This description provides tools and techniques for managing advertising services for mobile devices and users. These tools may provide methods that include establishing advertising databases for storing representations of geographic areas. These methods may include receiving bids from advertisers, with these bids referencing keywords and the geographic areas. The advertisers specified in the bids may be associated with the keywords and geographic areas specified in the bids, such that when a user of a mobile communications device activates the keyword within a geographic area, the mobile device received advertising information associated with the advertiser.