Winning search no longer hinges on where a person stands with their phone. It hinges on where they plan to be. Google Ads AI Max Locations of Interest lets you reach people who show explicit or inferred intent toward a place even when they are somewhere else. That means a traveler in New York hunting “apartments in Austin.” A student in Delhi researching “MBA in Toronto.” Or a shopper in Chicago looking up “Tokyo camera stores.” Google confirmed AI Max and this control within the last few months, and the rollout is now global.
Google Ads AI Max Locations of Interest
Short on time? Start here. This skim section summarizes what matters about Google Ads AI Max Locations of Interest before we dive deep.
- What it is: A new ad-group–level targeting control in AI Max for Search that reaches users who demonstrate geographic intent for specific places, not just those physically present there. Google positions it as exclusive to AI Max.
- Why it matters: You can market to travelers, relocators, cross-border shoppers, and event audiences earlier in their journey. Search Engine Land covered the launch last month with hands-on examples.
- Availability: AI Max for Search is now broadly available worldwide across the Google Ads UI, Editor, SA360, and API as of September 10, 2025.
- How it fits: LoI adds to your campaign’s usual geo settings. You still choose campaign-level “Presence” modes. LoI then layers intent-based locations at the ad group where your keywords and assets live. See Google’s overview plus recent implementation walk-throughs from industry trackers.
- Controls + safety: AI Max ships with brand controls and improved reporting so you can steer expansion and see where traffic grows.
At-a-glance: Presence vs Presence-or-Interest vs AI Max Locations of Interest
| Targeting mode | Where you set it | Who you reach | Great for | Key note |
|---|---|---|---|---|
| Presence (people in) | Campaign level | Users physically in your geo | Hyper-local services and in-store promos | Tightest reach |
| Presence or Interest | Campaign level | Users in your geo or those who show interest | Broad prospecting with a local angle | May widen outside strict geo |
| AI Max Locations of Interest | Ad group (AI Max only) | Users with explicit or inferred intent toward places you list | Travel, relocation, events, cross-border research | Exclusive to AI Max for Search |
What Is Google Ads AI Max? (and how “Locations of Interest” fits)
Google Ads AI Max is a Search-campaign enhancement, not a separate campaign type. Think of it as a one-click layer that boosts your existing Search campaigns with smarter matching, asset optimization, and final URL expansion. You enable AI Max in the same campaign where your keywords and bidding already live. The feature is now available globally across Google Ads, Editor, SA360, and the API.
Definition and campaign scope
When you toggle AI Max for Search on, Google’s models begin to:
- Expand search-term matching beyond the strict keyword list while honoring your negatives and brand controls.
- Customize text assets so headlines and descriptions align with a user’s intent in real time.
- Route traffic to the best landing page with final URL expansion if you allow it.
These behaviors sit on top of your normal bidding strategies and work inside standard Search.
Where it lives in the UI: enable AI Max in Search campaign settings. You can also access it via Google Ads Editor, Search Ads 360, and the Google Ads API as part of the current global beta.
AI Max vs Performance Max vs Broad Match
You will hear these compared often. Use this feature matrix to keep them straight and to decide when Google Ads AI Max Locations of Interest belongs in your plan.
| Capability | AI Max for Search | Performance Max | Broad Match (in Search) |
|---|---|---|---|
| Networks covered | Search only | Search + Shopping + YouTube + Display + Discover + Maps + Gmail | Search only |
| Creative handling | Text asset customization inside RSAs; brand controls available | Auto-generates and mixes assets across channels; creative is multi-format | Uses your RSA assets; relies on keyword expansion |
| Matching behavior | Expanded query matching informed by AI Max | Cross-network signals choose placements | Broad match within keyword targeting rules |
| Landing page routing | Final URL expansion optional | Auto-routing across surfaces and feeds | Standard final URLs unless you enable page feed/experiments |
| Locations of Interest (LoI) | Yes – ad-group level, exclusive to AI Max | No | No |
| Best for | Intent-first Search campaigns that need more reach with controls | Full-funnel multi-network campaigns | Keyword-led Search with lighter automation |
Where “Google Ads AI Max Locations of Interest” fits
Locations of Interest (LoI) is a new control available only when AI Max is enabled. You set it at the ad group level, which means you can tailor geo-intent to each keyword theme and landing page. In practice you still choose a campaign-level presence setting, then layer LoI to reach users who show explicit or inferred interest in places even if they are outside your primary geo.
