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How to Target Postcodes in Google Ads (The Smart Way)

  • Marketingchimp
  • Jul 9
  • 3 min read

Updated: Jul 10

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Want your ads to show only in specific areas like LS1, SW3, or YO10? You’re not alone. Whether you’re a plumber, estate agent, mobile caterer, or local PPC agency in York, postcode targeting in Google Ads is one of the most powerful — yet underused — features.


This guide covers how to target postcodes in Google Ads effectively, why it’s useful, how to avoid the common traps, and how to scale postcode-specific campaigns for better ROI.


Why Postcode Targeting Is So Powerful


Postcode targeting gives you pinpoint control over where your ads show. Instead of blanketing an entire city or region, you can hone in on high-value postcodes where your ideal customers actually live, work, or search.


Benefits include:


  • 💷 Save budget by excluding areas with poor ROI

  • 🎯 Hyper-relevant targeting based on wealth, demographics, or service zones

  • 📈 Higher conversion rates by matching ads to specific local needs

  • 🚗 Perfect for service-based businesses with local reach or call-out areas


Example: A high-end garden design company may want to target YO1, YO24, and YO26 — but exclude YO31 or rural areas that don’t convert.


Method 1: Targeting Postcodes Using Radius Targeting (Manual Approach)


Google Ads doesn’t allow postcode entry like Facebook, but you can still target postcodes by setting a radius around a known address or location within that postcode.


Step-by-step:


  1. Log in to Google AdsGo to your campaign → Settings → Locations.

  2. Click “Advanced Search”

  3. Choose “Radius” targeting

  4. Enter the centre pointUse a known address or Google Maps coordinates within your desired postcode.

  5. Set the radiusUsually 0.5 to 1 mile works well to match postcode boundaries.

  6. Repeat for each postcodeAdd multiple radii for multiple postcodes (e.g., SW3, W1J, etc.)

  7. Name your campaign or ad groups clearlyE.g. “London | SW3 | Premium Kitchen Installs”


Method 2: Uploading Location Lists via Google Ads API or Location Insertion


This method is more complex, but powerful for bulk postcode targeting.

For example:


If you're targeting multiple postcode areas across the UK (e.g. YO1, YO10, YO24), you can use Google Ads' location criteria IDs to upload lists — but UK postcodes are not fully supported natively. Instead:


  • Use geo-targeted campaigns by city, borough, or radius

  • Upload postal code boundaries via tools like:

    • Google Ads Editor

    • Location insertion tools (e.g. from third-party PPC tools like Optmyzr or Adzooma)

    • GIS files (GeoJSON → mapped as custom audiences with radius targeting)


Method 3: Postcode Targeting via Keywords (Search Campaigns Only)


Another smart way to “target” postcodes is via keywords—especially when people include postcodes in their search terms.


Example keywords:


  • “Emergency electrician SW6”

  • “Wedding caterer YO30”

  • “Mortgage broker in E14”


What to do:


  • Create postcode-based ad groups

  • Add postcode-specific keywords and variants

  • Use dynamic keyword insertion in headlines to match intent

  • Ensure landing pages mention the target postcode (helps with Quality Score)


Bonus Tip: Use structured snippet extensions for postcode coverage. Example:

Service Areas: SW3, SW5, SW7, SW10

Method 4: Location-Specific Campaigns (for Granular Control)


For businesses covering multiple service zones or postcodes, running duplicate campaigns per postcode is often the most scalable approach.


Why do this?


  • Adjust bids based on conversion data per postcode

  • Show postcode-specific ad copy and CTAs

  • Build better relevancy → improves Quality Score + CTR


Pro tip:Use campaign naming conventions like:


  • “York | YO10 | Plumbing”

  • “York | YO24 | Emergency Callout”


Then analyse performance by postcode in Reports → Locations.


Excluding Postcodes (Equally Important)

J

ust as important as targeting is excluding areas you don’t want to serve. Maybe you’re priced too high for certain postcodes or don’t want leads from far away.


How to do it:


  • Go to Settings → Locations → Excluded

  • Use radius exclusion or city-level exclusion

  • If you find frequent irrelevant clicks from certain locations (check in the “User Location” report), exclude them manually


Tracking Postcode Performance


Once your campaigns are live, track performance by:


User location reports:

Campaign → Locations → User location → Filter by postcode or city name


Custom conversion tracking:

If your form has a postcode field, pass it through as a conversion label or custom parameter (e.g., with hidden fields in your forms)


GA4 integration:

Use postcode or location filters in reports to see bounce rates and conversions by geography


Final Thoughts: Get Hyper-Local, Spend Smarter


Google Ads postcode targeting isn’t a one-click solution — but when done right, it’s an absolute game changer. It helps you:


  • Reach the right customers in the right places

  • Avoid wasted ad spend in low-value postcodes

  • Write laser-focused, relevant ad copy that speaks directly to locals

  • Build trust with postcode-matching landing pages and CTAs


Whether you’re a PPC agency in York running ads for tradespeople, or an eCom brand targeting high-LTV postcodes, smart postcode targeting gives you the control Google Ads often lacks by default.


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