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.
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.
Digital advertising has evolved through several stages.
Banner Ads
The user sees ads regardless of whether they are interested in them.
Search Ads
Google displays ads based on the keywords entered.
Example:
hubspot crm price
Social Ads
Meta and LinkedIn display ads based on the user’s profile, interests and behaviour.
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.
In recent years, millions of users have started using ChatGPT for:
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.
At a simplified level, the process can be represented as follows:
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.
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.
It is important to distinguish between the two concepts.
| ChatGPT Search | ChatGPT Ads |
|---|---|
| AI functionality for search and answers | Advertising platform |
| Organic | Paid |
| Results are generated based on available sources | Brands can promote relevant products or services |
| Does not involve costs for companies | Operates based on a media budget |
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.
| Google Ads | ChatGPT Ads |
|---|---|
| Keywords | Complete conversations |
| Search query | Conversational context |
| Keyword matching | Intent understanding |
| Results page | AI dialogue |
| Ads in the SERP | Recommendations integrated into the conversation |
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.
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:
will be better positioned to capture demand through new discovery channels.
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.
At the time this article was written, advertisers could mainly request access in the following markets:
| Țară | Disponibilitate |
|---|---|
| United States | Yes |
| Canada | Yes |
| United Kingdom | Yes |
| Australia | Yes |
| New Zealand | Yes |
| Japan | Beta expansion |
| South Korea | Beta expansion |
| Brazil | Beta expansion |
| Mexico | Beta expansion |
| Romania | Not yet |
Note: Availability changes frequently. Always check the official OpenAI Ads page for the latest information.
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.
If your organisation wants to be among the first to test ChatGPT Ads, there are several options:
Companies that use HubSpot should also monitor HubSpot Early Access programmes, as new integrations are often made available to partners first.
This is one of the most frequently asked questions.
No.
OpenAI has not yet published a complete pricing structure, and the commercial model is still evolving.
Costs may currently vary depending on:
In Beta, ChatGPT Ads uses a cost-per-click model, similar to other digital advertising platforms.
In practice, the advertiser defines:
As the platform evolves, other optimisation models may also be introduced, such as cost per conversion or automated strategies based on business objectives.
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.
As with Google Ads or LinkedIn Ads, the budget should be based on business objectives rather than an arbitrary number.
A recommended process is:
This approach makes it possible to build an investment plan based on results, not just costs.
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:
OpenAI has not yet confirmed a public timeline for all these formats.
Both platforms pursue the same objective: connecting users with the right solutions.
The difference lies in how they identify intent.
| Google Ads | ChatGPT Ads |
|---|---|
| Based on keywords | Based on conversational context |
| Ads on the results page | Recommendations within the conversation |
| Keyword bidding | Relevance to the user’s question |
| Focus on intent expressed through search | Focus on intent expressed through dialogue |
| Search marketing | Conversational marketing |
The user searches for:
CRM for manufacturing
Google displays ads associated with this keyword.
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:
As a result, recommendations can be more relevant to the need expressed.
Google Ads remains highly effective for:
ChatGPT Ads may be particularly suitable for:
In these scenarios, users ask detailed questions before making a decision.
Although both can be used in B2B marketing, they serve different objectives.
| LinkedIn Ads | ChatGPT Ads |
|---|---|
| Targeting based on professional profile | Targeting based on conversational intent |
| Ideal for awareness and demand generation | Ideal for capturing existing demand |
| Audiences defined by role, industry and company | Audiences built around questions and context |
| Promotes content and campaigns to specific segments | Provides recommendations when the user is actively looking for a solution |
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.
As the platform develops, the main benefits for companies include:
As a product currently in Beta, ChatGPT Ads also has several limitations:
These aspects are normal for a new platform and will become clearer as OpenAI expands availability and publishes more official information.
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:
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.
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:
This allows the marketing and sales teams to work with the same data and evaluate the real impact of the advertising investment.
One of HubSpot’s advantages is that all interactions are recorded in the contact timeline.