Key takeaways before you dive deeper:
- AI Max augments Search, not replaces it.
- LoI is ad-group scoped, so structure matters.
- The global rollout means you can test it today with standard accounts and tools.
What Are “Google Ads AI Max Locations of Interest”?
Google Ads AI Max Locations of Interest (LoI) is an ad-group–level control that targets people who show geographic intent for places you specify. It reaches searchers who intend to be somewhere even when they are physically elsewhere. Think “hotels in Madrid” searched from Chicago. Google positions LoI as exclusive to AI Max for Search and describes it as a new way to reach customers based on geographical intent. See Google’s AI Max overview and the Help Center language noting LoI at the ad-group level.
Presence vs Intent
Traditional geo targeting focuses on where the user is right now. Locations of Interest focuses on where the user wants to be based on queries and other signals. It is purpose-built for travelers, relocators, event seekers, and cross-border shoppers who research ahead of time. Google’s advanced-location docs describe “presence or interest” as a broader option at the campaign level. LoI brings explicit intent lists into Search at the ad group.
Where to find it in the UI (current rollout)
- Enable AI Max on a Search campaign. Use Settings → AI Max.
- Open the Ad groups tab and pick an ad group.
- Scroll to Ad group settings for AI Max → Locations of interest.
- Add one or many locations (countries, regions, cities). Save.
How Google Ads AI Max Locations of Interest works
- Signal basis: Queries that explicitly name a place and broader behavior that suggests interest in that place. You list the places at the ad group.
- Scope: LoI is exclusive to AI Max for Search. It augments standard campaign geo rules rather than replacing them.
- Volume lever: Add multiple LoI locations per ad group to scale. Separate themes by market for cleaner reads and stronger ad-to-page relevance.
Comparison table: Presence vs Presence-or-Interest vs AI Max Locations of Interest
| Targeting mode | Where it lives | Who you reach | Best for | Source |
|---|---|---|---|---|
| Presence (people in) | Campaign | Users physically inside your geo | Hyper-local services, in-store promos | Geo help |
| Presence or Interest | Campaign | Users in your geo or those who show interest | Broader prospecting with a local angle | Advanced options |
| AI Max Locations of Interest | Ad group (AI Max only) | Users with explicit or inferred intent toward places you list | Travel, relocation, events, cross-border research | AI Max overview |
Why this matters for intent-first Search
AI Max already expands search-term matching, asset customization, and URL routing. Locations of Interest adds a geo-intent layer where your keywords and assets live. That means your Google Ads AI Max Locations of Interest lists can guide expansion into location-rich queries that your exact and phrase sets missed. Read Google’s product announcement then test in a controlled experiment.
How to Enable Google Ads AI Max Locations of Interest
Getting Google Ads AI Max Locations of Interest live takes a few minutes if you follow a clean sequence. You enable AI Max at the Search campaign level, then you add Locations of Interest (LoI) inside each ad group that needs geo-intent targeting. The official Help Center now documents both steps with current UI labels. See How AI Max works, Set up AI Max, and Target ads to geographic locations for the LoI path.
Prerequisites before you switch on AI Max
- A Search campaign with conversion tracking and a clear bidding goal.
- Brand controls and negatives ready, since AI Max can broaden matching beyond strict keywords.
- Access to the AI Max toggle in campaign settings. Google says the feature is now globally available, so most accounts should see it. Read Google’s September rollout note.
Tip: Keep a duplicate test campaign or use Experiments. You want causal reads for any lift you attribute to Google Ads AI Max Locations of Interest. Trade coverage recommends controlled tests.
Step-by-step: Turn on AI Max in a Search campaign
- Open Google Ads → Campaigns → [Your Search campaign] → Settings.
