Unlock Hidden Traffic: Reverse Location Targeting in Google Ads

In most PPC campaigns, advertisers focus on users physically near their business. But what about those out‑of‑area users actively searching for your offerings? Welcome to reverse location targeting—a powerful strategy to reach high‑intent traffic outside your usual geography.

Reverse location targeting means bidding on location‑specific keywords (like “shoestore in Chicago”) but serving ads to users not physically in that area. This opens up audiences who are searching with clear intent—whether planning a move, booking travel, or comparing prices—yet aren’t local residents.

Why It Matters

Google’s default location targeting includes users in your area or those “interested in” it. But algorithms aren’t flawless, and broad targeting can waste budget on irrelevant clicks. (Search Engine Land)

By setting up dedicated campaigns with city‑specific keywords (cities, ZIP codes, neighborhood names), you differentiate between local and remote intent, ensuring your budget captures only qualified interest.

This approach is especially valuable for:

• Real estate: Buyers researching new cities far from home

• Travel/hospitality: Planning trips to your location months ahead

• Events & entertainment: Concerts or attractions drawing out‑of‑town visitors

• Auto sales & rentals: Comparison shopping in nearby metros

Without reverse targeting, you miss out on these early‑intent searches.

How to Set It Up: Step‑by‑Step

1. Keyword research

   • Identify phrases like “apartments in Miami,” “LA car rental,” “hotels in Delhi.”

   • Include alternate spellings, nicknames, ZIPs, suburbs.

2. Campaign structure

   • One campaign targets your local area (radius/city).

   • Separate campaigns target out‑of‑area interest. Use phrase or exact matches.

3. Location settings

   • For remote campaigns, set physical targeting to broader geographies (e.g., country or “all countries”).

   • In campaign settings, exclude your core business area. (Eight Oh Two)

4. Use match types thoughtfully

   • Phrase/exact matches around your key location terms help ensure precision.

5. Exclude overlap strategically

   • Ensure your local campaign excludes remote areas and vice versa.

6. Set bids & budgets

   • Out‑of‑area traffic may cost more (users are planning travel or major purchases). Adjust bids accordingly.

Why You Need This in 2025

Even though Google has streamlined its ad interface and removed some advanced mapping capabilities, advertisers can still manually recreate reverse location targeting with smart exclusions and keyword targeting. (Eight Oh Two)

This means advertisers must now take control over targeting logic. That’s where ShoppingIQ comes in—our platform and guidance help brands unlock these nuanced strategies for maximum impact.

Case Study: A Real-World Win

A recent test by Eight Oh Two compared reverse location targeting to national targeting:

• 39% higher conversion rate

• More qualified leads

• Less budget waste from irrelevant regions

This proves that intent matters more than physical location—and reverse targeting finds it.

Best Practices Summary

Task	Reverse Location Targeting
✔️ Conduct deep keyword research	City + service, ZIP codes, neighborhoods
✔️ Build separate campaigns	Local vs out‑of‑area with exclusion overlap
✔️ Refine location settings	Use presence-only, exclude local area for remote campaigns
✔️ Match type control	Phrase/exact = relevant remote intent
✔️ Use bid modifiers wisely	Adjust for higher CPCs on remote searches
✔️ Monitor & optimize consistently	Watch for cannibalization, cost, and conversion rates

Ready to Experiment?

If you’re not yet using reverse location targeting, now’s the time. Start with a single city-based keyword campaign and exclude your primary service area. Track performance—and scale from there.

Need expert help? ShoppingIQ specializes in advanced Google Ads strategies, including geo segmentation, product feed optimization, and dynamic bidding.

• Learn how ShoppingIQ helps brands master Google Shopping campaigns.

• Explore reverse targeting and other advanced tactics from the experts at ShoppingIQ here
  
  
  

Final Thoughts

Searchers don’t need to be in your city to have strong buying intent. Whether planning a move, researching a trip, or comparing services, these out-of-area users are often more qualified than your local traffic.

Reverse location targeting helps you find them.

With the right setup—and support from ShoppingIQ—you can turn this overlooked audience into your most profitable segment.