11. A system comprising: a data store storing data identifying content items that are eligible for presentation with search results responsive to search queries that include a reference to the geographic location and one or more non geographic terms that are associated with each of the content items; and one or more computers that interact with the data store and perform operations comprising: receiving, from a user device, a content item request requesting content items to be presented, at a user device, with search results for a first search query, the content item request including search query data specifying a geographic location that was referenced by the first search query and a search term of the first search query; determining, in response to receiving the content item request, that fewer than a threshold number of content items are eligible for presentation with search results responsive to the first search query; identifying, in response to the determination that fewer than the threshold number of content items are eligible for presentation, one or more terms that are each associated with at least the threshold number of content items that are eligible for presentation with search results responsive to search queries that include a reference to the geographic location, the one or more terms being different than the search term; selecting, for distribution in response to the received content item request and in response to the determination that fewer than the threshold number of content items are eligible for presentation with search results responsive to the first search query, one or more eligible content items using the one or more term; and providing, in response to the received content item request, data that cause presentation, at the user device, of at least one of the one or more eligible content items selected using the one or more terms.
13. The system of claim 11 , wherein the one or more computers perform operations including receiving a set of targeted phrases that reference pre-defined local tourist attractions for the geographic location.