Advertising in ChatGPT

Be present in the conversation where the decision is made.

The customer no longer searches; they deliberate. They describe their situation in their own words, ask follow-up questions, weigh options against one another, and reach a decision before ever having seen a website. Within that conversation, there comes a moment when a brand is mentioned, compared, and chosen. That moment is now for sale.

ChatGPT Ads is the first ad format positioned right in the middle of that conversation. Your ad appears below the answer, at the exact point where someone is weighing their options, and the model chooses you because it understands what your product is about. That makes the quality of your data a bidding currency and your feed your new targeting.

We set that up. For markets where the channel is already active, we launch campaigns today. In the meantime, for the Netherlands, we build your starting position: your product feed, your content, your conversation topics, and your tracking, ensuring you go live the day the door opens.

We have been working with AI in marketing for eight years, have 36 AI agents in daily production, and are the first Dutch agency with an ISO 42001 certification for AI management systems. When the channel opens, we won't have anything left to figure out.

Get in touch Join the waitlist for ChatGPT Ads

The potential of conversational advertising

The power of advertising in a conversation.

The scale is already there. ChatGPT has 900 million weekly users, one hundred million more than four months prior, and 50 million of those have a paid subscription. Ads are going to the free tier, so the reach you buy is virtually the entire user base.

That behavior is already present in the Dutch market as well. Deloitte measures that 65% of Dutch consumers use AI during the purchasing process. McKinsey expects that by 2030, thirty percent of B2C commerce will take place via the agentic web, in which the consumer's agent makes the purchase. Every conversation happening today about your category will soon be an ad placement.

What that means in terms of revenue, no one can reliably predict today, so we don't either. What can be predicted, however, is the price. With a starting bid of 3 to 5 dollars per click in a channel with barely any competition, you buy attention at rates that will disappear as soon as the market becomes saturated. We know that pattern from the early years of Google Ads and Meta, where early advertisers kept building more cheaply than the rest for years.

On top of that, the preparation pays off twice. The same feed and content that get your ad into the right conversation also determine whether ChatGPT recommends you organically. Whoever builds now earns that back in visibility before a single euro of media budget is spent.

De potentie van conversational advertising

De kracht van adverteren in een gesprek.

De schaal staat er al. ChatGPT heeft 900 miljoen wekelijkse gebruikers, honderd miljoen meer dan vier maanden eerder, en 50 miljoen daarvan hebben een betaald abonnement. Advertenties gaan naar de gratis tier, dus het bereik dat je inkoopt is vrijwel de hele gebruikersbasis.

Dat gedrag zit ook al in de Nederlandse markt. Deloitte meet dat 65% van de Nederlandse consumenten AI gebruikt tijdens het aankoopproces. McKinsey verwacht dat in 2030 dertig procent van de B2C-commerce via het agentic web verloopt, waarin de agent van de consument de aankoop doet. Elk gesprek dat vandaag over jouw categorie gaat, is straks een plaatsing.

Wat dat in omzet betekent, kan niemand vandaag hard voorspellen en wij doen dat dus ook niet. Wat wel te voorspellen valt, is de prijs. Bij een startbod van 3 tot 5 dollar per klik in een kanaal met nauwelijks concurrentie koop je aandacht tegen tarieven die verdwijnen zodra de markt volloopt. Dat patroon kennen we van de eerste jaren van Google Ads en van Meta, waar de vroege adverteerders jarenlang goedkoper bleven bouwen dan de rest.

Daar komt bij dat het voorwerk dubbel rendeert. Dezelfde feed en content die jouw advertentie in het juiste gesprek krijgen, bepalen ook of ChatGPT je organisch aanbeveelt. Wie nu bouwt, verdient dat terug in zichtbaarheid voordat er een euro mediabudget in gaat.

From static keyword to dynamic conversation

Why ChatGPT ads work differently from Google Ads.

Google Ads and SEO are built around something that stands still. A keyword is a fixed sequence of characters, a position is a spot on a page, and a well-configured campaign stays in place for months. You buy a list of search queries, and that list changes slowly.

