Search
Quality Score 10: what it takes, and what it saves.
Every paid search result is an auction, and it does not go to the highest bidder. Here is the score that decides it, and how to build an account that earns a 10.
Targeting
Geofencing and microtargeting: advertising to a building, not a city.
Position One2 minute read
Most local advertising buys a radius and hopes. Geofencing buys a shape. You draw a boundary around a place that matters to your business, a competitor's location, a venue, a neighborhood, and your ads reach the devices that enter it. Microtargeting is the same idea applied to people rather than places: audiences built from behavior, interests and your own customer list, sliced small enough that each one gets the message written for it. Used together, they are the sharpest tools in local media. Used carelessly, they are an expensive way to reach almost nobody.
How geofencing works
A geofence is a virtual boundary drawn on a map, as tight as a single building or as wide as a district. When a device with location services enabled enters the boundary, it becomes eligible for your ads, and on most platforms it stays eligible for a window of time after it leaves. The ads themselves run in apps and on websites, and on streaming TV when the household matches.
The classic use is conquesting: fencing a competitor's location so the people standing in their showroom see your offer. It works just as well around events, trade shows, complementary businesses and the neighborhoods your best customers live in.
What microtargeting adds
Location tells you where someone was. Microtargeting layers on who they are: the audience segments the platforms build from behavior, the lookalike audiences built from your customer list, and the retargeting pools built from your own site visitors.
The point of slicing audiences small is not cleverness. It is the message. A homeowner who visited your financing page and a property manager who visited your commercial page should not see the same ad, and with audiences built separately, they do not have to.
- Schedule set on the discovery call.
- Built in the campaign's name.
Home
The candidate's home page
The first question an undecided voter asks, answered above the fold.
Record
What the candidate has done.
Issues
Where they stand, plainly.
Contrast
The difference, sourced.
Endorsements
Who supports them.
Plan
What they will do.
Volunteer
Shifts and events.
Donate
One click, the campaign's platform.
- Retargeting on every page: a voter who left can be reached again on streaming TV and social.
- Consent-based email and SMS capture feeding the mobilization list.
- Same-day content changes through the cycle.
“The targeting gets the right person to the door. The site still has to close them.”
Where it earns its money
Geofencing earns when the place is a strong signal of intent: a competitor's lot, an industry event, a venue full of your exact customer. It earns when the ticket is high enough that a handful of the right impressions matter, and when the follow-up is ready, because the person who saw your ad in a competitor's parking lot will search your name before they call.
It does not earn when the fence is drawn around places where everyone goes, because then it is just a radius with extra steps. And no targeting rescues a weak offer or a slow website. The targeting gets the right person to the door. The site still has to close them.
The privacy line
This work runs on aggregated, platform-handled data. We do not buy or sell anyone's personal location history, and the platforms themselves restrict sensitive locations and categories. Political work follows the stricter rules that apply to election advertising on each platform.
Everything we run is inside the ad platforms' own systems, disclosed in our privacy policy, and gated by the visitor's consent choices on this site. The audience research and media buying service page lists how targeting work is scoped, and the discovery call is where a plan starts.
Position One
Position One runs paid search, AI search and political persuasion programs from Scottsdale, Arizona for clients nationwide.
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Talk with Position One
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- Your goal, and where you are starting from.
- Which of our services fit, and which do not.
- The next step, and what we need from you to scope it.