Google Demand Gen: Now with Location Targeting Controls
▼ Summary
– Google Ads has introduced new location targeting options for Demand Gen campaigns, matching those available in Search campaigns.
– Advertisers can now choose between “Presence or interest” and “Presence” directly within the campaign setup interface.
– This native integration removes the need for manual exclusions and reduces the risk of accidental geo-leakage in campaigns.
– The update provides cleaner traffic and more accurate measurement, giving advertisers greater confidence in upper-funnel performance.
– The change makes Demand Gen campaigns easier to set up and control, helping to prevent budget waste outside intended geographic areas.
Google has introduced new location targeting controls for its Demand Gen campaigns, bringing them in line with the precise options long available in Search. This update allows advertisers to directly select between targeting users based on presence or interest and targeting based solely on presence during the initial campaign setup. The integration of this choice into the main interface eliminates a previously necessary and cumbersome workaround, streamlining the configuration process and significantly reducing the potential for errors.
Previously, marketers using Demand Gen faced notable limitations in controlling where their ads were shown. The lack of native, precise location settings often forced advertisers to rely on manual exclusion methods to refine their audience geography. This new development removes that obstacle, directly lowering the risk of accidental geo-leakage where budget is spent on impressions from users outside the intended service areas. The outcome is a more efficient allocation of resources, leading to cleaner traffic sources and more reliable performance data for these upper-funnel initiatives.
Demand Gen campaigns are specifically engineered to build brand awareness and capture interest across Google’s expansive visual networks, including YouTube, Discover, and Gmail. By incorporating these refined location controls, Google provides marketers with greater assurance that their campaigns are reaching individuals physically located within their target markets. This enhancement is crucial for businesses aiming to drive relevant, top-of-funnel engagement without wasting impressions on audiences who cannot realistically become customers due to geographic constraints.
The practical effect is a more straightforward and controlled advertising experience. With proper location targeting now a fundamental component of the setup, these campaigns are not only easier to launch but also simpler to manage. Advertisers can operate with increased confidence, knowing their budget is focused on attracting valuable attention from the correct regional audiences, which supports more accurate measurement and ultimately improves return on investment for broader brand-building efforts.
(Source: Search Engine Land)
