Strategies control who sees your ads and where. Demographics narrow your audience by household characteristics; Geography controls the locations where your ads deliver.
Demographics
The Demographics section has four categories, each shown as a row of chips:
Age — 18-24, 25-34, 35-44, 45-54, 55-64, 65+
Gender — Male, Female
Estimated household income — ranges from $0–$30k up to $150k+
Language — English Speaking, Spanish Speaking
New strategies start with everything selected, which means no restrictions — your ads can reach any household. Click a chip to remove that group from your targeting; click it again to add it back. Each category must keep at least one option selected.
When a category is unrestricted, you'll see a summary like "No age restrictions." When you've narrowed it, the summary shows what's excluded — for example, "2 age ranges excluded."
Tip: Only narrow demographics when you have a clear reason to. Every exclusion shrinks your reachable audience, which you can watch update live in the Strategy Estimate panel.
If your campaign objective is Retargeting, the Demographics section is replaced by retargeting audiences — you're targeting people who already visited your site rather than demographic groups. See Audiences: Web Audiences and Custom Audiences.
Geography
The Geography section has two search fields:
Included — locations where your ads will deliver.
Excluded — locations to carve out of your included areas.
You can search by four location types:
State
City
ZIP code
Metro — a metropolitan viewing area (sometimes called a DMA. This could include multiple cities or counties. For example, Los Angeles County and Orange County would be included in the "Los Angeles" metro area.
Start typing and matching locations appear with their type — for example, "Austin • City." Click Add to include one; the dropdown stays open so you can add several in a row. To remove a location, click it in the search results again or remove its chip.
A location can't be both included and excluded — once it's on one side, it won't appear in the other side's search.
If you leave both fields empty, the strategy has no geographic restriction. A common pattern is to include a broad area (a state or metro) and exclude the pockets you don't want (specific cities or ZIP codes).
Delivery hours follow your locations
Ads are delivered in the local timezone of the locations you target — so a "Primetime" delivery window means primetime in each targeted location. See Delivery Time Slots and Frequency Capping.