- Find AI Max for Search and toggle On.
- Review the summary of enhancements. Confirm terms if prompted.
- Save. Then move to ad-group setup and Locations of Interest.
Step-by-step: Add Locations of Interest at the ad-group level
Scope reminder: LoI is ad-group scoped and exclusive to AI Max. You can add multiple places per ad group. It layers on top of your campaign’s geo settings.
- Go to Ad groups inside your AI Max-enabled Search campaign.
- Open the ad group that maps to a specific theme or market.
- Scroll to Ad group settings for AI Max → Locations of interest.
- Click Locations of interest, then Add locations (countries, regions, cities).
- Save. Repeat for other ad groups.
Recommended structure for clean data and stronger intent
- Split by market + theme: Create one ad group per market-intent cluster. Example: “Austin rentals”, “Phoenix rentals”, “Tampa rentals”. Each ad group gets its own Google Ads AI Max Locations of Interest list. Trade coverage shows LoI works “in addition to” your campaign geo.
- Mirror landing pages: Point each ad group to a local hub page that proves relevance with local facts, trust markers, and inventory.
- Keep presence vs LoI separate: Use presence-only ad groups for on-the-ground demand. Use LoI ad groups for out-of-market intent. This separation avoids blended metrics.
- Set controls first: Apply brand inclusions/exclusions and negatives before scaling LoI lists.
How Google Ads AI Max Locations of Interest Works Under the Hood
Locations of Interest (LoI) adds a geo-intent layer inside AI Max for Search. It identifies people who show explicit or inferred interest in places you list, then it lets your ad group compete for those impressions even when the user is not physically there. Google describes LoI as exclusive to AI Max and scoped to the ad group, which means structure and theming matter. Keep campaign-level geo rules in place, then use LoI to narrow or expand by intent at the point where your keywords and assets live.
What the system pays attention to: Google’s public language points to “geographical intent” as the core signal. That includes queries with location terms and behavior that indicates interest in a place. Google does not disclose the full model inputs. The feature’s purpose and examples come from the Help Center and recent product posts, which show LoI working in addition to campaign geo. Broader engagement with local content likely reinforces intent scoring, which is common across Google’s AI surfaces, yet the exact weights remain undisclosed. Validate behavior in your own account using Experiments.
How LoI interacts with other AI Max capabilities
- Expanded query matching: AI Max can match into new location-rich queries that align with your theme. LoI narrows that expansion toward places you list, which improves relevance and lowers waste. Use negatives and brand controls to steer discovery.
- Asset customization in RSAs: AI Max tailors text assets to the user’s intent. With LoI, headlines and descriptions can lean into the named city or region without manual pinning across dozens of ad groups. Keep local proof on page to maintain quality signals.
- Final URL expansion (optional): When enabled, AI Max can route the click to the most relevant local page. Pair LoI lists with a tidy set of city pages so the system has strong candidates. If site architecture is thin, leave URL expansion off until pages improve.
Presence vs Presence-or-Interest vs LoI – practical differences
| Dimension | Presence | Presence-or-Interest | AI Max Locations of Interest |
|---|---|---|---|
| Scope | Campaign | Campaign | Ad group (AI Max only) |
| Who you reach | People in your geo | People in or interested in your geo | People who show interest in places you list, while still respecting campaign geo rules |
| Control level | Coarse | Medium | Granular by theme |
| Typical use | In-store, on-site services | Prospecting with a local angle | Travel, relocation, cross-border research, events |
| Official docs | Geo targeting help | Advanced location options | AI Max Help + SEL launch coverage |
What you can and cannot control today
- You can control:
- The LoI list per ad group. Add countries, regions, or cities.
- Brand inclusions/exclusions and negatives that constrain expansion.
- Final URL expansion on or off, plus landing-page supply.
- You cannot control:
- The internal weighting of geo-intent signals. [Unverified] Google does not publish feature weights.
- Exact query eligibility logic beyond published policies and your controls. Treat LoI as a guided signal, not a hard filter.
