Radius Targeting
Paid MediaAlso: Radius Targeting Ads · Distance Targeting
Quick definition
Radius targeting is a paid media setting that shows ads only to people within a set distance from a location, usually a store, clinic or service area. Instead of targeting a whole city or postcode list, you draw a circle around a point and set the radius in kilometres.
How it varies across Australia
The right radius varies enormously by category. A cafe might target a radius measured in the low single-digit kilometres, while a tradie or removalist business often needs a radius stretching well beyond their own suburb to cover a realistic service area. There's no universal number, only the number that matches how far your actual customers are willing to travel or how far you're willing to drive.
Explore paid media benchmarks across Australian industries →What it actually means
Radius targeting is the paid media version of drawing a circle on a map and saying 'anyone in here can see my ad.' Google Ads, Meta and most local platforms let you set a location point and a distance, and the system serves ads only to people whose device signals put them inside that circle.
It sounds simple. The trap is that most businesses set the radius based on what feels reasonable rather than what their actual customer data says. A physio clinic assumes a five-kilometre radius covers their catchment, then discovers half their bookings come from ten kilometres away because people will drive further for healthcare than for coffee.
Radius targeting works best when it's layered with other signals rather than used alone. Combining it with audience targeting, keyword intent, or a call-to-action tailored to local search behaviour turns a blunt geographic filter into something closer to a qualified funnel. Used in isolation, it just narrows your reach without necessarily improving your conversion rate.
It's also easy to confuse radius targeting with geofencing. Geofencing usually triggers an action when someone enters or exits a zone in real time. Radius targeting is a static, ongoing setting that simply defines who's eligible to see the ad at all.
A radius set from a map, not from customer data, is a guess wearing a targeting setting's clothes.
How it shows up
Radius targeting shows up as a distance slider or kilometre input inside the location settings of Google Ads, Meta Ads Manager and most local search platforms. It also shows up indirectly in your conversion data. If bookings or sales cluster tightly around a distance well inside your set radius, you're likely paying to reach people who were never going to convert. If conversions are clustering right at the outer edge of the radius, you're probably leaving demand on the table just outside the circle.
The Australian context
Australian cities have low population density spread over large areas compared to most global markets, which makes radius targeting trickier than it looks. A five-kilometre radius in inner Sydney or Melbourne might cover a dense, highly relevant audience. The same five kilometres in an outer suburban or regional area might barely cover a handful of streets, missing the actual trade area entirely. Businesses operating outside capital city centres generally need a wider radius than instinct suggests, and should check it against real drive times rather than straight-line distance.
Where people get this wrong
Radius Targeting vs Geofencing
| Radius Targeting | Geofencing | |
|---|---|---|
| How it behaves | Static, ongoing eligibility zone | Real-time trigger on entry or exit |
| Typical use | Local store or service area targeting | Event-based prompts near a specific point |
| Setup effort | Simple, set once per campaign | Often needs app or location permissions |
| Best for | Ongoing local visibility | Moment-specific offers or reminders |
Related terms
Common questions
What's a good radius for a local business ad campaign?
There's no universal figure. Cafes and salons often work well with a tight radius of a few kilometres, while trades and healthcare providers frequently need a much wider one. Check where your existing customers actually come from before setting a number.
Can I use radius targeting on Google Ads and Meta at the same time?
Yes, both platforms support radius targeting independently. They don't need to match, since search intent on Google and social browsing on Meta often justify different radius sizes for the same business.
How is radius targeting different from targeting by postcode?
Postcode targeting follows administrative boundaries that don't always reflect real travel patterns. Radius targeting draws a circle based on distance, which is often a better proxy for how far customers will actually travel, though it can still cut across natural barriers like rivers or highways.
Should I widen my radius if performance drops?
Only after checking why performance dropped. Widening a radius when the real issue is weak creative or a poor landing page just spreads the same problem over more people. Fix the offer first, then adjust the radius.
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About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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