Introduction

Google Ads has taken another step forward in improving campaign precision by introducing a new feature called “Locations of Interest” targeting to its AI-powered Search campaigns — particularly within Performance Max for Search. This update is designed to help advertisers better understand and reach potential customers based on where they are or what places they are interested in. As the digital advertising landscape evolves rapidly with AI integration, this feature adds a layer of intelligence and relevance to targeting strategies.

What is ‘Locations of Interest’ in Google Ads?

‘Locations of Interest’ is a targeting setting that allows advertisers to reach users not only based on their current or past physical locations but also based on the places they show intent toward — for example, places they’ve searched for, browsed content about, or plan to visit. This could include countries, cities, neighborhoods, or even specific areas users are researching or traveling to. Google uses signals from a user’s activity across Search, Maps, YouTube, and other properties to determine this intent.

Why Is This Update Important?

Previously, advertisers could target locations using options such as “Presence” (people in or regularly in a location) or “Search Interest” (people who show interest in a location). With the introduction of AI-driven features in Performance Max and Search campaigns, advertisers now get a more seamless and automated way to include both presence and intent signals. This makes the targeting smarter, especially for businesses looking to attract customers who are planning future visits to a place — like tourists, relocating individuals, or people researching a service provider in another city.

How This Fits Into AI-Powered Campaigns

AI is already playing a huge role in Google Ads through automated bidding, responsive search ads, and Performance Max campaigns. The new ‘Locations of Interest’ feature is another example of how AI is helping advertisers move beyond rigid targeting settings to more flexible, real-time, and intent-based signals. By incorporating this data, campaigns can reach users when they’re in the consideration stage, which is often when advertising can have the greatest impact. For example, a hotel in Goa can now automatically target people who are not physically in Goa but are actively researching vacation options there.

Benefits for Businesses and Advertisers

This targeting method offers great potential for businesses in travel, hospitality, real estate, education, and local services. A university in the US can now reach students in India who are exploring studying abroad. A real estate company in Dubai can attract people from London who are searching for property investment opportunities in the UAE. The focus is no longer limited to geography alone — now it’s about the user’s interest in a location, making the campaigns more strategic and aligned with user behavior.

Data-Driven Insights and Smarter Reach

Along with improved targeting, advertisers will also benefit from more refined reporting. Google Ads now shows more detailed insights into which locations users are actually interested in, even if those places aren’t where they currently reside. This means you can adjust your budget, bids, and messaging based on user intent and not just physical presence. For example, if a brand notices increased interest from users in New York looking at properties in Miami, they can shift more ad spend to reach that audience effectively.

Impact on Campaign Performance

With the added intelligence of Locations of Interest, advertisers may notice improvements in metrics like conversion rates, cost-per-acquisition, and click-through rates. By connecting with users based on interest rather than just geography, ads are more likely to resonate and drive meaningful action. Since Performance Max already relies heavily on automation and AI, this targeting layer makes it even more performance-focused without increasing manual work for advertisers.

Considerations Before Using the Feature

While this feature offers advanced targeting capabilities, it’s essential for advertisers to monitor their campaign data and ensure they’re reaching the right audience. Google still provides options to exclude certain locations if needed. For example, if you want to prevent your ad from showing to users who are only casually interested in a place but unlikely to convert, you can adjust location exclusions or use more specific audience signals. Testing and optimization are still important even when AI takes the lead in campaign management.

Conclusion

By including the targeting of ‘Locations of Interest’ in Google’s AI-driven Search campaigns, the company is clearly advancing toward more intelligent, intent-based advertising. By understanding not only where people are but also where they’re planning to go or show interest in, businesses can connect with potential customers in a more personalized and timely manner. As Google continues to innovate with AI in advertising, features like this will help advertisers stay competitive, relevant, and more connected to user intent than ever before.