ChatGPT Ads: the first best practices we discovered

ChatGPT Ads is the most discussed new advertising channel among online marketers and Google Ads specialists in 2026. OpenAI has opened its platform to advertisers, unlocking a completely new world of conversational advertising that operates fundamentally differently from everything we know in traditional search, display or Performance Max (PMax). At AdBrains, we were early adopters on this platform and have already distilled the first concrete best practices from our campaigns. In this article, we share what we have learned, where the opportunities lie, and how our own AI technology makes the difference on this new channel too.

What are ChatGPT Ads exactly?

ChatGPT Ads are sponsored placements that appear within ChatGPT's responses. When a user asks a question, OpenAI can integrate a relevant ad result into the answer in a way that seamlessly fits the context of the conversation. This is not a banner or classic text ad, but a recommendation that emerges from the user's intent at that specific moment in the dialogue.

The fundamental difference from Google Search Ads lies in the nature of the query. A Google search is typically short and fragmentary, such as "best aircon 2026" or "buy electric bike". A ChatGPT prompt is much richer in context: "I have an 80 m2 home and want a quiet air conditioner that also works as a heater, my budget is around 2000 euros, what are my options?" That richness of context makes ChatGPT Ads exceptionally powerful for advertisers who want to reach exactly the right audience at the moment purchase intent is at its highest.

Traditional Search Ads vs. ChatGPT Ads

Key differences in approach and results

Traditional Search Ads

• Search intent via keywords
• Short, keyword-based queries
• User sees a results page
• CPC-driven competition on keywords
• Ad appears among organic results
• Limited contextual depth in queries

ChatGPT AdsNew in 2026

• Intent via conversational questions
• Long, detailed prompts with context
• User sees one recommendation in dialogue form
• Relevance and conversation fit determine visibility
• Ad is integrated into the answer
• Rich user context available for targeting

The ad formats are still evolving in 2026. OpenAI currently offers sponsored text blocks that are included as recommendations in the response, with a clear "sponsored" label. Advertisers can create ads based on categories and intent profiles, similar to how audiences work in Google Ads, but driven by the rich semantic context of the ChatGPT dialogue.

Why ChatGPT Ads are different from everything you know

For advertisers used to Google Ads, it is tempting to approach ChatGPT Ads as a variant of Search Ads. That is, however, a mistake that quickly shows up in results. The user searching via ChatGPT is in a different mental mode. They are asking a question and expecting advice, not a list of options. This has major implications for how you need to communicate as an advertiser.

In classic search ads, everything revolves around keywords, Quality Score and CPC bidding. In ChatGPT Ads, it primarily comes down to relevance and credibility within the context of the conversation. An ad that sounds generic and does not address the nuance of the question is ranked lower by the system or not shown at all. This means ad copy, landing pages and the overall proposition need to be fundamentally restructured.

The first best practices we discovered

After the first months of actively advertising on ChatGPT Ads, we at AdBrains have gathered a set of concrete lessons, which we share below. These best practices are based on campaigns for both e-commerce and lead generation, from clients such as ToetsJeKennis.nl and Clima-Active.nl.

1. Write ad copy like advice, not an offer

The most impactful discovery is that conversational ad copy structurally outperforms classic "buy now" texts. ChatGPT users are accustomed to answers in the style of an advisor. Ad copy that feels like a logical recommendation within the answer converts considerably better than text that is obviously recognisable as advertising.

For ToetsJeKennis.nl, a platform for online exams and courses with an average order value of around 50 euros, we found that texts along the lines of "Prepare for your exam with proven practice tests, specially compiled by subject experts" worked significantly better than "Buy your exam training now with 10% discount". The advisory tone aligns with the context of a user asking ChatGPT how best to prepare for their exam.

2. Create specific landing pages per intent cluster

The context of a ChatGPT query is so specific that a generic homepage or category page as a landing destination is insufficient. Users arriving via a conversational query expect the page to directly address their specific question. This requires targeted landing pages that reflect the intent of the query.

For Clima-Active.nl, active in air conditioning installation and heat pump placement, we created separate landing pages for intents such as "quiet and efficient heating", "cooling for small spaces" and "heat pump for existing homes". The conversion rate of quote requests on these targeted pages is noticeably higher than on the general services page, because the user immediately recognises that their specific question is being answered.

