Google just added intent-based location targeting to AI Max for Search

Google Ads unlocks ‘Locations of Interest’ targeting for AI Max for Search.

Google just introduced a quiet but powerful update to AI Max for Search campaigns and it could change how you target customers geographically.

It’s called Locations of Interest and it allows advertisers to reach users not only based on where they are, but where they intend to be.

How it works:

• Located at the ad group level inside AI Max for Search

• Lets you select one or more geographic areas of interest

• These don’t need to match your existing campaign-level location targeting

• Targets users actively searching about, or showing interest in, those locations

Think of it as layering location intent on top of keyword and audience targeting.

Why it matters:

This opens up new strategic opportunities, especially for:

• Travel & hospitality brands

• Local services with expanding delivery or booking zones

• Event-based businesses targeting non-local attendees

• Real estate or destination-based eCommerce

• Any brand selling products or services tied to geographic relevance

Rather than being limited to the user’s current GPS location, you can now serve ads to those planning to engage with a region even if they aren’t there yet.

Here’s what this means for your targeting strategy:

In the past, this type of location intent targeting was common in Display and YouTube campaigns.
Now, Search campaigns get that same level of precision with AI-assisted automation baked in.

If you’re running AI Max for Search and haven’t updated your location strategy yet, this is the right time to test.

Cheers, Patrick.

CEO & Founder of Ad Lab.

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