Different CPC on geographical radius

So one of my clients asked me....

[ppc_newbie]

So one of my clients asked me if they had to spend the same CPC based on how far away from them the surfer was.

eg. a local takeout place
Rate #1 - a few blocks(walk-in)
Rate #2 - a few miles(pick up)
Rate #3 - delivery area
Rate #4 - full city

Any ideals on how to go about structuring a campaign.

[RhinoFish]

4 geo targeted campaigns, each with a widening radius and lower bids, so that concentric circles are formed from the center location and the bids go down as you progress outwards.

so someone in the middle trips all four, but the highest bids from the smallest circle get them.

someone further out is outside of the smallest circle, but is similarly caught in the consecutive circle with it's lower corresponding bid.

some caveats, geo targeting isn't super precise, so this plan will be imperfect always. and the smaller the differences in the different radii, the less differentiation you'll be able to achieve.

further, geo targeting isn't just based on where someone is located, but also (simultaneously) if their search includes geographic indicators... like someone in Miami searching for "Chicago Hotels" will be treated as someone who will see ads geotargeted for the Chicago area... so this will also hack the plan apart a bit.

see more here about geo targeting in general:
[adwords.google.com...]

and here for location specific geo targeting:
[adwords.google.com...]

have fun!