TLDR: Google Ads has introduced ‘Locations of Interest’ targeting within its AI Max for Search campaigns, allowing advertisers to reach users based on their expressed interest in specific geographic areas, regardless of their physical location. This new feature aims to provide more precise, intent-based targeting for various industries.
Google Ads has rolled out a significant update to its AI Max for Search campaigns, introducing ‘Locations of Interest’ targeting. This new feature empowers advertisers to connect with potential customers who have demonstrated an interest in a particular geographical area, even if they are not physically present there. This combines traditional geo-filters with intent signals, offering a more refined approach to ad delivery.
The ‘Locations of Interest’ setting is an optional, ad group-level control within AI Max for Search. Advertisers can select multiple locations of interest per ad group, which can differ from the campaign’s main geographical setting. For instance, a campaign targeting the United States could include Spain as a ‘Location of Interest’ to reach users planning travel or researching that region.
This enhancement is particularly beneficial for industries such as travel, local services, and events, as it allows for more strategic, intent-based targeting. The ‘Locations of Interest’ filter is applied across all signals, including keywords, landing pages, and assets, ensuring that an ad impression is served only if the user has shown interest in the specified locations.
AI Max for Search, a comprehensive suite of AI-powered enhancements, leverages Google AI to optimize ads in real-time and tailor creative messages. It aims to boost campaign performance by utilizing machine learning, automated targeting, and dynamic ad customization. Other features within AI Max include search term matching, which expands reach beyond traditional keywords, and asset optimization for improved ad relevance.
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While AI Max is currently in global beta as of mid-2025, it is designed to provide advertisers with more control and transparency. It allows for the retention of control over key elements such as search term matching, brand exclusions/inclusions, landing page exclusions, and geo-targeting. This update signifies Google Ads’ continued commitment to integrating advanced AI capabilities to enhance targeting precision and campaign effectiveness for advertisers.
