What is Permanent Location Targeting in LinkedIn Ads?
LinkedIn offers two ways to target by location:
Recent or Permanent: Includes people who recently visited or permanently live/work in your targeted area.
Permanent Only: Limits delivery to people who live or work in the targeted location (based on their profile data).
“Recent or Permanent” is LinkedIn’s default and often used to broaden reach — but it can include VPN users, travellers, and short-term visitors who aren’t relevant to your audience.
Why should I switch to Permanent Location Targeting?
Permanent Location Targeting helps ensure your ads reach people who actually live or work in your target areas, improving lead quality and relevance.
It’s particularly effective for:
B2B or hiring campaigns, where geographic consistency matters.
City or region–specific offers, where temporary visitors are unlikely to convert.
Budget-conscious campaigns, where you want to avoid wasted impressions from outside your true target market.
How does this Improvement work?
Opteo monitors your LinkedIn campaigns and flags any ad sets using “Recent or Permanent” targeting.
You can switch to Permanent Location Targeting with one click.
This change narrows delivery to users whose LinkedIn profiles list your targeted location, improving precision and data consistency.
Examples when Permanent Location Targeting most helpful:
Local hiring campaigns or job ads.
Geo-specific B2B targeting, where you want real business presence in your area.
Lead generation where conversion relies on true local relevance.
Regulated or licensed services, where leads must be physically located within service areas.
Examples when you might want to keep Recent or Permanent:
Awareness or reach-focused campaigns that benefit from wider visibility.
Global brands or SaaS offers without strict location constraints.
Event or travel campaigns, where short-term visitors are still valuable.
Essentially, if relevance and data quality are your goals, switch to Permanent Location Targeting.
If reach and exposure are more important, you can safely dismiss this Improvement.