Match Types
Part of Local paid search campaigns
Reviewing location options before launching a local campaign
Check Presence, Presence or Interest, exclusions and job-address checks before launching local search ads.
Before launching a local Google Ads Search campaign, check who can qualify to see the ad, not just which areas appear on the map. The location option shapes that audience.
Decide whether physical presence in the target area must qualify the customer or whether interest in the area is enough. A broader setting may suit a planned job at a local property. An urgent service with a tight response area often calls for the stricter option.
Choose the inclusion option
In the campaign, open Settings, expand Locations and select Location options. Note which option is selected, and read the wording Google Ads shows rather than relying on memory; descriptions can change over time.
Presence shows ads to people in or regularly in your targeted locations. Presence or interest also includes people who have shown interest in those locations, including people outside them. Google Ads applies Presence or interest by default.
Ask where the customer may be when searching and where the service must happen. Presence may better fit a service that responds only to nearby customers, while Presence or interest may help reach someone arranging work at a local property from another city. Record why the option fits the offer before launch.
Review exclusions separately
Review target areas, excluded areas and the selected location option together; do not treat exclusions as the reverse of the inclusion setting. Google Ads Help’s “Exclude ads from geographic locations” is the named reference for checking exclusion behaviour with the selected option. Ensure no area appears in both target and exclusion settings.
Check that the target areas you need are available in the account. Record any area that cannot be targeted so the launch record reflects it.
Record the launch decision
Keep a brief campaign record covering the selected option, why it fits the offer, target areas and exclusions. Include:
- Included and excluded areas, with the service reason for each.
- The inclusion option and why remote interest is useful or unsuitable.
- How the enquiry process will confirm the job address.
- When results will be reviewed and what would prompt a change.
Record any area that cannot be targeted, too, so the launch decision reflects the available locations.
After launch, treat matched-location data in the Google Ads location report as a diagnostic, and check requested job addresses before judging an area irrelevant. If out-of-area enquiries persist, inspect the option, targets, exclusions and customer-facing wording together; assess any change through eligible enquiries rather than impressions alone.
