Google Ads: Should an Ad for a US business Show Up in Europe?

Here’s today’s question: 
Is it okay for someone in Europe to see an ad for a local US business? 

The answer? 
It depends. 

Let’s unpack when this is acceptable—and when it’s not. 

The Context That Matters: Intent 

Imagine someone in Europe searches for: 
“Corolla 2015 in Miami” 

If a dealership in Miami shows an ad in this case—it might actually be perfectly appropriate. 

Why? 

Because the search includes “Miami”. That indicates clear intent to buy or look for cars in Miami—even if the person is physically in Europe. 

So yes—location of the searcher isn’t everything. What matters most is: 

• What they typed 
• What they meant 
• If the business benefits from reaching them 

When It Makes Sense to Show the Ad 

If the Miami dealership knows that European buyers: 

• Regularly fly in to buy cars 
• Are seasonal customers or relocators 
• Do remote research before travel 

…then showing the ad to European searchers could be a smart strategy. 

In this case, it’s about audience behavior. And the business should make that call based on their own experience and data. 

When It Doesn’t Make Sense 

Now, if someone in Europe just searched: 
“Corolla 2015” 
…and saw a dealership ad from Miami? 

That’s likely not relevant, and the ad should probably be blocked from showing. 

Why? 

Because the search had no local intent—and that’s where you waste impressions and budget. 

Final Answer: It Depends on Relevance and Strategy 

If the search query clearly includes a location that matches your business—and if you get international customers—then yes, it’s okay. 

If there’s no local intent in the search, then no—it’s better to limit your targeting. 

Google lets you decide whether to: 

• Show to users in your targeted locations 
• Show to users interested in those locations 
• Or both 

Choose carefully based on your business model. 

Final Thoughts 

So should your US-based Google Ad show up in Europe? 

✅ Yes, if: 

• The search indicates your location 
• You know people from Europe buy from you 

❌ No, if: 

• There’s no clear intent to interact with your location 
• You’re wasting impressions on users who won’t convert 

Set your targeting settings smartly—and let intent guide your decisions.