3. Leverage intent richness for hyper-targeting

ChatGPT Ads offer targeting capabilities based on intent categories that are far more detailed than classic keyword targeting. Advertisers can structure campaigns around conversation themes, user profiles and purchase stages. This makes it possible to show ads at precisely the moment a user is considering buying, requesting a quote or comparing products.

For E-4motion.com, a webshop for new electric folding bikes, we built intent clusters around themes such as "electric bike for commuting", "lightweight foldable e-bike for the car" and "tips for buying your first electric bike". Each cluster has its own ad copy and landing page, so the ad always aligns with the specific question the user is asking.

ChatGPT Ads conversion funnel

Average flow per stage (2026 benchmarks)

Users who see the ad

Integrated in the ChatGPT response

Users who click through

Above-average CTR vs. display

Users who explore the landing page

Higher engagement due to intent-rich context

Users who convert

Highly qualified leads or purchases

Higher quality conversions through conversational intent

4. Put social proof at the centre of your first sentence

Because ChatGPT users are looking for trustworthy recommendations, social proof works extremely well in ad copy on this platform. Reviews, certifications, customer counts or a clear guarantee in the opening sentence significantly increase click-through rates. An ad that opens with "Rated 9.2 by over 12,000 students" wins out over one that starts with the product name.

5. Test multiple ad variants per intent cluster

Just as with Responsive Search Ads (RSA) in Google Ads, it pays to test multiple copy variants per intent cluster. The ChatGPT Ads system automatically optimises which variant best fits the specific context of a conversation, but gives you as an advertiser more data to learn from as you provide more variants. We use a minimum of three ad variants per intent cluster as a starting point.

6. Ensure watertight conversion tracking

ChatGPT Ads require accurate conversion tracking, ideally supplemented with server-side tracking via a dedicated server-side Google Tag Manager (sGTM) infrastructure. Without reliable conversion data, you cannot assess which intent clusters are profitable. Enhanced Conversions further strengthen the signal and ensure that conversions are measured even when they would otherwise be lost due to browser restrictions or ad blockers.

The best practices above form the foundation of a solid ChatGPT Ads strategy. They are not static: as the platform matures and we gather more data, we continuously refine our approach. This is precisely where our AI technology plays a decisive role.

How AdBrains AI automates and optimises ChatGPT Ads

At AdBrains, we have configured our own AI technology to be fully operational on ChatGPT Ads as well. This goes beyond simply creating campaigns: our AI agents take over the heavy lifting and ensure continuously automated optimisation across all layers of campaign management.

Our multi-agent verification system monitors every optimisation decision our AI proposes for ChatGPT Ads campaigns. Four independent AI agents check every change, from adjusting ad copy to refining an intent cluster, before it is implemented. This prevents errors that are easily made with manual management, especially on a platform that is still actively evolving and where the rules change regularly.

Our RSA improvement system has been extended to also analyse ChatGPT Ads copy. The AI checks the performance of all ad variants per intent cluster daily and automatically rewrites underperforming texts. In doing so, the AI takes into account the conversational tone required on this platform: generic or overly commercial-sounding texts are replaced by advice-oriented, contextually relevant variants.

Our server-side signal enrichment also plays a crucial role for ChatGPT Ads. Via our own sGTM infrastructure, we enrich conversion signals with first-party data, feeding the platform's optimisation algorithms more effectively. This results in faster algorithmic learning and better performance per euro of investment. For clients such as HACCP-cursus.com, a food safety course platform, this means every conversion signal is fully captured, even when users convert across multiple sessions.

Our Intent Incubator, derived from the Keyword Incubator we built for Google Ads, safely tests new intent clusters in an isolated section of the campaign structure before promoting them to the production campaign. This limits the risk of budget waste on unproven intents while actively exploring new growth opportunities.

Finally, our automatic tCPA and tROAS optimisation also adapts for ChatGPT Ads. Based on daily updated conversion data and margin targets per client, the AI adjusts bidding strategies accordingly. For e-commerce clients like E-4motion.com we optimise towards Target ROAS, for lead generation clients like LeroyBrouwer.nl towards Target CPA. This ensures a consistent, profitable allocation of the advertising budget, even on this new platform.

