So I've looked through past posts and cant find an answer to this exact question, it's a bit nuanced. Maybe this will help some other people too as I cant seem to find an exact answer.

Overview:

The product we're selling is a software solution to something that's typically done in person / locally. For clarity, lets say passport photos. Typically these are taken at a local store, but we're offering a product that allows people to do them online.

This means a lot of the searches people make are still for either "passport photos near me" or "passport photos in los angeles", with los angeles being one of 20,000 cities as an example.

I have a few questions about how the ads platform is treating this in different scenarios, and what we should do to target all 20,000 of these cities since our product is online but targeting something typically done locally.

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1. If you have a SKAG that is just exact match for the keyword [passport photos near me]

Q: If someone searches for "passport photos in los angeles" will our ad show because google knows that near me is a variable for a city or location?

Or is google only going to match us if someone actually types the exact keyword "passport photos near me".

1. Or is the proper way to target this to have a list of ~20,000 exact match keywords with the city name in each like:

"passport photos los angeles" , "passport photos denver" , "passport photos san diego" etc.

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Also, small follow up regarding dynamic keyword insertion in these same scenarios.

If you include a dynamic keyword insertion into the headline, and the SKAG is exact match for [passport photos near me].

If your ad headline copy is:

{KeyWord:} in {LOCATION(City)}

Assuming the user typed in 'passport photos near me' would it show up as:

1: Passport Photos in Los Angeles

or

1. Passport Photos Near Me in Los Angeles

Basically, is google going to omit the 'near me' because we have a dynamic location being inserted as well? In the above scenario both look like okay headlines, but depending on how the ad copy is structured, we could run into some grammar issues depending on the actual search term the user inputs.

Thanks so much!