How to Build a Geo-Targeted Campaign Using Zip Code and County-Level Data

A Practical Guide for Local Businesses on Pinpointing the Right Prospects With Location-Based Marketing

For small businesses, especially those offering localized services like cleaning, roofing, real estate, or insurance, every dollar spent on marketing has to work harder. One of the smartest ways to make that happen? Stop shouting into the void and start speaking directly to neighborhoods that matter.

Using zip code and county-level data to build geo-targeted campaigns allows small businesses to reach only the households or businesses most likely to convert—cutting wasted ad spend and making campaigns dramatically more relevant.

Why Local Precision Matters

According to the Local Search Association, 78% of local mobile searches result in an offline purchase. That means consumers are already looking for services around them—it’s your job to make sure they find yours first.

By focusing your campaign on specific geographic segments—like certain zip codes or counties—you can match offers to local needs. For example, a roofing company can target areas recently hit by storms. An insurance agent can zero in on counties where ACA enrollment rates are lower than average. That’s how you turn data into action.

Start With Solid Zip Code and County Data

The backbone of a good geo-targeted campaign is clean, accurate location data. Tools like Salesfully.com let you source and filter leads by zip code, county, and more—so you’re not stuck with massive, unrefined lists.

You can refine by:

• Income range

• Household size

• Homeowner vs. renter status

• Age of head of household

• Business type (for B2B outreach)

Start with your service radius. If you’re a local cleaning service in Charlotte, NC, for example, target the surrounding counties (Mecklenburg, Cabarrus, Union) and then drill down to affluent zip codes with higher likelihood of needing recurring cleaning services.

According to the U.S. Census Bureau, there are over 41,000 active ZIP codes in the U.S., each tied to specific demographics, household types, and spending patterns.

Choose the Right Campaign Type

Once your data is ready, it’s time to decide how to deliver your message. Here are three powerful options:

1. Direct Mail

This classic still works. Tools like USPS's Every Door Direct Mail (EDDM) let you send flyers or postcards to households within specific carrier routes by zip code. Pair it with targeted data and it becomes even more powerful.

2. Digital Ads (Geo-Fenced or Geo-Targeted)

Meta Ads Manager and Google Ads let you geo-target ads down to zip code. Want to show your ad only to moms in 28277? No problem. Geo-fencing tools take it a step further, targeting people when they enter a specific location.

3. Email or SMS Campaigns

If you’ve got phone numbers or emails from a filtered list (e.g. renters in three counties), create custom email and text campaigns that speak directly to their needs. Always follow FCC regulations when using SMS.

Tailor the Message to the Zip

A message that resonates in a rural Tennessee county won’t work in an affluent Houston suburb. That’s why location segmentation isn’t just about delivery—it’s about speaking your audience’s language.

Here’s a quick tip:

• Suburban family neighborhoods? Emphasize safety, convenience, and family benefits.

• Urban renters? Highlight flexible contracts, fast service, affordability.

• Aging population in rural areas? Stress trust, reliability, and simple contact options.

💬 Expert Insight

“Hyperlocal targeting allows you to focus on the right people—not just more people,” says Neil Patel, digital marketing expert and co-founder of NP Digital. “When done well, you’ll see better conversion rates and lower cost-per-lead.”

Don’t just build a campaign and launch it into the wild. Track your results by region. If one zip code is outperforming the others in click-throughs or calls, double down there.

Geo-targeting isn’t just smart—it’s common sense in a market where everyone expects personalization.