The Current: Digital Marketing Updates June 2026 for the Building Material Industry

ChatGPT Now Has Ads: Hit or Miss?

After months of testing, OpenAI has expanded its ad feature to all businesses across eight countries, including the US, Canada, Australia, and the UK. Since ChatGPT has over 1 billion monthly active users, businesses are eager to advertise on this platform. This opportunity prompts business to ask: do ChatGPT ads actually work?

How ChatGPT Ads Work

ChatGPT ads appear at the bottom of responses, separate from organic content, and support CPC bidding with no minimum spend. Ads on ChatGPT will only be visible to free or the low-tier Go subscription plan users. Instead of selecting demographic targets, businesses describe their target context to optimize for either clicks or reach (currently no option for conversion). OpenAI has stated it will not sell user data to advertisers.

B2B ChatGPT Ads Conversion Result

B2B ChatGPT campaign tested by advertising experts averaged a $13 CPC. Despite a suggested $3 bidding floor, competitive traffic required bids up to $25. Early testing has resulted in a 1% CTR, $120 CPM, and 0 conversions after a $1,200 spend. Additionally, there is no detailed performance report provided.

What it means for the building material industry

For building material distributors and retailers, leveraging product research platforms presents a clear opportunity, but current data highlights a strict dilemma between ad spend and tangible results.

Because ads in ChatGPT are only shown to free or lower-tier users, brands are often paying to reach an audience that excludes premium subscribers, the very high-value decision-makers you want to target. Moreover, there is no detailed reporting or insights. This makes it difficult for businesses to analyze audience behavior or optimize performance over time. We recommend that building material businesses:

• Avoid heavy spending all at once. Instead, start with a highly controlled budget.
• Continuously monitor inputs and conversion metrics to ensure a high ROI.
• Shift ad copy away from direct sales pitches and focus on educational content.

Instagram is Letting Users Control Their Reels Feed

Instagram is testing the Your Algorithm feature with select U.S. users. This feature displays a personalized list of topics based on recent interests analyzed by Meta AI. It allows users to adjust their feed to see more or less of each topic.

What it means for the building material industry

This update gives users direct control over the Reels algorithm. For building material businesses, this is a massive opportunity to capture highly specific interests like interior design, sustainability, or DIY home renovation.

• Optimize Reels for specific, searchable industry topics by using precise keywords in your captions and audio so Meta AI accurately categorizes your content.
• For example, instead of simply launching a travertine design SPC wall panel, show them in a trending interior design style.

Pinterest Links Directly to Amazon

Pinterest now allows businesses to link product pins directly to Amazon storefronts through creator content and organic pins, enabling users to purchase design inspiration within the ecosystem.

What it means for the building material industry

This update is a massive shortcut for brands selling retail-friendly building materials, such as DIY wall panels, tools, or hardware, on Amazon. You can now work with Pinterest creator partnerships to drive direct sales from aesthetic-focused customers and interior designers.

• Partner with Pinterest creators to reach high-intent home decor audiences.
• The ability to tag Amazon products is now restricted to creators in the Amazon Influencer Program.
• Check creator’s eligibility to ensure they can use these affiliate links.

LinkedIn Shares Official B2B Video Tips

LinkedIn launched a monthly video strategy newsletter. Official statistics show that there is 60% yearly increase in user time spent on video tabs. The newsletter covers frequently asked topics such as content strategies and tag effectiveness. Additionally, it introduces monthly video challenges featuring top creators to help businesses improve their video content.

What it means for the building material industry

LinkedIn recommends starting with what you know. The most impactful videos are those that discuss real experiences and feature a clear viewpoint. For building material, home improvement, and remodel professionals, this means:

• Regularly share real-world examples and practical, experience-based advice, such as project case studies and past experiences with clients.
• Space out similar topics instead of focusing on just one.Evaluate performance based on cumulative engagement over time rather than the success of a single post.

STEP GUARD Floors & Walls Distributor Partner Support

At STEP GUARD SPC Floors & Walls, we are dedicated to driving mutual growth by empowering our partners with marketing tools, insights, and training sessions for your local market.

Current partners can schedule their personalized training session by reaching out to their sales representative today.

To discover the full range of benefits available to our distributor network, explore STEP GUARD Floors & Walls Distributor Support or contact: