ChatGPT Ads: A Complete Guide for Companies

Artificial intelligence is rapidly changing the way people search for information and make purchasing decisions. More and more users are choosing to ask questions directly in ChatGPT instead of using a traditional search engine.

For companies, this shift creates a new opportunity: ChatGPT Ads, the advertising platform developed by OpenAI for promoting products and services within AI conversations.

Unlike Google Ads, where advertisements are triggered by keywords, ChatGPT Ads considers the context and intent of the conversation, offering users relevant recommendations at the exact moment they are looking for a solution.

What Are ChatGPT Ads?

ChatGPT Ads is the advertising platform developed by OpenAI for promoting companies within conversations taking place in ChatGPT.

Instead of displaying ads based exclusively on keywords or interests, ChatGPT analyses the context of the conversation and can recommend relevant products or services when they address the need expressed by the user.

For example, if a user asks:

“What is the best CRM for a B2B company with 50 sales representatives?”

ChatGPT can provide its usual answer and, if a relevant campaign exists, may also include a sponsored recommendation for a CRM platform.

This model is known as contextual advertising or conversational advertising.

Why Is It Different from Traditional Advertising?

Digital advertising has evolved through several stages.

First Generation

Banner Ads

The user sees ads regardless of whether they are interested in them.

Second Generation

Search Ads

Google displays ads based on the keywords entered.

Example:

hubspot crm price

Third Generation

Social Ads

Meta and LinkedIn display ads based on the user’s profile, interests and behaviour.

Fourth Generation

Conversational Ads

The user no longer enters only a few words.

They ask a complete question.

Example:

“Our company uses Excel for sales. We have 15 people on the commercial team and want a CRM that integrates with Outlook and Microsoft Teams.”

This type of question communicates much more information about the user’s intent than a simple keyword.

Why Is OpenAI Launching an Advertising Platform?

In recent years, millions of users have started using ChatGPT for:

• research;
• comparing software solutions;
• selecting suppliers;
• product recommendations;
• pre-purchase research.

For many complex searches, users already prefer AI conversations over traditional search engines.

This turns ChatGPT into a new discovery channel for brands.

By introducing an advertising platform, OpenAI allows companies to be present during these moments of high purchase intent while maintaining the relevance and context of the conversation.

How Do ChatGPT Ads Work?

At a simplified level, the process can be represented as follows:

User

↓

Asks a question

↓

ChatGPT understands the context

↓

Identifies the intent

↓

Is there a relevant ad?

↓

YES

↓

A sponsored recommendation is displayed

↓

The user visits the website

↓

Completes a form

↓

Lead in CRM

↓

Opportunity

↓

Customer

Unlike traditional search engines, the focus is not only on keywords, but on understanding the entire conversation.

This makes it possible to display recommendations that are more relevant and more closely aligned with the user’s actual need. This is why it is no longer only about how to appear in Google, but also about how to appear in AI-generated answers.

How Are Ads Displayed in ChatGPT?

Ad formats are evolving as the platform expands, but OpenAI is currently testing sponsored recommendations that are integrated naturally into conversations.

They are clearly labelled as sponsored content and only appear when they are relevant to the user’s question.

For example, if someone asks:

“What CRM solution would you recommend for a manufacturing company with 100 employees?”

In addition to the AI-generated answer, a sponsored recommendation for a CRM platform that meets those criteria may be displayed.

The purpose is not to interrupt the conversation, but to complement it with relevant options.

ChatGPT Search vs ChatGPT Ads

It is important to distinguish between the two concepts.

In other words, a company can appear in ChatGPT in two ways:

Organically, through content optimised for AI Search, including SEO, AEO and GEO.

Through paid ChatGPT Ads campaigns.

The two approaches are complementary and, together, can significantly increase a brand’s visibility within the AI ecosystem.

Why Is It Different from Google Ads?

Google and ChatGPT pursue the same objective: connecting users with the right solutions.

The difference lies in how they understand intent.

In Google, the user may search for:

hubspot crm

In ChatGPT, the same intent may be expressed as:

“I run a B2B company with 40 people in sales and we want to replace Salesforce with a solution that is easier to manage. What would you recommend?”

This difference gives advertisers access to a richer level of context and intent, which can help them deliver more relevant messages and generate better-qualified leads.

