Should you exclude areas that barely convert?

Yes, when an area has had two weeks of clicks and no table or appointment, and it is not where your people already come from. Do not remove it if it only had three clicks: that is noise, not an area. Compare locations with the floor sheet, not with the panel’s conversion rate when there is almost no data. Mark the area that repeats empty spend. The map is trimmed until only the venue’s street is left and the ad stops showing. In a sierra town the customer lives ten minutes away, not in the doorway. The empty areas outside the useful radius, excluded, and the circle where people do book, left intact. It is reviewed after a month in case a fair or roadworks changed the trip.