What is geotargeting?
Geotargeting serves ads based on location: a country, a language region, a city, a radius around a store, even people near a competitor. In a country like Belgium, where language borders cut through the media plan, it is not an option, it is the starting point.
What it enables
- Language fit: Dutch to Flanders, French to Wallonia and Brussels, handled with the nuance it deserves.
- Local relevance: creative and offers that name the city, the region or the store people actually know.
- Store support: driving footfall with radius targeting and local inventory around physical locations.
- Budget precision: spending where the business can actually serve, instead of paying to reach people who cannot buy.
Why it matters
Relevance starts with place. The same campaign performs very differently across regions, and a national average hides both the wins and the waste. Splitting by geography exposes where the message lands, where competition prices you out, and where an untapped market is quietly waiting.
The craft
Location data is imperfect: platforms infer it from signals of varying quality, so keep zones sensible, exclude the obvious noise, and test geography like any other variable. Geo experiments, switching spend on and off across comparable regions, are also one of the cleanest incrementality tests available.
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