How to Decide Where to Geographically Target Your Google Ads

A common question we get asked by PPC clients is this:

“Shouldn’t we target a larger area to get more leads?”

At first glance, it makes sense. More geography = more eyeballs, more clicks, more leads… right?

Not always.

Casting too wide a net can lead to wasted spend, irrelevant leads, and lower return on investment. When it comes to running profitable Google Ads campaigns, your geographic targeting strategy can make or break your results. At SC Digital, we focus on making every dollar count, and that starts with making smart decisions about where your ads are showing.

In this blog, we will walk through how to determine the most effective geographic targeting strategy for your business.

Why Geographic Targeting Matters

Every business has its own unique service area, logistical limitations, and profitability zones. If you’re a plumber in Portsmouth, NH, does it really make sense to be running ads 50 miles away in Boston? Probably not.

Here’s why proper geographic targeting is so important:

• Higher ROI: Ads shown in your ideal service area are more likely to convert into real, profitable jobs.

• Lower Cost Per Click: When you’re only competing in areas where you’re truly relevant, you’re not wasting budget on low-quality clicks.

• More Efficient Use of Ad Spend: We make sure your budget goes toward the people most likely to become customers—not random clicks from outside your reach.

The Temptation to Go Bigger

Many clients feel like if they just reach more people, the leads will follow.

But here’s the catch: expanding your geographic reach spreads your budget thinner. You might get more impressions or clicks, but those clicks may come from people who are too far away to convert, or who will end up choosing a more local competitor.

For example:

• A septic company in Southern Maine might want to target the entire state.

• But jobs 90 minutes away aren’t profitable (especially when you factor in travel time, gas, and logistics).

• And yet—you’re paying for those clicks just the same.

So what’s the smarter approach?

Start Local, Expand Strategically

At SC Digital, our rule of thumb is this: dominate your local area before expanding outward.

We recommend starting with:

• Your home base (the city/town where you’re located)

• Immediate surrounding towns or zip codes

• Areas where you’ve already done profitable work

From there, we analyze the data:

• Where are your conversions actually coming from?

• Which zip codes produce the best leads?

• Are certain areas costing more without producing results?

Only after we’ve saturated your most profitable zones do we consider expanding your geographic targeting—and even then, we do it strategically.

Questions to Ask Before Expanding Your Target Area

If you’re considering a broader target area for your Google Ads, ask yourself:

1. Can you realistically service that area profitably?

   • Travel time, labor costs, and operational logistics matter.

2. Do you have competition in that market already?

   • Entering a more competitive city could raise your cost-per-click dramatically.

3. Have you fully maximized your local market?

   • There may still be untapped opportunities in your immediate area.

4. Do you have the budget to support a wider reach?

   • Larger areas = more impressions = more clicks = higher spend. If your budget is tight, staying focused is the better option.

Examples of Smart Targeting in Action

• A landscaping company in New Hampshire wanted to target the entire state. Instead, we focused on the 10 towns they worked in the most. Lead quality improved, cost-per-lead dropped, and they booked out their season.

• A travel agent in the Seacoast area was getting clicks from all over the country. We refined the targeting to focus on high-income zip codes nearby, and leads became much more qualified.

• A roofing contractor thought leads from a larger metro would be more valuable. Turns out, their conversion rate in their own town was double that of the city. We reallocated budget accordingly.

Focus = Profit

When it comes to Google Ads, more reach doesn’t always mean more revenue. In fact, tighter geographic targeting often leads to higher-quality leads, lower costs, and better ROI.

At SC Digital, we believe in being stewards of our clients’ budgets. That means constantly evaluating where your dollars are going—and making sure every cent is working hard to bring you business.

So before you expand your ads across counties, cities, or entire states, ask yourself:

Are we being seen by the right people in the right places?

If not, it might be time to zoom in.

Need Help Targeting the Right Areas?

If you’re running Google Ads and aren’t sure if your geographic strategy is helping or hurting, let’s talk. We’ll audit your account and show you exactly where you might be leaving money on the table—or wasting budget on unqualified clicks.

Contact us today to get started.