If you’re running a business in Brisbane, the last thing you want is your Google Ads budget being eaten up by clicks from Sydney, Melbourne, or—even worse—overseas. Precision location targeting is the difference between a high-converting campaign and a very expensive mistake.
In this guide, we’ll walk through exactly how to pin down your Brisbane audience, from broad metropolitan reaches to specific suburbs like Paddington, Chermside, or Mount Gravatt.
Why Location Targeting is Your Secret Weapon
For local Aussie businesses, every dollar counts. If you’re a plumber based in Coorparoo, you probably don't want to be paying for a click from someone in North Lakes unless you're prepared to spend two hours in traffic on the Gateway Motorway. By mastering these settings, you ensure your ads only appear to people who can actually use your services.---
Prerequisites: What You’ll Need
Before we dive into the Google Ads dashboard, make sure you have:- An active Google Ads account (if you haven't set one up yet, you'll need your ABN and billing details ready).
- A clear idea of your "serviceable area" (How far are you actually willing to drive?).
- A list of high-priority Brisbane suburbs or postcodes.
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Step 1: Navigate to Your Campaign Settings
First things first, log into your Google Ads account. Once you’re in, look at the light grey sidebar on the left-hand side.- Click on Campaigns.
- Select the specific campaign you want to edit (or click the blue '+' button to start a new one).
- In the inner sidebar (the one that appears once a campaign is selected), click on Settings.
Step 2: Open the Location Settings
Click on the Locations dropdown. By default, Google often sets this to "Australia." While we love our country, targeting the whole of Australia for a Brisbane-based café or law firm is a great way to set fire to your wallet. Pro tip from experience: Google loves to suggest "All countries and territories" when you're first setting up. Ignore it. Always select "Enter another location."Step 3: The "Basic" Brisbane Search
In the search box that appears under "Enter a location to target," start typing "Brisbane."You’ll see a few options pop up. Usually, you'll see:
- Brisbane (City), Queensland, Australia
- Brisbane (Greater Capital City Statistical Area), Queensland, Australia
Click Target next to your choice. You’ll see it turn blue on the mini-map to the right.
Step 4: Using Radius Targeting (The "Local's Choice")
Sometimes, a city-wide target is too broad. If you’re a gym in New Farm, you likely only care about people within a 5-10km radius.- Click on Advanced Search (it’s a small link just below the location search box).
- At the top of the pop-up, toggle from "Location" to Radius.
- Enter your business address or a central suburb (e.g., "Fortitude Valley").
- Set your distance (e.g., 10 kilometres).
- Click Target.
Step 5: Targeting by Postcode
If you know your Brisbane geography well, targeting by postcode is the most precise method. This is great if you want to target affluent areas like 4007 (Ascot/Hamilton) or high-growth areas like 4069 (Kenmore/Brookfield).- In the Advanced Search box, stay on the "Location" tab.
- Type in a postcode (e.g., "4101").
- Click Target.
- Repeat this for all the postcodes in your service area.
Step 6: The "Location Options" Trap (Crucial!)
This is where most people get stuck, and honestly, the interface doesn't help because this menu is usually collapsed.Look for the small text that says Location options. Click it to expand.
You will see two sections: Target and Exclude.
Under Target, you will see two choices:- Presence or interest: People in, regularly in, or who've shown interest in your targeted locations (Recommended)
- Presence: People in or regularly in your targeted locations
Step 7: Setting Up Exclusions
Just as important as where you want to show is where you don't want to show. If you're a Brisbane business but you absolutely don't service the Gold Coast or the Sunshine Coast, it’s a good idea to explicitly exclude them.- In the Location search box, type "Gold Coast."
- Instead of clicking Target, click Exclude.
- Do the same for "Sunshine Coast."
This tells Google, "Even if your algorithm thinks someone on the M1 near Yatala might be interested, if they're in the Gold Coast zone, don't show my ad."
Step 8: Reviewing the Map
Before you hit save, look at the map on the right side of the screen.- Blue areas are where your ads will show.
- Red areas are your exclusions.
Does it look right? Does it cover the Gateway, the ICB, and the M3? If there are massive gaps in the suburbs you service, go back and add those postcodes.
Step 9: Location Bid Adjustments
Once your campaign has been running for a week or two, you can get even more advanced.- Go to the Locations tab in the left-hand menu (the one below 'Content', not the settings menu).
- You will see a list of the locations you're targeting and their performance.
- If you notice that clicks from "Brisbane City" are converting into customers at a much higher rate than "Ipswich," you can use a Bid Adjustment.
- Click the pencil icon in the "Bid adj." column and increase it by, say, 20% for the high-performing area.
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Common Mistakes to Avoid
- Forgetting the "Presence" setting: I've seen businesses spend thousands on international clicks because they left the default "Interest" setting on. Check this twice!
- Too small a radius: If you set a 2km radius around a small suburb like Milton, your ads might not show at all because the audience size is too small. If you aren't getting any impressions, try widening the net.
Troubleshooting
- "My ads aren't showing in my own suburb!" - Don't panic. Google doesn't always show you your own ads (it doesn't want to waste your budget on non-converting impressions). Use the Ad Preview and Diagnosis Tool instead of searching on Google yourself.
- "I'm getting clicks from Logan but I only targeted Brisbane City." - Check if Logan is included in the "Greater Brisbane" area you selected. If so, you'll need to add Logan as an Exclusion.
- "The map looks wonky." - Google's map interface can be fiddly. If a radius looks off-centre, delete it and use a specific postcode as the centre point instead of a generic business name.
Next Steps
Now that your location targeting is locked down for the River City, you're already ahead of most of your competitors.Next, you should:
- Set up an Ad Schedule: Ensure your ads only run when you're awake to answer the phone!
- Optimise your Keywords: Make sure you're using "Brisbane" in some of your keywords (e.g., "Electrician Brisbane").
- Check your Landing Page: Does your website mention you're a Brisbane local? It helps with conversion!
If this all feels a bit overwhelming or you'd rather spend your time running your business than fiddling with maps and postcodes, we're here to help. At Local Marketing Group, we live and breathe Brisbane digital marketing. Contact us today and let's get your ads performing the way they should.
Almost there! Just hit that Save button at the bottom of the settings page, and your Brisbane-focused campaign is live.