[OpenAI Ads]

It is early in a quantitative sense and right in a strategic sense. Today’s conversion volumes are a fraction of Google and Meta because the inventory is limited to Free and Go tier users of ChatGPT, which are still hundreds of millions globally. But this is exactly the moment when CPMs are low, competition is marginal, and brands can accumulate learning and brand recall before the channel becomes mainstream. Waiting for it to be “mature” means entering when costs have normalized towards the Google level.

Change the targeting signal. Google Ads is based on keywords: users enter a query, and the platform selects the ad that best matches that specific search string.
OpenAI Ads, on the other hand, works with conversational context: users explain to ChatGPT the problem they are trying to solve, including details, constraints, and preferences that would never fit into a typical Google search query.
This enables significantly more precise targeting, but it also requires a completely different approach to campaign design. “Context hints” call for a strategic framework that is closer to content marketing than to traditional keyword bidding.

At the public launch in 2026, there is no technical minimum and OpenAI offers an incentive of $500 credit on $500 of initial spending for new advertisers. To gather significant data and optimize campaigns, a budget consistent with the volume of conversions necessary for the learning phase is needed — approximately €3,000-5,000 monthly for a structured test over 60-90 days. Before the launch, we define the expected average CPC (currently around $3-5), realistic volumes, and measurable goals for the period.

Yes, and it is particularly promising for B2B categories with a long sales cycle where buyers use ChatGPT for research and comparison. It works well for B2B software, professional services, consumer tech for businesses, professional training. It works less well for B2B with very vertical targeting on specific roles (LinkedIn remains irreplaceable for that) or in regulated sectors with strict advertising constraints. The key factor is: do your buyers use ChatGPT for category research? If yes, OpenAI Ads covers that moment.

We track clicks, impressions, CTR, and — above all — post-click and post-view conversions via the OpenAI Measurement Pixel and Conversions API integrated with GA4 and CRM. Attribution is simpler than it will be in two years because the channel is isolatable: those coming from ChatGPT are visible as such in the referrers. We add brand metrics — variation in branded searches, variation in related direct traffic — to measure the impact on awareness that does not end with a single click. Everything is connected to the objectives defined during the briefing phase.

Yes, and it is the recommended strategy. OpenAI Ads does not replace Google and Meta; it complements them by covering a different area where the same users are spending part of their search time. Working in a coordinated way means keeping Google and Meta as the main engines for volumes, adding OpenAI Ads as a touchpoint for intercepting conversational demand, integrating CRM audiences across all three channels, and analyzing the cross-platform contribution with unified attribution. The value of OpenAI Ads today is complementary, not substitutive.