The first WordPress Valencia Meetup of the year kicked off on January 15, 2026. We were joined by Nacho Chambó and Álvaro López, who delivered two outstanding talks explaining how the Google ecosystem has evolved and how to strategically leverage it to attract more clients by combining organic visibility, advertising, and automation.
With the rise of artificial intelligence, a new way of searching the Internet has emerged. In the past, the system resembled a library, where we accessed information through search engines using keywords. Now that model has changed. AI-driven search increasingly concentrates information within platforms known as “walled gardens.”
What are walled gardens? These are digital ecosystems controlled by a single company (such as Google, Apple, Amazon, or Meta) that manage their own data, services, and content access while restricting external information and operations. These platforms do not easily share data and maintain full control over hardware, apps, and user data within their walls. This strengthens their own advertising systems while creating challenges for external advertisers and developers.
Today, if we have a question, want to buy something, or are looking for a place to eat, the trend is to search within these walled gardens:
-If we want to buy something, we go directly to Amazon.
-If we want to see trends, we open TikTok or Instagram.
-If we want to learn something, we go to YouTube.
-If we have a complex question or want a quick answer, more and more people turn to ChatGPT, which continues to expand its capabilities, including in e-commerce.
-If we are looking for a nearby business, we open Google Maps.
People are increasingly choosing the platform where they believe they’ll find the answer, rather than using a traditional search engine.
This has a major consequence: the Internet no longer operates as an open space, but rather as a collection of walled gardens. Each platform controls content, algorithms, visibility, and the complete user experience.
Today, the platform decides what you see, not the link, and not necessarily the best website.
And why mention all this? Because in this model, Google is one of the most relevant players, and Google Maps and Google Ads are two key components of its walled garden. Far from disappearing, they are consolidating as critical visibility and conversion channels, especially in an environment where users increasingly trust direct answers, local recommendations, and results prioritized by intelligent systems.
The first talk was delivered by Nacho Chambó, titled:
“Google Maps Is the New WordPress for Local Businesses (And No One Is Treating It That Way).” In his session, he analyzed how Google Maps has become the “homepage” for many businesses, often surpassing their traditional website. Specifically, he covered:
- How local customer behavior on Google has changed
- Why Google Maps is no longer just a “listing,” but a complete system
- Common mistakes that prevent businesses with strong WordPress websites from appearing on the map
- How WordPress and Google Maps should work together within a local strategy
- Real cases of businesses that went from being invisible to becoming leaders in their area
Let’s look at some slides from his presentation:
Nacho Chambó is a local SEO consultant and founder of Estudio Nacho Chambó. He helps local businesses become leaders in their area by combining Google Maps, digital strategy, and WordPress. He works with businesses in sectors such as restaurants, clinics, tourism, and industry, with a practical approach focused on how local customers search, compare, and decide on Google today. You can also find him on Instagram and Linkedin.
The second talk was delivered by Álvaro López, titled: “Power Pack Campaigns to Dominate Thanks to AI and Automation in Google Ads in 2026.” He explored Google Ads’ new “Power Pack” campaigns, which integrate Performance Max, Demand Gen, and AI Max for Search Campaigns, combining the best of automation and artificial intelligence.
Álvaro is a PPC Manager, Project Director, and Digital Marketing Strategist working across verticals including food, real estate, B2B, telecom, automotive, insurance, and education. He teaches corporate training programs, business school courses, and university master’s programs. He is also a speaker at conferences, forums, B2B–B2C mentorship programs, webinars, and masterclasses. He is the creator of the collaborative advertising project “6 PPC Insights.”
He has been writing on his professional blog for 12 years. In 2022, he received the “Best Blog Castilla y León Económica 2022” award for his articles. He was also a finalist for “Best Performance Manager 2025 (Skiller Academy Awards).”
Let’s look at some slides from his presentation:
A New Meetup for the Valencian Community
Following this event, one of the speakers, Nacho Chambó, decided to launch a WordPress Meetup in his city, Algemesí. Let’s wait for this project to start, and I will be there to attend the opening event.
Ego Crea.
This Meetup was held in a very special venue: the Ego Crea Agency. It is a 360° creative agency based in Valencia that designs and develops projects integrating space, product, and communication, guiding brands from concept to reality. They work in spatial design, industrial design, and visual communication with a balanced strategic and aesthetic approach. They enjoy getting deeply involved, understanding each client from the inside, and creating honest, functional solutions with identity.
Many thanks to Lluis Gómez for providing his space for our Meetup. It is a welcoming and inspiring environment.
And that brings us to the end. Thank you all for sharing this Thursday afternoon. Special thanks to Raiola for their collaboration and, of course, for the amazing cookies for the speakers.
See you at the next WordPress adventure, and at the WordPress Algemesí Meetup.
Watch the talks here:
Photos: LLuis Gómez de Ego Crea and Lena Iñurrieta
