Advertising on ChatGPT: The New Opportunity for Murcia Businesses

For years, when a business in Murcia wanted to win new customers online, the strategy was fairly clear: appear on Google, invest in Google Ads, work on SEO, post on social media and wait for the customer to arrive.

But user behaviour is changing.

Today we no longer always search for a business by typing three words into Google. It’s becoming increasingly common to open ChatGPT and ask a full question:

And here a new battle for visibility appears: getting a brand not only to appear on Google, but also to be understood, considered and recommended by artificial intelligence systems.

For businesses in Murcia, this opens up a huge opportunity.

Google is no longer the only place your customers search

Traditional SEO is still fundamental. Google remains one of the main channels for discovering businesses, comparing services and making purchase decisions.

But there’s now a new layer.

Users can ask tools like ChatGPT, Gemini or Perplexity directly which business they should hire.

The difference matters.

On Google, the user gets a page of results.

With an AI assistant, they can receive a direct selection of businesses along with an explanation.

That changes the rules of the game.

The question is no longer just:

“What position is my business in on Google?”

Now we should also be asking ourselves:

“What does artificial intelligence know about my business, and what would it say if someone asked about us?”

The new digital shop window for Murcia businesses

Let’s imagine a business in Murcia that offers web design services.

A potential customer might search on Google:

“web design Murcia”

But they might also ask ChatGPT:

“I need a professional website for my business in Murcia. Which agencies would you recommend, and why?”

The second query contains much more information.

The person is explaining what they need, where they are and what kind of solution they’re looking for.

Artificial intelligence can use all of that information to build a personalised response.

And that’s where a new concept starts to gain prominence:

GEO: positioning in generative engines

GEO stands for Generative Engine Optimization, and we can think of it as the evolution of SEO towards AI-based answer engines.

While traditional SEO aims to improve a website’s visibility in search engines, GEO works to ensure a business can be correctly interpreted and considered by AI systems.

It’s not simply about repeating a keyword.

It’s about building a solid, coherent digital presence:

• That Google understands who you are.
• That your customers can find you.
• That other websites talk about your business.
• That your information is clear.
• That your services are well explained.
• That your activity and location are unambiguous.
• And that there’s enough relevant information for AI systems to connect your business with what you do.

So where does advertising on ChatGPT come in?

Here we need to separate two concepts.

On one hand there’s organic positioning in artificial intelligence, related to SEO, GEO, content, authority and digital presence.

On the other hand there’s advertising within ChatGPT.

Advertising allows brands to appear to certain users within the conversational environment.

Based on the information currently available, ChatGPT ads are presented as advertising elements clearly separated from the model’s generated response.

This opens up a particularly interesting possibility for marketing professionals:

the user might be talking about a specific need and, within that context, come across advertising related to it.

It’s not exactly the same scenario as Google Ads.

Nor is it simply another social network.

It’s an environment where the person is explaining their problem in their own words.

And that can change the way we think about an advertising campaign.

Can a business in Murcia advertise on ChatGPT?

This is where it’s worth being cautious.

The availability of ChatGPT advertising, the markets where it’s active, the formats, the requirements for advertisers and the access conditions are evolving quickly.

That’s why we don’t recommend treating ChatGPT Ads as an immediate substitute for Google Ads or Meta Ads.

For a business in Murcia, the smart approach is to think in terms of an ecosystem, not a replacement.

• Google can capture demand.
• Meta can generate demand.
• Content can build brand.
• SEO can generate long-term visibility.

And artificial intelligence is starting to become another touchpoint within the decision-making process.

Murcia is also entering this new competition

Until recently, talking about AI positioning might have seemed like something reserved for big international brands.

Not any more.

A local business can be recommended when someone makes a specific query about their city, their sector or their need. For example:

These searches have something particularly interesting: intent.

The person isn’t necessarily looking for information about marketing.

They’re looking for someone who can solve a problem for them.

