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Should Your Business Advertise on ChatGPT? (Open AI ads are here)

  • Jul 15
  • 2 min read

OpenAI switched on ads in January 2026, starting in the US, and by mid-2026 it's already live in Australia. Self-serve, no minimum spend, real bidding. So the question I keep getting is simple: should I put money into ChatGPT ads so I can be seen?


Well unless you know what to expected I would wait.


What ChatGPT Ads Actually Are


  • Sponsored answers appear in a small labelled box under ChatGPT's normal response as a small banner.

  • Targeting is based on the conversation you're having, not on detailed audience data like Facebook or Google.

  • You bid CPC or CPM, similar to Google or Meta, with reported clicks around $3–5.

  • OpenAI says ads never change ChatGPT's actual answer, and it's opt-in for personalisation.


From what I've seen in most of the case studies, the results are a bit tricky to measure, so for now you might understand this as an exposure or discovery advertisement.


People might see it and subconsciously remember it, but it's hard to say if they're willing to convert further.


Open AI - Chat GPT ads












The Real Problem: It's Too New to Trust With Real Budget


This is the part most "ChatGPT Ads guide" articles skip, because they want you excited, not informed.


  • Click-through rates are low  reported around 0.9%, well below a decent Google Search campaign.

  • There's no track record. No case studies with real ROAS, no benchmark for what "good" looks like in your industry.

  • Targeting is shallow right now. ChatGPT doesn't know your customer's suburb, income bracket, or intent the way Google Search does with actual search terms.

  • Conversion tracking is early. If you can't measure it properly, you can't optimise it


When It Makes Sense to Test It


  • You already have Google and Meta running properly and profitably. Test with leftover budget, not your core spend.

  • You're in a high-intent, research-heavy category — think "best X for Y" type questions people genuinely ask ChatGPT.

  • You treat it as Research, not a lead-gen channel. Small daily budget, short test window, clear kill criteria if it's not converting.


Step-by-Step: How to Test It Without Wasting Money


1. Confirm your core channels are solid first

  • If Google and Meta aren't converting well, new stream won't fix it.

2. Start with $10–15/day, capped

  • Same rule as any new channel , small and controlled until you have data.

4. Set a real conversion goal before you launch

  • Phone click, form fill, or booking ,pick one and track it properly.

5. Give it 2–3 weeks

  • If cost per lead is way above Google or Meta, pull the budget. Don't keep it running out of FOMO.


If you're not sure whether ChatGPT Ads make sense for your business, or want a second opinion before you spend anything, feel free to reach out!

 
 
 

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