TL;DR

• ChatGPT Ads run inside conversations on Free and Go tiers across the US, Canada, Australia, and New Zealand. Plus, Pro, Business, Enterprise, Edu are ad-free.
• Buying models: Views (CPM, $60 default max bid) or Clicks (CPC, $3–$5 recommended). Relevance-weighted second-price auction means context beats bid.
• Hierarchy is Campaign → Ad Group → Ad. Limits: 5,000 of each per account.
• Context hints are intent descriptions, not keywords. Specificity wins.
• Creative specs: title 16–24 chars, copy 32–48 chars, square image up to 1200×1200, valid landing page that doesn't block OpenAI crawlers.
• Two workflows: guided creation for first launches, bulk CSV upload for scale.
• Reporting covers impressions, clicks, spend, CTR, Avg CPC, Avg CPM, conversions — viewable in table, charts, or CSV.
• Edit in-line for quick changes; export-edit-upload for structural changes at scale.
• Brand safety, answer independence, and conversation privacy are enforced — and they're why the channel is durable.
• Treat it as a system, not a campaign. Always-on creative refresh and context-hint optimization compound returns.

How to Create Ads on ChatGPT: The Complete 2026 Setup, Launch & Optimization Guide

ChatGPT Ads went from concept to a real performance channel in under a year. If you ship growth campaigns, this is now part of your media stack — not a future bet. This guide is the practical playbook: the numbers that matter, how the auction actually works, and a step-by-step walkthrough of OpenAI Ads Manager Beta from account setup to bulk uploads and measurement.

Six numbers that explain why ChatGPT Ads matter right now

1. ChatGPT crossed 300M+ weekly active users by Q1 2026 (OpenAI, Jan 2026)

Fastest ramp of any major ad channel in history — steeper than early Facebook or Google Ads. The difference: users arrive in problem-solving mode, not feed-scrolling mode.

2. Conversational sessions run 3–5x longer than search queries (Industry analysis, 2026)

Search ads fight for an 8-second window. ChatGPT ads sit inside 5–20 minute conversations. That changes what creative can do — you can sell on context, not just hooks.

3. Early advertisers see 40–60% higher conversion-intent signals vs. traditional search (Best Buy, Lowe's pilot data, Feb 2026)

Users volunteer budget, timeline, preferences, and objections inside the conversation. That's qualification data search ads need 3–5 touches to extract.

4. 73% of B2B buyers use AI tools for product research before talking to sales (Gartner B2B Buying Survey, 2026)

For B2B, ChatGPT is no longer upstream of the funnel — it is the early funnel. Skipping it means losing the consideration set before sales ever sees the lead.

5. "Answer Independence" keeps user trust at 94% post-ads launch (OpenAI Transparency Report, Q1 2026)

Ads are clearly labeled, separated from answers, and never influence ChatGPT's response. Trust holds — which means the channel is durable, not a short-term arbitrage.

6. Contextual relevance outweighs bid by 2:1 in the auction (OpenAI Ads Manager documentation, 2026)

A relevance-weighted, second-price auction means a tightly-themed $4 CPC ad can beat a sloppy $10 CPC ad. Smaller advertisers with sharp positioning win.

What ChatGPT Ads actually are

https://youtu.be/oIehXl9z9YY?si=5e4EQvsITaRUHf_e

Ads appear below a ChatGPT response, clearly labeled as sponsored and visually separated from the answer. Each unit shows the advertiser name, favicon, title, copy, an image, and a landing page link.

ChatGPT response with a sponsored Heirloom Groceries product card and ad disclosure below

Where they appear today: Free and Go users in the United States, Canada, Australia, and New Zealand.

Where they don't: Plus, Pro, Business, Enterprise, Edu accounts; users predicted to be under 18; Temporary Chats; logged-out sessions; after image generation; and the ChatGPT Atlas browser.

How matching works: the system reads the topic and intent of the current conversation and matches it against advertiser-supplied context hints, ad title, copy, and landing page. With personalization on, past chats and prior ad interactions can also feed selection.

How ranking works: a relevance-weighted, second-price auction. Among eligible advertisers, the most relevant ad to the conversation wins.

Brand safety: ads are not eligible to appear near sensitive or regulated topics (health, mental health, politics). Advertisers in dating, financial services, and similar verticals are excluded for now.

Pricing and buying models

The auction is relevance-weighted, so context hints and creative quality often matter more than absolute bid. Start at the recommended bid and let performance dictate moves up or down.

The campaign hierarchy you'll work in

Every campaign in Ads Manager Beta follows the same three-level structure. Get this mental model right and the rest of the platform clicks into place.

Limits per ad account: 5,000 campaigns, 5,000 ad groups, 5,000 ads.

Step 1: Create your Ads Manager Beta account

All campaign work happens at ads.openai.com.

1. Sign in with an existing OpenAI account tied to your work email, or create a new one.
2. Complete the onboarding and account verification flow.
3. Finish account setup inside Ads Manager Beta.

