Some WADS have bid adjustments for geographical areas at the country, region, or city levels. This allows you to increase or decrease bid prices, depending on who is looking at your ads, and where they are located.
When starting a new campaign, I don’t bother with this setting. I just want to get the campaign up and running to see if it converts. If it does start converting, these geographical bid adjustments can be used in a couple of ways.
Try using the WADS stats to see where the clicks are coming from. If California is giving you the most clicks, consider increasing the bid price there. Start with a 10% increase and continue testing from there.
Use Google Trends to see where the interest “should” be coming from. For example, if you’re selling “farm sinks” type that into Trends. At the time of this writing, North Carolina, New York and New Jersey do the most searches for that item. So consider boosting your bid prices by 10% increments in those areas.
It does not matter how slowly you go, so long as you do not stop.