Why Does This Matter for Companies?

As users shift their searches from traditional engines to AI assistants, having a presence in such an ecosystem becomes a competitive advantage.

Companies that invest early in:

• content optimised for AI Search;
• strong SEO and AEO structures;
• CRM performance measurement;
• and, when available, ChatGPT Ads;

will be better positioned to capture demand through new discovery channels.

In Which Countries Are ChatGPT Ads Available?

ChatGPT Ads is currently in Beta, and access is available only to a limited number of advertisers and markets. OpenAI is gradually expanding the platform, beginning with countries where there is already a large ChatGPT user base and the infrastructure required to manage campaigns.

This launch model is similar to the one used by Google Ads, LinkedIn Ads and Microsoft Advertising during their early years.

Countries Where ChatGPT Ads Is Available

At the time this article was written, advertisers could mainly request access in the following markets:

Note: Availability changes frequently. Always check the official OpenAI Ads page for the latest information.

Are ChatGPT Ads Available in Romania?

Not yet.

At present, companies in Romania cannot create campaigns directly in Ads Manager.

If you try to access the platform, you will see the message:

“Ads Manager isn’t available in your country yet.”

This does not mean Romania will not be included, only that the launch is taking place in stages.

How Can You Get Earlier Access?

If your organisation wants to be among the first to test ChatGPT Ads, there are several options:

• joining the OpenAI waiting list;
• requesting access through the OpenAI Ads team;
• participating in Beta or Early Access programmes;
• working with an eligible partner from a supported country, in accordance with the platform’s terms.

Companies that use HubSpot should also monitor HubSpot Early Access programmes, as new integrations are often made available to partners first.

How Much Do ChatGPT Ads Cost?

This is one of the most frequently asked questions.

Is There an Official Price List?

No.

OpenAI has not yet published a complete pricing structure, and the commercial model is still evolving.

Costs may currently vary depending on:

• market;
• industry;
• campaign objectives;
• level of competition;
• campaign type.

The commercial model is expected to continue evolving as the platform matures.

How Does Payment Work?

In Beta, ChatGPT Ads uses a cost-per-click model, similar to other digital advertising platforms.

In practice, the advertiser defines:

• the budget;
• the campaign objective;
• the eligible audience;
• the optimisation criteria.

As the platform evolves, other optimisation models may also be introduced, such as cost per conversion or automated strategies based on business objectives.

Is There a Minimum Budget?

At present, OpenAI has not communicated an official minimum budget for all accounts.

Beta programmes may have specific thresholds or conditions, depending on the market and type of access granted.

How Do You Estimate the Budget?

As with Google Ads or LinkedIn Ads, the budget should be based on business objectives rather than an arbitrary number.

A recommended process is:

 Revenue objective

↓

 Number of customers required

↓

 Number of opportunities

↓

 Number of leads

↓

 Estimated conversion rate

↓

Media budget

This approach makes it possible to build an investment plan based on results, not just costs.

What Types of Campaigns Are Available?

As a new platform, ChatGPT Ads is constantly evolving.

At present, the focus is on sponsored recommendations that are relevant to the conversation.

In the future, other formats are likely to appear, such as:

• expanded contextual recommendations;
• promotion of AI applications;
• product and service campaigns;
• integration with more complex conversational experiences.

OpenAI has not yet confirmed a public timeline for all these formats.

ChatGPT Ads vs Google Ads

Both platforms pursue the same objective: connecting users with the right solutions.

The difference lies in how they identify intent.

 

Example

Google Ads

The user searches for:

CRM for manufacturing

Google displays ads associated with this keyword.

ChatGPT Ads

The user asks:

“We are a manufacturing company with 120 employees and use Excel to manage opportunities. We need a CRM that integrates with Outlook and our ERP. What solutions would you recommend?”

This type of conversation provides additional information about:

• company size;
• industry;
• current technology;
• the problem to be solved;
• selection criteria.

As a result, recommendations can be more relevant to the need expressed.

When Is Google Ads More Suitable?

Google Ads remains highly effective for:

• high-volume searches;
• ecommerce;
• local searches;
• products with clearly defined demand;
• capturing immediate purchase intent.

When Can ChatGPT Ads Have an Advantage?

