As more people turn to AI platforms for recommendations, the way businesses generate leads is rapidly changing. Instead of scrolling through search results, customers are asking AI who to hire and where to buy. ChatGPT ads are poised to place businesses directly inside these conversations—right at the moment buying decisions are made.

Many brands overspend on retargeting because it looks great on paper, but the truth is, it can quietly stall your growth. This article breaks down why retargeting should stay limited, how prospecting fuels long-term scale, and what a balanced media plan actually looks like.