Geo-Targeting
Targeting ads to users based on their geographic location, including country, region, city, or radius targeting.
What Geo-Targeting means
Geo-targeting allows advertisers to serve ads to users based on their geographic location — country, state/region, city, postal code, or radius around a point. From a compliance perspective, geo-targeting is essential for ensuring ads only reach jurisdictions where the advertised product or service is legal. This is particularly important for regulated industries like gambling (varies by state/country), cannabis (US state-by-state legality), alcohol (different age requirements by country), and financial services (jurisdiction-specific licensing). Platform capabilities vary — some offer postal code-level targeting while others are limited to city or region. Geo-targeting is also relevant for the Special Ad Categories on Meta, where location-based restrictions prevent discriminatory targeting in housing, employment, and credit advertising.
Related terms
Audience Targeting
The process of defining which users will see an ad based on demographics, interests, behaviors, and other criteria.
Special Ad Categories
Platform-designated ad categories (housing, employment, credit, politics) with restricted targeting to prevent discrimination.
Restricted Content
Ad content categories that are allowed on platforms but only with specific restrictions, certifications, or targeting limitations.
Ad Set
A mid-level organizational unit within ad campaigns that defines targeting, budget, schedule, and placement settings.