Abstract: Methods and computer storage media for geographically targeting online advertisements. A search query is received from a searcher. A geographic location that is associated with the search query is identified and converted to a geographic identifier. A geographic tolerance associated with the search query is determined. An advertisement is matched to the search query based, in part, on the geographic identifier and the geographic tolerance of the search query. The matched advertisement is presented to the searcher. In some embodiments, the advertisement includes an associated geographic tolerance that is utilized for ranking the advertisement. In some embodiments, the direction of travel associated with the searcher is utilized, in part, to rank the advertisement.