What ChatGPT ads are
ChatGPT Ads is OpenAI's advertising format inside ChatGPT. The ad appears below the assistant's answer and is chosen according to the context of the conversation: if someone asks how to plan a trip to Lisbon, they may see an ad for accommodation or an activity.
The assistant's answer can't be bought: the ad sits separately and is labelled as such. That is why ChatGPT Ads is a paid media channel, not a way of doing GEO. GEO works to get the AI to mention you in its answer; ChatGPT Ads puts you next to it.
Availability and how to buy
OpenAI extended ChatGPT Ads to Europe in August 2026, and since the end of that month it has been available in Spain. Buying is self-service through OpenAI's Ads Manager.
Each brand has its own advertiser account. An agency can manage several from the same user: it creates one account per advertiser or receives an invitation from the brand with admin or campaign management permissions.
How much it costs
The minimum is 15 euros a day per campaign, around 450 euros a month. You can pay per click or per impression.
To start with, OpenAI recommends bids of 3 to 5 dollars per click. That is a high benchmark compared with many Google searches, so it pays to measure cost per sale or per lead from day one, not just cost per click.
Who can advertise today
This is what holds many brands back today. OpenAI reviews each advertiser's eligibility, and its advertising policy excludes or restricts some categories. The first verticals the channel opened with were consumer ones:
- Home.
- Lifestyle.
- Local services.
- Travel.
- Digital products.
- Education.
How to get off to a good start
If your brand is in an accepted vertical, the first step is to open the account and request the eligibility review. While it is being approved, get your measurement ready: the purchase or lead event properly set up in your analytics and a landing page designed for people arriving from a conversation.
Plan a contained test, of around eight weeks, with a budget that lets you draw conclusions, and compare cost per sale with Google and Meta. What works in ChatGPT Ads will look more like a high-intent search than a social media ad.
At Webimpacto we have been testing it since October 2026 with our own brand and with WIM Visual, our photo and video studio. We'll share the results here.
Frequently asked questions
Can you pay to appear in ChatGPT's answer?
No. Answers can't be bought. Ads appear separately, below the answer and labelled as advertising.
What is the minimum budget for ChatGPT Ads?
15 euros a day per campaign, around 450 euros a month, paying per click or per impression.
Can an agency manage ChatGPT Ads?
Yes. Each brand has its own advertiser account, and the agency can manage several from the same user, either by creating them or through the invitation the brand sends.
We’ll tell you what we would do in your case, no strings attached. A real person from the team replies.
Founder and Chairman of Webimpacto. He drives the adoption of AI across the agency and its clients’ projects: GEO, agentic commerce and new channels such as ChatGPT Ads.