Should you target the searcher’s location or the business location?

Yes, the business location, and people who can reach it, not someone typing the town from another province. The searcher’s location on its own brings someone searching “in Madrid” while travelling or from home, far away. Look at the report of user locations against locations of interest. Keep the one that matches real bookings. “Presence or interest” is chosen and a sierra venue pays for someone reading a guide from the coast. The click has no intention of coming up today. Presence inside the venue’s radius, saved on the campaign, and the other option off. A week later you check that the calls are from that area.