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Geofencing and Retargeting Frequently Asked Questions:

What does Geofencing do that’s different than Google ads?


Geofencing is used to create custom audiences of people based on their offline behavior. Google can only create custom audience via their online search when you use Google.com search query, less than 4 searches per person per day which takes less than 2 minutes on average. The other way that Google allows you to target your ads is by using Geotargeting. This is where you can create geo-location zones that you display your ads, these are usually a city, county, zip code or 5 mile radius.

GeoFencing Vs Geotargeting
Geo-Fencing allows you to be as accurate as 100 square feet (Starbucks size). This allows you to target people who walk into a Starbucks for example vs people who are in the Zip code. With Geo-Fencing you can get more accurate in the audiences you create because of their specific offline behaviors.

Google displays ads to people based on their online searches using the Google search query.

With Geo-fencing you create custom audiences based on people’s offline behaviors like attending an event/expo, or walking into a certain business to then display your ads which can be either banner ads or video ads.

If LeadFollow does not advertise on Google Search or Facebook ads network where do we advertise?


It's our goal to follow your customers around the internet during their daily experience and optimize your ad impressions based on who your are targeting to create brand awareness and dominance in the mind of your customers. We want your customers to see your ads at least 4 times per day, every day for an extended period of time. This is how you can subconsciously influence your customer to engage with your company.
GeoFencing Vs Geotargeting
Currently we don’t publish ads to the Google search query or the Facebook ads network because these are closed networks that are controlled by their relevant companies. We do however publish to the Google Display Network and Goole Ad Network via the DoubleClick Ad Exchange (this is Google's ad publishing company).
GeoFencing Vs Geotargeting

What you need to be aware is there is two types of Google ad networks, there is Google Search and there is Google Ads network. The Google Search Network uses the data from search boxes on websites that have a search bar. So any website has a search bar, is a data point for keyword based ad discovery. The Google ads networks are all the website that are using Google (Google Adsense) to control the ads that are placed on their websites. The site owner then get’s paid by google for placing these ads on their website. (This is the role of the ad network.)

For example if I have a website and I want to get paid for placing ads on my site, but don’t want to have to deal with selling the ad space. I can contract companies that are called Ad Networks to manage all of this for me. This is where LeadFollow comes in. We have integrated with these ad networks to publish your ads onto 98% of the internet via 355+ different ad networks.

GeoFencing Vs Geotargeting

Instead of you just using one ad network like Google Ad network you can use LeadFollow and publish to over 355+ different ad networks. Your ads are displayed on various apps (over 600,000 apps and games) including Angry Birds, Words with Friends, Weather.com, ESPN etc etc. Your Ads are also displayed one various websites via our 355+ advertising publishing networks. We give you real-time reporting of each location your ads have been placed as we follow your users around the internet.

LeadFollow also makes use of the contextual keyword discovery because we process 30 Terabytes of user data a day. This means our systems are analyzing the content you are consuming and based on that we can display your ads. So if a person is reading a page, or watching a video that matches one of your 1,000 keywords we can then trigger your ads to display. This allows us to display your ads to customers based on the content they are viewing or have viewed within the last 30 days.

GeoFencing Vs Geotargeting

If people search on Google will they see our ads?

No, if people search on Google.com using a search query they will nope see the ads. However based on the website that loads in the search results and the other content that the user is reading, or engaged with can trigger the display of the ads via our advertising networks. Users will only be seeing your ads based on if they have already been to your website and you are using our website visitor retargeting or they have applied a keyword contextual display element to your campaign.

The internet is bigger than Facebook and Google!

That's right the internet is larger than Facebook and Google. According to a recent study, the average American spends 10.6 hours per day online. Less than 2 minutes or 4 searches per day is on Google.com. There are forums, blogs, new websites, video sites, TV streaming services and the list goes on.

Just think about the websites that you visit daily. Or the Apps that you use, when you use.

  • When you wake up which websites do you browse or apps do you use?
  • When you go to sleep, which websites do you browse or apps do you use?
  • Where do you get your news?
  • Where and how do you check the weather?
  • How do you find out about traffic?
  • How do you get directions?
  • How do you find food to eat?
  • Where do you get your recipes from?
  • How do you watch Tv?

