Advertising on ChatGPT: How to Use OpenAI Ads

A media buyer sits there thinking, “Where else could I run an ad?” What about ChatGPT?

We’ve previously written about how OpenAI officially launched ChatGPT Ads back in February 2026. Since then, ad budgets on the platform have fluctuated—from $200,000 to $50,000, and eventually down to zero—and during this time, the industry has gained its first practical experience in launching and optimizing ad campaigns.

In this article, we’ll discuss this traffic source. Read on to find out why marketers value it so highly and how to get started with it❗️

About ChatGPT Ads

Currently, ChatGPT Ads offers only one format—ads embedded at the bottom of the chat.

Payment is available through two models:

• CPM—the default maximum bid is $60;
• CPC—the platform’s recommended range in most niches is $3–5.

Overall, the process is very similar to running ads through Meta. Here, we see a classic second-price auction, where the ad with the highest ranking technically wins, but the winner pays the bid of the second-highest bidder in the “advertising game.”

As for the score: it’s determined not only by the bid but also by the ad’s relevance to a given user—the algorithm analyzes the topic of the conversation and matches it with elements of the ad—such as the creative, landing page, headline, contextual cues, and so on. Marketers say that relevance is what determines the success of a campaign, significantly influencing its effectiveness. CPM and CPC are, of course, important, but when launching a campaign, keep the above aspect in mind. You’ll thank yourself later.

Why does the platform have such high potential?

• Target audience from the U.S., Canada, New Zealand, and Australia;
• The total audience exceeds 800 million users;
• Low competition in auctions and relatively inexpensive traffic.

How to Create an Account on OpenAI Ads: A Quick Guide

1. Creating an account. Go here and log in using your OpenAI account. A tip from experienced advertisers: register your account using your work email—such accounts are usually approved faster than regular Gmail accounts.
2. Selecting a profile type. At this stage, the system offers two options—registering as an individual marketer or as a company. If you choose a legal entity, prepare the required documents in advance: company name, a functional landing page, a 128×128 logo, and a tax ID (in the U.S., this is an EIN).
3. Advertiser verification. Fill in your contact details—phone number, address, and other information the system requests to verify your identity or company.
4. Billing setup. Here, you link a payment method and assign roles to team members directly in Ads Manager.
5. Submission for moderation. The final step is submitting your application for review, which typically takes 1 to 3 days.

There’s a catch: Right now, it’s a bit difficult for solo advertisers to gain access to OpenAI Ads, so we’re waiting for updates and expanded capabilities.

How do you launch an ad campaign in OpenAI Ads?

Once your account is approved, you can create ad campaigns right away using various methods—either by uploading a CSV file or manually. We recommend starting with the latter option to familiarize yourself with all the platform’s features.

Let’s get started:

• First, create a campaign

Select a goal—impressions or clicks (the developers plan to add “Conversions” to the list of ad goals soon).

Next, set a budget for the campaign (you can set it for the entire duration at once). Optionally, you can add the start and end dates for the ad campaign and a brief description for your own reference.

• Create an ad set, and later an ad group

Each ad set represents a specific target audience segment that we’ve defined using Context Hints, and which our creatives will target. Ideally, ad sets should be organized by the approaches being tested, the creatives used, and so on.

• Let`s work with creatives

Here, OpenAI provides us with a set of requirements for creatives. These must be followed for the platform to approve them. The current list is as follows:

• Headline: up to 50 characters;
• Body text: up to 100 characters;
• The landing page URL must function properly and must not block the OAI-AdsBot or OAI-SearchBot;
• Image: PNG or JPG, square image, maximum 1200×1200

Tip: Start by selecting up to 10 popular queries from your audience and find answers to them. Then include that answer in the headline to maximize engagement with the ad.

A Quick Note on Context Hints in OpenAI Ads?

Context Hints is a targeting mechanism in OpenAI Ads Manager that essentially replaces traditional keywords.

In other words, instead of selecting specific search queries, the advertiser writes short phrases in natural language that describe a situation in which their product would be relevant.

For example: You work in the nutra vertical. Instead of targeting the query “buy protein” or “best protein for weight loss,” you should describe a scenario: “a user is discussing with ChatGPT how to create a meal plan for building muscle mass while combining it with strength training.” OpenAI’s algorithm will automatically match this to the relevant context of the conversation—and at the right moment, it may recommend a specific brand or product, rather than simply providing a list based on a keyword.

For any category within a niche, you can compile a short list of 30 to 50 search queries from different “angles.” For example:

• Direct comparisons — “best protein for vegans” or “whey protein A vs. protein B.”
• Recommendation-based queries — “I need a pre-workout supplement; what should I look for?”
• Alternative-based queries — “alternatives to creatine X.”
• Usage scenario-based queries, such as “which sports supplement is best for weight loss during cardio workouts.”
• Price-based prompts — “budget-friendly protein for a gym beginner.”

In short, test all kinds of contextual prompts. Since the platform is new, various approaches may unexpectedly work here.

In summary

ChatGPT Ads is something new in the world of advertising. But given the rapid development of AI technologies, this was to be expected. After all, the platform’s advantages are already evident, and many marketers have already had a chance to appreciate them.

So while competition is still relatively low and prices are affordable, we recommend giving it a try. Wishing everyone successful campaigns and top-notch ROI 🙌🏻