Reach the right people at the right time at the right location with Geofencing.

There are plenty of shiny new tactics out there promising the world. But sometimes, progress isn’t loud. Sometimes it hums quietly in the background, doing the hard work of putting the right message in front of the right person—without the need for fanfare.

That’s what geofencing is. Not a gimmick, not a shot in the dark. Just a smart, focused way to say, "We’re here when you need us."

For B2B companies, especially those in industries like civil engineering, heavy construction, or manufacturing,  where decision-making is methodical and location matters, geofencing might just be the most overlooked tool in your marketing toolbox. Let’s walk through what it is, how to do it, and how a B2B firm can use it to show up at just the right moment.

What is Geofencing?

In plain terms, geofencing is a way to serve digital ads to people based on their physical location. Draw a virtual boundary around a job site, a city planning office, a plant, a trade show or convention,  or even a competitor’s headquarters, and when someone enters that area with a smartphone, they become part of your audience.

It’s a bit like fishing with a net that only opens when the right fish swim by.

Why It Matters in B2B 

Let’s say you’re a civil engineering firm for example. You specialize in infrastructure development, and you’re chasing contracts with municipalities, developers, and general contractors.

Now imagine this: a decision-maker at a competing bid meeting sees your name pop up on their weather app, a contractor driving past your previous job site gets an ad for your services, or a planner walking into the permitting office catches a subtle message about your latest transportation project.

That’s not a coincidence. That’s showing up where it matters.

Step-by-Step Guide to Geofencing for B2B

1. Clarify Your Objective

Before you draw any fences, know why you’re doing it. Are you:

• Driving awareness of your brand?
• Promoting a specific service?
• Targeting attendees of a specific event or location?
• Supporting your sales team with air cover?

Each objective will shape your message, audience size, and placement strategy.

2. Identify Strategic Locations

Start thinking like your audience. Where do your buyers physically go when they’re about to need you?

For a civil engineering firm, this might include:

• Municipal planning offices
• Development meetings or conferences
• Construction job sites
• Trade schools or university engineering departments
• Competitor project locations

You can geofence a building, a parking lot, or even a section of a street. The smaller the radius, the more relevant your impressions.

3. Choose a Platform or Partner

Unless you have an in-house ad ops team, you’ll likely want to partner with a digital advertising firm that offers geofencing services, or contact us.  This will help you:

• Build geofences using GPS and IP data
• Set up your campaigns
• Serve ads across apps and websites your audience visits

You can also use self-serve platforms like:

• Simpli.fi
• GroundTruth
• Google Ads (limited geotargeting features)

Make sure your partner understands B2B buying cycles—this isn’t e-commerce.

4. Develop Your Message

Now comes the human part.

Your ads should match the mindset of your audience. If you’re targeting a public official, don’t just tout your services—mention your local credibility. If it’s a contractor, focus on speed and reliability.

Civil Engineer Example:

"Trusted by Arizona municipalities for 30+ years. See how our designs keep projects moving."

Keep it brief. Keep it specific. And always, always make it feel like it was meant for them.

5. Build the Campaign

Work with your provider to set:

• Ad formats (banners, interstitials, native)
• Creative (static vs. animated)
• Device targeting (mobile-heavy, but tablets and desktops too)
• Frequency caps (don’t be annoying)
• Budget and duration

Tip: Start with a 60-day pilot. Refine from there.

6. Layer With Retargeting

Here’s the beauty of geofencing: after someone sees or engages with your ad, you can continue to stay with them across the web.

This is where brand-building turns into relationship-building. You met them where they were. Now, follow up with case studies, testimonials, or project highlights that move them from awareness to interest.

7. Measure What Matters

Don’t get lost in impressions. Look at:

• Click-through rate (CTR)
• Post-visit engagement (did they visit your site?)
• Conversion events (form fills, downloads)
• Foot traffic lift (some platforms offer this)

For B2B, look for long-tail outcomes. Did a sales conversation happen? Was there a lift in branded search or direct traffic?

NOTE: This requires a modern CRM. If you don't have one, here's a guide to help you: A Modern CRM, why do I need one?

8. Adjust Based on Reality

Good geofencing isn’t "set it and forget it." It’s a living tactic.

Run A/B creative tests. Try different fence sizes. Rotate messages by location type. Let data shape the next step—but trust your gut when the data needs a nudge.

Final Thought: Make It Personal

This isn’t just about tech. It’s about being present, without being pushy. It’s about showing up quietly in the right places, with something worth saying. That’s what good marketing is.

For B2B brands,  geofencing offers a rare thing: the ability to be smart, strategic, and respectful of your audience’s time.

Because if you can earn their attention in the moment, you just might earn their business in the long run.

Need help building your first geofencing campaign? At On-Target!, we help B2B brands show up where it matters most. Let’s start drawing your fence—together.