Which ad elements improve ChatGPT Ads performance?

Relative performance score per element (index 100 = average)

Conversational ad copy

148

Intent-specific landing page

141

Clear value proposition in first sentence

137

Use of social proof

129

Generic product description

94

Standard homepage as landing page

78

What ChatGPT Ads means for your overall advertising strategy

ChatGPT Ads is not a replacement for Google Ads, but a complementary channel that touches a different phase of the purchase journey. Where Google Search Ads captures the user at the moment of active searching, ChatGPT Ads reaches the user at the moment of active consideration and deliberation. This makes the platform particularly suited to products and services where the purchase decision involves some reflection.

• ChatGPT Ads are ideal for the orientation phase and advice-driven queries
• Google Search Ads remain dominant for transaction-oriented queries with high purchase intent
• Performance Max (PMax) supplements via automatic channel selection based on signals
• Meta Ads reach the user in the discovery phase, before active searching begins
• Server-side tracking connects all channels into a coherent measurement model

A balanced mix of all these channels, driven by shared conversion data and a coherent Smart Bidding strategy, delivers the best overall performance. Our AI technology manages this multi-channel approach automatically, with budget allocation and bidding strategies continuously optimised based on what is delivering the most return at any given moment.

Pitfalls to avoid with ChatGPT Ads

• Copying generic ad copy from Google Ads: texts that work in search rarely work in the conversational context of ChatGPT. Always write specific copy for this platform.
• Using the homepage as a landing page: a generic homepage does not align with the specific intent of the user and leads to high bounce rates and low conversion ratios.
• No or incomplete conversion tracking: without accurate measurement data, optimisation is impossible. Set up server-side tracking for this channel, just as you would for Google Ads.
• Defining intent clusters that are too broad: the more specific your intent clusters, the more relevant your ad, and the higher the chance of a click and conversion.
• Treating the platform like a display network: ChatGPT Ads are not a visibility medium. The user is actively engaged in a decision and expects a relevant, high-quality recommendation.
• Insufficient testing of ad variants: the platform optimises based on performance per variant, but needs sufficient test data to do so. Always provide multiple variants.

FAQ: ChatGPT Ads in 2026

What is the difference between ChatGPT Ads and Google Ads?

Google Ads works based on keywords that users type into the search engine. ChatGPT Ads work based on the full conversational context of a ChatGPT dialogue. This means the targeting is richer and more specific, the user is in a different mental mode, and ad copy needs to be conversational and advisory rather than transactional. Both channels complement each other within a complete digital advertising strategy.

Which businesses are most suited to ChatGPT Ads?

ChatGPT Ads are particularly effective for businesses where the purchase decision involves some consideration. Think of service providers such as installation companies (Clima-Active.nl), education and training platforms (ToetsJeKennis.nl, HACCP-cursus.com) and product categories with a higher order value, such as electric bikes (E-4motion.com). For impulse purchases with low involvement, the channel is less effective. Lead generation and consideration-oriented e-commerce are the strongest use cases.

How do I measure the results of ChatGPT Ads correctly?

Accurate measurement requires a well-considered conversion tracking setup. We always advise implementing server-side tracking via a dedicated sGTM infrastructure, supplemented with Enhanced Conversions. This ensures all conversions are captured, even when users convert across multiple devices or sessions. Connect the conversion data to your bidding strategy: Target CPA for lead generation, Target ROAS for e-commerce. Without this foundation, you cannot reliably assess which campaigns are delivering returns.

Can I reuse my existing Google Ads copy for ChatGPT Ads?

Technically possible, but strongly discouraged. Ad copy that works in the context of Google Search is generally too short, too transactional and too lacking in context to perform well in the conversational environment of ChatGPT. The best approach is to write new copy that aligns with the specific intent of the user at the moment of the question, in an advisory and informative tone. Think of it as writing a mini-advice block, not a classic advertisement.

How much budget is typically needed for ChatGPT Ads?

ChatGPT Ads is still a relatively new platform in early 2026 and costs are currently lower than in established Google Search categories, because competition is still limited. This makes it an attractive time to enter early and build market share before CPC levels rise. The exact budget required depends strongly on your industry, intent clusters and objectives, but for a meaningful test period we recommend collecting data consistently over at least a few months before drawing major conclusions.