You already know ChatGPT changed how people search for information. Now it’s changing how brands reach those people, right in the middle of the conversation.
OpenAI just launched its self-serve Ads Manager Beta, and it’s a pretty big deal for any brand investing in digital advertising. This isn’t a bolt-on ad network slapped onto a chat interface. It’s a purpose-built platform designed to meet buyers exactly where they are: mid-conversation, actively researching and getting closer to a decision by the minute.
Here’s what you need to know and how to think about it for your business.
The Numbers Don’t Lie: ChatGPT Is Now a Shopping Channel
Before we get into the mechanics, let’s zoom out for a second.
ChatGPT now processes over 2.5 billion queries per day and holds a commanding 76.85% share of the generative AI chatbot market. Nearly 60% of Americans use generative AI tools for online shopping, and of those, 65% prefer ChatGPT over every other AI tool available to them.
One in four consumers now says ChatGPT’s product recommendations beat Google’s. Let that sink in.
Shopping-related queries inside ChatGPT hit 50 million per day, and the traffic that clicks through from ChatGPT to product pages converts at 1.81%, compared to 1.39% for non-branded organic search. That’s a 31% higher conversion rate. Why? Because users spend time in the conversation answering their own questions before they ever click. They arrive at your site pre-qualified and closer to a decision.
ChatGPT traffic is still smaller in volume than traditional organic search right now (aka Google), but it punches well above its weight when it comes to intent and it’s growing rapidly.
So What Is OpenAI’s Ads Manager, Exactly?
Think of it like Google Ads or Meta Ads Manager but built for a conversational environment where your customer is actively trying to make a decision.
OpenAI launched the self-serve Ads Manager Beta in May 2025, initially for U.S. advertisers with expansion to the U.K., Mexico, Japan, Brazil and South Korea. Brands like Target, Albertsons and Williams-Sonoma were early pilot participants. The $50,000 minimum spend that previously limited access is gone. Now, businesses of any size can get in.
Here’s how the platform works:
The Structure
Campaigns follow a clean three-tier architecture:
- Campaign: sets your objective, budget, dates and targeting
- Ad Group: organizes ads around a specific theme or intent area
- Ad: the actual creative: title, copy, image and landing page URL
You can build campaigns one at a time through a guided workflow or upload in bulk if you’re managing multiple lines of business.
Targeting
Ads appear inside ChatGPT’s conversational interface, not as banner ads or sidebar clutter, but as contextually relevant placements that surface when users explore options, compare alternatives and make decisions. OpenAI calls this “AI-native advertising”, where conversational context signals replace the purely keyword-led model you know from Google.
Recent updates added state, DMA and ZIP code level geo-targeting across the U.S., plus the option to run daily or lifetime budgets depending on your campaign goals.
Bidding
Originally, the only option was cost-per-thousand-impressions (CPM). OpenAI now offers cost-per-click (CPC) bidding as well, a move that gives performance marketers a more familiar and trackable way to optimize spend.
Reporting
Inside the dashboard, you get real-time visibility into:
- Impressions
- Clicks
- Spend
- Click-through rate (CTR)
- Average CPC and CPM
- Conversions (when conversion measurement is configured)
You can slice data at the campaign, ad group or individual ad level, view trend charts and export CSV reports. OpenAI also recently added aggregate totals across all views so you spend less time pulling numbers and more time acting on them.
The New CTA Test
OpenAI is currently testing dynamic call-to-action buttons inside select ads, options like “Shop Now” and “Learn More” that auto-populate based on your creative and destination page. It’s a lightweight addition now but it signals where this platform is heading: toward a more complete, performance-driven experience.
Who Sees the Ads
One important nuance: ChatGPT ads currently show only to Free and Go tier users. Plus, Pro, Business, Enterprise and Edu subscribers don’t see ads. That’s a significant portion of users opted out but Free tier users represent a massive and highly active audience.
What This Looks Like for Different Industries
Here’s where it gets interesting. The conversational nature of ChatGPT means your ad isn’t interrupting someone scrolling, it’s showing up when someone types “what’s the best project management tool for a 10-person remote team?” or “where should I stay in the Catskills in October?”
Let’s break it down by several verticals.
SaaS
Your buyer is already using ChatGPT to evaluate software. They ask things like “compare Salesforce vs HubSpot for a mid-size B2B company” or “what’s the best customer success platform under $500/month?” These are high-intent moments that happen well before a Google search or a demo request.
An Ads Manager placement lets you show up right there, with a clear message, a specific use case and a direct link to a free trial or demo page. Because ChatGPT users arriving at your site already know what they’re looking for, your landing page doesn’t need to do as much heavy lifting.