ChatGPT Ads may be particularly suitable for:

• complex products;
• long sales cycles;
• B2B software;
• professional services;
• consulting;
• enterprise solutions.

In these scenarios, users ask detailed questions before making a decision.

ChatGPT Ads vs LinkedIn Ads

Although both can be used in B2B marketing, they serve different objectives.

LinkedIn Ads is recommended for:

• building awareness;
• promoting ebooks and webinars;
• ABM campaigns;
• generating demand among a clearly defined audience.

ChatGPT Ads is recommended for:

• capturing existing intent;
• promoting complex solutions;
• generating high-interest leads;
• supporting the evaluation and selection process.

In practice, the two platforms are not mutually exclusive. A high-performing strategy can combine LinkedIn Ads to create demand and ChatGPT Ads to capture users entering the evaluation stage.

Advantages of ChatGPT Ads

As the platform develops, the main benefits for companies include:

• understanding conversational context;
• the ability to reach users during the research and evaluation stage;
• integration with CRM platforms such as HubSpot for conversion attribution and performance measurement;
• a more natural user experience through relevant recommendations within the dialogue.

Current Limitations

As a product currently in Beta, ChatGPT Ads also has several limitations:

• restricted geographical availability;
• limited advertiser access;
• a lack of mature benchmarks for cost per lead or profitability;
• features and formats that are still under development.

These aspects are normal for a new platform and will become clearer as OpenAI expands availability and publishes more official information.

How Do ChatGPT Ads Work in HubSpot?

One of the most important differences between a branding campaign and a revenue-focused campaign is the ability to measure results.

If you use HubSpot, ChatGPT Ads can become part of the entire marketing and sales process, allowing you to track a lead from the first click to the signing of the contract.

Instead of measuring only clicks or completed forms, you can answer questions such as:

• How many commercial opportunities were generated?
• How many contracts were won?
• How much revenue did each campaign produce?
• What is the cost of acquiring a customer?
• What is the return on investment?

This type of analysis is possible because HubSpot connects marketing activities with the entire commercial process. Want to learn more about the benefits of the HubSpot platform and its features? Read HubSpot CRM: A Complete Guide for Companies.

How Do ChatGPT Ads Integrate with HubSpot?

The integration allows campaign and conversion data to be synchronised in HubSpot, so performance can be analysed in one place alongside other marketing channels.

The flow may look like this:

ChatGPT Ads

↓

Website / Landing Page

↓

HubSpot Form

↓

Contact

↓

Lifecycle Stage

↓

Lead Scoring

↓

Sales Qualified Lead

↓

Deal

↓

Closed Won

↓

Revenue Attribution

This allows the marketing and sales teams to work with the same data and evaluate the real impact of the advertising investment.

How Do You Track the Entire Lead Journey?

One of HubSpot’s advantages is that all interactions are recorded in the contact timeline.

Example:

What Information Can You See in HubSpot?

Depending on the licence used, you can analyse indicators such as:

Marketing

• impressions;
• clicks;
• CTR;
• cost;
• CPC;
• conversions;
• completed forms.

Lead Generation

• new contacts;
• MQLs;
• SQLs;
• visitor-to-contact conversion rate;
• contact-to-opportunity conversion rate.

Sales

• opportunities generated;
• pipeline value;
• forecast;
• conversion rate by stage.

Revenue

• Closed Won;
• revenue generated;
• customer acquisition cost;
• Return on Ad Spend;
• Return on Investment.

How Do You Measure ChatGPT Ads ROI?

One of the most common mistakes is evaluating a campaign exclusively based on the number of clicks.

For B2B products and services with longer sales cycles, the relevant indicators are those connected to pipeline and revenue.

A recommended model is:

Media Spend

↓

Clicks

↓

Contacts

↓

Marketing Qualified Leads

↓

Sales Qualified Leads

↓

Deals

↓

Closed Won

↓

Revenue

↓

ROI

This process makes it possible to identify the stages where losses occur and continuously optimise campaigns.

Recommended KPIs for ChatGPT Ads

Marketing

• Cost per Click (CPC)
• Click Through Rate (CTR)
• Conversion Rate
• Cost per Lead (CPL)

Sales

• Cost per Opportunity
• Opportunity Rate
• Win Rate
• Average Deal Value

Revenue

• Customer Acquisition Cost (CAC)
• Customer Lifetime Value (CLV)
• Return on Ad Spend (ROAS)
• Marketing ROI

Recommended HubSpot Dashboard

To evaluate ChatGPT Ads performance, we recommend a dedicated dashboard combining marketing and sales indicators.

