If you know where your customers are going, or are likely to go, geofencing can take a lot of the guess work out of reaching your target audience. Serve unique content and messaging that is relevant in the moment. Couple this with separate messaging for retargeting, and you've given your potential customer plenty of touch points. Plenty of opportunities to convert.
Choose exactly where you want your ads served. Designate an address, and customize the radius or distance around that location to geofence. You can then create a pool of impressions for retargeting from your geofencing data, and stay in front of those target consumers. Reach people when they are at a competitors location, in your neighborhood, or any location that you know many of your customers frequently visit.