Beyond standard geotargeting: Turn existing Google Ads
into foot-traffic magnet
Geotargeting shows ads to people in a specific city or
region. Location assets—formerly called location extensions—go a step further:
they show your physical address, business hours, phone number, and a direct
link to Google Maps right inside your running ad.
Adding location information to an existing campaign doesn't
require restarting your ad budget or rebuilding ads. Here is how to seamlessly
activate location features without disrupting active campaigns.
Step 1: Connect your Google Business Profile
Google Ads pulls address details directly from your verified
Google Business Profile.
- Sign
in to your Google Ads account.
- In
the top navigation menu, go to Tools & Settings (the wrench
icon).
- Under
Shared Library, select Location Manager.
- Click
the blue + button to link your Google Business Profile.
- Select
the email address associated with your Google Business Profile and confirm
access.
Tip: If your business sells products through
third-party retail stores rather than your own storefront, select Affiliate
Locations instead of linking a personal profile.
Step 2: Attach location assets to your existing campaign
Once your accounts are connected, apply the address details
to the desired campaign.
- Go
to the Campaigns menu on the left sidebar.
- Click
Assets (or Ads & Assets), then choose Assets.
- Click
the blue + icon and select Location from the drop-down list.
- Choose
your level: apply it to your entire account, a specific campaign, or
individual ad groups.
- Select
the relevant business location or location group, then click Save.
Step 3: Strategic tuning (Where the real value lives)
Most advertisers stop after clicking "Save." To
maximize return on ad spend:
- Enable
Call Reporting: Make sure your phone number is clickable so mobile
users can reach your desk in one tap.
- Use
Location Groups: If your business has multiple storefronts across
different cities, create custom location groups. This prevents a shop in
London from showing up in an ad targeting Manchester.
- Monitor
Local Conversions: Check your Google Ads reporting for "Store
visits" or "Get directions" clicks to measure foot traffic
driven directly by search ads.
Key Takeaways
- Zero
Campaign Interruption: Adding location assets to an existing campaign
preserves historical performance data, Quality Score, and ad copy history.
- Prerequisite
First: Ensure your Google Business Profile address, phone number, and
opening hours are accurate before linking.
- Better
Ad Real Estate: Ads with location features occupy more physical space
on mobile search screens, naturally boosting Click-Through Rate (CTR).
- Precision
Control: Location groups ensure specific branches match the correct
campaigns.
Frequently Asked Questions
Will adding location assets pause or restart my active
campaign?
No. Adding assets updates how your existing ads appear
without resetting campaign learning periods or historical data.
Why isn't my location showing up on my ad every single
time?
Google automatically decides when to show ad extensions
based on ad rank, user search intent, and distance to the business. If a user
is searching from far away, Google may omit the address to keep the ad
relevant.
Do I pay extra when someone clicks on my location info?
No. Google charges the standard Click-Through cost (CPC)
whether a user clicks your main ad headline, phone number, or get directions
link. You are charged once per user interaction.
What if I don't have a physical store customers can
visit?
If you operate purely online or as a service business where customers do not visit your address, keep location assets disabled to prevent misleading users. Use call assets or structured snippets instead.