It may include:

Performance

• Media Spend
• Clicks
• CTR
• CPC
• Conversions

Lead Generation

• New contacts;
• MQL
• SQL
• Contact-to-MQL conversion
• MQL-to-SQL conversion

Sales Pipeline

• Deals created
• Pipeline Value
• Closed Won
• Closed Lost

Revenue

• Revenue generated
• ROAS
• ROI
• CAC

This dashboard provides a complete overview of campaign performance and makes optimisation decisions easier.

Automating Leads Generated Through ChatGPT Ads

The HubSpot integration allows processes to be automated immediately after a lead is generated. Companies can centralise campaigns, forms, automation and the nurturing processes required to manage leads generated through ChatGPT Ads. See how HubSpot Marketing Hub can help you create automated content and attract leads more easily.

Examples of automation include:

Lead Scoring

Contacts automatically receive a score based on:

• pages visited;
• forms completed;
• the company’s industry;
• organisation size;
• website behaviour.

Lead Routing

Leads can be automatically assigned to the appropriate sales representative based on:

• country;
• industry;
• company size;
• estimated opportunity value;
• language spoken.

Sales Notifications

When a lead is qualified, HubSpot can:

• automatically create a task;
• send email notifications;
• update the pipeline;
• create a Deal;
• trigger follow-up sequences.

Lead Nurturing

Not all leads are ready for a commercial conversation.

Through automated workflows, they can receive:

• relevant articles;
• case studies;
• webinar invitations;
• guides and ebooks;
• solution comparisons;
• demo invitations.

The objective is to nurture the lead until they are ready for a conversation with the sales team. If you use HubSpot Sales Hub, qualified leads can be taken over more quickly by the sales team and tracked throughout the commercial journey. See how to improve the sales process with HubSpot Sales Hub.

HubSpot also has its own AI tools designed to simplify communication with potential customers and lead prospecting. Breeze AI is the artificial intelligence platform developed and natively integrated into the HubSpot ecosystem. You can read more about it in the article Breeze: The AI Features in HubSpot That Support Business Growth.

HubSpot is constantly expanding its AI capabilities with new tools. For example, Prospecting Agent can fundamentally change the way you generate leads, while Customer Agent transforms support from a cost centre into a retention engine.

How Do You Attribute Revenue to ChatGPT Ads Campaigns?

A major advantage of HubSpot is the ability to connect marketing activity with financial results.

Through Attribution Reporting tools, you can identify:

• which campaigns generated the most contacts;
• which sources produced the most opportunities;
• which campaigns influenced the most contracts;
• the value of the revenue attributed to each campaign.

This allows the conversation to move from marketing metrics such as clicks and impressions to indicators relevant to management: pipeline and revenue. At the same time, HubSpot Revenue Hub helps you connect sales, contracts, invoicing and payments within a single platform.

Best Practices for Integrating ChatGPT Ads with HubSpot

To obtain accurate and useful data for analysis, we recommend:

• using HubSpot Forms or correctly integrating existing forms;
• clearly defining Lifecycle Stages and Lead Status;
• implementing naming conventions for campaigns and assets;
• configuring attribution reports before launching campaigns;
• automating lead qualification and distribution processes;
• regularly monitoring performance and optimising based on business indicators, not only traffic metrics.

Why Is the HubSpot Integration Important?

The success of a campaign does not depend only on generating traffic, but on the organisation’s ability to turn that traffic into opportunities and customers.

By integrating ChatGPT Ads with HubSpot, marketing and sales gain a complete view of each lead’s journey, while decisions can be based on revenue impact rather than surface-level indicators.

ChatGPT Ads for B2B Companies

Although ChatGPT Ads can be used across a variety of industries, its potential is particularly high in B2B.

Unlike consumer products, where purchasing decisions are often quick and emotional, B2B purchases involve research, comparisons and the evaluation of multiple suppliers. This is exactly the stage in which ChatGPT is increasingly being used.