A conversation never stands still. The same need is phrased differently every time, with follow-up questions, assumptions, and tangents you couldn't predict in advance. So there is no list to buy. There is a model that decides conversation by conversation whether you are the answer, and it makes that decision based on what it knows about you.

That is why this channel runs on rich feeds. A feed with only specifications gives the model nothing to work with as soon as someone speaks in terms of situations rather than product terms. A feed that covers the application, the context, and the consideration can be used by the model in any conversation.

That is the exact same principle that determines your organic visibility in GEO. The difference lies in the placement you pay for, not in the underlying work.

Targeting without keywords

You provide context hints at the ad group level, and the model itself determines which conversations you fit. Excluding at the keyword level is not possible, so the quality of your product data becomes your steering mechanism.

A different audience

Ads only go to logged-in adults on the free tier and on Go. Anyone using Plus, Pro, Business, or Enterprise sees nothing. For B2B, that is a question you answer in advance.

Tracking without view-through

You get impressions, clicks, and conversions, but no attribution model that accounts for the orientation phase within the conversation. Steering by profit per campaign is not a luxury here, but the only workable metric.

Our ChatGPT Ads services

Four ways to collaborate.

ChatGPT Ads strategy

We map out which conversations are taking place around your category and what stage of consideration they are in. This informs your conversation topics, your budget logic, and whether this channel fits your proposition.

Set-up and feed optimization

We set up the account, campaign structure, and context hints according to the structure OpenAI uses. In addition, we make your product feed and content semantically readable so the model understands in which situation your product is the answer.

Campaign management

Daily optimization on CPM, CPC, and conversion-optimized CPC, driven by profitability rather than click volume. We link margin and inventory to your conversion value and keep your consent and conversion setup in order.

Consultancy and training

For teams that want to run it themselves. We deliver the structure, the tracking setup, and best practices from markets where the channel is already live, and train your specialists on the difference between keyword logic and conversational logic.

Our three-step approach to ChatGPT Ads

From setup to launch.

1. Feed and content

Structuring titles, attributes, and content pages so that a language model understands the use case, not just the specifications.

2. Setup and measurement

Campaign structure, context hints, pixel, conversion events and consent. Everything is in place, all that is left is flipping the switch.

3. Launch and optimize

As soon as the Netherlands opens up, we will be running within a week. In the US and UK today already, with learnings you can reuse here.

ChatGPT Ads in the Netherlands

Status of ChatGPT Ads as of August 7, 2026. We update this table monthly.

Available countries

Opening an advertiser account is available in the US, Canada, the UK, Australia, New Zealand, Japan, South Korea and Brazil. Mexico has been announced.

Not yet in the Netherlands and the rest of the EU. However, it is possible through an entity in a market where the channel is live.

Ad format

Below the ChatGPT response, with name, logo, title, description, image and landing page.

Your ad creative must address the consideration in two lines, rather than listing specifications.

Audience

Only logged in adults on the free tier and on Go. Plus, Pro, Business and Enterprise do not see ads.

Determines whether your target audience is reachable. For B2B, a question to answer in advance.

Buying

CPM, CPC and conversion optimized CPC. Recommended starting bid 3 to 5 dollars per click.

Similar to search, with a different cost structure per conversation.

Minimum budget

A minimum daily budget per country, for example 25 dollars in the US and 15 pounds in the UK.

The barrier to entry is low. Testing is possible within an existing media budget.

Targeting

Context hints at ad group level plus country level targeting, in the US also state, DMA and zip code.

No keywords and no target audiences. Your feed and content do the heavy lifting.

Tracking

Impressions, clicks, CTR, CPC, CPM and conversions, with UTMs and conversion tracking. No view-through.

Optimizing for profitability per campaign instead of ROAS or CPA.

Europe

OpenAI's conversion pixel has been expanded to include consent management, action exclusions, and a country field.

Preparing for an opt-in market. Your consent setup determines your measurement on day one.

