Geographic optimisation
How 450 postcode decisions removed geographic waste
Managing performance at postcode level instead of excluding whole regions.
Individually excluded or monitored
Geographic waste removed
Conversion improved
The challenge
Broad regional exclusions were throwing away good areas with the bad.
Some locations consistently produced unsuitable leads, but excluding whole regions would cut off profitable pockets too.
The answer needed far more precision.
What mattered most
The strategy
Precision over blunt cuts.
I analysed and managed location performance postcode by postcode.
- 01Analysed performance at postcode level.
- 02Carefully excluded more than 450 consistently weak locations.
- 03Continuously monitored remaining locations instead of broad regional exclusions.
- 04Reviewed exclusions regularly as patterns shifted.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Location impact
Less waste, stronger conversion
Change against the starting position. Reductions shown in green are improvements.
The outcome
Budget focused on the places that convert.
Geographic wasted spend fell by 9% and conversion rate in remaining areas improved by 2.5%.
Profitable pockets stayed live, which regional exclusions would have lost.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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