Google has enhanced its Keyword Planner by adding more detailed forecasting capabilities

Now, when planning your campaigns, you can see projected keyword performance down to the city, region, and device level offering far more precise insights for location-targeted ads

Key Additions

Device Insights: Forecasts are now segmented by device type desktop, mobile, and tablet allowing you to allocate budgets based on how your target audience accesses content

Geographic Filters: You can drill into data at the state, city, or DMA (Designated Market Area) level, making it easier to align strategies with specific regions

Visual Representation: The update includes graphical breakdowns, such as pie charts illustrating the share of keyword activity across locations (e.g., Amsterdam accounting for 77.4% of impressions in one example).  

Why It Matters

This improvement is significant for businesses running multi-location campaigns or targeting audiences in particular areas. By providing granular forecasts, advertisers can optimize bids and budgets more efficiently. For instance, insights into device preferences per city can reveal whether mobile ads perform better in urban hubs than rural ones

Availability

Although this update hasn’t received formal announcement, screenshots initially shared by PPC specialist Amiya Prakash indicate the feature began appearing in select Google Ads accounts on July 7, 2025, suggesting Google is rolling it out gradually