The ultimate guide to PPC audience targeting

Great targeting is not about layering on every option the platform offers. It is about reaching the smallest audience that still contains all your buyers.

Start with intent

For service businesses, search intent is king. Someone typing "emergency electrician near me" is worth more than any interest-based segment. Spend here first and fully before anything else.

Layer in geography honestly

Bidding nationally to "build awareness" wastes money for a local business. Set a realistic service radius and exclude areas you will not travel to.

Use your own data

Customer match lists and lookalikes built from real closed customers outperform platform interest categories almost every time. Feed the platform your best customers and let it find more.

Exclude aggressively

Negative audiences matter as much as positive ones: existing customers, job seekers, competitors, and bargain-hunters who never convert.

Review monthly

Audiences decay. What converted last quarter may not this one. Targeting is a habit, not a setup task.