How to expand your reach with reverse location targeting in Google Ads

In a standard scenario, Google Ads geotargeting is tailored to a user’s physical location. However, there’s a strategy that allows you to go beyond your immediate market and attract audiences who are already interested in your location — regardless of where they’re currently located. This strategy is called reverse location targeting. What Is Reverse Location Targeting? Reverse location targeting is an effective strategy in Google Ads that allows you to attract users who are physically located outside your business area but are actively searching for products or services in your region. Standard Google Ads campaigns with geotargeting focus on users who are located within or near a specific area. However, not all potential customers are “locals.” People often search for information about other cities when they’re: Planning a move, Booking a trip, Making a major purchase, Attending an event or visiting a clinic, Comparing prices in different regions. This is where reverse location targeting becomes useful — a strategy in which ads are shown not based on the user’s physical location, but on the geographic context of their search query. How Does It Work? A Real Example Let’s say you own a car dealership in Kyiv. If someone in Dnipro types into Google: “buy a car in Kyiv” or “Kyiv car dealership prices”, they’re already showing interest in your location. Their intent might be: To find a better selection or lower prices; To explore more competitive offers in the capital; To take advantage of trade-in or financing programs. This is a warm audience with high conversion potential — but they may never see your ad if your campaign is restricted to Kyiv and its immediate surroundings. Why Use Reverse Location Targeting? By default, Google Ads attempts to show your ads to people who have “shown interest” in your targeted location. But the mechanism for identifying that interest is vague and not always reliable. Relying solely on standard campaign settings can lead to: Showing ads for irrelevant “near me” searches across the country Losing potential customers who are searching for your business from other cities or countries How to Set Up Reverse Location Targeting Research keywords that contain geographic identifiers, such as: City names (“apartments in Kyiv”, “beauty salons in Lviv”) Neighborhoods, streets, or even ZIP/postal codes Phrases like “near [location]” or “close to metro…” Create a separate campaign that: Is targeted at a wider region or nationwide (excluding your local area to avoid overlap) Uses keywords with specific geographic references Uses phrase match or exact match to improve precision Avoid using “near me” keywords — they’re geared toward local users physically near your business. Which Businesses Can Benefit? This strategy works well for businesses where customers often search outside of their current location: Real Estate — people often search for homes in the city they plan to move to. Auto, Boats, Motorcycles — high-ticket purchases; buyers are willing to travel for better deals. Medical Services — dentistry, surgery, diagnostics in larger cities. Travel and Events — concerts, tours, excursions, sports. Education — universities, training centers, or private schools in major cities. Recommendations Measure campaign performance separately from local campaigns — the intent and user behavior differ. Set geotargeting manually instead of relying only on Google’s automated options. Experiment with different geographic segments to identify hidden demand. Is It Worth Testing? Yes. If you have the budget and can serve customers from other regions, reverse location targeting allows you to scale campaigns without competing in a saturated local market. This is a powerful strategy for: Expanding your reach Improving lead quality Optimizing ROI Conclusion Reverse location targeting isn’t just a technical tweak — it’s a powerful strategic tool that helps you: Attract new, relevant audiences Lower your cost-per-click Improve traffic quality Expand beyond your city without unnecessary budget waste If your business is focused not only on walk-in traffic but also on intentional buyers — try this model and compare the results. This article available in Ukrainian.