LoI gives Search marketers a precise lever to reach people who are thinking about a place before they get there. It rides on AI Max’s expanded matching and creative optimization, yet it stays configurable through ad-group lists, negatives, and brand controls. Treat it like a new intent signal in your stack. Then prove impact with experiments before you scale across markets.
Keyword + Creative Strategy for Google Ads AI Max Locations of Interest
Building a profitable Google Ads AI Max Locations of Interest setup starts with intent. You cluster where a person wants to be with what they seek. Then you mirror that intent in keywords, ad assets, and landing pages. AI Max broadens eligible queries. LoI narrows expansion toward the cities or regions you list. Google’s May and September updates confirm LoI’s role and global availability, so you can design this system with confidence today.
Keyword frameworks that pair well with Locations of Interest
Start with geo-intent templates. Then expand variants that signal timing, comparison, or specificity.
- Relocation & housing:
- “apartments in {city}”, “{city} neighborhoods”, “cost of living {city}”, “moving to {city} checklist”
- Travel & tickets:
- “flights to {city} October”, “{city} weekend itinerary”, “best time to visit {city}”
- Local services researched from afar:
- “wedding venues {city}”, “{city} immigration lawyer consult”, “private schools in {city}”
- Higher-ed & training:
- “MBA in {city} requirements”, “{city} scholarships for international students”
How LoI helps: you set {city} in the ad group’s Locations of Interest list. Then AI Max can match into location-rich queries that express intent for that place. Google’s Help page describes LoI as an optional ad-group control that reaches users “searching for or interested in specific geographic areas.”
Ad assets that read like a local (without sounding canned)
Use responsive search ads to cover variants. Keep a tight theme per ad group, then vary headlines and descriptions so AI can assemble relevant combos. Google’s current guidance emphasizes diverse assets and brand-safe controls under AI Max.
Asset ideas for LoI ad groups
- Headlines: “Apartments in Austin near parks”, “Tour homes in Austin this week”, “Relocate to Austin with local experts”
- Descriptions: “See updated listings, neighborhood guides, and closing timelines”, “Book a virtual tour today. We support out-of-state buyers”
- Add-ons: Sitelinks for Neighborhoods, Virtual Tour, Cost of Living, School Ratings.
Landing-page mapping for Google Ads AI Max Locations of Interest
Route search traffic to a page that proves you serve the place a user wants. AI Max can help with final URL expansion if you opt in. The rollout notes emphasize AI Max’s routing and control story; pair it with a clean local URL structure for each market.
Local hub must-haves
- H1 + intro that name the city and the service precisely.
- Evidence: maps, service coverage, local testimonials, licensing, fees, or schedules.
- Fast load & clear CTAs: book a tour, talk to admissions, get a quote.
- Schema & internal links: connect to city subpages, FAQ, and comparisons.
Measurement, Transparency, and Brand Controls for Google Ads AI Max Locations of Interest
Getting Google Ads AI Max Locations of Interest right depends on what you can see and what you can steer. AI Max adds new lines in reporting, clearer provenance for matches, and guardrails like brand inclusions/exclusions. Use the tools below to prove impact and keep reach aligned with intent.
What you can see now (reporting upgrades specific to AI Max)
- Search terms report gains:
- A new “AI Max” match type for incremental queries discovered by AI.
- A “source” column that shows if a term matched via broad match expansion or keywordless logic.
- A combined view of search term + served headlines + final URL to trace the journey.
- Keywords report adds summary rows that attribute AI Max contributions.
- Landing pages report adds a “Selected by” column so you can see when AI Max chose an alternate page.
- Asset reports move beyond impressions to show spend and conversions for stronger creative decisions.
Why it matters: You can isolate the lift from Google Ads AI Max Locations of Interest by filtering to LoI ad groups, then slicing by match type = AI Max and reviewing the source labels. This separates expansion traffic from your manual keywords. Independent roundups echo the new AI Max match type visibility.
A simple measurement plan for Locations of Interest
- Create an Experiment: Test AI Max ON vs OFF with identical geo, bids, and budgets. Keep LoI lists the same across variants so LoI is the only difference.
