About campaigns, ads & locations

This article explains how advertising on Waze works. Specifically, it reviews the Waze advertising infrastructure which is built on 3 main pillars – campaigns, ads and locations.


Campaign Ad Location
  • Holds 1 ad format
  • 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 locations only)
  • Holds the location information


For ads to run on locations, there must be a campaign tying them all together. Each campaign must hold 1 ad and at least 1 location. Campaigns determine the ad format and locations, hold the budget and bids, and targeting.

Similarly to the way ads and CTAs work together, there can be only 1 ad format in each campaign. For example, if you want your ad to run with both Pins and Takeovers, you would need to create two different campaigns.


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 2 CTAs, for example “Drive There” and “Save Offer,” you should create 2 different ads.  


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

There are 2 types of locations:

  • Points: Physical, real-world destinations. Require a business name, address, and coordinates
  • Regions: Areas such as cities, states or countries. Serve as a targeting layer for Takeover ads only. Serving a Takeover ad on regions disables the ad's navigation property.

Learn more about locations here.