Insights · Paid traffic · ChatGPT Ads
How to advertise on ChatGPT: a step-by-step guide for UK businesses
By Hafeez R, Senior Paid Media Specialist
Published · 3 minute read
The short answer
To advertise on ChatGPT, set up an account in the OpenAI Ads Manager, install the OpenAI pixel and Conversions API, build a landing page for each campaign, write ads that answer the question behind the conversation, set a test budget and run for eight weeks before deciding whether to scale, change or stop.
We have run ChatGPT Ads since the UK launch. This is the process we use for every new account, in the order we do it. Follow it and you will know within two months whether ChatGPT Ads can bring you clients at a cost that makes sense.
Step 1: check you are eligible
Ads do not appear in conversations about health, mental health or politics, and are never shown to users predicted to be under 18. If your service sits in one of those areas, ChatGPT Ads are not the right channel yet. Regulated sectors such as financial services must also follow their own advertising rules.
Step 2: set up the OpenAI Ads Manager
Create your advertiser account, add billing and verify your business. Use a business email and keep the account in your company's name, so you own it whoever manages it.
Step 3: install tracking before you spend
- The OpenAI pixel on every page, firing on enquiries, calls and bookings.
- The Conversions API, so enquiries are recorded even when browsers block the pixel.
- Call tracking on the landing page, so phone enquiries are counted.
- A link to your CRM, so each enquiry is marked when it becomes a client.
Step 4: build a landing page per campaign
People arriving from ChatGPT have just had a detailed conversation. Your page should read like the next message in it. If the conversation was about completing a flat purchase in four weeks, the page should talk about fast, fixed-fee conveyancing, not your firm's history.
Step 5: write ads for conversations
- Answer the question behind the questionSomeone asking which accountant to use wants to know who is good for businesses like theirs.
- Be specific"Fixed-fee accounts for Birmingham contractors" beats "Expert accountants".
- Lead with proofYears in practice, accreditations, reviews or a result.
- Make the next step smallA free consultation or an instant quote, not "contact us".
Step 6: set a budget and a decision date
Agree a fixed test budget and a date eight weeks out. Then follow the plan below and make the decision on the numbers, not on how exciting the platform feels.
| Weeks | What to do |
|---|---|
| 1 and 2 | Launch two or three campaigns around your most valuable services. |
| 3 and 4 | Pause what brings no enquiries. Test a second version of each ad. |
| 5 and 6 | Move budget to the campaigns with the lowest cost per enquiry. |
| 7 and 8 | Compare cost per qualified lead with your Google Ads. Scale, change or stop. |
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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