Geographic targeting (GEO) is increasingly vital for Australian businesses in 2026 as marketing platforms refine their location-based advertising capabilities, allowing campaigns to reach customers based on their precise physical location. This works by utilising IP addresses, GPS data from mobile devices, and location services within advertising networks to deliver relevant ads to users within defined geographic areas.
As of December 2025, platforms like Google Ads and Meta Ads Manager now include features such as radius targeting – allowing businesses to target areas within a specific kilometre range of a point – and postcode targeting, crucial for Australia’s diverse regional areas. Google’s Local Services Ads, currently available in select Australian cities, heavily rely on GEO to connect customers with nearby businesses. In 2026, we anticipate further integration of location data with customer relationship management (CRM) systems, enabling more personalised and targeted marketing. Privacy regulations, such as Australia’s Privacy Act, require businesses to obtain user consent for location tracking and data usage, impacting how GEO targeting is implemented. Location accuracy is continually improving with the rollout of 5G networks across Australia.
Ultimately, GEO targeting functions by matching a user’s location data with a business’s defined target areas to deliver location-relevant advertising content.
