If your Google Ads targeting settings aren’t working as expected, it’s often due to overlap, broad matches, observation settings, or improper exclusions. Understanding how audience, location, and keyword targeting works together can help you fix mismatches and improve performance.
Why Are My Google Ads Targeting Settings Not Working as Expected?
You set up your Google Ads campaign with specific targeting—certain locations, audiences, keywords. But when you check the data, things don’t line up. You’re getting clicks from the wrong regions, or impressions from people you weren’t trying to reach.
Let’s go through the reasons why your targeting might not be working as planned—and what to do about it. Whether you’re targeting locally, nationally, or globally, understanding how Google interprets your settings is key to better control.
1. Location Targeting Settings Are Too Loose
Google gives you two main location targeting options:
- Presence (or interest): People in, regularly in, or who’ve shown interest in your target locations
- Presence only: People physically located in your target area
Problem: By default, Google uses the broader setting—meaning your ads could show to people who’ve only searched for or read about your target area, not necessarily those physically there.
Impact:
- You might see traffic from other cities or countries that don’t convert.
- Higher bounce rates and wasted ad spend.
Fix:
- Go to Settings > Locations > Location options
- Choose “Presence: People in or regularly in your targeted locations” only
- Exclude any irrelevant regions that are generating unwanted impressions or clicks
2. Audience Targeting Is Set to Observation
In Google Ads, audiences can be added in two ways:
- Observation: Tracks how audiences perform but doesn’t limit who sees the ad
- Targeting: Restricts the ad to only show to those selected audiences
Problem: Most users unknowingly use “Observation,” thinking they’re narrowing the audience—but they’re not.
Result: Your ad appears to more people than expected, leading to mismatched traffic.
Fix:
- Go to Audiences > Audience Segments
- Change the setting from Observation to Targeting
- Use “Observation” only if you’re collecting data before tightening your audience later
Learn how audience targeting works
3. Broad Match Keywords Invite Unwanted Traffic
Broad match keywords trigger your ad for variations, synonyms, and related terms—often way beyond your intention.
Example:
- You bid on “affordable shoes”
- Google may show your ad for searches like “cheap flip-flops” or “running sneakers under $30”
Problem: While this may bring traffic, it’s often unqualified, irrelevant, or expensive.
Fix:
- Use phrase match or exact match for better control
- Regularly check your Search Terms Report for mismatched queries
- Add off-topic terms to your Negative Keywords list
4. Overlapping Campaigns Are Causing Conflicts
Having multiple campaigns or ad groups with similar targeting settings (e.g., keywords, audiences, or geo targets) can confuse Google’s delivery system.
Problem: Google chooses between them based on budget and ad rank, not necessarily relevance.
Signs:
- One campaign eats all the impressions
- Conflicting targeting results in scattered or limited data
Fix:
- Audit your campaigns for overlap
- Consolidate ad groups where possible
- Use shared budgets if targeting the same audience to prevent internal competition
5. Your Exclusions Are Too Broad or Missing
Exclusions are just as important as inclusions. Ignoring exclusions can cause:
- Traffic from irrelevant websites (Display)
- Clicks from users outside your niche (Search)
- Overlaps with placements that perform poorly
Fix:
- Use the Placements Exclusion list to block underperforming sites/apps
- Audit and update your Negative Keywords regularly
- Use Audience Exclusions to filter out past buyers or irrelevant groups
Pro tip: Avoid overly aggressive exclusions that might restrict your reach too much.
6. Language or Device Settings Are Misaligned
Sometimes, your ads aren’t showing to the right people simply because your device or language settings are too narrow.
Problem:
- Targeting only English, when your audience might be bilingual
- Excluding mobile or desktop unknowingly
Fix:
- Go to Settings > Languages and Devices
- Ensure your settings reflect how your audience actually searches
Suggestion: Include all devices at the start, then refine based on performance.
7. Google’s Automation Is Making Changes
Google’s automated features, especially in Smart Campaigns and Performance Max, can change your targeting on the fly to optimize results.
Problem: You lose visibility and control over where your ads show.
What to look out for:
- Auto-applied recommendations altering audiences or keywords
- Expanded targeting showing to people outside your intended scope
Fix:
- Review the Auto-applied Recommendations tab in your account
- Pause automation where necessary
- Run split tests between manual and automated campaigns to compare control and performance
8. Time of Day and Device Performance May Skew Targeting
Even if your targeting is set correctly, performance can shift depending on:
- Time of day
- Device type
- Internet connection (e.g., Wi-Fi vs. mobile data)
Result: You may see more impressions on mobile during daytime and desktop at night, altering your perceived targeting.
Fix:
- Go to Reports > Time and Devices
- Adjust your bid modifiers or scheduling to better match your conversion window
What You Should Do
✅ Review your location options and switch to “Presence only” if needed
✅ Use Targeting mode for audiences, not Observation
✅ Switch from broad match to phrase or exact match
✅ Clean up exclusions and use Search Terms Report
✅ Audit overlapping campaigns and device/language settings
✅ Control automation and test manual targeting methods
Internal Resource
Explore more targeting strategies at:
Socinova Google Ads Insights
External Resources
- Google Ads Location Targeting
- Match Types Overview
- Audience Targeting Guide
- Google Ads Automation Details
Final Thoughts
If your Google Ads targeting seems off, don’t panic. It’s usually a matter of reviewing settings, tightening exclusions, and understanding how Google’s automation or default modes might be stretching your reach beyond what you expected.
With some tweaks, clear reporting, and structured campaign design, you can regain control.
And if you’d prefer someone to look at your setup and help resolve these issues fast, let the experts at Socinova guide you.
📩 Reach out to us and we’ll make sure your ads are reaching exactly who they should be.
