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About targeting your Home Service ads

Choosing the right ad targeting settings can help you reach the right customers for your business. For effective ad targeting, update your service areas and service types to determine where your Home Service ads can appear and what types of searches can make your ad appear.

Service types

You can define the services you’d like to advertise by choosing from a list of potential services for each business category (for example, “faucet repair”). When people search for phrases related to these services, your ads will be eligible to appear. Your ad will also be eligible to appear if someone searches for general categories related to your business (for example, “plumber”). In some cases, your ad will only appear for general category searches if you offer common services for your category.
 

Tip:

Select services directly related to your business so that your ads can appear when a customer searches for a particular service. For instance, a plumber should select install water heater to reach customers looking for that service.

Geo-targeting by service areas

You can define your service area by choosing cities and postal codes where you would like your ad to show. When you add a geographic area (for example, the city of San Francisco) to your service area, your ads will be targeted to that area in two ways:

Estimated location of person at time of search: Your ads can show to people who are estimated to be located within a particular geographic area (cities or postal codes) at the time of their search. For example, someone in San Francisco who searches for “leaky faucet” can see your ads.

Names of locations in searches: Your ads also can show to people who are interested in businesses like yours in your geographic area, even if they’re not currently estimated to be located in that area at the time of their search. For example, someone in Oakland who runs a search for “leaky faucet san francisco” can see your ads because you had specified "san francisco" in your service area.

When you add a particular city to your service area, your ad can appear to both categories listed above (people estimated to be located in that city, and people showing interest in that city by their search terms).
 

Targeting with postal codes

You can also exclude postal areas within a city where you provide services, by unselecting them from the list of postal codes assigned to that city. For example, if you want to exclude the northernmost section of San Francisco (postal codes 94123, 94109, and 94133) from your San Francisco service area, you can unselect these postal codes. By doing so, your ads won’t show to people estimated to be located within those postal code areas, and your ads also won’t show to people showing an interest in those areas (for example, a search for “plumbers 94123”).

Notes:
  • If you select only some postal areas within a city (for example, you select 94112 in the southern part of the city of San Francisco, but no other postal areas in the city), you'll see “San Francisco” as an added city, with all other postal codes in that city (other than 94112) as unselected areas. That means that your ad could still show to people outside of 94112 but within San Francisco if, for example, the person’s current location was only estimated at the city level at the time of his or her search.
  • Some postal areas are within multiple cities. This means that if you add one city, you may also add other cities that share a postal area with the city you added. If you add a postal area within multiple cities, all of the cities will be added (with all other postal codes in the city as unselected areas).

Examples of geo-targeting

Example 1

You create an ad for your plumbing company and add San Francisco to your service area. The city of San Francisco and all of San Francisco’s postal codes become part of your selected areas. When someone estimated to be located in San Francisco searches for “plumber” on Google, your ad is eligible to appear. Another person in Oakland searches for “San Francisco plumber” on Google. She can also see your ad because she included your business's location (San Francisco) in her search.

Example 2

You now want to add postal code area 94015 (part of Daly City, just south of San Francisco) to your list of areas. When you add 94015, you’ll see Daly City as a new city in your service area, with other Daly City postal code areas (for example, 94014) as “unselected.” Your ads now can show to people estimated to be located in 94015 -- and to people interested in that area (for example, they search for “plumbers 94015”). If a person’s current location is only estimated at the city level at the time of his or her search, your ad can show to people elsewhere in Daly City as well (for example, if a user searches for “plumber Daly City”).

Example 3

You now want to focus your business on the southern part of San Francisco and all of Daly City, and you want to exclude the northern part of San Francisco (postal codes 94123, 94109, and 94133). You add both San Francisco and Daly City to your list of service areas. You then unselect postal codes 94123, 94109, and 94133. By doing so, your ads won’t show to people estimated to be located within these postal areas, and your ads also won’t show to people expressing an interest in those areas (for example, searches for “plumbers 94123”). However, as noted above, your ad could still show to people in these unselected areas if their location is only estimated at the city level (for example, somewhere in San Francisco) at the time of their search. ​Related links Manage leads and jobs Manage Home Service ads and see reports

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