About ad reach

Ad reach is an estimate of the number of people within a location target, based on signed-in users.

You can use the provided reach numbers to get a rough idea of how many people your AdWords ads could reach within a geographic area.

This article explains how ad reach is estimated and what happens when your location target can only reach a limited number of people.

How it works

With reach, you can estimate how many customers can see your ads in Yorkshire or Wales, or compare the number of people who might see your ad in Cardiff and Swansea. You can use those estimates to decide whether you've targeted the right areas, or if you need to select other areas that may provide the right level of exposure.

You may find that some locations have limited reach, which means that ads targeting these locations may have a more limited audience.


Reach estimates should only be used as general guidance for determining the relative number of users in a location target, compared with other location targets.

How it's estimated

Reach in AdWords is based on an estimate of the number of people seen on Google properties within the specified geographic area. Therefore, you may find that reach numbers in AdWords may differ significantly from census population data or other sources due to a range of factors, including:

  • Number of accounts used per person
  • Number of temporary visitors to a geographic location
  • Length of time that each person spends on a website
  • Number of signed-in people
  • Search partner or Google Display Network visits that aren’t included in reach number estimates


Reach helps you to estimate the total number of people that you could potentially reach with your ads, but it won't be able to tell you the total number of impressions that your ads could receive.

Locations with limited reach

For some locations, you may see a "Limited reach" warning in AdWords. Limited reach means that we aren't able to associate people with a selected geographic location by their Internet Protocol (IP) addresses. Possible reasons include a low number of users in the location, or the quality of IP to location mapping.

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