“Geotargeted ads are 20 times more effective than traditional banner ads, achieving engagement rates as high as 15%.” This statistic from the folks at Think with Google illustrates the transformative power of geotargeting and geoframing that can be wielded by todays smartest marketers. Today, consumers demand personalization. They expect contextual content. And they respond to customized experiences. Geotargeting delivers these at a scale never before possible. That’s why today’s best marketers are making it a cornerstone strategy.
At METTLE 5, we specialize in unlocking the potential of geotargeting and geoframing to drive measurable results for our clients. As one of the only marketing agencies headquartered in Franklin and Williamson County offering this advanced capability, we’ve seen firsthand how these strategies deliver on the promise of precision marketing.
The Difference Between Geotargeting and Geoframing
Geotargeting allows businesses to reach specific audiences based on their physical location. Marketers can use GPS, IP addresses, and mobile device data to serve ads or content that align with users’ current environment or past movements. Geoframing takes it a step further by creating virtual boundaries—known as “geofences”—to target individuals who enter or leave specific areas, even retroactively capturing data for those previously in the frame days or weeks ago.
In other words, with geoframing, companies reach people currently in a specific location. With geotargeting, companies reach people who have previously visited a specific location.
These strategies are powerful because they connect with consumers at moments of high intent or relevance. This ability to reach potential customers at the right time can drive tremendous results. According to a 2023 report from eMarketer, campaigns leveraging geotargeting see an average click-through rate (CTR) of 3.5%, compared to 0.7% for non-targeted digital ads—a 400% increase in engagement.
“Geotargeting is not just about delivering ads; it’s about delivering experiences,” says Peter Minnium, President of Ipsos US. “When done correctly, location-based advertising becomes a seamless part of a consumer’s journey, addressing their needs in real-time.”
Sample Use Cases for Geotargeting Across Industries
The versatility of geotargeting makes it an invaluable tool across industries. Some of its most effective applications include:
Retail Promotions
Stores like Starbucks use geoframing to alert nearby customers of happy hours or promotions, driving foot traffic. According to Marketing Dive, 72% of consumers say they’re more likely to act on ads that offer location-specific promotions. METTLE 5 connects local drivers with our friends at Moody’s Tire & Auto.
Results: METTLE 5’s geotargeting initiative helped Moody’s Cool Springs location reach its highest revenue month ever after just 2 months of the promotion.Event Marketing
Concert organizers or sports teams can use geotargeting to reach attendees near venues, promoting last-minute ticket sales, food vendors, or post-event activities.Higher Education Outreach
METTLE 5 used geotargeting to help a local Christian college identify and engage churchgoers. This tactic helped us find and connect with a receptive audience, avoiding wasteful spending and helping focus every dollar spent on reaching our client’s target market.Real Estate Marketing
Agents can target individuals near open houses or who recently visited competitors’ listings, delivering tailored messages that align with their property searches. Our team used a similar tactic this year when we helped a local real estate developer research a potential new product launch. For this client, we delivered a survey to qualified potential buyers. Adding geolocation ensured that we only targeted consumers inside their potential product location, which increased the reliability of the data we acquired.Healthcare and Fitness
Gyms and wellness centers use geotargeting to reach users near their facilities, offering free trials or membership discounts. Healthcare providers can similarly geotarget urgent care seekers near their locations, ensuring timely intervention.
How Geotargeting Boosts ROI
The ROI potential of geotargeting and geoframing is unparalleled. According to BIA/Kelsey, location-targeted mobile ad spending will reach $32.4 billion by 2025, driven by its proven effectiveness.
Engagement: Ads with geotargeting achieve a 15-20% engagement rate, compared to traditional mobile ads at 5-8%.
Conversions: A 2023 study from Think with Google found that geotargeted campaigns resulted in a 27% higher conversion rate on average.
Customer Retention: Brands using location-based offers see a 28% higher loyalty rate, according to GeoMarketing.
These statistics reflect the success stories we see at METTLE 5, where geotargeting is integral to helping clients maximize their paid ad spends.
Why METTLE 5 is the Leader in Geotargeting
At METTLE 5, we pride ourselves on combining data-driven insights with creative strategy to deliver results. Geotargeting is more than a tool for us—it’s a philosophy. It aligns perfectly with our core value: using data in innovative ways to steer smarter marketing decisions.
When working with our clients, we don’t just target locations; we build strategies around behaviors, demographics, and psychographics that amplify the impact of location-based efforts. As one of the only agencies in Franklin and Williamson County with expertise in geotargeting, METTLE 5 is uniquely positioned to help businesses seize the opportunities this technology presents.
What the Experts Say
“Geotargeting is the ultimate bridge between online and offline marketing,” says Neil Patel, a leading digital marketing expert. “It provides the context that digital advertising often lacks, making campaigns far more effective.”
According to Forrester Research, 80% of marketers say location-based advertising has improved their ability to personalize content, resulting in higher customer satisfaction and retention.
Geotargeting and geoframing aren’t just marketing tactics—they’re game-changers. By delivering content that’s not only personalized but also timely and relevant, your brand can increase ROI and make sure every dollar you spend goes toward reaching your actual potential customers.
At METTLE 5, we’re proud to be leaders in this field, helping businesses in Franklin, Williamson County, and beyond tap into the immense potential of location-based marketing. Whether you’re a local business looking to increase foot traffic, a college aiming to grow enrollment from a specific target audience, or you just want to make sure you’re using smart data to drive your marketing spend, our expertise can help you achieve measurable results.
Let’s harness the power of location together. Contact METTLE 5 today to start your geotargeting journey.