Example:
Depending on the licence used, you can analyse indicators such as:
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:
This process makes it possible to identify the stages where losses occur and continuously optimise campaigns.
To evaluate ChatGPT Ads performance, we recommend a dedicated dashboard combining marketing and sales indicators.
It may include:
This dashboard provides a complete overview of campaign performance and makes optimisation decisions easier.
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:
Contacts automatically receive a score based on:
Leads can be automatically assigned to the appropriate sales representative based on:
When a lead is qualified, HubSpot can:
Not all leads are ready for a commercial conversation.
Through automated workflows, they can receive:
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.
A major advantage of HubSpot is the ability to connect marketing activity with financial results.
Through Attribution Reporting tools, you can identify:
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.
To obtain accurate and useful data for analysis, we recommend:
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.
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.
In most B2B purchasing processes, buyers go through several stages:
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.
Examples:
These products require detailed explanations and are frequently compared before purchase.
Companies offering:
Examples:
Companies selling:
In these industries, buyers frequently search for technical information and comparisons before requesting a proposal.
Solutions such as:
are often evaluated based on complex criteria, which favours the use of AI conversations.
“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 finance director asks:
“Which ERP integrates best with HubSpot?”
A company specialising in ERP implementation may promote a case study or a demo.
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.
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.
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:
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.
For most B2B companies, ChatGPT Ads should be part of an integrated marketing strategy.
An example customer journey is:
This approach combines organic visibility with paid promotion and conversion process automation.
Avoid sending traffic to the homepage.
It is recommended to use:
Content should be built around the questions buyers ask during the evaluation process.
Examples:
Every landing page should include:
Do not limit yourself to:
Monitor:
All leads should be:
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.
The two platforms address different behaviours and require different strategies.
Ads cannot compensate for the absence of relevant and credible content.
Without CRM integration and revenue attribution, it is difficult to demonstrate the real impact of campaigns.
Generated leads must be processed quickly and consistently to maximise the likelihood of conversion.
Even if the platform is not yet available in every country, there are many actions you can begin now.
Invest in:
These elements contribute to brand visibility in both search engines and AI-generated answers.
Make sure you have:
Prepare:
Define the indicators you will monitor before launching the campaigns:
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:
Our objective is simple: to transform AI-generated conversations into measurable commercial opportunities and, ultimately, revenue for your company.
ChatGPT Ads is the advertising platform developed by OpenAI that allows companies to promote products and services within ChatGPT conversations. Ads are displayed based on the user’s context and intent, not only on keywords.
ChatGPT analyses the user’s question and may display a sponsored recommendation when it is relevant to the conversation. If the user interacts with the ad, they are directed to the advertiser’s website.
Google Ads displays advertisements based on searched keywords, while ChatGPT Ads uses the context of the entire conversation and the user’s intent to display relevant recommendations.
At present, ChatGPT Ads is not available to advertisers in Romania. OpenAI is gradually expanding the platform into new markets.
The platform is intended for companies that want to promote products or services and have access to Ads Manager in countries where it is available.
OpenAI has not yet published an official price list. During the Beta phase, costs are determined according to the commercial model available in each market and the campaign objectives.
At present, there is no official information regarding a standard minimum budget for all accounts.
Yes. HubSpot supports the integration of ChatGPT Ads into the Ads Tool, allowing companies to track campaigns, contacts, opportunities and generated revenue.
ROI can be calculated by tracking:
The platform is particularly suitable for:
Yes. Because of the complexity of conversations and the high level of purchase intent, the platform has significant potential for B2B companies.
Yes. The two platforms serve different purposes and can work together as part of a complementary marketing strategy.
SEO focuses on gaining organic visibility in search engines and AI-generated answers, while ChatGPT Ads provides paid visibility through sponsored recommendations.
Answer Engine Optimization is the process of optimising content for AI-powered answer engines so that it can be used in responses generated for users.
Generative Engine Optimization is the process of optimising content for generative engines such as ChatGPT, Gemini, Claude and Perplexity.
We recommend:
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:
Companies that begin preparing now will gain a competitive advantage once the platform becomes widely available.
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: