Difference Between Presence or Interest VS Presence Location Targeting in Google Ads

Let's talk about a critical element that may make or break your ad campaigns: location targeting. Specifically, we are looking at the differences between "Presence or Interest" and "Presence" targeting in Google Ads. When you set up location targeting in Google Ads, you will be given these two options. While they sound similar, they function differently. Choosing between these options can have a major influence on who sees your ads, how much you spend, and, ultimately, how successful your campaign is. You may also choose one targeting or another depending on your objectives and business strategy. This article will break down the differences between “Presence or Interest” and “Presence” location targeting in Google Ads!

Difference Between “Presence or Interest” VS “Presence” Location Targeting in Google Ads:

Location Targeting in Google Ads: Understanding Your Options

When setting up location targeting in Google Ads, you have two main choices:

1. Presence or interest: People in, regularly in or who've shown interest in your included locations

2. Presence: People in or regularly in your included locations

Presence or Interest

This is Google Ads' default and recommended option.

What it means:Your ads can reach people who are either:

• Physically located in your target area, OR

• Showing interest in your target area (through their searches)

Perfect for:

• Hotels and accommodations

• Travel websites

• Tourism businesses

• Real estate

• Any business wanting to reach both local and interested international customers

Real-world example:

Let's say you run a Singapore coworking space:

• A person in Hong Kong searches "coworking spaces in Singapore"

• Your ad CAN show up (even though they're not in Singapore)

• Why? Because they showed interest in your location

Presence: People in or regularly in your included locations

This is a more focused targeting option.

What it means:Your ads will only reach people who are:

• Physically present in your target location

• No exceptions for interest from other locations

Perfect for:

• Local services (plumbers, electricians)

• Food delivery

• Same-day services

• Businesses that only serve local customers

Real-world example:Using the same scenario:

• A person in Hong Kong searches "coworking spaces in Singapore"

• Your ad will NOT show up

• Why? Because they're not physically in Singapore

Which Location Targeting Option Should You Choose in Google Ads?

📍 Choose "Presence or Interest" if:

• You welcome customers from anywhere

• Your service can be used by people planning to visit

• You want maximum reach

📍 Choose "Presence Only" if:

• You only serve local customers

• Your service requires physical presence

• You need to avoid wasting budget on non-local customers

Frequently Asked Questions on Presence or Interest VS Presence Location Targeting in Google Ads

Can I switch between the “Presence or Interest” or “Presence” targeting during a campaign? 

Yes, you can change your location targeting options at any time in your Google Ads campaign settings.

Which option (“Presence or Interest” and “Presence”) targeting typically reaches a larger audience?

"Presence or Interest" generally reaches a larger audience and will increase your ads' reach as it includes both people in the location and people outside your targeted area who have shown interest in it. 

Can “Presence or Interest” targeting affect my ad spend?

Yes, because "Presence or Interest" can increase the number of people seeing your ads, you might experience higher ad spend. You may also be competing for ad space with a wider range of advertisers, potentially affecting your cost-per-click (CPC). It’s important to monitor performance and adjust if you find you're spending more without seeing a boost in conversions.

How does “Presence” targeting impact conversion rates?

"Presence" targeting can lead to higher conversion rates if your product or service relies on local customers who are physically near your business. This is because your ads will only be shown to people who are in the location and more likely to act immediately.