To combat getting leads from the wrong area, we use these tools:
1. Geographic Restrictions on Ad Placement
2. Negative Keywords
3. Ad Copy
4. Landing Page Copy
For some of the traffic sources, we can literally restrict your ads from showing using graphical boundaries. However, this usually doesn't make sense because you are losing all the people that are from out of the area that may be looking to move to the area.
For most of the traffic sources like Google, we keep the geography restriction open. This is in case someone living elsewhere is looking to move to your area. We want to show ads to those people because they are proactively looking for a home even though they may currently be a thousand miles outside of your area right now.
In this case, we try to eliminate getting leads when the intent is for a different location than yours. We do this by using "Negative Keywords". Google is not supposed to display your ads whenever a negative keyword is present. So for each of your campaigns, we include a list of these negative keywords. In the example below, you can see we have included "Indiana" and "IN". That's because, for this particular area, the customer wanted leads from Mooresville, North Carolina NOT Mooresville, Indiana: