Insights · Paid traffic · ChatGPT Ads
Ads in ChatGPT: how they work and who can run them in the UK
By Hafeez R, Senior Paid Media Specialist
Published · 3 minute read
The short answer
ChatGPT Ads are sponsored placements shown beneath ChatGPT's answers, labelled as sponsored and kept separate from the answer itself. In the UK they reach logged-in adults on the Free and Go plans, never appear in health, mental health or political conversations, and are bought through the OpenAI Ads Manager by bidding per thousand impressions or per click.
ChatGPT Ads launched in the UK in June 2026. For service businesses, this is the first chance to put an offer in front of people while they are asking an AI tool for advice. Here are the facts, then what they mean for your budget.
What are ChatGPT Ads?
They are sponsored placements that appear beneath ChatGPT's answers, matched to the conversation. They are clearly labelled as sponsored. OpenAI says advertisers cannot pay to change what ChatGPT says in its answers; the ad sits alongside the answer, not inside it.
| Question | Answer |
|---|---|
| Who sees them? | Logged-in adults on the Free and Go plans. Plus, Pro, Business, Enterprise and Education users do not see ads. |
| Who never sees them? | Users predicted to be under 18. |
| Where do they never appear? | Conversations about health, mental health or politics. |
| How are they matched? | To the context of the conversation, plus personalisation for users who allow it. |
| How are they bought? | In the OpenAI Ads Manager, bidding per thousand impressions or per click, with your own budget. |
| What do advertisers see? | Results such as impressions and clicks. Never anyone’s chats. |
OpenAI, "Testing ads in ChatGPT", and the OpenAI Help Centre article "Ads in ChatGPT". Check both before you launch, as the platform is changing quickly.
How is this different from Google Ads?
On Google, someone types a few words and you bid on those words. In ChatGPT, someone describes their situation in full: "I am buying my first flat in Manchester and the seller wants to complete in four weeks, do I need a solicitor now?" That context is richer, and the person is often further into their decision. But the platform is new, the data is thin, and the tracking is still maturing.
Which businesses should test ChatGPT Ads?
- Solicitors: conveyancing, family law, wills and probate questions.
- Accountants: tax, self-assessment and limited company questions.
- Financial advisers and brokers, within financial promotion rules.
- B2B services whose buyers shortlist suppliers with ChatGPT.
- Trades, estate agents, recruiters and training providers answering "how much" and "how do I" questions.
Dental, medical and aesthetics businesses are less suited for now, because ads do not appear in health conversations.
What should you set up first?
- The OpenAI pixel and Conversions APISo enquiries are counted, even when browsers block tracking.
- A landing page per campaignWritten to continue the conversation the visitor was having.
- Instant follow-upAn email and text within minutes of every enquiry.
- A test budget and a decision dateAgreed before launch, so the test ends with a clear answer.
About the author
Hafeez R, Senior Paid Media Specialist. Hafeez runs paid search and paid social, from Google Ads and Microsoft Ads to retargeting and ChatGPT Ads, with every campaign judged on lead quality, not clicks.
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