ChatGPT ads recently went live in the UK. We plan, launch and manage OpenAI campaigns for brands already spending on Google and Meta, so you own the channel while it is still cheap.
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ChatGPT Ads is new. Our account managers are not. We are specialists with 10+ years’ experience.
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ChatGPT ads are sponsored placements shown beneath an AI answer, matched to the topic of the conversation rather than to a keyword list. That single difference changes how the channel is run. There are no search terms to add or exclude, the buyer is often still researching rather than ready to act, and the auction is only weeks old, so there is no established playbook to copy. Managing it well means bringing paid media discipline to a platform that does not yet have any.
Book a discovery call An advertising account is created in OpenAI's Ads Manager, billing and bid strategy are configured, and conversion tracking is implemented so clicks can be tied back to revenue rather than stopping at the click. On a channel this young, tracking matters more than usual: without it there is no way to tell whether the spend earned anything, and no basis for deciding whether to continue.
There are no keywords to bid on. Placements are matched to the subject of a conversation, so the work is establishing which conversations a business should appear in. That comes from existing search query data, sales calls and support tickets, translated into the topics and questions real buyers bring to an AI assistant, along with the ones worth staying out of.
An ad sitting beneath an AI answer is read differently to one sitting above a results page. It arrives mid-thought, next to something the reader asked for, and anything that reads as interruption gets ignored or resented. Creative is written to continue the conversation rather than break it, and to meet OpenAI's advertising guidelines, which are stricter than most advertisers expect.
Daily monitoring of spend, bids and performance, with budget moved towards what converts. Alongside it sits the harder question: whether this channel is adding sales or taking credit for ones that would have happened anyway. Results are reported next to existing Google and Meta performance so the comparison is real, including when the comparison is unflattering.
No long-term tie-in. Flexible contracts with 30 days' notice, which matters more on an unproven channel than an established one. If the numbers do not justify continuing once there is data, we will say so. See what it costs to test ChatGPT ads.
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ChatGPT Ads is still new, which means there’s an opportunity to learn before the market gets crowded. We’ll help you test the channel properly, measure what it delivers and scale it if the numbers make sense.
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The client lost its funding and had to cut back until new investment landed. The brief was to spend materially less without losing the pipeline that would be needed on the other side.
How a founder-led A-level tuition programme filled its calendar with parents ready to enrol, generating a 13.5x return on ad spend while keeping customer acquisition costs to just 7% of the programme fee.
People use ChatGPT to research problems, compare options and work out what to do next. We identify the conversations most relevant to your business and build campaigns around that intent.
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Potentially, but it should still be treated as an experimental channel rather than a proven replacement for Google or Meta.
ChatGPT Ads is currently in beta and the advertising product is still developing. That means there is more uncertainty around performance, targeting and optimisation than you would expect from established platforms.
The opportunity is getting in early enough to learn while competition is still developing. The sensible approach is to ring-fence a test budget, measure the results properly and scale only if the numbers justify it.
Waiting reduces uncertainty, but it also means giving competitors more time to learn the platform before you do.
Businesses testing ChatGPT Ads now can begin understanding which conversations, offers, creative and landing pages generate results while the platform is still relatively young.
There is no guarantee that being early will make campaigns cheaper or more profitable. The advantage is the data and experience you can accumulate before ChatGPT advertising becomes a mature channel.
The strongest opportunities are likely to be businesses whose customers spend time researching, comparing options or trying to solve a problem before buying.
That can include professional services, software, education, financial products, travel, ecommerce and higher-consideration purchases.
If customers regularly need to understand something before they buy it, there is a reasonable chance they are already having conversations about that problem inside ChatGPT.
That is what makes the channel interesting.
You should expect to learn, not immediately discover a perfectly optimised acquisition channel.
An initial campaign should answer questions such as:
Which conversations generate engagement?
Which messages attract the right customers?
How expensive is the traffic?
Does the traffic convert?
How does lead quality compare with Google, Meta or your other channels?
The first objective is establishing whether there is enough commercial potential to justify further investment.
There is not yet a reliable industry benchmark.
ChatGPT Ads is too new for there to be established CPA, ROAS, CTR or conversion-rate benchmarks across different sectors.
That means performance should be judged against your own economics.
If your target cost per acquisition is £150, the question is not whether your ChatGPT CPC looks good compared with another advertiser. The question is whether the channel can eventually acquire customers within that £150 target.
That is the benchmark that matters.
Enough to generate meaningful data without putting an established acquisition channel at risk.
