Location Matcher is an AI feature that automatically maps campaign locations across Google, Meta and Microsoft from a single Google Maps input. Built to eliminate location targeting errors across advertising networks, it was recognised with the 2026 Siinda Innovation Award in the Location Platforms and Lead Generation category. Before its launch, 2% of campaigns served clicks outside their intended target area, affecting €2,460 in monthly ad spend. Since deployment, targeting errors for new campaigns have dropped to zero, and the feature now powers 100% of new campaigns created on the platform.
The challenge of multi-network targeting
Running a local campaign across Google, Meta, and Microsoft sounds simple. You pick a location. You publish.
Each advertising platform handles location data differently. Google Ads, Meta, and Microsoft Advertising all use their own location structures and naming conventions, which don't always align. As a result, translating locations between platforms was prone to errors, leading to situations where campaigns were unintentionally targeted outside the intended area.
While users selected a specific location within the platform, the corresponding campaigns could be configured with a different location in the advertising networks, making accurate geographic targeting difficult to guarantee.
For agencies managing dozens of SMB campaigns across multiple networks, this created a silent operational problem. While slight differences in location targeting between advertising networks are expected, the real issue arose when campaigns were configured with locations that fell completely outside the advertiser's intended target area.
As the platform displayed only the location originally selected by the user, these discrepancies were not immediately visible during day-to-day campaign management. In many cases, the issue only surfaced after clients reported receiving clicks from locations they had never intended to target.
Before Location Matcher, 2% of Leadzai campaigns experienced clicks outside the intended targeting area. That 2% translated to €2,460 in monthly ad spend that never reached the right audience.
When these discrepancies occurred, they had to be investigated and corrected manually. Teams first needed to identify the incorrect location configured within the advertising network, update it, and verify the result. Across a large number of campaigns, this became a recurring operational cost.
Rethinking location matching
Leadzai already used Google Maps as the foundation for location selection, allowing users to choose locations directly within the platform. The innovation came in how those locations were interpreted and matched across different advertising networks. The gap was in what happened next. Each advertising network's location name had to be matched to a Google Maps location. Previously, the platform searched Google Maps and assumed the first matching result was correct. While this worked in most cases, locations with similar names or ambiguous results could still produce incorrect matches.
Because these discrepancies were difficult to detect before campaigns started receiving traffic, they often remained unnoticed until clients reported clicks from outside their intended target area. When this happened, teams had to investigate the issue manually, correct the affected locations within the advertising networks, and verify that campaigns were targeting the right areas again.
The product team's goal was not to replace the existing automation—it was to make it significantly more reliable, reducing targeting errors and minimizing the need for manual intervention.
The answer was Location Matcher.
How Location Matcher works
Location Matcher is an AI feature built into the Leadzai platform.
It works in two directions. When a partner creates a campaign and selects a location through Google Maps, Location Matcher automatically identifies the best equivalent location for each advertising network. Google Ads, Meta, and Microsoft each receive the correct location format for their own systems. The agency selects the location once, and the platform handles the translation automatically.
The reverse also works. When location data arrives from a network into Leadzai, the AI maps it back to a precise Google Maps pin. Everything stays consistent in a single internal memory that both directions share, so the system learns and improves without duplication.
"I love the bidirectional memory of the Location Matcher. If you ask for a match one way, you already have the answer for the other. And the more it's used, the more it remembers and the less it costs to run. That's the kind of design that compounds quietly, behind the scenes."
— Bruno Mendes, AI Engineer at Leadzai
The result is a single source of location truth across Google, Meta, and Microsoft, maintained automatically with no manual correction required.
One month after launching, Location Matcher had already processed more than 700 unique geo-target matches across Google, Meta, and Microsoft. Today, that number has grown to approximately 12,500, reflecting the feature's continuous evolution and expanded coverage since launch. It now handles 100% of new campaigns on the platform.
The results
Targeting errors for newly created campaigns have been eliminated. Every euro of campaign spend now reaches only the area the advertiser intended. While some errors may still appear in older campaigns created before this feature was launched, new campaigns are no longer affected.
The Siinda Innovation Award
Siinda is the European association for digital marketing and local search. Its annual Innovation Award recognises product work that advances the industry.
Leadzai submitted Location Matcher in the Location Platforms and Lead Generation category. The submission was assessed on the problem it solved, the technical approach, and the measurable outcome it produced.
Leadzai won.
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"Winning this award means a lot, but what it really confirms is the quality of the work the team put in. Location Matcher is not a flashy feature. It solves a real problem that was costing our partners money every month. Seeing that recognised at Siinda is a genuine source of pride."
- Pedro Cerdeira, Chief Product and Technology Officer at Leadzai
Receiving this recognition from Siinda is an important milestone for the team, but its real significance lies in the impact Location Matcher delivers every day for agencies and service providers.
Location Matcher’s award sits alongside the result that earned it: zero targeting errors, zero wasted spend, 100% of new campaigns running on a feature that did not exist two years ago. That is what the team built. That is what Siinda recognised. Recognition at a European industry level reinforces the value of solving practical problems with measurable impact.
Why it matters for agencies
For agencies, the benefit is straightforward.
More accurate location matching means fewer campaigns targeting the wrong areas, fewer manual investigations, fewer client complaints and less wasted advertising spend. At scale, those savings compound.
Location Matcher does not change how an agency wins clients. It changes how much it costs to serve them accurately.
Learn more about the Siinda Innovation Awards and view the winners here.
