Key takeaways
- UK businesses can now advertise on ChatGPT, with sponsored ads shown alongside answers to people’s questions.
- Ads only show to logged-in adults on the Free and Go plans, and OpenAI says ads don’t change ChatGPT’s answers.
- The big draw is intent: people describe exactly what they need, in their own words.
- Reporting is still basic, so tracking needs to be set up properly before you spend.
- ChatGPT Ads work best as a test alongside Google Ads, not as a replacement for it.
ChatGPT has become a place where people research purchases, compare suppliers and ask for recommendations. Since June 2026, UK businesses have been able to put their brand in front of those people with ChatGPT Ads, and OpenAI’s self-serve Ads Manager is now open to UK advertisers in beta.
It’s a new channel, so there’s real opportunity and a few rough edges. Below we cover what ChatGPT Ads are, six reasons to advertise on ChatGPT, what to check before you spend, and how to try it with PPC Geeks.
What are ChatGPT Ads?
ChatGPT Ads are sponsored placements that appear in ChatGPT next to the answer to a user’s question. Each ad is labelled as sponsored and kept visually separate from the answer. A typical ad has a short headline, a line or two of description and a small image.
OpenAI says ads do not influence the answers ChatGPT gives. Advertisers can’t see people’s chats, memories or personal details, and only get aggregate data such as views and clicks. Ads aren’t shown to users under 18, or next to sensitive topics such as health, mental health and politics.
Ads are shown to logged-in adults on the Free and Go plans. People on Plus, Pro, Business, Enterprise and Education plans don’t see them.
Why advertise on ChatGPT: 6 benefits
1. Reach high-intent customers when you advertise on ChatGPT
People rarely type two-word searches into ChatGPT. They explain their problem in full, such as “Which CRM suits a 20-person UK agency?” An ad matched to that conversation reaches someone who is actively weighing up options, not just browsing.
2. Highly qualified traffic
Targeting is mainly contextual, so ads are matched to what the person is talking about. As a result, you get fewer casual clicks and more visits from people who are already looking for a product or service like yours.
3. Ads that sit naturally beside helpful answers
ChatGPT Ads are clearly labelled and sit apart from the answer itself. Because of this, they feel less like an interruption and more like a relevant next step, which suits brands that want to be helpful rather than pushy.
4. Complement your existing channels
For most businesses, Google Ads and Meta stay the core of paid media. ChatGPT Ads add another way to reach people earlier in their research, often before they search on Google at all. Treat it as an extra channel in your mix, with its own budget and goals.
5. Future-proof your strategy: advertise on ChatGPT early
The platform is still young, so there are fewer advertisers competing for attention. In addition, OpenAI has added new formats and measurement partners through 2026, and it will keep changing. Brands that test now build the data and know-how to scale when the channel matures.
6. Transparent and measurable, if tracking is set up right
Ads Manager shows impressions, clicks and spend. Leads and sales depend on your own setup, so use UTM tags, check your analytics and make sure enquiries reach your CRM with the right source. Our ChatGPT Ads audit checklist covers the first 30 days.
What to check before you advertise on ChatGPT
ChatGPT Ads are promising, but they’re not as mature as Google Ads yet. Go in with your eyes open:
- Reporting is basic. Plan how you’ll track leads before launch, not after.
- Targeting is mostly contextual. There’s little of the audience and demographic layering you get on Google or Meta.
- Bidding is CPM or CPC. Costs vary by sector, and industry reports put CPMs as high as £60 in some competitive markets. See our guide to ChatGPT Ads bidding.
- Creative enhancements are on by default. From late October 2026, OpenAI can rewrite headlines and descriptions, resize images, translate ads and change the landing page for self-serve campaigns. Check the “Creative enhancement” setting in Ads Manager if you want full control.
- The account should be yours. OpenAI asks businesses to create their own Ads Manager account and invite their agency, rather than the agency creating it for them.
Advertise on ChatGPT with PPC Geeks
Thinking about testing ChatGPT Ads? Get in touch for a free ChatGPT Ads readiness review. We’ll check your tracking, look at whether your offer suits the channel, and give you an honest view on whether it’s worth testing now.
If it is, our team can set up and manage your campaigns, write your ads and report on what’s working in plain English. Get your free readiness review or call us on 0151 272 0245. PPC Geeks is an independent agency and is not affiliated with OpenAI.
PPC Geeks’ View
ChatGPT Ads won’t replace Google Ads, but they reach people at a moment Google often can’t see: while someone is still talking through a problem. The brands that test now, with proper tracking in place, will know what works long before their competitors do.
— Siobhain McConnell, Senior Client Manager, PPC Geeks
What advertisers should do next
1. Check your tracking before you advertise on ChatGPT
Add UTM tags, make sure your forms pass the source into your CRM, and agree what counts as a lead. Without this, you’ll see clicks but not results.
2. Set aside a ring-fenced test budget
Keep ChatGPT spend separate from Google Ads so one doesn’t quietly eat into the other. Start small, learn what works, then scale what earns its keep.
3. Write ads for conversations, not keywords
For example, think about the questions your customers ask before they buy, and write headlines that answer them. Plain, helpful wording fits ChatGPT better than hard-sell copy.
4. Review results after the first month
First, look at cost per lead and lead quality, not just clicks. After that, compare it with your other channels, then decide whether to scale, adjust or pause.
Ready to advertise on ChatGPT?
ChatGPT Ads give UK businesses a new way to reach people at the moment they’re asking for help. Reporting and targeting are still developing, so the winners will be advertisers who test carefully, track properly and keep Google Ads strong at the same time.
Want to know if your business is ready? Get in touch for a free readiness review, or call us on 0151 272 0245. Already running Google Ads? Our free PPC audit will show you where your budget is going today. You can read more about how ads work in ChatGPT in OpenAI’s announcement.
Frequently asked questions
Can UK businesses advertise on ChatGPT?
Yes. ChatGPT Ads launched in the UK in June 2026, and OpenAI’s self-serve Ads Manager is open to UK advertisers in beta. Some advertisers also access it through technology partners.
How much does it cost to advertise on ChatGPT?
You set your own budget and bid on a CPM or CPC basis. However, costs vary by sector, so start with a modest test budget. Get in touch for a free readiness review and we’ll suggest a sensible starting point for your business.
Do ChatGPT Ads change ChatGPT’s answers?
No. OpenAI says ads don’t influence the answers ChatGPT gives. Ads are labelled as sponsored and shown separately from the answer.
Who sees ChatGPT Ads?
Logged-in adults on ChatGPT’s Free and Go plans. Users under 18 and people on paid plans such as Plus, Pro, Business and Enterprise don’t see ads.
Should ChatGPT Ads replace Google Ads?
No. For most businesses, ChatGPT Ads work best as an extra channel alongside Google Ads, not a replacement. Test with a set budget, track results and scale what works. If you’re new to AI search, our guide on how to get recommended by ChatGPT covers the organic side.
