| Business model | Targeting question | Exclusion risk | Evidence |
|---|---|---|---|
| Service fulfilled locally | Evaluate Presence targeting and unserved-area exclusions for the actual scope | Do not target places the business cannot fulfill merely to increase volume. | Business-approved service area and inquiry-fit reasons. |
| Future visitor | Evaluate interest/location behavior for a person planning a visit | Blindly excluding the visitor’s origin can remove a real customer. | Travel/visit task and supported destination. |
| Remote service | Choose the real market that can buy and be served | An Austin keyword alone does not justify a local-only campaign. | Actual customer geography, offer and capacity. |
Market-service detail
Match paid-search geography to fulfillment.
An Austin-related campaign should explain who can buy, where the service is delivered and what counts as a useful action. A location label is not a spending or performance plan.
01 / Market-service detail
Choose geography around the customer task
02 / Market-service detail
Check the limits before launch
Geographical signals are imperfect. Query intent, fulfillment limits, capacity, conversion lag and a broken destination can all change the decision. A research CPC estimate is not the campaign’s future click price.
Choices remain in this page. No score, tracking or submission.
Put your ad budget behind the right searches
Reference: Google Ads: geographical targeting options
03 / Market-service detail
Keep the costs and deliverables separate
| Line | Typical decision to agree | Separate obligation |
|---|---|---|
| Campaign build | Agreed account structure, ads, targeting and paused-build review | Customer account ownership and launch approval. |
| Destination / conversion QA | Message match, mobile path and intended event tests | Page repairs or advanced integrations separately scoped. |
| Management | Query, settings and qualified-outcome review with a decision log | Defined ongoing allowance and reporting boundaries. |
| Media / fees / tools | Separate cost ledger | Google media, management and optional provider tools have different payees and usage. |
04 / Market-service detail
Inspect a plan with a meaningful no-launch condition
| Plan field | Synthetic decision | Stop / check |
|---|---|---|
| Audience | A buyer seeking a genuinely offered local service | Verify fulfillment and available capacity. |
| Conversion | One validated suitable inquiry, with qualification recorded later | Hold if receipt or event deduplication fails. |
| Geography | Business-approved area and reviewed location option | Check the actual account settings and collateral exclusions. |
| Spend control | Approved media amount, change threshold and pause role | A daily average is not a universal hard daily cap. |
| Test | Harmless authorized inquiry and observed destination/event | Keep the campaign paused until the intended path and approval are confirmed. |
05 / Market-service detail
Name who controls spending and change
| Action | Business authority to name | Required record |
|---|---|---|
| Account ownership / billing | Customer account and billing owner | Appropriate delegated role; no credentials in a public form. |
| Launch | Named launch approver | Final ads, targeting, goals, budget and fees. |
| Budget change | Agreed spending authority | Change amount, reason, effective state and required approval. |
| Pause | Named operator and business backup | Pause route, expected verification and what happens to follow-up work. |
| Reporting | Business decision owner | Sources, definitions, gaps and next review. |
06 / Market-service detail
Define a suitable request
Use business roles and public facts. These notes are local planning inputs; no request or account change is made.
Use roles and hypothetical examples. These fields stay in this page; no information is submitted or saved.
Do not infer where a searcher is from a keyword alone.
Which requests should not be acquired?
No unapproved 24/7 promise.
Keep unknown fit distinct from bad demand.
07 / Market-service detail
Prepare a bounded campaign discussion
Use business roles and public facts. These notes are local planning inputs; no request or account change is made.
Use roles and hypothetical examples. These fields stay in this page; no information is submitted or saved.
Public URL and a general description are enough initially.
State the hypothesis to test.
More clicks must have somewhere useful to go.
A number entered here is not spend authorization.