- Segment your analysis:
- Report by Ad group (LoI vs non-LoI).
- Add Match type and Source columns to see AI-discovered traffic vs keyword traffic.
- Quality checks: Audit top search terms weekly and tag winners/losers; apply negatives where intent drifts.
- Decision rule: Scale markets where CPA (USD) and Lead Quality improve at 95%+ experiment confidence. Keep budgets flat where lift is inconclusive.
Brand controls you should enable before scaling LoI
- Brand settings panel gives brand inclusions (where your ads can appear) and brand exclusions (where they must not).
- Inclusions: available at campaign and ad-group level for Search with AI Max.
- Exclusions: available at campaign level.
- If you’re new to brand settings, turn on AI Max to access the panel.
- URL controls (inclusions/exclusions) can further constrain landing pages when you use Final URL expansion. Use this when LoI pulls you into markets with specialized content.
Policy tip: Keep brand lists updated in markets where your LoI tests include competitor-dense categories. See Google’s brand settings FAQ for scope and language support.
Guardrails that keep Google Ads AI Max Locations of Interest honest
- Start narrow: Limit LoI lists to a handful of cities per ad group. Expand only after search-term and lead-quality audits show fit. Trade coverage flagged early spend drift into high-volume tourist hubs.
- Separate presence vs LoI: Use distinct ad groups so you can compare CPA and CVR without signal mixing.
- Negative discipline: Maintain a master list for off-theme cities and unrelated intents (e.g., free, jobs, maps). Revisit weekly.
- Landing-page proof: LoI works best when the destination page proves real local coverage, hours, compliance, or inventory. Pair LoI with Final URL expansion only after local pages are strong.
When to Use Google Ads AI Max Locations of Interest – and When Not To
Best-fit use cases for Google Ads AI Max Locations of Interest
Use Google Ads AI Max Locations of Interest when intent points to a place other than the user’s current location. Google and trade coverage describe LoI as an ad-group–level control that reaches customers based on geographical intent, exclusive to AI Max for Search. That framing makes LoI ideal for early, research-heavy journeys.
- Travel & tourism – e.g., “hotels in Madrid,” “Dubai flights October deals.” LoI lets you capture demand before travelers arrive.
- Relocation & real estate – e.g., “apartments in Austin,” “best neighborhoods Phoenix.” Perfect when the searcher is out-of-market yet clearly city-focused.
- Events & ticketing – e.g., “Paris Fashion Week tickets,” “Singapore GP grandstand map.” Users plan months out with explicit city queries.
- Cross-border education – e.g., “MBA in Toronto requirements,” “student housing Dublin.” LoI narrows expansion to the destination city while AI Max handles query breadth.
- Destination services researched remotely – e.g., “wedding venues Jaipur,” “immigration lawyer Vancouver” where purchase or booking happens later on-site.
Why LoI fits these: Google states LoI “helps you reach specific customers based on their geographical intent at the ad group level,” and coverage confirms it’s exclusive to AI Max, giving you a precise lever to steer AI-driven query expansion toward specific places.
Quick chooser: should you use LoI in this campaign?
| Scenario | Use LoI? | Rationale |
|---|---|---|
| You sell tours in multiple cities but most researchers are out-of-market | Yes | LoI lists cities per ad group so AI Max expansion focuses on those destinations. |
| You run a national brand with city pages and broad research queries | Yes | LoI + final URL expansion can route to the best local page if enabled. |
| You’re a single-location emergency service (e.g., locksmith) | [Inference] Usually No | Presence targeting is tighter; interest without presence wastes spend. |
| You face strict compliance on cross-border messaging | [Inference] Maybe | Start with presence; test LoI only after legal review and page readiness. |
When not to use Google Ads AI Max Locations of Interest
- Hyper-local, urgent services where physical presence determines eligibility (ambulatory care, emergency plumbing). LoI’s value drops when intent without presence cannot convert.
- Budget-constrained local pilots with thin landing pages. LoI will broaden eligibility; without strong local proof, CPC and CPA can climb. Start with “Presence” only, then layer LoI after pages improve.
