Zip Codes vs Radius Ads Targeting

With one client we use zip codes in campaigns to better understand clicks based on areas of the city and suburbs. It is interesting that zip codes can sometimes leave gaps in the rendered map that Google shows, where a 30 mile radius seems to blanket the entire area, including areas we might not provide service. The goal is better coverage with more accuracy and don't have the ability to trace the perimeter, like we used to do years ago :)

1) Do you have historic data that shows zip codes can provide better conversion over radius?

2) Would it be safe to increase budgets for specific zip codes, if zip code targeting is used?

3) Would it be okay for us to shift the radius circle to the east a little (better representation of service area, but not perfect) by using township, or zip code instead of the target centroid or city?

Thank you!

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