Location Performance Analyzer: which cities earn and which waste money
Rank the cities and areas in your Google Ads Locations report, and find the ones that waste money.
- Free to use
- Runs in your browser
- No sign-up
Your places appear here
Upload or paste the Locations report from Google Ads, or try the example: a painting company in four cities.
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About the Location Performance Analyzer
Upload or paste the Locations report from Google Ads, from the Targeted locations or Matched locations view, and add your target CPA or ROAS, your bid strategy and the places you target. The tool ranks every city and area by cost per conversion or ROAS, lists the places that spent with no conversions and the spend from places outside your targets, combines spellings such as Bengaluru and Bangalore, and gives our suggestion for each place: exclude it, add it as its own target, or change its bid adjustment where your bid strategy uses one. It runs in your browser and nothing is uploaded.
How it works
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Step 1
In Google Ads, open Campaigns, then Insights and reports › When and where ads showed › Locations. Choose Matched locations or Targeted locations, pick a date range, add Cost and Conversions, and download the table.
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Step 2
Drop the file here or paste the table. Add your target CPA or target ROAS, the places the campaign targets and your bid strategy, and change the minimum clicks if you like.
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Step 3
Read the ranked places, deal with the spend that brought no conversions or came from outside your targets, then copy the lists of places to exclude or add, the summary or the CSV.
Targeted and matched locations
Google's Locations report has two views. Targeted locations shows results for the places you chose. Matched locations shows the places that matched your ads, which can be where people were or the place they showed interest in. Google adds that totals below country level may not match the campaign, and that "Unspecified" means it could not tell the location. The tool reads either view and combines old and new spellings of the same city, such as Gurugram and Gurgaon (our measure).
Why people outside your area see your ads
Google's default location option, Presence or interest, shows ads to people in, regularly in, or who have shown interest in your places, so someone in Mysuru searching for painters in Bengaluru can see a Bengaluru ad. Presence limits ads to people in or regularly in your places, and Google says most campaigns see fewer impressions after switching. With Manual CPC, location bid adjustments range from −90% to +900%; Smart Bidding does not use them, because it already uses location in each auction.
What this tool cannot do
It reads only the file you give it, so it cannot see your settings, radius targets or exclusions, and it cannot tell which conversions a place caused. It has no map, so it judges "outside your targets" from the report or from the places you type, and a radius can cover towns that are not on your list. The minimum clicks, the 20% "near target" band and the suggested bid steps are our measures. It never signs in to Google Ads.
Frequently asked questions
Where is the locations report in Google Ads?
Open Campaigns, then Insights and reports › When and where ads showed › Locations. The Targeted locations view shows results for the places you chose; the Matched locations view shows the places that matched your ads. Add the Cost and Conversions columns, pick a date range and download the table. Menu names can differ slightly between accounts.
Why do I get clicks from cities I do not target?
Usually because of the location option. Google's default, Presence or interest, also reaches people outside your places who show interest in them, for example by searching for your city. Google also says location targeting is a best effort and not 100% accurate. If you serve only local customers, switch to Presence in Settings › Locations › Location options, and exclude places you do not serve.
Should I exclude a city with no conversions?
Only if you do not serve it, and only once it has had enough clicks to judge. If you do serve it, first check whether the ad and landing page suit people there. By default the tool marks a place as having no conversions after 20 clicks, or after it spends a whole target CPA; that threshold is our measure, and you can change it.
Can I raise bids for the cities that convert best?
With Manual CPC, yes: location bid adjustments range from −90% to +900%, and when targets overlap Google uses the most specific one, so a city inside a wider target needs to be added as its own target first. Google says Smart Bidding (Target CPA, Target ROAS, Maximize conversions and Maximize conversion value) does not use location bid adjustments, because it already uses location in each auction.
Why are Bengaluru and Bangalore shown as one place?
A report can list the same city under an old and a new spelling. The tool combines common pairs such as Bengaluru and Bangalore, Gurugram and Gurgaon, and Mumbai and Bombay, so each city has one row. That is our measure. Different places, such as New Delhi and Delhi or Navi Mumbai and Mumbai, are kept apart, and the CSV lists the names as they appeared in your report.
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