Tip: Structure your ad copy around the exact questions your ideal customer profile asks ChatGPT. “Struggling to track customer health scores? See how [Brand] simplifies it in one dashboard.” Short, specific, benefit-first.
Travel
Travel is one of the highest-volume use cases for ChatGPT shopping research. Users plan itineraries, compare hotels, research destinations and ask for recommendations based on personal criteria — all in one conversation.
An ad that surfaces when someone asks “best all-inclusive resorts in Mexico for a family of four” or “boutique hotels in Nashville for a bachelorette weekend” meets them at the exact moment they’re building their mental shortlist.
Tip: Use geo-targeting to focus on departure markets. A resort brand targeting mid-winter inquiries from Chicago or Minneapolis can run highly efficient campaigns by focusing ZIP codes with the highest travel intent.
Retail and E-Commerce
ChatGPT traffic converts better than organic search for retail and it’s growing fast. Shoppers use it to narrow down choices before they buy, especially in categories like electronics, beauty, home goods and kitchen appliances.
The key insight here is intent compression: the conversation handles the research phase, so the click signals serious purchase intent. A shoe retailer showing up when someone asks “most comfortable everyday sneakers for nurses” or a home goods brand appearing when someone researches “best air purifiers for allergies under $200” reaches a buyer who’s already done their homework.
Tip: Lead with specificity in your ad creative. “Top-rated by 12,000+ nurses” or “HEPA certified, quiet enough for a bedroom” beats generic category language every time.
Non-Profit
Donors, volunteers and grant researchers increasingly turn to ChatGPT to find organizations working on causes they care about. Queries like “best nonprofits fighting childhood hunger in the U.S.” or “how do I find a reputable animal rescue to donate to” represent high-intent moments from people who are already motivated to act.
For nonprofits, the window between someone’s charitable impulse and their decision to give is short. An Ads Manager placement lets your organization show up in that window with a clear mission statement, a specific program highlight and a direct path to donate or get involved.
OpenAI does offer a nonprofit discount program for ChatGPT subscriptions. Eligible organizations can access ChatGPT Business at 20% off and larger nonprofits can contact OpenAI’s sales team for up to 50% off the Enterprise plan. That said, there is currently no equivalent to Google Ad Grants, which gives qualifying nonprofits up to $10,000 per month in free search advertising.
Tip: Lead with impact, not infrastructure. “$30 provides a week of meals for a child in need” outperforms “Learn about our programs.” Specificity builds trust fast and trust drives conversions for nonprofits more than any other sector.
Tips for Getting the Most Out of ChatGPT Ads
Ready to experiment? Here’s what we’d tell any client getting started.
- Match your creative to conversational intent. ChatGPT users are mid-thought. They’re not passively scrolling; they’re actively problem-solving. Your ad copy should meet that energy. Lead with the outcome or solution, not your brand name.
- Build landing pages that pick up the conversation. If someone clicked from a ChatGPT exchange about “best CRM for nonprofits”, your landing page should speak directly to that scenario, not just drop them on your generic homepage. Continuity between the ad context and the destination dramatically improves conversion.
- Start with CPC bidding. Until the platform matures and benchmark data builds, cost-per-click gives you cleaner performance signals than CPM. You pay for demonstrated interest, not impressions.
- Use geo-targeting from day one. Even national brands should start with tighter geographic focus to establish benchmarks. State or DMA-level targeting lets you test messaging and creative before scaling spend.
- Set up conversion tracking before you launch. The reporting suite is only as useful as the data you feed it. Configure conversion measurement from the start so you can connect ad spend to real business outcomes, not just clicks.
- Think of it as a mid-funnel channel, not a top-of-funnel one. ChatGPT users engaging with product-related queries are past “I wonder if I need this” and moving toward “I’m deciding between a few options”. Tailor your messaging accordingly. Skip the awareness play and go straight to differentiation.
Is It Time to Jump In?
The honest answer: yes, if you’re in a competitive category and your audience uses ChatGPT to research before they buy. That description covers most of our clients.
OpenAI is actively building this into a full-scale advertising platform with an aggressive goal of $100 billion in ad revenue targeted by 2030. The brands experimenting now will build institutional knowledge before the platform gets crowded and costs climb.
The floor for participation is lower than it’s ever been. The targeting is getting sharper. The intent of the audience is already there.
If you want help thinking through whether ChatGPT Ads makes sense for your business or how to structure a test campaign that actually generates useful data, let’s talk. Pineapple Digital stays ahead of these platforms so you don’t have to start from scratch.