Introduction

Google Ads is constantly evolving to help advertisers reach the right audience more effectively. One of the latest improvements is the addition of advanced location targeting controls to Demand Gen campaigns. This update gives advertisers more control over where their ads appear and who sees them. For businesses that rely on precise targeting to generate leads, sales, or brand awareness, this change can make a noticeable difference in campaign performance.

In this blog, we will break down what Demand Gen campaigns are, what new location targeting controls Google has introduced, and how advertisers can use them to get better results.

Understanding Demand Gen Campaigns

Demand Gen campaigns are designed to help businesses create demand and interest across Google’s most visual platforms. These campaigns run across YouTube, Discover, and Gmail, helping brands connect with users before they actively search for a product or service. Unlike traditional search campaigns, Demand Gen focuses more on discovery and engagement rather than direct intent.

Because these campaigns are highly visual and audience-focused, targeting accuracy plays a very important role. When ads are shown in the wrong locations, budgets can be wasted and conversions may drop. This is where the new location targeting controls become valuable.

What Has Changed in Location Targeting

Earlier, Demand Gen campaigns had limited control when it came to location targeting. Advertisers often had to rely on broader settings, which sometimes resulted in ads being shown to users outside their ideal geographic areas.

With the new update, Google Ads has introduced clearer and more flexible location targeting options. Advertisers can now better define where their ads should appear and who they should reach based on geographic intent. This gives more confidence that ads are being shown to users who are actually relevant to the business.

More Control Over User Location and Interest

One of the most useful additions is improved control over how Google interprets location signals. Advertisers can now choose whether they want to target people who are physically present in a location or those who show interest in that location. This distinction is important for many industries.

For example, a local service business may only want to show ads to users currently living in a specific city. On the other hand, a travel or real estate business may want to reach people who are interested in a location even if they are not currently there. The updated controls allow advertisers to align targeting with their business goals more accurately.

Better Budget Efficiency

Location targeting directly affects how efficiently ad budgets are spent. When ads are shown in irrelevant regions, clicks may come in but conversions usually do not. By refining location targeting in Demand Gen campaigns, advertisers can reduce wasted spend and focus their budget on high-potential areas.

This is especially helpful for small and mid-sized businesses with limited advertising budgets. Instead of spreading spend too thin across multiple regions, they can now concentrate on locations that actually bring results.

Improved Performance for Local and Global Brands

The new controls benefit both local and international advertisers. Local businesses can tightly target their service areas, ensuring that ads reach nearby users who are more likely to convert. Global brands can segment campaigns by country, region, or city to deliver more personalized messaging.

For example, a brand running Demand Gen campaigns in multiple countries can now adjust creatives and offers based on specific locations. This improves relevance, engagement, and overall campaign performance.

Stronger Alignment With Other Campaign Types

Another advantage of this update is better consistency across Google Ads campaign types. Search and Performance Max campaigns already offer advanced location targeting options. By adding similar controls to Demand Gen campaigns, Google makes it easier for advertisers to manage unified strategies across different formats.

This consistency helps advertisers analyze data more accurately and optimize campaigns based on location-based insights. It also simplifies campaign setup and reduces confusion during optimization.

How Advertisers Should Use These New Controls

To get the most out of the new location targeting features, advertisers should first analyze their existing campaign data. Identifying top-performing locations can help in setting more focused targeting. It is also important to align location settings with business objectives, whether that is driving foot traffic, generating leads, or increasing online sales.

Advertisers should test different location combinations and monitor performance closely. Since Demand Gen campaigns are discovery-based, even small location adjustments can lead to noticeable changes in engagement and conversion rates.

Why This Update Matters for the Future

This update shows that Google is listening to advertiser feedback and continuing to refine its AI-driven campaign types. As automation becomes more advanced, control and transparency become even more important. By giving advertisers better location targeting options, Google is striking a balance between automation and manual control.

In the long run, these improvements will help advertisers build more effective Demand Gen strategies that deliver higher-quality traffic and stronger returns.

Conclusion

The addition of location targeting controls to Demand Gen campaigns is a valuable upgrade for advertisers of all sizes. It allows businesses to reach more relevant audiences, improve budget efficiency, and align campaigns with real business goals. Whether you are a local service provider or a global brand, these new features can help you get better results from your Google Ads efforts.

By understanding and using these controls wisely, advertisers can take full advantage of Demand Gen campaigns and stay competitive in an increasingly crowded digital advertising space.