A marketing director does not simply search for “CRM”, but asks questions such as:

“What is the best CRM platform for a manufacturing company with 80 users, integrated with Microsoft Dynamics?”

Or:

“How can I reduce the time required to qualify leads in HubSpot using AI?”

These questions indicate high commercial intent and represent moments in which a relevant recommendation can influence the selection process.

Why Are ChatGPT Ads Suitable for B2B?

In most B2B purchasing processes, buyers go through several stages:

Problem identification

↓

Research

↓

Solution comparison

↓

Supplier evaluation

↓

Demo request

↓

Proposal analysis

↓

Final decision

ChatGPT is increasingly used during the research and evaluation stages, before a potential customer contacts a supplier.

This gives companies the opportunity to be present at a moment when the decision is still being formed.

 

What Types of Companies Can Benefit the Most?

Software and SaaS

Examples:

• CRM
• ERP
• HR Software
• Project Management
• Marketing Automation
• Cybersecurity
• AI Solutions

These products require detailed explanations and are frequently compared before purchase.

Consulting

Companies offering:

• management consulting;
• digital transformation;
• financial consulting;
• ERP implementations;
• CRM implementations;
• legal services;
• tax consulting.

Professional Services

Examples:

• marketing agencies;
• software development;
• outsourcing;
• recruitment;
• training;
• executive coaching.

Industry and Manufacturing

Companies selling:

• industrial equipment;
• machinery;
• automation;
• IoT solutions;
• technical components.

In these industries, buyers frequently search for technical information and comparisons before requesting a proposal.

Telecom and IT

Solutions such as:

• CPaaS
• SMS Business
• RCS
• Contact Center
• Cloud
• Networking
• Data Platforms

are often evaluated based on complex criteria, which favours the use of AI conversations.

Use Cases

Example 1: HubSpot Implementation

A commercial director asks:

 

“Our company uses Salesforce, but we want a simpler solution for 30 users. What alternatives are available?”

A company offering HubSpot services may appear through a sponsored recommendation and direct the user to:

• a comparison guide;
• a service page;
• a free consultation session.

Exemplul 2: ERP

A finance director asks:

“Which ERP integrates best with HubSpot?”

A company specialising in ERP implementation may promote a case study or a demo.

Exemplul 3: Cybersecurity

An IT Manager asks:

"How can I protect company data against ransomware attacks?”

A cybersecurity company may promote a free audit or a technical guide.

Exemplul 4: Logistics

An Operations Manager asks:

“How can I automate order processing and ERP integration?”

A logistics solutions provider may offer an ROI calculator or a demo.

What Type of Content Works Best?

ChatGPT Ads should not be viewed in isolation. The best results are achieved when ads direct users to content that answers their questions.

Examples include:

• complete guides;
• comparison studies;
• case studies;
• ROI calculators;
• ebooks;
• webinars;
• demos;
• free audits.

This type of content helps the user move forward in the decision-making process and increases the likelihood of conversion.

But how do you make sure you create relevant content and analyse the results? Simply through HubSpot Content Hub. From there, you can create, manage and optimise the pages and resources users are directed to from campaigns. HubSpot Content Hub allows you to manage all content for customers and prospects in one place.

Today, it is advisable to optimise content both for fully human searches through SEO and for AI-powered searches through AEO, with the latter gaining more and more ground. Learn more in the article AEO in 2026: How to Appear in ChatGPT and Turn AI Search into a Lead Generation Channel.

ChatGPT Ads and the Full Funnel Strategy 

For most B2B companies, ChatGPT Ads should be part of an integrated marketing strategy.

An example customer journey is:

SEO + AEO + GEO

↓

ChatGPT Search

↓

ChatGPT Ads

↓

Landing Page

↓

HubSpot Form

↓

Lead Nurturing

↓

Demo

↓

Sales Pipeline

↓

Client

This approach combines organic visibility with paid promotion and conversion process automation.

Best Practices for B2B Campaigns

1. Direct Users to Dedicated Pages

Avoid sending traffic to the homepage.

It is recommended to use:

• landing pages;
• service pages;
• product pages;
• comparisons;
• guides.

2. Answer Real Questions

Content should be built around the questions buyers ask during the evaluation process.