Sources
OpenAI, "Testing ads in ChatGPT" (February 9, 2026, updated March 26 and May 7, 2026) · OpenAI Help Center, "Ads Manager Availability", "Ads in ChatGPT: The Basics" and "Create Campaigns for ChatGPT" · OpenAI, "Ad policies" · Digiday, "OpenAI starts laying foundations for ChatGPT ads in EU" (May 1, 2026) · User numbers: OpenAI via TechCrunch, February 27, 2026 · Market forecast: Deloitte and McKinsey.

Organic (GEO) and paid (Ads) present within the conversation

Complete visibility within the conversation.

The strongest results occur when both tracks align. ChatGPT mentions your brand in the response because your data is clear, and directly below that answer is your ad with the same value proposition and tone. For the user, this creates one cohesive conversation rather than a recommendation with an ad unit beneath it.

This requires feeding both sides from the same source. The organic track is GEO, where you structure your content and data so AI systems read, understand, and cite your brand. The paid track is ChatGPT Ads. We align them side by side in a single plan, powered by the exact same data and intelligence layer, so you don't stand out in the conversation as an advertiser, but as the answer.

Why Adwise as your ChatGPT Ads agency

Stay ahead in your market.

Eight years of practical AI experience

36 AI agents and scripts actively running in daily production.

First with ISO 42001

The first Dutch agency, alongside ISO 27001.

Google Premier Partner

Managing over €46 million in ad spend.

Feed and data expertise

From Shopping attributes to semantics for language models.

In-house GEO monitoring

Conversation topics by phase of the AI Search journey.

Frequently asked questions about advertising in ChatGPT

The questions we get asked most often.

When are ChatGPT Ads coming to the Netherlands?

OpenAI hasn't set a date for the Netherlands or the rest of the EU, so there's no certainty about that yet. However, preparation is clearly underway: OpenAI's conversion pixel received consent management, the ability to exclude tracking actions, and a country field. These are adjustments you don't need in the United States, but are essential in an opt-in market. We monitor availability per country and inform everyone on the waitlist as soon as anything changes.

Can I already advertise in ChatGPT from the Netherlands?

An advertiser account is tied to its country of registration, so you cannot run campaigns directly through a Dutch entity yet. However, if you have a branch or subsidiary in the United States, Canada, the United Kingdom, Australia, New Zealand, Japan, South Korea, or Brazil, it is possible there. We set up that account together with you while fully complying with OpenAI's terms.

How much does advertising in ChatGPT cost?

The recommended starting bid is 3 to 5 dollars per click, and there is a minimum daily budget per country, for example, 25 dollars in the United States and 15 pounds in the United Kingdom. In addition to CPC, you can buy on a CPM basis or on a CPC optimized for conversions. The barrier to entry is therefore low enough to test within an existing media budget.

What do ChatGPT ads look like?

An ad appears below ChatGPT's response and consists of the advertiser's name, a logo, a title, a description, an image, and a landing page link. Ads are clearly labeled and kept separate from the organic answer, as OpenAI adheres to the principle that advertising must not influence response content. They are never shown alongside sensitive conversational topics.

How do you target in ChatGPT Ads without keywords?

You provide context hints at the ad group level. These are neither keywords nor target audiences, but signals that help the system determine which conversations your ad is relevant to. The rest of the work lies in your product data and your content.

Is my industry allowed in ChatGPT Ads?

Currently, consumer products, local services, travel, entertainment, digital products, and education are supported. Financial, medical, and legal services are heavily restricted and, outside the United States, often completely excluded.

Is your category currently excluded? Then that same work often delivers a major organic advantage in ChatGPT instead, through GEO and AI Search.

What is the difference between ChatGPT Ads and GEO?

GEO is about the organic side: making sure AI systems read, understand, and cite your brand in their answers. ChatGPT Ads is the paid placement underneath that answer. They rely on the same foundation, because the product data and content that help the model understand who you are determine your position in both cases.

Active in the US or the UK?

Then you don't have to wait, and we can launch your first campaigns live this month. Are you active in one of the other countries? Join the waitlist. As soon as ChatGPT Ads become available there, we'll get started right away.