Before you can launch anything, you must:

• Add your advertiser name and favicon (this is the brand logo that appears in your ads).

• Submit your business details like your EIN number, official name.

• Begin the verification of your account, enter your country, confirm timezone and currency. And importantly if you are managing ads for your business or on behalf of others. This can’t be changed.

• Submit your business details like your EIN number, official name to kickstart verification.

• There’s a waiting period before you can get access to the ChatGPT Ads manager.

• Set up a billing profile and payment method.
• Invite teammates who need access.

Step 2: Pick your creation workflow

Ads Manager Beta supports two paths. Most first-time advertisers should start with the guided flow.

Step 3: Build your campaign

The campaign defines your objective, budget, dates, and country.

Choose an objective

• Views → CPM pricing. Reach and visibility.
• Clicks → CPC pricing. Engagement and traffic.

Match this to a real business goal. "Brand launch" → Views. "Drive trial signups" → Clicks.

Set a budget

Budget caps spend across all ad groups and ads inside the campaign.

• Distribute total planned spend by priority.
• Give each campaign enough room to gather meaningful signal — under-funded campaigns never learn.
• Adjust as data comes in.

Set start and end dates

• Give campaigns runway to gain traction before judging them.
• Account for seasonality, launches, and promotions.
• Pause anytime — you don't have to set an end date if the campaign is evergreen.

Pick a country

US only at the moment for active delivery, with Canada, Australia, and New Zealand expanding through the pilot. Country is set at the campaign level.

Naming and structure

• One campaign = one distinct goal, region, or product line.
• Keep names clear and consistent — they show up everywhere in reporting.
• Plan multiple ad groups per campaign so you can test themes inside the same budget.

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Step 4: Build your ad groups

Ad groups are the matching layer. Each one is a focused theme plus the context hints that tell ChatGPT which conversations your ads belong in.

What context hints actually do

They are broad thematic signals, not exact-match keywords. Think of them as a description of the user's intent, situation, or question — the kind of thing a person would type into ChatGPT.

Good context hints:

• "Choosing a CRM for a 50-person B2B SaaS team"
• "Comparing project management tools for remote teams"
• "Looking for non-toxic cleaning products for a home with pets"

Weak context hints:

• "CRM"
• "project management"
• "cleaning supplies"

Ad group rules of thumb

• One product category, theme, or intent per ad group.
• Don't blend audiences or use cases — split them out.
• Ship multiple ads inside each ad group to test angles.
• Hints stay tightly related to the ads they sit alongside.

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Step 5: Build your ads

This is where most advertisers underinvest. ChatGPT is matching against conversational intent, so creative volume and angle diversity drive coverage.

Creative requirements at a glance

Title rules

• Spell out the value clearly and concretely.
• Keep it tight and specific.
• Pick informative over clever.

Copy rules

• Add new info — don't restate the title.
• Expand on the benefit, feature, or use case.
• Plain language beats marketing language.

Landing page rules

• Send clicks to the most relevant page (product, collection, or content) — not a generic homepage.
• Keep the path frictionless from ad to action.
• Add UTM parameters per creative for downstream attribution.

Image rules

• Simple, clear, on-message visuals.
• No clutter, no abstract noise.
• Visual should reinforce the title and copy.

Volume + angle diversity

Build multiple title and copy variations per offering, each pulling on a different angle (price, speed, audience fit, outcome, social proof). The system needs creative variety to match across a wide range of conversations.

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Step 6: Bulk upload (when guided isn't enough)

For anything past a handful of campaigns, the schema template is faster. Download it inside Ads Manager Beta via Create → Upload bulk.

Pre-flight checklist

Campaigns tab

• All required fields filled in.
• Campaign names are unique — no duplicates.
• Objective is exactly Views or Clicks.
• Dates in YYYY-MM-DD format.
• Budget filled in.
• Country in JSON format.
• Max 5,000 campaigns.

Ad groups tab

• All required fields filled in.
• Ad group names unique.
• Each ad group linked to the right campaign — names match exactly across tabs.
• Context hints in JSON: ["hint1", "hint2"].
• Max 5,000 ad groups.

Ads tab

• All required fields filled in.
• Ad group names match exactly across tabs.
• Title 16–24 chars, copy 32–48 chars.
• Landing page URLs valid and reachable.
• Image URLs publicly accessible and open directly to the file.
• Images square, 1200×1200 max.
• Hosted on Google Drive, AWS (S3/CloudFront), or your own domain/CDN.
• Max 5,000 ads.

Formatting checks

• Don't remove header rows 1–4 in the template.
• Don't rename tabs (campaigns, adgroups, ads) or column headers.
• One row = one unique entity, no merged cells.
• Names are consistent everywhere they appear.

If the upload fails, Ads Manager Beta returns a specific error. Fix the template, re-upload. Persistent issues → ads-support@openai.com.

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Step 7: Launch and watch the first signals

1. Set campaign status to Active (guided flow) or upload your validated schema (bulk).
2. Confirm campaigns, ad groups, and ads all show Active.
3. Expect impressions and clicks within 24 hours.
4. Reporting has a delay of up to 7 hours between delivery and what you see in the dashboard.

