Systems and methods are disclosed for generating and utilizing photo advertisements (“ads”). In one embodiment, a photo check-in process is performed for a user located within a geographic check-in zone which results in a photo advertisement that is utilized as a photo check-in for the user. In another embodiment, a photo advertisement is posted as a status update for a user via a social networking service. In another embodiment, photo advertisements are created by users and stored for subsequent use in serving ad requests.