ZipFencer
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Radius, donut, and bullseye

How inclusion and exclusion rings map to Google Ads location lists.

What is donut targeting in Google Ads?

Donut targeting includes an outer ring of ZIPs while excluding an inner radius — classic spillover control when you serve a trade area but should not bid next door to the store. In ZipFencer, set a location to donut mode, export the include and exclude lists separately, then paste them into Google Ads location targeting. Advanced modes including donut are on Starter and Pro; the live demo stays on basic radius. Lists use Census ZCTAs, which are not identical to Google Ads ZIP polygons.

What is bullseye ZIP targeting?

Bullseye (custom tiers) splits one address into 2–5 concentric ZIP lists so you can bid or roll out by distance band instead of one flat radius. Each ring exports as its own include or exclude list for Google Ads. Use it when inner miles convert better than the outer band, or when you want staged geo expansion. Advanced modes are on Starter and Pro; Free and the public demo stay on basic radius. ZipFencer still selects intersecting Census ZCTAs — not Google's proprietary ZIP shapes.

Steps

  1. Radius (include): ZIPs that intersect the circle around your pin.
  2. Donut: include an outer ring while excluding an inner radius — classic spillover control.
  3. Bullseye / Custom tiers: tiered rings for bid modifiers or staged rollout by distance band.
  4. Exclude-only lists are useful for Performance Max geo bleed control.
  5. Advanced modes require a paid plan. Free/demo stay on basic radius.

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