This is common issue now a days, you are trying to generate lead from any specific location but the leads are coming from invalid location. Being a PPC experts or a business owner It is one of the most frustrating issues for local businesses advertising on Facebook and Instagram is getting leads from outside the target area—even after selecting the correct location in Meta Ads Manager.
Here is one of my video also which is totally based on fixing this issue of getting leads from cities or countries that you did not even target in your Meta (Facebook/Instagram) ads. You are not alone. Many advertisers face this problem, especially after Meta’s recent updates. If your business depends on local customers, getting leads from the wrong location can waste your money and time.
In this easy-to-understand blog, we’ll explain:
- Why this happens
- What changes Meta has made
- How to fix this problem step by step
1. Here’s what’s really happening:
Meta’s Algorithm is Results-Focused, Not Location-Strict
Meta’s ad algorithm is designed to get you the maximum number of results (like leads, clicks, or purchases) at the lowest possible cost. It doesn’t always prioritize where those results come from — even if you select a specific city or pin location.
Here’s what’s happening behind the scenes:
-
Meta is using machine learning to predict who is most likely to convert, not just who is physically located in your selected area.
-
If Meta sees that someone outside your selected location has a high chance of converting (and at a lower cost), it may still show your ad to them — especially when Advantage+ Audience is active.
-
This behavior becomes more noticeable when your target area has limited audience size, higher lead costs, or less activity. The algorithm tries to “help” you by expanding reach, even if it goes against your location setting.
Example:
Let’s say you target “Delhi” with a small radius and run a lead generation campaign. If Meta finds that similar people in “Jaipur” are converting at a cheaper cost, it may begin showing your ad there — unless you’ve manually restricted it.
This is why even after selecting the right city, you might receive irrelevant leads from far-away locations like another state or region.
2. What Changes Meta has Made?
2.1. Advantage+ Audience is Expanding Your Reach (Even if You Don’t Want It)
Advantage+ Audience is Meta’s new default targeting feature that automatically expands your audience beyond your selected interests, age, or location — even if you’ve carefully defined those settings.
This feature is meant to help advertisers get more results at a lower cost, but it creates major problems for businesses that depend on location-specific leads.
What It Really Does:
Even if you manually select a location (like “Delhi”), Meta may still show your ad in:
-
Nearby cities (like Noida, Gurugram, Faridabad)
-
Other states (like Uttar Pradesh or Bihar)
-
Even across the country (if your audience is too narrow or Meta thinks someone else might convert)
That’s because Advantage+ Audience gives Meta the freedom to override your audience settings in favor of performance. You won’t even realize this is happening unless you check lead locations or ad delivery reports.
Why This Is a Problem:
-
You waste money on leads from areas you don’t serve.
-
You have to manually filter and reject leads who are not in your location.
-
Your cost per quality lead goes up, and your conversion rate drops.
How to Fix It:
-
When setting up your ad at the Ad Set level, scroll to the Audience section.
-
Look for the Advantage+ Audience toggle.
-
TURN IT OFF if your campaign needs strict targeting (like a local salon, coaching center, or clinic).
Meta will warn you that turning it off might reduce reach — but for local businesses, relevance is more important than reach.
2.2. Meta Removed Previous Precise Location Options
Earlier, you could select:
-
People who live in this location
-
People recently in this location
-
People traveling in this location
These are no longer available in the new Meta Ads interface, reducing your control over geographic targeting.
2.3. Ad Copy Doesn’t Filter Audience
If your ad copy is too general (e.g., “Get Digital Marketing Training”), it may attract people from anywhere. Without a location-specific message (e.g., “Only for Delhi Students”), users from other regions may still click and convert.