We would generally treat ChatGPT Ads as an incremental testing budget initially rather than immediately removing significant spend from profitable Google or Meta campaigns.
The appropriate amount depends on your average order value, lead-to-sale rate, acceptable acquisition cost and how expensive the advertising is within your market.
Once enough data has been collected to assess lead quality and customer acquisition cost, the budget can be increased, reduced or stopped altogether.
Do not judge the channel after a handful of clicks.
The test needs enough traffic and conversion data to distinguish genuine performance from random variation.
For some businesses that could happen relatively quickly. For businesses with long sales cycles or high customer values, it may take considerably longer because the important conversion happens weeks or months after the original click.
Before launching, define what evidence would make you increase investment, continue testing or stop.
That prevents decisions being made emotionally once money starts being spent.
Not in the same way that you can target individual keywords in Google Ads.
Advertisers can provide contextual signals to help OpenAI understand the conversations where an offer may be relevant, but the system ultimately decides which eligible ads are appropriate based on several relevance signals.
That makes ChatGPT Ads less deterministic than traditional paid search.
It also means campaign structure and messaging need to be built around customer intent rather than simply importing an existing Google Ads keyword list.
It should currently be viewed as an additional channel rather than a replacement for either.
Google is extremely strong at capturing existing demand when somebody actively searches for a product or service.
Meta is extremely strong at reaching audiences based on interests, behaviours and creative-led discovery.
ChatGPT sits somewhere different.
People are often using it to investigate problems, research products, compare alternatives and make decisions. That gives advertisers the opportunity to reach customers during the research and consideration process.
The real question is not which platform is universally better. It is where ChatGPT fits within your existing customer journey.
Yes, although measurement capabilities are still developing.
ChatGPT Ads currently supports conversion tracking through the OpenAI Pixel and Conversions API, while tracking parameters can also be added to landing-page URLs for analysis in your existing analytics stack.
For lead generation businesses, we recommend going further and connecting campaign activity with CRM or sales data wherever possible.
A form submission is useful.
Knowing whether that form submission became a qualified lead and eventually generated £10,000 of revenue is far more useful.
Ads are currently shown to eligible users on ChatGPT’s Free and Go plans.
Users on Plus, Pro and Business plans do not currently see advertising.
That is important when assessing the opportunity because ChatGPT Ads does not currently give advertisers access to every person using ChatGPT.
The available audience and inventory are also likely to change as OpenAI continues developing the advertising platform.
The biggest risk is assuming that a new platform is automatically a good platform for your business.
ChatGPT Ads is still in beta. Targeting, inventory, reporting, optimisation tools and advertising formats will continue changing.
There is also limited historical performance data compared with established platforms.
That means early advertisers need to be comfortable with experimentation.
The safest approach is controlled testing, strong conversion measurement and clear rules around how much you are prepared to spend before deciding whether the channel deserves further investment.
OpenAI applies restrictions around where advertising can appear and says ads are not eligible to appear alongside certain sensitive conversations.
Advertising is also clearly separated from ChatGPT’s answer rather than being inserted into the response itself.
For larger organisations, we would still recommend reviewing OpenAI’s current advertising policies against your own brand-safety requirements before launching.
The platform is changing quickly, so those policies should form part of the campaign review rather than being treated as a one-off check.
No.
Advertisers do not receive users’ conversations, chat history, memories or personal details.
ChatGPT can use conversational context internally to determine whether an advertisement may be relevant, but that does not mean the advertiser receives the conversation itself.
For marketing teams assessing the platform from a privacy or governance perspective, that distinction is important.
Not if those channels are already delivering profitable growth.
A new advertising platform should earn additional budget through performance.
We would normally recommend protecting established campaigns and allocating a controlled experimental budget to ChatGPT first.
If ChatGPT begins generating customers at an attractive acquisition cost, budget allocation can then be reconsidered based on evidence.
Moving substantial spend purely because ChatGPT Ads is new would be speculation rather than strategy.
Agree the decision criteria before the campaign launches.
Those could include cost per qualified lead, cost per acquisition, revenue generated, ROAS, conversion rate, lead quality or another commercial KPI appropriate to your business.
You can also use secondary metrics such as CPC, CTR and landing-page engagement to understand what is happening, but they should not become the definition of success.
At the end of the test there should be a clear decision:
Scale it. Keep testing it. Or stop spending.
That is far more useful than running ChatGPT Ads indefinitely because it feels like a channel your business ought to be using.