Take a moment to think about how you use the internet. For most people to complete any of the above tasks they are going to be connected to a website or an app or a streaming device.

Geofencing and retargeting advertising solutions can gain 97% more reach than your traditional geo-targeting (zip code) marketing campaign.

GeoFencing integrates with your existing offline marketing channels to provide real-time tracking and analytics. With LeadFollow we can track the people who have seen your ads online and walked into your stores. This is what we call the Conversion lift report and tracking via our geo-fence conversion zones.

How does GeoFencing know a person is there?

90% of people typically have their geolocation services turned on for their mobile device. Many of the apps you use on a daily basis or websites you visit require you location. For example if you have done any of the following it's likely that your location services are on:

  • Used Apple maps, Google Maps, Waze or other mapping application.
  • Checked the weather
  • Said "Siri/Alexa/Google ______ near me?"
  • Visited Amazon.com, Walmart.com, Alibaba.com
  • Looked for a bank atm near me
  • Used Lyft or Uber
  • Used a food delivery app
  • Ordered a pizza
  • Looked up sports team score.
  • Purchased concert tickets
  • Looked up flight information
  • Booked a flight
  • Looked up hotel information
  • Booked a hotel
  • Used social media like Facebook, Twitter, Snapchat, Instagram, TikTok, WeChat, Youtube.
  • And about 1,000 more different things, I am sure you get the idea.

It would be harder to find someone that has location services off! And let's face it if you do find those people what are the chances they are your ideal customer? And are all of these people your only customer… didn't think so. Because if they are you are not an ideal candidate for geofencing.

Using GeoFencing to track online advertising offline like your walk-in foot traffic

Let me ask you a question. Can you successfully track your TV, Billboard, Radio and or direct mail ads? Can you track how many of these people have walked into your store because of them?

You can track if you are using special offers or coupon codes. But just because I received your postcard does not mean I didn't walk into your store without the coupon. This happens all the time!

With our LeadFollow geo-fencing conversion zone tracking we can track the people who see your ads and then walk into your stores. This is because the person has seen your ad on their device and this device is usually in their pocket or hand when they walk into your store. Therefore giving you their location data.

How does conversion zone tracking work?

Geofencing Natural Lift Walk-in Conversion Tracking

The process is simple.

  1. We set up a geo-fence target zone around the area you want to target like your competitor's location.
  2. Then we set up a conversion zone around one or more of YOUR locations. That's right we can have up to 1,000 conversion zones per campaign!
  3. When the customer enters your competitor's location we start tracking their information. They see your ads online.
  4. When the customer enters the conversion zone with their device which has previously been served ads and tracked at the competitor's location. The LeadFollow system will validate this data and register it as a Conversion.

Now you can track who is seeing your ads and then walking into your stores. I am sure you might be getting some ideas. Yes, you can use this with your direct mail campaigns to track who you are sending direct mail and how many of those people are visiting your conversion zone locations. There are many use cases and we are more than happy to discuss them with you.

Geofencing Tracking Analytics Dashboard

The LeadFollow Geofencing and Retargeting Analytics are so detailed that we can even compare the people who naturally visited your store without seeing the ads versus the people who did see the ads and visit. This is what's called the natural conversion lift score. How did your ads boost your natural walk-in traffic. Not only can you measure foot traffic we can measure the impact your ads are having on your location foot traffic.

Measuring GeoFencing and Retargeting Success

Ways you can track campaign effectiveness and optimization. Results cannot be guaranteed, and should not be considered typical. Results may vary from client to client. You should monitor the data from a campaign for up to 90 days after the campaign ends on LeadFollow.

What's certain is that we can help you build your brand awareness and help you build new audiences with buying intent that you can market. Here are several ways you can track the success of your LeadFollow Geofencing and Retargeting campaigns.

