🔍 How to Use Location Insertion in Google Ads to Boost Local Relevance

Hey Digital Bards!
If you're managing Google Ads for multiple cities or service areas, here's a powerful trick you may not be using yet: Location Insertion. It's one of those features that quietly works in the background but can make your ads feel way more relevant to the user.

In this post, I’ll break down how it works, why it's a smart move, and show you exactly how to set it up, with real examples.

🚀 What is Location Insertion?

Location Insertion is a dynamic ad customization feature in Google Ads. It automatically inserts the user’s city, state, or country into your ad copy - making it hyper-local without needing to create dozens of ads manually.

It works in Responsive Search Ads (RSA) and Responsive Display Ads.

💡 Why Use It?

People click on ads that feel like they were made for them.

By showing ads like

"Fast Delivery in Cumberland"
"Trusted HVAC Repair in Fairfield"

… you're instantly telling your audience, "We serve your area!"—without" creating 50+ separate ads for each city.

🛠 How to Use Location Insertion in Your Ads

Here’s a step-by-step to make this work in your Responsive Search Ad:

Go to your Search campaign and click into your Ad Group.
Create or edit your Responsive Search Ad.
In the headline or description, insert the following syntax:
```
{LOCATION(City)}
```

Google will then dynamically replace {LOCATION(City)} with the user’s actual city, based on their location.

✅ Real Example: Plumbing Service

Let’s say you offer plumbing services across multiple cities in North Carolina.

Your Ad Copy:

Headline: Expert Plumbers in {LOCATION(City)}
Description: 24/7 Emergency Service Available. Book a Local Technician Now.

User in High Point sees:

Headline: Expert Plumbers in High Point

User in Winston-Salem sees:

Headline: Expert Plumbers in Winston-Salem

You get the idea - one ad, multiple personalised versions.

🔁 What If Google Can’t Detect the Location?

No worries — you can set a default text to show just in case. Example:

{LOCATION(City):Your Area}

If the user's location isn’t known, it will show:

"Expert Plumbers in Your Area"

👌 Best Practices

Use in headline 2 or 3 (not headline 1, which usually carries your core message).
Don’t overdo it — just one dynamic insertion per ad is usually enough.
Always preview your ad to make sure everything looks clean.

🎯 Who Should Use This?

✅ Local service providers
✅ E-commerce businesses with local delivery
✅ Multi-location brands
✅ Anyone running regional or nationwide campaigns who wants to appear local

🧠 Final Thoughts from the Digital Bard's Desk

Location Insertion isn’t just a clever gimmick; it’s a real conversion booster when used smartly. It’s especially useful in Performance Max campaigns where local intent matters but control is limited.

Try it in your next RSA; track the results, and optimise from there. If you’ve already used it and seen results, let us know in the comments; we’d love to hear your story!

Stay sharp.
Wali Ullah Shuvo
Digital Ads Specialist @ Digital Bards

🔍 How to Use Location Insertion in Google Ads to Boost Local Relevance