Should a Contractor Use "Presence" or "Presence or Interest" Location Targeting?

What each setting does

From Google's own help page (Google Ads Help):

• Presence or Interest is the default and Google's recommended option. It reaches people who are likely in or regularly in your targeted locations, plus people who've shown interest in them, for example through what they search for or the pages they view.
• Presence reaches only people who are likely in or regularly in your targeted locations.
• Google says to consider Presence when you only want people in specific locations, not people elsewhere who are interested in them.

Why Presence fits most contractors

You can only work where you can drive. Someone in another province reading about Toronto isn't booking a furnace repair in Scarborough. For example, an electrician targeting Peel Region on the default setting can show up for people anywhere who've shown interest in Peel. Switch to Presence and the ads stay in front of people who are actually around.

The one case for the default is when people book for someone else, like an adult kid out of town booking a furnace repair for their parents in Brampton. If that's a big part of your work, test it, but watch where the calls come from.

What to expect when you switch

Google says most campaigns see fewer impressions when they switch away from the default (Google Ads Help). That's the point. Fewer impressions from people who can't hire you is fine. Watch calls and booked jobs, not impressions.

Google also says location targeting is its best effort and isn't 100% accurate, so you'll still get the odd call from outside your area. Check your locations report and keep excluding areas you don't serve.

Targeting is half the fix

Location settings and negative keywords cut the junk. The other half is following up with every good lead fast. A dedicated SDR who follows up with every lead and books the ones who are ready is how we run paid ads.

Questions you should also be asking

• Why am I getting junk calls from Google Ads?
• Should I target by radius or by city in Google Ads?
• Should I exclude areas I don't serve in Google Ads?
• Which negative keywords should a plumber add first?

FAQ

What is Presence targeting in Google Ads?

It shows your ads to people who are likely in, or regularly in, the locations you target.

What is Presence or Interest targeting?

Google's default. It also shows your ads to people outside your area who've shown interest in it, for example through their searches.

Which location setting should a contractor use?

Usually Presence, since you can only work where you can drive. Test the default only if people often book for someone else in your area.

Will switching to Presence lower my impressions?

Google says most campaigns see fewer impressions when they switch away from the default. Watch calls and booked jobs instead.

Is Google Ads location targeting exact?

No. Google says it's a best effort and isn't 100% accurate, so check your locations report.

Should I target by radius or by city in Google Ads?

Pick whatever matches where you actually drive. Cities and postal codes are easier to check against your real service area.

Should I exclude areas I don't serve in Google Ads?

Yes. Excluding areas you don't serve stops ads showing to people located there, which is the default for exclusions.

Want us to check your location settings and search terms? Book a call and we'll go through them with you.