  1. Impressions delivered - Highly targeting Ads are being delivered to a highly targeted audience
  2. Click through rate - how many people see the ads and click them? A good rate is 1% anything above 1% is considered very good.
  3. View through rate - this is very unique and cool. Now that we have the smart pixel installed we can tell you how many people that your ad was delivered to that later directly searched for your company by name. Example: They saw the ad 3 times at work and when they got home they searched for your company by name.
  4. Increased phone calls, and sales (over time) They way these Ads work is helping to influence their decisions throughout their buyer's journey. Consistently seeing your Ads, Logo and brand message will help reinforce you as the option to work with when they are ready. LeadFollow can provide you with a trackable phone number to use in your campaigns.
  5. Increased web traffic - Start to track traffic analytics of website traffic as well as a decreased bounce rate. You will notice an increase in direct search traffic.
  6. Better quality visitors and leads- Generally the quality of traffic to your site improves over time as well as the quality of leads.
  7. Visitors' time on site and number of page views.
  8. Building an audience of highly qualified and targeted people you can display your brand message to without having to spend $50k on a booth and deal with "running" the expo.
  9. Driving this newly collected audience to a page where the can be pixeled and retargeted long term as well as the opportunity to collect their contact info through lead capture forms.
  10. Using the LeadFollow SmartLink tool to create audiences based on the people who click on the content and links you share on your social media unique to LeadFollow!

For example with one client, we helped them bring back 887 people to their website, which resulted in a 35% increase in the request for demo's that month. means we helped them recapture leads who have left their website previous and help get these customers back into the sales funnel. How many customers are leaving your website?

If you want to understand this more visit our Traffic Recapture Calculator to help you calculate the possible ROI on a retargeting campaign.

Cost of GeoFencing and Retargeting Campaigns

What's the cost of the Geofencing campaign or what should I budget?

This is a great question and the only way you can answer it is by understanding what we call the impression math. At LeadFollow we offer geofencing and retargeting based on impressions, not clicks, not call and not leads. Impressions is the metric that creates all of the clicks, calls, form fills and client walk-ins. So the questions become really how many impressions are needed to influence your leads. Therefore programmatic display advertising is not like Facebook ads or Google AdWords or Bing Ads because it's billed per impression.

An impression is when an Ad via a mobile app or website passes your line of site or purview. Similar to your driving past a billboard or listening to a radio spot, those count as impressions. CPM is Cost Per Impressions and is billed in units of 1,000 impressions. So a $15/cpm is $15.00 per 1,000 impressions. The cost of banner ad impressions is different to video ad impressions.

There are several variables that influence your impressions:

  • Who are your targeting?
  • Your offer
  • How recent was their intent action?
  • How well do they know you?
  • What stage of the customer journey are they?
  • Short sale cycle or long sales cycle?
  • How are you connecting with them around the impressions of the LeadFollow campaign?

These are all important questions you need to ask yourself and understand. If we were to provide you with a rule of thumb we recommend to clients that they allocate 20% of their advertising budget to geofencing and retargeting campaigns.

For example we had one client use retargeting alone to bring 887 people back to their website, which resulted in a 35% increase in requests for demo's.

Your Cost Per Impression (CPM) varies based on the advertising networks we are using to display impressions to your leads. It's recommended to deliver 4 impressions per day per person you want to target for 30 days at least. This results in a $1 per person for a 30-day campaign.

I recommend that you mix video ads with static banner ads and within your creative flight you can have 3-6 different types of video ads and banner ads in one campaign. Rotating your ads helps with brand awareness and recall awareness.

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Geofencing Event Audience Retargeting Packages

Our team has created packages for people who are looking to geofence event audiences and retarget these event attendees for 30 days after the event.

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LeadFollow has Geofencing campaigns starting from $500.00/Month with 50,000 Impressions!

The good news is with LeadFollow you can get a campaign started for a little as $500. It's recommended that you always run campaigns for 3-6 months, and retargeting should always be part of every marketing campaign you complete and should be just part of your monthly budget.

Do I pay based on the number of Geofences I use?

Some companies choose to charge based on this model. However, at LeadFollow, you can include a maximum of 1,000 geofences per campaign. We recommend that you have at least 20 if not 30 geofences as part of a campaign. If you have 20-30 geofences a good budget is $1,000/month for engagement. This will give you 100,000 impressions.

Do you setup my campaigns or can I do it myself?

With LeadFollow we give you access to your LeadFollow Dashboard which allows you to manage your campaigns. Our team will help you set up and activate your campaigns. We have found that clients like the hands-on support of our retargeting campaign management. This ensures you have your campaigns setup and optimized automatically by our team. This means your campaigns can be launched in as little as 72 hours.

