TL;DR: Country targeting lives at the ad group level in TikTok Ads Manager. Select Location inside the Audience section, choose your countries, and save. TikTok does not support location exclusions, so only select the markets you actually want to reach.
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Country targeting in TikTok Ads is set at the ad group level, not the campaign level. Get it right and your budget reaches the right market. Get it wrong and you spend on audiences who can't buy from you.
What Is Location Targeting on TikTok Ads?
Per TikTok's Business Help Center, location targeting lets you tailor messages and offers to specific geographic markets. TikTok reads a variety of user signals to match people to your location selections. Delivery to an exact area is best-effort, not guaranteed.
How location targeting works
TikTok uses device and behavioral signals to estimate where users are. It is probabilistic, not a GPS lock. Expect strong approximation, not pixel-perfect accuracy.
Available location granularities
TikTok Ads Manager supports multiple targeting levels. You can target countries, regions, states, provinces, departments, districts, metro areas (DMAs), cities, and zip codes. Each level gives you finer control over who sees your ads.
How to Target a Country in TikTok Ads Manager
Location targeting is configured inside the ad group, not the campaign. Here is the exact process.
Step 1: Open your campaign and navigate to ad group settings
Log into TikTok Ads Manager. Create a new campaign or open an existing one. Click through to the ad group level. Campaign-level settings do not include location targeting.
Step 2: Access the Audience section
Inside the ad group setup, scroll to the Audience section. This block contains all targeting options. Demographics, interests, devices, and location are all grouped here.
Step 3: Select location targeting
Click Location within the Audience section. A search panel appears. You can type a country name or browse the available list.
Step 4: Add countries or regions
Search for the country and select it. Add as many markets as you need. You can include up to 3,000 location selections per ad group.
Step 5: Review and confirm your location targets
Before you move on, review every selected location. TikTok has no location exclusion feature. Anything you have not selected is automatically excluded. Double-check the list to avoid unintended markets.
Location Targeting Granularity Beyond Countries
Country targeting is the broadest option. TikTok gives you several more precise levels when you need them.
Country-level targeting
Best for global or multi-market campaigns. One selection covers the entire country. Fast and simple to set up.
Regional targeting
Target specific states, provinces, or departments. Useful when your product or offer is relevant to one part of a country but not the whole market.
City and metropolitan targeting
TikTok supports DMA (Designated Market Area) targeting in the United States, covering 210 regions. Hawaii and parts of Alaska are included in DMA coverage.
Zip code and postal code targeting
Enter specific zip codes for highly local campaigns. If you target Canada, use 3-letter postal codes only. Full postal codes with extensions are not supported in TikTok Ads Manager.
Important limitations for granular targeting
A zip code may be invalid, policy-restricted, or simply not yet available. If a code is rejected, check TikTok's current documentation for supported entries.
Key Limitations and Constraints
Know these before you build your targeting.
Maximum location selections per ad group
You can add up to 3,000 location selections per ad group. That covers most use cases, but large zip code campaigns need careful planning.
Availability varies by account registration country
Per TikTok Ads Manager documentation, the location options available to you depend on the country where your account is registered. Not every market is accessible from every account region.
Accuracy and delivery are not guaranteed
TikTok uses signals, not exact coordinates. Expect strong approximation. Do not rely on it for legally precise geographic compliance.
No location exclusions available
TikTok does not support excluding specific locations. You must build your target list from scratch. Select only the markets you want to reach.
Small geographic areas can increase CPA
TikTok's own data shows broad targeting, covering 80% or more of a country's potential users, drives 15% lower cost per acquisition and 20% higher conversion rates compared to narrow targeting. Targeting small areas or dozens of zip codes shrinks your audience and raises costs.
When to Use Country Targeting
Geographic service boundaries
If your product ships to or operates in specific countries only, target those countries. Do not waste budget outside your delivery area.
Multi-market campaigns
Run separate ad groups per country. This lets you track performance by market and adjust budgets where results are strongest.
Localized campaigns and offers
Promotions tied to local holidays or regional events perform better with precise country or regional targeting. Match the offer to the market.
Broad vs. narrow targeting strategy
TikTok data favors broad over narrow. Start with country-level targeting. Move to regional or city-level only when performance data tells you a specific area is worth the narrower reach.
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Frequently Asked Questions
Where do I find location targeting in TikTok Ads Manager?
Location targeting is inside the Audience section at the ad group level. It is not available at the campaign level. Open your ad group, scroll to Audience, and click Location to add countries, regions, cities, or zip codes.
Can I exclude locations in TikTok Ads?
No. TikTok Ads Manager does not support location exclusions. You must select only the locations you want to target. Any location you do not select is automatically excluded from delivery.
How many locations can I add to one ad group?
You can add up to 3,000 location selections per ad group. This covers countries, regions, cities, and zip codes combined.
Does broad or narrow country targeting perform better on TikTok?
Broad targeting performs better for most advertisers. TikTok data shows that targeting 80% or more of a country's potential users drives 15% lower cost per acquisition and 20% higher conversion rates compared to narrow geographic targeting.