Location insertion in Google Ads’ responsive search ads is a great way to personalise your ads and make them feel more relevant to your customers. It’s simple: you add a small code to your ad copy that automatically pulls in the user’s location—whether that’s their current city, a place they visit often, or an area they’re interested in. Instead of creating loads of different ads for each area you serve, this feature does the hard work for you, saving time and helping your ads connect better with local customers.

Why Localised Ad Copy Works

People tend to trust ads that speak to their location. If you’re looking for a plumber in Manchester, you’re probably going to be more drawn to an ad that says “Manchester Plumbers On Demand” than something generic like “Plumbing Services Near You.” It’s a small detail that makes the ad feel more relevant—and more likely to get clicked.

If your business serves multiple cities, counties, or even countries, location insertion is a no-brainer. Without it, you’d have to manually create individual ads for each place you want to target, which can be a massive time sink. With this feature, you can still speak directly to users in specific areas without all the manual work.

Key takeaway: If you want your ads to feel personal without spending hours making different versions, location insertion is your friend.

Watch Out for These Pitfalls

While location insertion is super useful, there are a few things to keep in mind to avoid problems:

1. Character Limits: Some city names are longer than others. If your headline is already pushing the 30-character limit, adding a city name like “Birmingham” might fit, but something like “Newcastle upon Tyne” could be too long. Make sure your ad doesn’t go over the limit, or it might not show up properly.
2. Balancing Your Headlines: It’s tempting to use location insertion for every headline, but it’s important to have at least three headlines without it. This helps Google rotate different options and find the ones that perform best. If all your headlines rely on location insertion, you could limit the variety and miss out on learning which messages work best with your audience.
3. Location Targeting: Location insertion works hand-in-hand with your campaign’s location targeting. If you’ve set your campaign to target an area that’s too big or too small, your ads might end up showing to the wrong people. Make sure your targeting is set to cover the right areas, so your ads reach the right people.

Key takeaway: Double-check your character limits, keep a mix of headlines, and make sure your location targeting matches where you actually want your ads to show up.

Keeping It Efficient Without Losing Control

Location insertion makes ad management easier, especially if you’re targeting multiple locations. You no longer have to create and upload a ton of different ad versions for each place—you can let Google handle that part. But just because it’s automated doesn’t mean you’re giving up control.

Google lets you “pin” certain headlines or descriptions, which means you can lock key messages into specific spots in your ad. If there’s something you really want to highlight—like a special offer or your company’s unique value—pinning it to a certain spot will make sure it always shows up in the right place, while still allowing the location to change.

Key takeaway: Use “pinning” to keep control over important parts of your ad, while letting Google handle the location details.

Why Personalised Ads Build Trust

One of the big reasons location insertion works is that it makes your ads feel more personal. People like seeing ads that relate to where they are, especially for services they need nearby. If you’re offering something like roof repairs or legal advice, having a headline that says, “Roof Repairs in [City]” or “Trusted Lawyers in [City]” gives a sense of closeness and trust. The user knows you’re local and available, which helps build confidence.

For businesses offering services that need to be quick—like food delivery or emergency repairs—this can be even more important. You can combine location insertion with urgency-driven headlines like, “Fast Delivery to [City]” to really drive the point home.

Key takeaway: If you’re in a business that relies on trust or quick service, using location insertion with urgency messaging can really boost your ad’s appeal.

Scaling Your Ads with Location Insertion

Location insertion is also a handy tool if you’re looking to grow your business and reach new areas. Instead of setting up individual campaigns for each city or region, you can use this feature to test new markets without the hassle of creating separate ads for every location. This can be a game-changer for businesses looking to expand.

It’s also great for seasonal promotions. Let’s say you’re a hotel chain running holiday deals—you could easily set up ads like “Christmas Stays in [City]” to target different locations dynamically. It’s a flexible way to keep your messaging relevant without creating new ads every time.

Key takeaway: Location insertion makes it easy to expand into new areas or run time-sensitive promotions, all while keeping your ads local and relevant.

Location insertion in Google Ads lets you make your ads feel personal without having to manually create endless versions for every location you serve. It’s a smart tool that saves time, keeps your ads relevant, and can help build trust with local customers. Just make sure you watch out for character limits, keep a balance of headlines, and check your location targeting to avoid any hiccups. By using this feature strategically, you’ll get the most out of your ads and connect with customers where it matters—right in their own backyard.