If an ad shows "Not serving," hover over the status to see why. Most issues are fixable inline (creative, landing page, or policy edits); some rejections are final.

Step 8: Measure results

Ads Manager Beta reports the following at every level (campaign, ad group, ad):

• Impressions — how often your ad showed.
• Clicks — how often users clicked.
• Spend — total delivered cost.
• CTR — click-through rate.
• Avg CPC — average cost per click.
• Avg CPM — average cost per thousand impressions.
• Conversions — when conversion measurement is set up.

Three ways to view the data

Conversion tracking

Set up conversion measurement inside Ads Manager Beta to track conversions natively. For everything else, attach UTM parameters at the ad level — they persist on click and flow into your existing analytics stack.

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Step 9: Edit campaigns at scale

Two workflows, picked by the size of the change.

In-line edits (fast, one-off)

Use for budget tweaks, copy fixes, swapping an image, or pausing.

1. Hover over the campaign, ad group, or ad.
2. Click the three-dot menu.
3. Select Edit.
4. Make changes → Save.

Add new objects inside an existing structure:

• New ad group → click into the campaign → Create → Create ad group.
• New ad → click into the ad group → Create → Create ad.

Bulk edits (recommended for structural changes)

Use for scale changes to context hints, copy, landing pages, or new ad groups/ads inside existing campaigns.

1. Select the campaigns, ad groups, or ads to update.
2. Click Export for edit — downloads a schema file with the selected objects.
3. Edit in the schema file.
4. In Ads Manager Beta: Create → Bulk upload.
5. Pick the object type (Campaign / Ad Group / Ad) and upload.

To add new ad groups or ads inside existing campaigns: copy the parent ID into a new row, leave the child ID blank, define the new entity, upload.

Policy and brand-safety must-knows

• Creative, image, and landing page must comply with OpenAI's Ads Policies. Misleading, inconsistent, or disallowed content gets rejected.
• Sensitive verticals (dating, health, financial services, politics) are excluded from advertising entirely at this stage.
• Ads can't appear near sensitive or regulated topics — health, mental health, politics — regardless of category.
• Landing pages must allow OpenAI crawlers (OAI-AdsBot, OAI-SearchBot).
• Advertisers never receive chats, chat history, memories, names, emails, precise location, or IP addresses. Reporting is aggregate only.

A 7-day playbook to get live

1. Day 1: Create your Ads Manager Beta account. Upload favicon, set up billing, invite teammates.
2. Day 2: Map 3–5 conversational intents your buyers actually bring to ChatGPT (not keywords — questions and situations).
3. Day 3: Draft one campaign per goal, one ad group per intent, 4–6 ad creatives per ad group with distinct angles.
4. Day 4: Validate landing pages, prep square 1200×1200 images, attach UTM parameters per creative.
5. Day 5: Build in the guided flow (or fill out the bulk schema) and submit.
6. Day 6–7: Monitor delivery, resolve any "Not serving" statuses, and let the first 24–48 hours of signal accumulate before iterating.

How to make ChatGPT Ads compound, not stall

The biggest unlock isn't the channel itself — it's running it like a system. Build always-on workflows around the campaign so creative volume, context hint refinement, performance review, and audience research all happen continuously instead of in monthly batches.

That's where agentic marketing and ai agents for performance marketing earn their keep: agents that monitor delivery, generate fresh creative variations, refine context hints based on which conversations are converting, and feed enriched intent data back into your CRM. With Metaflow, marketers describe these workflows in natural language and let agents run them end-to-end across ChatGPT Ads and the rest of the channel mix. Learn more at metaflow.life.

FAQ

Where exactly do ChatGPT Ads appear?

Below a ChatGPT response, clearly labeled and visually separated. Not in Temporary Chats, logged-out sessions, after image generation, or in the ChatGPT Atlas browser.

Who sees them?

Free and Go users in the US, Canada, Australia, and New Zealand. Plus, Pro, Business, Enterprise, and Edu accounts are ad-free. Users predicted under 18 don't see ads.

How are ads matched and ranked?

Matching: topic and intent of the current chat against context hints, ad title, copy, and landing page. With personalization on, past chats and ad interactions can also feed in. Ranking: relevance-weighted, second-price auction — the most relevant eligible ad wins.

How much do they cost?

CPM default max bid is $60. CPC recommended starting max bid is $3–$5. Auction is relevance-weighted, so quality often beats raw bid.

How fast does delivery start?

Within 24 hours of going Active. Reporting lags up to 7 hours behind delivery.

What can I track?

Impressions, clicks, spend, CTR, Avg CPC, Avg CPM, and conversions (with measurement set up). Available in table view, insights charts, and CSV export.

Can I edit at scale?

Yes — in-line edits for quick changes, bulk export-edit-upload for structural updates across many campaigns, ad groups, or ads.

What advertisers are excluded?

Dating, health, mental health, financial services, and politics are out of scope for now. Categories will expand as safeguards mature.