​At the beginning of my mapping career, I focused on studying the relationships between people and the physical environment. I studied how things like weather, climate, mountains, rivers, coastlines and other physical features influence human decisions, and how those decisions later affect the environment.

 

While studying Geography at Cal Poly Humboldt, my work centered on investigating the challenges around sustainability between people and their local spaces. For example, entrepreneurs and business investors struggled to find which mountain slope is best to turn into a ski resort. I had to look into physical challenges like annual and seasonal snow fall rates, drive time from gas stations, climate trends and more. After that, I analyzed demographic, psychographic, and lifestyle habits to forecast the number of people we can expect to use the ski resort annually. 

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​It was this way of thinking that eventually carried into advertising. I began working with small local businesses—barber shops, dog grooming salons, and bakeries—helping them understand where their audiences were located instead of relying on broad or unfocused targeting.

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As the work progressed, I created Geospatial Habits and expanded into higher-ticket industries such as chiropractors, facial spas, and home caregiving services. Across different markets, the same pattern continued to appear; advertising campaigns perform much better when placed in locations where the exact audience lives, this is also where demand is highest.​​ 

 

Experience across many industries revealed a consistent pattern, the strongest results came when geographic insight was applied at the earliest stage of advertising. For this reason, Geospatial Habits centers its work on top-of-funnel efforts, using location-based analysis to support awareness campaigns and improve click-through rates through more deliberate ad placement.

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This focus naturally aligns with marketing agencies, media buyers, and advertisers. These teams show off high advertising KPI's to make it easier to close deals, justify ad spend, and retain clients since measurable performance is the clearest proof that campaigns are working.

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Geospatial Habits draws a clear boundary around its role. The objective is to direct the right audience to a landing page. Performance beyond that point—such as conversions, revenue, and overall return—depends on creative, offers, and sales systems that operate further down the funnel. When those systems are in place, geographic insight serves as a reliable advantage rather than a variable. Simply put, Geospatial Habits helps bring more targeted traffic to a landing page, while conversions, revenue, and return depend on the systems that operate further down the funnel.

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Looking ahead to 2026 and beyond, the next phase of Geospatial Habits is the development of an in-house Google Ads team. This team will be responsible for setting up and managing client accounts, with audience mapping serving as the analytical foundation for campaign structure and targeting decisions.

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Thankyou for reading.