Campaigns, Ads, and Locations

In the previous section, we introduced the concepts of ad units and CTAs. This section will explain how advertising on Waze works. Specifically, we will review the Waze advertising infrastructure which is built on three main pillars:

  • Locations

  • Ads

  • Campaigns


Locations are the core of Waze Ads’ functionality. Adding locations to the Waze map is necessary in order for us to accurately serve ads. They represent the first layer of targeting and will determine where the ad is eligible to be shown.

Two types of locations exist:

  • Physical locations: Requires a business name, address, and coordinates

  • Regions: Areas such as cities, states or countries

Learn more about locations here.


Ads are displayed on the Waze map. They do not just include creatives, but also Calls-To-Action (CTAs) and, if relevant, text, URLs, and push notifications.

There can be only one CTA for each ad. That said, if you’d like to include your creative with two CTAs, “Drive There” and “Save Offer,” we would create two different ads.  

Learn more about ads here.


For ads to run for multiple locations, there must be a campaign tying them all together! 

Each campaign must hold one ad and at least one location. They also need to house other important information.


  • Determine the ad unit and locations

  • Hold the budget

  • Hold the targeting

  • Hold the bids

Similarly to the way ads and CTAs work together, there can be only one ad unit for each campaign. For example, if you want your ad to run with both Branded Pins and Zero-Speed Takeovers, we would need to create two different campaigns.

Learn more about campaigns here.


Campaign Ad Location
  • Holds one ad unit

  • Connects ads and locations

  • Holds the budget

  • Holds the targeting

  • Holds the bids

  • Holds the A/B testing                                              

  • Holds the ad images

  • Holds one CTA


  • Holds the text, URL, and push notification of the ad

  • Determines where the ad is eligible to be shown

  • Holds the ad coordinates (physical only)

  • Holds the location information