Geo-Targeting Configuration
What AdGradr checks
Section titled “What AdGradr checks”AdGradr evaluates three geo-targeting conditions specific to Microsoft Ads: using “People in or searching for” targeting on local campaigns, having no geo targeting on a local business account, and relying on campaign-level geo only when ad group-level targeting would improve precision. The first two are significant findings; the third is a moderate flag.
Why this matters
Section titled “Why this matters”Microsoft Ads has two geo-targeting capabilities that differ from Google. First, Bing allows ad group-level geo targeting, which is more granular than Google’s campaign-level-only approach. Second, Bing’s default targeting intent is “People in or searching for your targeted locations,” which is broader than most advertisers realize.
For local businesses, both of these defaults work against you. The broad targeting intent shows your ads to people researching your city from across the country. And campaign-level-only geo targeting (the Google import default) forces you to use the same location settings for every ad group, even when some services have different service areas.
Imported accounts almost never leverage ad group-level geo targeting because Google does not offer it.
What good looks like
Section titled “What good looks like”- Targeting intent set to “People in your targeted locations” for local campaigns
- Ad group-level geo targeting used where service areas differ by product or service
- Geo targets reviewed and confirmed (not just inherited from Google import)
- Location bid adjustments set based on actual performance data by region
Common mistakes
Section titled “Common mistakes”- Leaving the default targeting intent unchanged. “People in or searching for” is Bing’s default. Local businesses need “People in” to avoid irrelevant clicks from outside the service area.
- Using campaign-level geo when ad group-level is available. A roofing company that serves residential in one city and commercial across the state could use ad group-level geo to handle both in one campaign. Most accounts never explore this.
- Importing from Google and never adjusting geo settings. Google import preserves campaign-level geo targets but cannot set ad group-level geo because Google does not have it.
How to fix it
Section titled “How to fix it”- Check targeting intent on every campaign. Switch local campaigns to “People in your targeted locations.”
- Evaluate whether any campaigns contain ad groups with different geographic needs. If so, set ad group-level geo targets.
- Review imported geo targets. Confirm they still match your actual service area.
- Add location bid adjustments based on conversion data. Increase bids in high-performing metros, decrease in underperforming areas.
When to ignore this check
Section titled “When to ignore this check”National or international businesses that legitimately want to reach people researching their market from anywhere can keep “People in or searching for” active. Not every account benefits from ad group-level geo targeting. If all ad groups in a campaign share the same service area, campaign-level geo is fine.
Want someone to handle this? The Click Makers team manages Microsoft Ads accounts for companies spending $5K+/month. Get in touch to see if we are a fit.