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All lessons in Google Ads for Beginners Lesson 2.3 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Location, language, and schedule

What we will go through

  • How to target a city or a radius around your shop
  • The difference between presence and presence or interest
  • How to set language and an ad schedule

Short answer

In campaign settings, add only the places you serve, by city or by a radius around your business. Under location options, choose Presence, so ads show only to people in or regularly in those places. Set language to English, and add Filipino if relevant. Use an ad schedule to show ads only when you can answer.

Location targeting

You can target a country like the whole Philippines, a region or province like Bicol Region, a city like Iloilo City, or a radius around an address, like 10 km around your shop in Legazpi.

Radius targeting suits local services and stores. Pick a distance your team can actually travel or deliver to.

Presence vs interest

Under Location options, Google gives two choices for who sees your ads:

Presence shows ads to people in your area; presence or interest also reaches people far awayYour service areaPresence: people hereSearching from Dubai“Cebu lechon”Presence or interest (default)can show here too
For a local business, switch the location option to Presence.
OptionWho sees your adsUse it when
Presence or interest (default)People in your area, plus people searching about it from elsewhereTourism, hotels, OFW family services
PresenceOnly people in or regularly in your areaMost local businesses

With the default, a person in Dubai searching “Cebu lechon” might see a Cebu delivery ad. For most local businesses, that is wasted spend.

Language and schedule

Language: Google matches your ad to a user’s language settings. Choose English, and add Filipino if your customers use it. Your ad text language is separate.

Ad schedule: pick the days and hours your ads can show. A shop open 8 AM to 6 PM that relies on calls should not run ads at 2 AM. Times follow your account time zone.

New campaigns can run all hours first, then trim slow hours once you see data.

Try it: targeting checklist

Work through these in your campaign settings.

Quick quiz

1. Which location option suits most local businesses?
2. Does the language setting translate your ad?
3. Your shop answers calls 8 AM to 6 PM. What should you set?

Common mistakes

  • Leaving “Presence or interest” on. You pay for clicks from people far away.
  • Targeting the whole country for a local shop. Narrow it to your service area.
  • Running call ads when no one can answer. Use an ad schedule.
  • Making the radius too small. Very small areas get too few searches.

Your action

Decide your service area as a city list or a radius. Write down your business hours for the ad schedule.

Key terms

Location targeting
Choosing where your ads can show.
Radius targeting
Showing ads within a set distance from a point.
Presence
People in or regularly in your target area.
Ad schedule
The days and hours your ads can run.

Questions beginners ask

Can I exclude places?

Yes. You can exclude cities or areas you do not serve.

Does language mean Google translates my ad?

No. You write the ad in the language you want.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.