Google Ads · Norwich-based · Norfolk postcodes
We run Google Ads for Norwich and Norfolk businesses from 69–75 Thorpe Road, NR1, and the first thing we check on any account is where the ads are really showing.
“Norwich” in the location box doesn’t mean your ads stay in Norwich. “Norfolk” doesn’t mean the NR postcodes. We set the targeting to the patch you’ll drive to, split the city from the county when the numbers say so, and tell you honestly if Google Ads isn’t right for you.
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Google Ads has two location options, and the one it picks for you is the broad one. “Presence or interest” shows your ads to people in Norwich, people regularly in Norwich, and people anywhere who have shown interest in Norwich. Google labels it the default and recommended option.
For a Norwich plumber, roofer or garage door fitter, the interest part is someone in Birmingham reading about a weekend in the city. They click, you pay, and they were never going to book you. The other option, “Presence”, only reaches people who are in or regularly in the area you’ve targeted. For a business with a van and a service area, that’s the one we use.
There’s an honest exception. If you’re a holiday let on the coast, a wedding venue or a tour business, the people planning a trip to Norfolk from London are exactly who you want, and interest targeting earns its keep. Google’s own figures for travel, property and education advertisers back that up. So we choose the setting per campaign, based on where your customers start from, and we don’t leave it on whatever Google chose.
Location exclusions only work on presence. You can stop your ads showing to people in Suffolk. You can’t stop them showing to people elsewhere who are interested in Norwich, except by switching the targeting setting itself.
Google Ads can target Norfolk as a county, a radius around a point, or individual UK postcode districts such as NR3 or PE30. Each draws a different map, and the differences in Norfolk are bigger than most people expect.
So we start from the jobs you want, not the shape Google offers. If you’ll go anywhere within half an hour of Norwich, a radius is fine. If you cover Norwich and the north coast but not Lynn or Thetford, we build the list from postcode districts and exclude the rest. It saves paying for clicks from towns you’ll turn down.
Around 200,000 people live in the Norwich built-up area. Norfolk as a whole has about 916,000. Nearly four in five Norfolk residents live outside the city, in market towns, on the coast and in villages.
That changes how an account should be built. Put Norwich and the whole county into one campaign with one budget and Google spends it wherever it finds clicks most easily. That may be the city, or a town you’d rather not drive to, and a blended report won’t tell you which.
Which area is more competitive depends on your trade, and we won’t pretend there’s one answer for every business. What we do is split the geography into separate campaigns once there’s enough volume to justify it. Then Norwich and, say, the north Norfolk coast each get their own budget, their own bids and their own numbers, and you can see which one is actually producing work.
For a smaller budget, splitting too early spreads the data too thin. In that case we keep one campaign, watch the location report, and split when one area clearly behaves differently.
Tourism supported 31% of jobs in North Norfolk in 2024, and July to September was the biggest quarter for overnight visitor spend, at 38% of the year. If your business depends on visitors, or on the holiday lets, pubs and caravan parks that serve them, your search demand moves with that season, and a flat monthly budget will be too thin in summer and wasted in winter.
For most trades inland, the pattern is different and specific to the trade. We don’t apply a Norfolk calendar to your account. We read your own search and enquiry history and move budget to the months it shows.
Source: North Norfolk District Council, economic impact of tourism 2024
The targeting on this page is the local part. The rest is the same wherever you are: tracking fixed before bidding, real sales fed back to Google, the highest-intent searches built first, and a plain-English update each month. It’s all laid out on how we run Google Ads. Jamie builds and runs every account himself, Jake picks up the phone, and we only take a handful of accounts at a time.
Our office is at 69–75 Thorpe Road, Norwich, NR1 1UA. If you’d rather talk through your account across a table, come in during our published business hours and bring whatever you’ve got: a login, last month’s invoice from Google, a list of the postcodes you actually cover. If you’d rather not drive in, a call or a WhatsApp does the same job.
Your Google Ads should target the area you’ll actually take work in, which is often neither. If you cover Norwich plus part of the county, we build that from postcode districts, exclude what you don’t cover, and split Norwich from the rest once there’s enough volume to compare them.
Google Ads can target UK postcode districts, such as NR2, NR7 or PE30, as well as counties, towns and a radius around a point. Postcode districts are often the most accurate way to match a Norfolk service area, because the NR area includes parts of Suffolk and leaves out King’s Lynn, Thetford and Diss.
Your ads will show outside Norfolk if the campaign is on Google’s default “Presence or interest” setting, because that includes people elsewhere who are interested in the area. For most local service businesses we switch to “Presence”. For visitor-facing businesses on the coast or the Broads, the wider setting can be the right call.
We don’t only work with Norwich businesses. We’re based in Norwich and work with businesses across Norfolk and the rest of the UK. The targeting advice on this page is the same process we’d apply to a service area anywhere; we just know this county’s postcodes better.
You can meet us in person at 69–75 Thorpe Road, Norwich, NR1 1UA, during our published business hours. It’s our registered office and it’s staffed. If a call or WhatsApp suits you better, that works too.
A Norwich business usually gets more from starting with Google Ads, because ads show which searches turn into customers within weeks. We then use those proven searches to plan the SEO. The reasoning is on our page about SEO in Norwich.
The free audit starts with your location settings and your tracking. You’ll get a plain answer on what’s leaking and whether we’d change anything. We reply within one business day.