Can you help me with banner creative design?

Yes, LeadFollow can help you with your geofencing banner ads and retargeting banner ads. We have made the process fast and simple:

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All you need to do is complete the banner creative design wizard and our team will design your banner ads for you to approve. Once your banner ads are approved our team will load them into your campaign and then activate your campaign.

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Do I get access to analytics and campaign reporting?

Inside your LeadFollow account you get access to a real-time analytics and reporting dashboard for each of your campaigns.

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How to create the right geofencing campaign strategy

There are many factors that will influence the results of your geofencing and retargeting campaign. Like any other marketing campaign it needs to be optimized over a period of 3 months. (90 days)

Here are some of the factors that will influence your campaigns:

  • Target audience
  • Behaviors of this target audience
  • Offers to this audience Yes, more than 1 offer
  • Recency, Frequency, Duration of campaigns
  • Creative Flight Rotation
  • Using Video or Not using video
  • Your website Is it fast and mobile responsive with 80% of traffic coming from mobile devices.
  • Do you have a landing page or website that converts your website traffic and are you optimizing this?

When you are reviewing your campaign strategy, you need to be very clear on what your goal is. For example:

  • Do you want store foot traffic?
  • Do you want impressions and awareness?
  • Awareness because you are calling the target audience and want I higher connection rate.
  • Brand engagement on other channels like social media.
  • Lead Capture or Form fills.
  • Phone calls or website chat engagements.

These are just some of the engagement metrics you need to be aware of with your campaign goals. Because you can experience all of these as part of one campaign, it's hard to achieve one of these without the other when using these type of branding campaign.

Do you know your Geo-fence audience?

It sounds like a simple question, but how well do you know your geofence audience?

Have you created a buying persona and know their emotions and how to trigger and engage them. Are they price sensitive and what will trigger them to engage with your marketing campaign?

For example, knowing what your target audience is experiencing and doing prior and after the geofence target area. Where do they go after, what do they do for the next 30 days after this geofenced area? Who are they seeing, are they in pain? What are their fears, desires, frustrations?

Being able to answer these questions will allow you to design better creative that captivates their attention. Remember you are not speaking to everyone here. You are only targeting a very specific person so make sure you speak directly to that person.

There are other simple examples like if you are geo-fencing a shopping mall what is the mall layout. Is there a cheaper end to the mall and an expensive end? Is there are movie theater or food/bar area that you want to include or exclude in your target zone.

How to choose Geofence locations?

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It sounds like a simple question, but how well do you know your geofence audience?

Some of the simple locations to think about are as follows:

  • Your Current Location
  • Visiting
  • Leaving (Recency)
  • Your 4 block Area
  • Competitor Location
  • Client Hangouts or places their frequent

If you want to think about expanding this audience here are some strategies we call advanced custom audience expansion:

  • Your Client List
  • Addressable
  • Contextual Search
  • Category Display

Your campaign does not need to be just about the Click through Rate (CTR). If can be about educating your clients via the banner ads or videos. Think of your banner ads or video ads as another way to distribute your content, create awareness and engage your audience in the content you are creating.

Is my website important for conversions?

Yes, your website is extremely important in the conversion process. Here are some of the simple things you can do to ensure you website is optimal. First, ensure your website loads in less than 3 seconds. If your website is slow you are reducing your conversions significantly. Speed is one of the most important factors with any website.

Is your website 'mobile responsive'? Does your website load on cell phones when there is no wifi connection? Does your page load in less than 3 seconds? It's amazing how many websites suck on cell phones

There are a lot of tools out there that can help you understand the user experience on your website. If you need some ideas, reach out to our team and we will give you some suggestions. Team@LeadFollow.io



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Schedule a time with a LeadFollow Specialist now.
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Understand what makes LeadFollow unique and how our platform can give you access to new marketing opportunties.

Learn what geofencing is, what it is not and how it can help you gain access to new audiences with buying intent.

Learn what retargeting is, what it is not and how it can help you optimize your conversions.

Discover the 3 mistakes 99.3% of Facebook™ advertisers are making with their interest targeting! Access hidden audiences that your competition doesn’t know exists!

Discover want makes a successful retargeting and Geofencing campaign.

Get your questions answered and review other questions you might not have thought to ask!