Google Ads distance and location report template. How your ads do by how far people are and where they are.

Businesses with an address people come to, or work out from: shops, clinics, restaurants, trades with a depot. Google measures distance from your business locations, which it knows through location assets, usually linked from a Google Business Profile. Without them the distance table stays empty, and only the two smaller cards fill.

An online shop with no premises gets little from this template. The Audience template covers places and devices, with hours and people as well.

Distance

Rows run from the nearest band outwards, named as Google names them: Within 700 m, Within 5 km, Beyond 65 km, or the same in miles. Follow cost per conversion down the table. For many local businesses it climbs with distance, since people far away compare more and travel less.

Find the band where cost per conversion crosses what a new customer is worth to you. That band is your practical radius, whatever the targeting says today.

Turning bands into targeting

On manual bidding, layer radius targets around each location, say 5, 15 and 30 km, each with its own bid adjustment, lower on the outer rings. Under Smart Bidding, location bid adjustments are ignored. Change the targeting itself: shrink the radius, or move the far zone into its own campaign with a stricter target.

Check the location option as well. With Presence or interest, people far outside your radius who search about your area still see the ads, and they land in the outer bands.

Countries and regions, and devices

The regions card shows where people physically were, region by region for a business in one country. The devices card tells you how people reach you. A clinic whose results are calls should read it on conversions, and make sure its call asset shows on mobile.

• Sort the distance table by cost per conversion to rank bands by efficiency rather than by distance.
• Tick Conversion rate in its columns.
• Add the Calls card from the card library when calls are your main result.

Customize keeps your version for the whole workspace. A multi-location business with several accounts opens the template once per account, since a report covers one Google Ads account. For leaks between nearby locations, read our guide on geo bleed in multi-location accounts.