Wizard of Ads Online

09/04/2026

An electrician in Northern Colorado doesn't need leads from Texas.

That was the problem with ChatGPT Ads for local businesses; no way to stay local. OpenAI now offers geographic targeting - state, DMA, and ZIP code in the U.S.

Does that mean ChatGPT ads will work for home service businesses? Nobody knows yet. There aren't years of conversion data to compare it against Google or Meta. What we have is another channel worth testing.

"I'm not interested in spending money on ChatGPT Ads just because they're new. I'm interested in finding out if they work."

You can read the full post here:
https://www.viwickam.com/chatgpt-ads-now-offer-geographic-targeting/

09/01/2026

If you run Local Services Ads, the dashboard you've been using is going away.

Google confirmed LSAs are moving into Google Ads as a new Performance Max campaign type with pay-per-lead goals. The first phase started in August and covers plumbers, electricians, HVAC contractors, roofers, pest control, movers, landscapers, house cleaners and appliance repair.

From a customer's perspective, almost nothing changes. Your ads still show in Search, you still pay only for qualified leads, and Google still uses your service categories and service areas instead of keywords.

From a management perspective, everything changes. Budgets most from weekly to daily averages, some bidding options disappear, and the standalone LSA dashboard is being retired.

Here's a part worth acting on: historical LSA performance reports will not migrate. If you manage your own LSA account, download your reports before your migration date. Google notifies account admins about 14 days ahead.

And expect a bumpy few weeks. Google says performance may take up to two weeks to stabilize after migration, so don't assume something is broken the moment numbers move.

Full post:
https://www.viwickam.com/google-is-officially-moving-local-services-ads-into-google-ads/

08/31/2026

Some of my clients have been with me for 20 years.

Not because of a contract. Because when you focus on taking care of people instead of just making the sale, people stay.

What drives me: making sure small business owners have the opportunity to grow and create jobs.

From the Mindset2Results podcast with Elena Apalkova.

08/28/2026

In the age of AI, genuine human connection is your biggest marketing differentiator. I’m seeing local businesses outsource call centers to AI bots, but that sacrifices the friendly human touch customers crave. Lean into your humanity, treat clients like family, and you’ll outshine the big players that care more about profits than people.

08/26/2026

Your competitors can buy your name. Don’t let them steal your brand value.

When you're a top brand in your market, someone eventually stops bidding on "AC repair" and starts bidding on YOU. If you're not protecting your own name, Google doesn't care. "They just want money."

Broke down how brand campaigns work with Daniel Tolson on Leverage. Is anyone bidding on your name right now? Search it and see.

08/24/2026

What if the reason your marketing isn't working has nothing to do with your budget, your tools, or your strategy?

Most owners aren't measuring the right things, so they get lost in the data and default to random acts of marketing.

"If you don't have good measurement, you're flying blind."

From my conversation on the Mindset2Results podcast with Elena Apalkova.

08/20/2026

"Nobody picks up a violin and draws the bow across the strings and doesn't sound terrible the first time."

Before I ran ad campaigns, I played the fiddle. Music taught me the skill I use most in business: being willing to be bad at something until you get good.

Most owners quit marketing channels after a month or two, right in the middle of the sounding-terrible phase. We call that the chickening out phase. You have to be committed to your marketing strategy if you want to have real business success!

Great conversation with Daniel Tolson on the Leverage podcast. What did you stick with long enough to get good at?

08/17/2026

Growing beyond a one-person show means trusting others with your technical wheelhouse. I struggled to give up those details until I realized my clients suffered when I couldn’t keep up. Once I brought in the right talent, I found more time for strategy, client relationships and my own wellbeing.
Development

08/13/2026

Google Ads is making a big change on August 17. Google says some campaigns are currently “over-performing on bidding targets.” Translation: Google may be getting you leads cheaper than you told them you were willing to pay.

Their example:
Target CPA: $100
Actual CPA: $50

After August 17, that campaign may start delivering closer to the $100 target.

So apparently getting a $50 lead when you said you'd be willing to pay $100 is a problem that needed fixing. 🙃

This won't affect every Google Ads campaign. But if you're using target-based bidding and your campaign is limited by budget, I recommend reviewing your targets before August 17.

I broke down what's changing, who it affects, and what I'd do about it here:
https://www.viwickam.com/googles-latest-profit-grab-fixing-cpa-bidding/

Google Ads has announced a bidding change taking effect August 17, 2026, and if you use Target CPA (Cost per Acquisition) or Target ROAS (Return on Ad Spend) campaigns that are limited by budget rather than bid, you need to pay attention. Google describes the change as a way to provide “more consi...

08/11/2026

ChatGPT Ads just became a lot more interesting for local businesses.

OpenAI now offers geographic targeting for ChatGPT Ads, including targeting by state, designated market area (DMA), and ZIP code in the U.S.

That's a big change for local advertisers.

If you only serve Northern Colorado, paying to reach someone in Florida doesn't do you any good. Now there's an opportunity to combine local targeting with the context behind someone's ChatGPT conversation.

I’ll be honest, ChatGPT Ads are new, and we don't know how well (or if) they will work for local businesses. The platform is evolving quickly, and there isn't enough data yet to treat it like Google Ads or Meta.

But this is exactly why I’m paying attention now.

I don't want to chase every shiny new marketing tool. I DO want to stay ahead of changes that could help my clients generate qualified leads and revenue.

For the right local business, ChatGPT Ads may now be worth testing.

Read the full update in our latest blog:
https://www.viwickam.com/chatgpt-ads-now-offer-geographic-targeting/

Why Local Businesses Should Pay Attention ChatGPT Ads are finally available for local businesses. OpenAI now offers geographic targeting for ChatGPT Ads, including targeting by state, designated market area (DMA), and ZIP code in the U.S. That removes a major obstacle for local businesses interested...