Stop paying for clicks from people outside your service area. Precise geo-targeting saves budget and improves quality.
Geo-targeting is one of the most important settings in your Google Ads account, yet it's frequently misconfigured. The default setting targets people 'in, or who show interest in, your targeted locations', which means someone in Scotland searching for 'plumber Manchester' can see and click your ad - wasting your budget.
Change your location targeting to 'Presence: People in or regularly in your targeted locations'. This ensures your ads only show to people who are physically in your service area, dramatically reducing wasted clicks from people outside your coverage zone.
Define your service area precisely using radius targeting around your base, or by selecting specific postcodes and towns. A plumber based in Stockport might target a 15-mile radius, while a specialist like a swimming pool installer might target a 50-mile radius. Match your targeting to your realistic travel distance.
Layer geo-targeting with bid adjustments for different areas. You might bid 20% more for clicks from postcodes with higher average property values (where job values tend to be higher) and bid 20% less for areas where you get lower-value work. This ensures your budget is allocated to the geographic areas that deliver the best return.