Smarter advertising starts with understanding location
AdMapia is a location intelligence service designed to answer a question that is often overlooked in digital advertising:
Where do your best customers actually live — and what can those locations tell you about where to find more of them?
Advertising platforms have become extremely sophisticated at choosing audiences, keywords, creative and bids. But geographic targeting is still often based on broad radius targeting, familiar towns or assumptions about where customers might be.
AdMapia adds another layer of intelligence.
We combine property, postcode, geographic and marketing performance data to identify patterns in the locations that generate customers — and use those insights to help businesses make better decisions about where and how they advertise.
From property data to advertising intelligence
Different locations contain very different types of properties, households and potential customers.
A solar installer may want to identify areas containing larger owner-occupied homes with characteristics associated with solar and battery demand. A glazing company may discover that particular housing ages and property types generate better enquiries. An ecommerce company can analyse delivery locations to understand whether particular products disproportionately sell into certain types of areas.
AdMapia brings these signals together at postcode level and connects them with advertising and customer data.
Depending on the analysis, available signals can include property type, floor area, rooms, tenure, energy efficiency, owner-occupation, energy consumption and other geographic characteristics. AdMapia_Solar_BigQuery_Metrics_…
The aim isn’t simply to produce another map.
It’s to turn location data into practical advertising decisions.
Built around a simple idea: learn from your best customers
AdMapia can help businesses investigate questions such as:
- Which locations generate our highest-value customers?
- What property and location characteristics do those areas have in common?
- Which postcode districts contain more of those characteristics?
- Do different locations behave differently after arriving on our website?
- Which areas generate stronger conversion rates, order values or return on advertising spend?
- Where should we test next?
- Which locations should receive more — or less — advertising budget?
This creates a continuous cycle:
Understand customers → identify location patterns → find similar areas → advertise → measure results → learn → improve targeting.
As more conversion and customer data becomes available, the analysis can become increasingly specific to the individual business rather than relying solely on generic assumptions about its market.
AdMapia is currently in beta
AdMapia is currently undergoing beta testing.
The first testing phase was designed to test a fundamental proposition: whether the opportunities suggested by location and property-based mathematical models would translate into meaningful differences when applied to real advertising campaigns.
Early tests have produced several encouraging results, including substantial differences between location-intelligence audiences and broader geographic targeting.
These early results are promising, but this is exactly why AdMapia remains in beta. We want the service to be tested against real-world advertising performance, refined with additional data and challenged across different industries before making broader claims about what the models can achieve.
Location models also have important limitations. For example, some property characteristics act as useful proxies rather than direct measurements, coverage varies between datasets, and a statistical association should not automatically be interpreted as causation. AdMapia_Solar_BigQuery_Metrics_…
Our approach is therefore straightforward:
Model it. Test it. Measure it. Improve it.
Developed by Poplar Tree Digital Ltd
AdMapia is a service from Poplar Tree Digital Ltd, developed from practical experience in digital advertising, performance analysis and location-based marketing.
The objective is to bridge two areas that have traditionally been separated: the rich geographic and property data available about UK locations, and the performance data generated by modern advertising platforms.
Rather than expecting businesses to learn another complicated software platform, AdMapia is currently delivered as a managed service. We help define the question, carry out the analysis and turn the findings into recommendations that marketers can actually use.
Help us prove what location intelligence can do
The beta programme is about discovering where location intelligence delivers the greatest commercial value.
If your customers’ location, property type or surrounding area could influence what they buy, what they need or how valuable they become, AdMapia may uncover patterns that conventional advertising reports cannot see.
The question isn’t simply where your customers are.