While driving through Kentucky I did a search for wayfarer and saw this ad (screenshot below). Notice how Kentucky has been dynamically inserted into PPC copy:
Running the same search in Michigan showed this:
Wayfair used Serendipity and geotargeting to connect with me as a potential customer. By adding my state to their Google Adwords, I as a shopper am more likely to believe that the product can meet my specific needs and wants. People aren’t a monolith—they are individuals with distinct backgrounds. Use that knowledge to your advantage by personalizing your marketing messaging for them.