It's a nice gesture, but they need to drive through my old neighborhood sometime. In the southeast, it used to be that the liquor store to church ratio was the gauge of a town's squalor. These days, you can't go drive down a street without passing a handful of payday loan places. Internet advertising isn't to draw people in who otherwise wouldn't consider a payday loan, it's to make sure your slice of the pie is the biggest. Some cities pass ordinances limiting the number of payday loan places, but in many towns, one place can easily become five. As a result, keeping an adequate flow of new customers becomes increasingly important. Buying ads for "payday loan bessemer alabama" is just one way to do that, and is honestly preferable to the ongoing battle for "most obnoxious LED display" that many places are engaging in.
In my area, they're extremely aggressive: I live in a apartment complex, and they apparently buy names/addresses from the credit agencies. I used to receive about 3-4 "personal loan" offers from the local payday place a year until I got around to renewing my prescreen opt out.