That’s why we believe the future of local positioning isn’t just about getting visits.

It’s about having a presence at the moments when a person is making a decision.

What does a business need to start working on its AI presence?

There’s no magic button for “ranking in ChatGPT”.

And we’d be wary of any agency that promises to automatically appear in the top positions of an artificial intelligence.

What you can work on is the digital presence that helps AI systems better understand a business. Some of the key pillars are:

1. A clear, well-structured website

Your website needs to explain who you are, what you do, where you operate and who for. It sounds basic. But many businesses have visually attractive websites that don’t properly explain their services. For an AI, clarity matters.

2. Local SEO

If you want to win customers in Murcia, your digital presence needs to make clear that you work in Murcia. That includes content, service pages, business information, structured data and local signals. And not just “Murcia” mentioned once in the footer. You need to build relevance around the searches your potential customers actually make.

3. Google Business Profile

Your Google listing remains fundamental to any local visibility strategy. Category, services, description, photos, reviews, contact information and activity are all part of a local business’s digital ecosystem.

4. Useful content

Businesses that want to gain visibility in AI need more than promotional posts. They need to answer questions. Resolve doubts. Explain processes. Compare alternatives. Demonstrate expertise. And produce information that can be used as a reference.

5. Digital authority

Artificial intelligence shouldn’t be the only reason to work on your online reputation. Having other websites, media outlets, directories, associations, customers or publications talk about a business also helps build a stronger digital presence.

So, SEO or GEO?

Our answer is simple:

SEO + GEO.

It doesn’t make sense to abandon traditional SEO.

In fact, a good GEO strategy needs many of the foundations we already know from SEO.

The difference is that we now need to think about more places where a search can happen.

Before:

Google → website → contact

Now:

Google + social media + YouTube + AI assistants + maps + website → decision → contact

The user doesn’t have to follow a single path.

And brands shouldn’t depend on a single channel either.

And what about Google Ads and Meta Ads?

They’re still essential tools.

In fact, at DKZ we believe it would be a mistake to think that each new technology means abandoning the previous one.

A smart strategy can combine different channels.

• Google Ads to capture people who are already searching.
• Meta Ads to generate demand and work with audiences.
• SEO to build organic visibility.
• Social media to build trust and community.
• Audiovisual content to differentiate the brand.
• GEO to prepare the business for new AI-driven searches.

The key is getting all these channels to work together.

The real question isn’t whether ChatGPT will replace Google

That’s probably not the right question.

The more important question for a business is a different one:

Where will your customers be looking for information in three years’ time?

Because if a significant share of those decisions starts happening through conversations with artificial intelligence, the businesses that started building their presence earlier will have an advantage.

And this is especially interesting in local markets like Murcia.

There’s still a lot of ground to explore.

Does your business show up when we ask AI?

Try it yourself.

Open ChatGPT and type exactly the question one of your customers would ask. For example:

“Which [your sector] companies would you recommend in Murcia?”

Then try:

“What’s a good [your service] company in Murcia?”

And finally:

“What options do I have in Murcia to solve [your customer’s specific problem]?”

Look at the answers.

• Which businesses come up?
• Which ones keep repeating?
• Is your business among them?
• Is the information that appears about your business correct?
• Does the AI actually understand what you do?

These questions can become a new form of digital audit.

At DKZ we believe the next battle is for the recommendation

For years, businesses competed to be on the first page of Google.

Now another competition is beginning:

being one of the businesses that artificial intelligence considers when someone asks for a recommendation.

And we’re not just talking about big multinationals.

A clinic, a restaurant, a hotel, an estate agency, an industrial business, a professional or an agency in Murcia can also work on their digital presence for this new scenario.

Artificial intelligence doesn’t remove the need for marketing.

It makes it even more strategic.

Because when a customer asks:

“Who should I hire?”

just being there is no longer enough.

You need reasons to be recommended.