ad waste, and maximize ROI, reverse location targeting offers a nuanced, strategic approach to Google Ads. This article explores what it is, why it matters, and how you can implement it for marketing success.
What Is Reverse Location Targeting in Google Ads?
Reverse location targeting means excluding certain geographic locations rather than focusing on where your audience is. Instead of only targeting users in specific areas, this strategy helps you exclude low-performing, high-cost, or irrelevant regions to better focus your ad spend.
Key Idea:
Instead of saying “Show my ads here,” reverse targeting says “Don’t show my ads here.”
Why Use Reverse Location Targeting?
Here are some core benefits:
- Eliminate unqualified traffic
- Improve conversion rates by targeting only the most relevant audiences
- Avoid ad spend in locations with low ROI
- Fine-tune campaign strategy using location-based performance data
- Capture remote customers searching for products/services in your service area
How Reverse Location Targeting Works
Let’s break it down with an example:
Scenario:
You run a plumbing service in Chicago, but you notice you’re getting clicks from New York where you don’t offer services.
Using reverse location targeting, you exclude New York and other cities outside your service area. Now, you only pay for clicks that are geographically relevant.
Types of Reverse Location Targeting
| Type | Description |
|---|---|
| Exclusion by Country | Avoid showing ads in specific countries with high CPCs and low conversions. |
| Exclusion by Region | Target specific cities, states, or provinces and exclude non-performing ones. |
| Exclusion by Zip Code | Hyper-local strategy to exclude specific neighborhoods or postal codes. |
| Exclusion by Radius | Avoid areas within a specific mile/km radius of a location. |
| In-market Location Targeting | Exclude users physically outside your target but searching about your location. |
When Should You Use Reverse Location Targeting?
Use this strategy when:
- You’re getting impressions but low conversions from specific regions.
- Cost-per-click (CPC) is higher in certain cities or states.
- You serve local-only or region-specific services.
- You want to focus budget on areas with proven performance.
- You want to eliminate ad fraud or accidental international clicks.
How to Set Up Reverse Location Targeting in Google Ads
Follow these step-by-step instructions:
1. Open Your Campaign
Go to your Google Ads dashboard and select the campaign you want to adjust.
2. Navigate to Settings > Locations
Here you can choose where your ads appear geographically.
3. Click on “Location Options”
Select “People in or regularly in your targeted locations.” This avoids people interested in your location but physically outside it.
4. Add Excluded Locations
Scroll down to the “Excluded locations” section and add:
- Countries
- Regions
- Cities
- Zip codes
- Custom radii
5. Save and Monitor
Click “Save” and monitor performance over time. Adjust based on click-through rate (CTR), CPC, and conversion data.
Pro Tips to Maximize Impact
Use these expert strategies to boost performance:
- Use Google Analytics location reports to identify low-converting regions.
- Combine reverse targeting with ad schedule optimization.
- Regularly review Search Term Reports for out-of-region keywords.
- A/B test campaigns with and without reverse targeting to compare results.
- Apply location-specific ad copy to maximize relevance and CTR.
Reverse Location Targeting vs Traditional Targeting
| Feature | Traditional Location Targeting | Reverse Location Targeting |
|---|---|---|
| Focus | Include specific locations | Exclude specific locations |
| Primary Goal | Reach users in a desired area | Avoid wasteful or irrelevant areas |
| Application | Local businesses, national campaigns | Service-based or restricted areas |
| Ad Spend Control | Moderate | High |
| Conversion Rate Potential | Varies | High (in relevant zones) |
Common Mistakes to Avoid
Even smart marketers can trip up. Watch out for:
- Excluding too broadly and cutting off potential customers.
- Not reviewing geo-performance reports regularly.
- Forgetting to check default Google settings (e.g., “Presence or interest”).
- Assuming location-based behavior without analyzing real data.
- Ignoring mobile vs. desktop traffic patterns by location.
Best Industries for Reverse Location Targeting
This strategy works particularly well for:
- Local service businesses (plumbers, electricians, landscapers)
- Health and wellness providers (clinics, dental offices)
- Retail with regional delivery zones
- Educational institutions (local colleges, tutoring centers)
- Real estate agencies
- Law firms or regional consultants
Measuring Success: What Metrics to Track
Track these KPIs to measure effectiveness:
| Metric | What It Indicates |
|---|---|
| Click-Through Rate (CTR) | Improved relevance due to targeting refinements |
| Conversion Rate | Indicates if targeting is yielding valuable actions |
| Cost Per Conversion | Helps assess ROI after applying location exclusions |
| Impression Share | Shows if you’re dominating within your chosen locations |
| Bounce Rate | Should decrease with more relevant geo-targeting |
Advanced Strategies with Reverse Location Targeting
1. Combine with Device Targeting
Exclude low-performing mobile traffic in specific regions.
2. Layer Audience Targeting
Exclude geographic areas and focus on specific demographics or interests.
3. Use Location Bid Adjustments
Instead of full exclusion, lower bids in areas with average performance.
4. Retarget with Precision
Exclude low-converting regions from remarketing campaigns to avoid wasting retargeting budget.
Real-World Example
Case Study: Local HVAC Company
- Issue: 30% of clicks were from outside the service zone, wasting budget.
- Action: Excluded out-of-service zip codes and used a 15-mile radius exclusion outside the city.
- Result:
- CTR increased by 22%
- Cost-per-conversion dropped by 18%
- ROI improved by 33% within 30 days
FAQs: Reverse Location Targeting in Google Ads
Q1. Can I use reverse location targeting in all campaign types?
Yes, especially in Search and Display campaigns. However, use caution in Performance Max where exclusions are limited.
Q2. How often should I update excluded locations?
Review data monthly and update exclusions as trends and conversion patterns evolve.
Q3. Does reverse location targeting reduce reach?
Not necessarily. It increases efficiency by removing unproductive impressions.
Q4. What if I accidentally exclude a high-performing region?
Monitor closely. If performance drops, revert the exclusion and test again.
Q5. Is this strategy only for local businesses?
No. Even national or eCommerce brands use it to refine performance based on regional behavior.
Conclusion: Sharpen Your Targeting Strategy Today
Reverse location targeting in Google Ads is a game-changing technique to improve ROI, reduce wasted ad spend, and ensure your ads reach the right people in the right places.
By understanding how and when to exclude irrelevant regions, you unlock the ability to scale campaigns smarter—not harder. Whether you’re a local business or a nationwide brand, this strategy belongs in your PPC toolkit.