If you’re new to Google Ads, one of the key steps in setting up a successful campaign is deciding where your ads should appear — this is called location targeting.
In this article, we’ll break down what this means, explain Google’s recommended settings, and share why I personally choose the “Presence Only” option for better targeting and results.
📍 What is Location Targeting in Google Ads?
Location targeting allows you to show your ads to people in specific geographic areas, such as countries, cities, or regions. For example:
- If you want to target customers in Bangladesh, you would select Bangladesh as your location.
But there’s a critical decision after that:
👉 Who exactly should see your ads?
⚙️ Location Options: Two Choices You Must Understand
Once you’ve selected your target area, Google Ads gives you two location targeting options:
1️⃣ Presence or Interest (Recommended by Google)
This option means your ads can show to:
- People who are physically in Bangladesh
- People who regularly visit Bangladesh
- People who are outside Bangladesh but have shown interest (e.g., searching for “travel to Bangladesh” or “Bangladeshi restaurants”)
✅ When to use this:
Ideal if your business caters to both locals and people abroad who are planning to visit or interested in Bangladesh, like tourism companies or international services.
2️⃣ Presence Only
This option limits your ads to:
- Only people who are physically in Bangladesh or regularly there
✅ When to use this:
Best for businesses that need to reach local audiences who can immediately act — like restaurants, clinics, retail shops, or local services.
🎯 Why I Personally Use “Presence Only” for Local Campaigns
While Google recommends “Presence or Interest,” I prefer to use “Presence Only” in almost all campaigns targeting local audiences. Here’s why:
💡 1. Better Audience Relevance
If you run a local business in Bangladesh, you only want ads to reach people who are physically present and can actually visit your store or call for your service.
People abroad who are interested in Bangladesh are unlikely to become customers.
💰 2. Avoid Wasted Ad Spend
Using “Presence or Interest” can result in ads being shown to:
- Travelers planning future visits
- Curious researchers
- Users with no immediate intention to buy locally
These clicks still cost money but rarely convert — wasting part of your budget.
📈 3. Higher Quality Leads & Conversions
By focusing only on users physically present in Bangladesh, your ads are more likely to drive:
- Walk-in visits
- Local phone calls
- Immediate bookings
This leads to better return on ad spend (ROAS) and lower cost per acquisition (CPA).
Example Scenario:
- If you run a local delivery service in Dhaka, “Presence Only” ensures your ads reach people who can actually place an order right now.
- If you run a tourism website promoting trips to Bangladesh, then “Presence or Interest” might make sense because people abroad could be potential customers.
🔔 Summary for Beginners:
When setting up Google Ads location targeting:
1️⃣ Choose your target location (e.g., Bangladesh)
2️⃣ Decide your targeting option:
- Presence or Interest: Broad audience (including people abroad interested in Bangladesh)
- Presence Only: Narrow, local audience (physically present in Bangladesh)
✅ My Recommendation:
I personally recommend “Presence Only” when advertising for businesses serving local customers — it ensures ads are shown only to people who are physically nearby and can immediately engage with your business.
By understanding and setting this correctly, beginners can avoid common mistakes, improve ad relevance, reduce wasted spend, and achieve better results from their Google Ads campaigns.