How to Use TikTok Ads Location Targeting to Reach Local Audience

TikTok Ads location targeting is more than just a setting inside Ads Manager. It’s a powerful strategy that allows brands to connect with audiences in the right place at the right time. 

By narrowing campaigns to specific countries, regions, cities, or even postal codes, advertisers can deliver hyper-relevant messages that drive higher engagement and conversions. 

This article explores the nuances of TikTok Ads location targeting, equipping you with the knowledge and insights needed to effectively connect with your local audience on TikTok.

What is TikTok Ads Location Targeting?

TikTok Ads location targeting is a feature that allows advertisers to customize their ad delivery based on geographic locations. This can include countries, regions, cities, or even specific postal codes, enabling marketers to refine who sees their ads. The core purpose of this feature is to ensure that ad impressions are served to users in relevant locations, increasing the likelihood of engagement and conversions from an audience that's more likely to be interested in local offerings.

What sets TikTok apart is its ability to combine location data with user behavior and interests, creating highly targeted campaigns. When you understand How to Use TikTok Ads Location Targeting, you gain the power to harness TikTok's massive user base for hyper-relevant local marketing. This level of precision benefits restaurants, retail stores, service providers, and event organizers who rely on local patronage, helping them cut through the digital noise and make meaningful connections within specific communities.

List TikTok Location Targeting Options

TikTok provides multiple location targeting options that allow advertisers to reach the right audience in the right place. Below are the main options you can choose from inside TikTok Ads Manager:

1. Country/Region Targeting

You can target an entire country or region. This option works best for brands running nationwide campaigns or eCommerce stores that can ship products across the country.

• Example: A skincare brand that wants to promote across the United States can simply select United States as the target location.

2. State/Province Targeting

In some large countries, TikTok allows advertisers to target specific states or provinces. This is ideal for businesses that only operate in certain regions.

• Example: A university in California can run campaigns only in the California state to attract potential students locally.

3. City Targeting

For local businesses and events, city-level targeting is a powerful option. Advertisers can reach users in one or multiple cities without wasting budget on irrelevant areas.

• Example: A fashion retailer opening a new store in New York City can target only users located in NYC.

4. Zip Code / Postal Code Targeting

In markets like the US and Canada, TikTok supports targeting by zip code or postal code. This gives brands very high precision for hyper-local campaigns.

• Example: A gym in Beverly Hills can run ads only for people within the 90210 zip code.

5. Radius Targeting

Radius targeting allows you to set a distance around a specific location (e.g., 5 km, 10 km). This option is perfect for businesses with physical stores that want to capture nearby customers.

• Example: A coffee shop in Chicago can set a 10 km radius around its location to reach people living or working nearby.

6. Exclusion Targeting

Along with selecting where to show ads, you can also exclude locations. This helps avoid wasted ad spend in regions that you don’t serve or where conversions are unlikely.

• Example: A delivery service that only covers the 48 mainland states in the US can exclude Alaska and Hawaii.

Benefits of Using Geo-Targeting for TikTok Ad Campaigns

Implementing geo-targeting in TikTok ads offers several compelling benefits that make it an essential component of local marketing campaigns. Increase Ad Relevance

Geo-targeting ensures ads are delivered to users in specific areas, making your message feel more personalized and timely. When audiences see ads that connect to their local context, they are more likely to engage and respond positively.

Improve Cost Efficiency

By focusing only on relevant locations, you avoid wasting impressions in areas where conversions are unlikely. This makes every advertising dollar work harder, which is especially critical for small businesses and local events with limited budgets.

Strengthen Community Connection

Appearing in local feeds helps brands feel like a genuine part of the neighborhood. This sense of familiarity fosters stronger trust and long-term loyalty, which is vital in the era of social commerce.

Enable Localized Creative Content

Geo-targeting also allows for more creative flexibility. Advertisers can adapt their messaging by incorporating local slang, cultural references, or recognizable landmarks. This not only makes ads more relatable but can also inspire user-generated content that boosts visibility.

Drive Measurable Results

Combining efficiency with authenticity, geo-targeting equips businesses to run smarter campaigns that cut through digital clutter, build deeper connections with local audiences, and ultimately deliver stronger results.

How to Target Specific Locations on TikTok

To make the most of TikTok’s geo-targeting features, advertisers should follow a structured process inside TikTok Ads Manager. Below is a step-by-step guide:

Step 1: Create Your Campaign and Set the Objective

Start by opening TikTok Ads Manager. Create a new campaign and choose the advertising objective that aligns with your goals, such as traffic, conversions, or app installs.

Step 2: Navigate to the Audience Section

Once your campaign is created, head to the Ad Group level. In the “Audience” section, you’ll find the Location settings. This is where you can select the areas you want to target.

Step 3: Select Specific Locations

Choose how precise you want to be with your targeting:

• Countries/Regions for broad reach.

• States/Provinces or Cities for regional focus.

• Postal Codes or Radius Targeting for hyper-local campaigns.

Simply type in the desired location(s) and TikTok will deliver your ads accordingly.

Step 4: Combine Location with Other Filters

Enhance your targeting by layering additional filters such as age, gender, interests, and behaviors. This ensures you’re not only reaching the right place but also the right people within that location.

Step 5: Use Location Exclusions

If there are areas you don’t want to serve, make use of TikTok’s exclusion feature. This prevents wasted ad spend in non-relevant regions.

Step 6: Localize Your Ad Creatives

Adapt your content to resonate with your chosen audience. Use local slang, reference cultural trends, or highlight familiar landmarks to make your ads feel authentic and relevant.

Step 7: Monitor Performance and Adjust

Leverage TikTok Analytics to see which locations deliver the best results. You may find that one neighborhood outperforms an entire city. Refine your targeting accordingly by narrowing or expanding your zones.

Step 8: Test and Experiment

Run A/B tests with different location segments. For example, compare results between a city-wide campaign and a single neighborhood campaign to identify which community engages most.

Conclusion

Mastering TikTok Ads location targeting is fundamental for brands seeking to connect authentically and efficiently with local audiences. By understanding the available targeting options, from countries to postal codes, and leveraging their benefits, marketers can craft campaigns that are not only cost-effective but also highly relevant. 

Careful targeting and ongoing optimization ensure that your advertising budget is directed towards the right neighborhoods, cities, or regions, fostering stronger community engagement and higher conversion rates. 

As TikTok continues to evolve as a powerful social commerce platform, harnessing the full potential of geo-targeting by experimenting with different layers of location data and creative localization will empower brands to deepen local roots and achieve measurable growth. 

Ultimately, strategic geographic targeting transforms TikTok from just a viral platform into a precise tool for local business success, making your campaigns more targeted, personal, and impactful.