You provide service in Dallas, TX. So why does your monthly report show clicks from New York, India, or Philippines?
It's not a glitch. It's a "feature." Google's default settings maximize their revenue by showing ads to the widest audience—even people you can't serve.
The 3 "Geo-Traps" Killing Your ROI
1. "Interest" Trap
The #1 killer. Default is "People in, or interested in, your location." Someone in London searching "Dallas plumber" sees your ad.
2. The "Ego" Radius
You set a 50-mile radius because you can drive that far. But driving 90 mins for a $150 job kills profit. Target profits, not maps.
3. The "Blind" Zip
Not all Zip Codes are equal. If you treat the whole city as one block, you overbid in low-income areas and underbid in wealthy ones.
Case Study: Dental Clinic
Wasted Spend: $1,200 / MoNON-LOCAL TRAFFIC
Clicks from NY, CA, UK
Waste dropped to $0 overnight.
The 5-Minute Fix (Laser Method)
Switch to "Presence Only"
Go to Settings > Locations > Location Options. Google hides this menu. Open it.
Uncheck "Presence or Interest".
Check "Presence: People in or regularly in your targeted locations."
Layer "Radius + Zip Codes"
Don't just target "Houston". Target a 20-mile radius around your shop first. Then, add specific Zip Codes of wealthy neighborhoods you want to dominate.
Exclude Competitors
Use the "Exclude" function to block the zip codes where your competitors are strongest. Don't fight uphill battles. Focus on your backyard first.