Examples:

•  What is the difference between HubSpot and Salesforce?
• How much does a CRM implementation cost?
• How do I choose an ERP?
• Which KPIs should be monitored? 

3. Optimise for Conversion

Every landing page should include:

• a clear message;
• concrete benefits;
• social proof;
• case studies;
• testimonials;
• a simple form;
• a visible call to action.

4. Measure the Entire Funnel

Do not limit yourself to:

• impressions;
• clicks;
• traffic.

Monitor:

• contacts;
• MQL;
• SQL;
• opportunities;
•  revenue generated;
• ROI.

5. Integrate with HubSpot

All leads should be:

• automatically recorded in the CRM;
• assigned to a Lifecycle Stage;
• evaluated through Lead Scoring;
• distributed to the sales team;
• included in nurturing workflows.

A properly implemented HubSpot integration creates the foundation required for tracking, lead qualification, automation and results attribution. Learn how Beans United can help you implement HubSpot.

Common Mistakes

Treating ChatGPT Ads Like Google Ads

The two platforms address different behaviours and require different strategies.

A Lack of Content Strategy

Ads cannot compensate for the absence of relevant and credible content.

A Lack of Performance Measurement

Without CRM integration and revenue attribution, it is difficult to demonstrate the real impact of campaigns.

A Lack of Automation

Generated leads must be processed quickly and consistently to maximise the likelihood of conversion.

How Do You Prepare for the Launch of ChatGPT Ads?

Even if the platform is not yet available in every country, there are many actions you can begin now.

1. Strengthen Your Organic Presence

Invest in:

• SEO;
• AEO;
• GEO;
• educational content;
• FAQ-uri;
• case studies.

These elements contribute to brand visibility in both search engines and AI-generated answers.

2. Optimise HubSpot

Make sure you have:

• clearly defined Lifecycle Stages;
• Lead Scoring;
• optimised forms;
• nurturing workflows;
• attribution dashboards.

3. Create Dedicated Assets

Prepare:

• landing pages;
• ROI calculators;
• guides;
• comparisons;
• demos;
• free audits.

4. Measure Performance

Define the indicators you will monitor before launching the campaigns:

• Cost per Lead;
• Opportunity Rate;
• Win Rate;
• Customer Acquisition Cost;
• Revenue;
• ROI.

How Can Beans United Help?

At Beans United, we believe that success in AI Search Marketing is not only about launching campaigns, but about building a complete system that connects marketing, sales and performance analysis.

Our services include:

• AI Search Marketing strategy;
• SEO, AEO and GEO optimisation;
• HubSpot implementation and management;
• tracking and attribution reporting configuration;
• landing page and content development;
• lead nurturing automation;
• continuous campaign performance optimisation.

Our objective is simple: to transform AI-generated conversations into measurable commercial opportunities and, ultimately, revenue for your company.

Frequently Asked Questions About ChatGPT Ads (FAQ)

Conclusion

Conversational advertising marks the beginning of a new stage in digital marketing. As users move their research and evaluation processes towards AI assistants, companies need to adapt their strategies to remain visible across these new channels.

ChatGPT Ads does not replace Google Ads, SEO or LinkedIn Ads. Instead, it complements the existing ecosystem by providing access to users who ask complex questions and are already in advanced stages of the decision-making process.

To make the most of this potential, it is important to view ChatGPT Ads as part of an integrated strategy that includes:

• SEO;
• AEO;
• GEO;
• HubSpot CRM;
• marketing automation;
• lead nurturing;
• revenue attribution.

Companies that begin preparing now will gain a competitive advantage once the platform becomes widely available.

How Can Beans United Help?

At Beans United, we help B2B companies transform technology into measurable growth.

In addition to implementing and optimising HubSpot, we develop complete AI Search Marketing strategies that combine organic visibility, conversational advertising and the automation of marketing and sales processes.

Our services include:

• AI Search Marketing strategy;
• SEO, AEO and GEO audits;
• HubSpot implementation and optimisation;
• ChatGPT Ads configuration and HubSpot integration once the platform becomes available;
• tracking and attribution reporting configuration;
• development of landing pages and AI-optimised content;
• automation of lead nurturing and commercial processes;
• continuous optimisation based on business performance indicators.

Schedule a free consultation and speak with one of our consultants about how you can prepare your company for the next generation of AI-powered marketing.