1. In a non-transitory computer readable storage medium having stored therein data representing instructions executable by a programmed processor for identifying ads to be provided, the instructions operative for: receiving a query; identifying a root term from the query and a location term from the query when available; identifying a location from the query as the location term when the location term is included with the query; determining a localness value of the root term; locating relevant geographies using the localness value of the root term or from the location from the query when the location term is included with the query; accessing an advertisement database to identify advertisements by: matching the ads from the advertisement database based on the located relevant geographies; and matching the ads from the advertisement database based on a contextual comparison with the root term from the query; ranking the matched ads; and selecting higher ranked matched ads to be provided.