I recently tested ChatGPT Ads on one of our projects. Honestly, my first impression was not very positive.
In this post I share what we saw in the test, why measurement is hard, what ChatGPT Ads may be useful for, and how it compared with Meta Ads. At the end there is a short checklist if you want to run your own test.
Short answer: in our test ChatGPT Ads mostly brought extra traffic, but did not pay back the budget in terms of direct sales and conversions. Right now it is more interesting for reaching people who are researching. This is the result of one project and may change as the platform matures.
What we saw in the test
The result was mainly extra traffic. People came to the site, but those visits did not turn into sales at the level we expected.
ChatGPT Ads is still a beta product, so reporting is quite weak: the metrics in the ad account are limited and the detail needed for deeper analysis is not there yet.
Where measurement gets hard
- User behaviour: you cannot see what the user asked in the conversation or with what intent they clicked.
- Real ad impact: it is hard to separate whether the ad raised interest in the brand or brought a user who would have come anyway.
- Value created: the path after the click — on-site behaviour, add to cart, purchase — is not fully visible in the ad platform itself.
So to judge the result we had to rely on the site's own analytics (GA4), not the platform's numbers.
Where ChatGPT Ads can be useful
In my view ChatGPT Ads currently works mostly through search intent — it is interesting for reaching people looking for information about a specific topic or product.
When someone asks ChatGPT a question, they are usually at the start or middle of their decision: comparing, learning, looking at options. That is the TOFU and MOFU stage of the funnel.
Who should consider testing it
- Businesses whose product needs explaining and has a long decision cycle (insurance, finance, B2B services, education).
- Companies building awareness in a new category.
- Brands already working on visibility in AI search — ads can complement that. We cover it in detail in our AEO / GEO guide.
How effective is it for direct sales
If the main goal is direct conversions and sales, I don't think ChatGPT Ads is very effective at this stage in terms of return on spend. At least that was the case in our test.
There are a few reasons: the platform's optimisation tools are not mature yet, conversion signals are limited, and targeting is simpler than in performance platforms.
Comparison with Meta Ads
On the same project Meta Ads still delivers more effective results for performance and conversions. That is not surprising: Meta has been built for years around conversion optimisation, audience signals and creative testing.
| Criterion | ChatGPT Ads (our test) | Meta Ads |
|---|---|---|
| Main strength | Reaching people who are researching | Conversion and sales optimisation |
| Reporting | Weak, beta | Detailed, mature |
| Conversion signal | Limited | Pixel + Conversions API |
| Funnel stage | TOFU / MOFU | MOFU / BOFU |
| For direct sales | Weak in our test | More effective |
See how we run Meta Ads campaigns on our Meta Ads service page.
If you want to test it yourself: a checklist
If you want to try ChatGPT Ads, set the test up so that at the end you can clearly say "it worked" or "it didn't":
- Write the goal down first: traffic, leads or sales? Define a success threshold for each.
- Set a small, separate budget — without cutting your main channels.
- Use UTM parameters so you can see this traffic as its own segment in GA4.
- Use a dedicated landing page — it makes the result easier to separate.
- Check your GA4 conversion events (generate_lead, purchase). For setup see our GA4 service.
- Compare with Meta and Google Ads over the same period: cost per lead or per sale.
- Wait at least a few weeks before deciding.
This checklist does not guarantee a result — it only makes the test measurable.
Frequently asked questions
What is ChatGPT Ads?
ChatGPT Ads are ads shown inside the ChatGPT interface. It is currently in beta, so its features and reporting are limited.
Does ChatGPT Ads drive sales?
In our test it mainly brought extra traffic and did not pay back the budget in direct sales. This is one project's result; it may differ in other industries or as the platform develops.
Which businesses is ChatGPT Ads suitable for?
Businesses whose product needs explaining and whose customers research a lot before deciding: insurance, finance, education, B2B services. The goal is awareness and interest.
How do you measure ChatGPT Ads results?
Because the platform's own reporting is weak, measure with UTM parameters, a dedicated landing page and GA4 conversion events, and compare the result with other channels over the same period.
ChatGPT Ads or Meta Ads?
If the target is direct sales and conversions, Meta Ads was more effective in our experience. It is better to treat ChatGPT Ads as a small additional test, not a main channel.
Conclusion
ChatGPT Ads is an interesting new channel, but it is still early. In our test it delivered extra traffic, but it did not replace Meta Ads for sales.
Of course, this is the result of a single project. Things may change as the platform develops — I will update this post when we test again.
Have you tested it too? Share your results — it would be interesting to compare how it works across different industries.
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