[Gustomaximus]

> On Google it's more of a just-in-time approach; catching people who are searching for something in a certain place etc.

Adwords location targeting options have been around some time with 3 targeting options for location: http://prntscr.com/kq9coa

And my advice when using this - Adwords defaults to "People in, or who show interest in, your targeted locations" but I would recommend "People in your targeted locations" as the first seems to be a very loose definition by Google and in my experience brings in dud traffic.

Location settings are one of the common set-up mistakes when I see client historic accounts. And there's some good tricks with combining these settings for business that need physical proximity that can make them very effective and flexible.