- Regulated or licensing-sensitive offers where cross-border promises can mislead. Keep presence-only until compliance is clear.
LoI augments campaign geo rules rather than replacing them, so align your campaign-level location settings first. Then test LoI in separate ad groups to keep measurement clean.
Compliance, Privacy, and Policy Notes for Google Ads AI Max Locations of Interest
Why this matters: Google Ads AI Max Locations of Interest expands reach based on geo-intent, so your legal and policy posture must keep pace – especially in the EEA/UK and for sensitive categories. The items below rely on current Google policy and product updates from May-September 2025 with links for verification.
1) Personalized ads & sensitive categories (what LoI does not let you do)
Google’s Personalized advertising rules prohibit targeting users based on sensitive interest categories (e.g., health status, sexual orientation, sensitive political affiliations). This applies across Google’s targeting features and is reiterated in the May 29, 2025 policy change log. If your offer falls into sensitive areas, expect additional constraints on audience tactics even when LoI is enabled.
Policy gist: sensitive categories remain off-limits for personalized targeting; legal restrictions still govern where and how ads can run.
Implication for LoI: You can list places of interest at the ad-group level, but you cannot use LoI to sidestep sensitive-category rules or local legal restrictions (e.g., healthcare). Review the high-level policy index and healthcare examples before launching city-level assets.
2) Political content & EU updates (summer 2025)
If you use LoI to reach audiences around political events or destinations, know that Google tightened EU political ad rules this summer in line with EU Regulation 2024/900. The September 2025 update outlines restricted political advertising, and the July 2025 notice covers disclosure, eligibility, and verification changes. Ensure the advertiser is verified where required and that your targeting/copy comply before layering LoI.
3) Consent & data signals (EEA/UK/CH)
Personalized ad serving to users in the EEA, UK, and Switzerland requires valid consent passed to Google via Consent mode and, when you’re a publisher or using publisher surfaces, a Google-certified CMP integrated with the IAB TCF. Google reiterated consent-mode updates and CMP integrations in 2025 help articles and announcements. For advertisers measuring with GA4, implement Consent mode v2 and keep SDKs up to date.
Tip [Inference]: If your LoI list includes EU cities, confirm consent signals are flowing before you scale budgets; otherwise measurement and personalization can degrade.
4) Ads transparency & who pays (Spring 2025)
Google’s Ads Transparency update (April–June 2025) changed how the payer name appears in My Ad Center and the Ads Transparency Center. Agency setups should ensure verification reflects the client payer where applicable. Keep your billing/verification clean, especially when LoI expands your footprint across jurisdictions.
5) Brand controls, ad-group scope, and LoI documentation
LoI is exclusive to AI Max for Search and configured at the ad-group level; Google’s documentation and product blog make that explicit. Use brand inclusions/exclusions alongside LoI to stay on-brand as AI expands queries.
Advanced Tips for Google Ads AI Max Locations of Interest
You already know the knobs. Now squeeze more signal from them. These advanced moves blend documented AI Max behaviors with tested tactics you should validate in your account.
Sharpen your LoI lists for precision
- Start with 3–5 cities per ad group. Add more only after search-term and lead-quality checks.
- Group cities by intent stage. Example: research cities vs transactional hubs.
- Keep LoI at the ad-group level. Google states Locations of Interest is an AI Max–only control that you configure per ad group. This placement lets you tailor creative and landing pages by market.
Let AI Max customize copy, then back it with local proof
- Supply diverse RSA assets. AI Max can customize text assets to align with the user’s intent. Feed it 10–15 varied headlines and 4-6 descriptions per LoI ad group.
- Mix one evergreen headline with several city-specific hooks. That balance prevents overfitting while you test markets.
- Add on-page proof (neighborhoods, transit lines, permits) so ad promises match destination pages.
Control where clicks land with URL guardrails
- Use Final URL Expansion only when local pages are strong. The feature can send users to a better-matched page. Great when each city has a robust hub.
- Pair expansion with a curated list of allowed city URLs. Keep routing tight while you test.
Steer discovery with brand controls and negatives
- Turn on brand inclusions/exclusions. AI Max exposes brand controls at the campaign and ad-group levels, which helps you avoid unwanted adjacency as query matching expands.
- Maintain a master negative list for off-market cities and low-intent terms such as free, jobs, map, weather.
Budget and bid hygiene
- Cap daily budgets on LoI ad groups during the first 14-28 days. Expand only after CPA in USD stabilizes.
- Hold tCPA or tROAS steady through the learning window. Avoid mid-flight resets while the model finds footing.
Use experiments to prove the upside
- Run AI Max experiments with a 50/50 split. Google added a built-in AI Max experiment type that eliminates messy duplicate-campaign tests.
- Design two arms per market. One Presence-only ad group. One LoI ad group. Keep assets and bids identical, then read CPA/ROAS and search-term quality.
FAQs – Google Ads AI Max Locations of Interest
What is “Google Ads AI Max Locations of Interest”?
It’s a new ad-group level control inside AI Max for Search that lets you reach people who show geographical intent toward places you list. Google calls it exclusive to AI Max for Search.
Where do I turn “Google Ads AI Max Locations of Interest” on?
First enable AI Max in your Search campaign. Then open the ad group and add Locations of interest in its settings. Google’s Help page confirms LoI lives at the ad-group level.
Is LoI available outside AI Max or in Performance Max?
No. Google states LoI is exclusive to AI Max for Search. There’s no equivalent control in Performance Max today.
How is LoI different from “Presence” or “Presence or interest” in campaign settings?
Presence and Presence or interest are campaign-level advanced location options. They decide whether your ads can show to people in your target area or also to people who show interest in it. LoI is ad-group level and lists the exact places you want to capture interest for. Use them together.
Does LoI override my campaign location settings?
No. Campaign location settings still apply. LoI adds a layer that targets interest in places at the ad-group level. Google’s location docs explain campaign rules.
What kinds of locations can I add?
Countries, regions, or cities. Trade coverage shows city-level examples and use cases like travel and relocation.
Do I need special ad formats?
No extra format is required. LoI works with standard Search campaigns that have AI Max enabled. Google’s description focuses on Search features like expanded query matching, text customization, and optional final URL expansion.
Does LoI change how keywords match?
LoI does not change keyword mechanics by itself. AI Max can expand search-term matching beyond your list. Google describes “broad match and keywordless technology” that finds more relevant queries.
Can I see which queries AI Max found when LoI is on?
Yes. Google added an “AI Max” match type in Search terms so you can track expansion queries. Industry coverage shows this view and the new reporting rollouts.
How do I test LoI properly?
Use the built-in AI Max experiments with a 50/50 split to compare variants. This replaces duplicate-campaign hacks.
Is LoI in Google Ads Editor or the API?
Google’s Developer Blog says full API support is planned for v21 (targeted for August 2025) and warns of transitional issues if you toggle AI Max in the UI before that.
What are good use cases?
Travel, relocation, events, and cross-border research where people name a destination city in queries. That’s how Google and the trade press frame LoI.
Can I still use campaign “Presence” only if I want hyper-local traffic?
Yes. You can keep Presence at the campaign level when that makes sense.
Does LoI work with brand controls and URL guardrails?
Yes. AI Max adds brand inclusions/exclusions and optional final URL expansion. You can combine these with LoI.
Is there any impact on non-Search surfaces like YouTube or Display?
LoI is defined for AI Max in Search. It does not describe behavior in Performance Max or Display. Stick to Search for this control.
Looking for smart next steps beyond Google Ads AI Max Locations of Interest? If you’re hiring or prepping, scan our practical Google Ads interview questions. Want discovery reach with control? Test creative systematically with the Demand Gen Asset Experiments complete guide. Running Shopping or blended campaigns at scale? Protect brand safety and cut waste with this Performance Max placement exclusions guide for 2025. Curious how AI surfaces reshape the funnel? Read Google Ads in AI Overviews: what it is, why it matters, how to win.
