Advertising on ChatGPT,
a new channel to try carefully.
Advertising on ChatGPT has arrived in Italy too. In August 2026 OpenAI extended ChatGPT Ads to 31 European markets, Italy included, and since 31 August 2026 businesses can create campaigns on their own with Ads Manager, signing up at ads.openai.com.
It is a channel that has only just opened. There are no established habits or historical data to start from yet, so we suggest trying it with a test budget, measured properly from day one, and deciding afterwards whether to expand it.
The recommended budget starts at €500 a month and is paid directly to OpenAI. Our management fee is quoted individually. ChatGPT Ads is one of the channels we handle in our digital marketing for businesses and online stores, and we propose it alongside the channels that already work, not in place of them.
How it works
How ads
on ChatGPT work
Only what OpenAI has officially announced, in its announcement pages and help center.
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Who sees the ads
Ads are shown only to users on the Free and Go plans. People using ChatGPT Plus, Pro, Business, Enterprise or Edu see no advertising. Ads do not appear to accounts of users under 18 or in temporary chats.
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Where they appear
Below the end of a ChatGPT answer, labeled as sponsored and visually separated from the answer. An ad contains the advertiser’s name and logo, a title, description, image and landing page.
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Who they are shown to
OpenAI chooses the ad based on its relevance to the conversation and the expected result. The advertiser can add context hints, which are not exact-match keywords. In the European Economic Area and Switzerland, personalized ads are not available at launch.
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How you pay
Campaigns can aim at impressions, clicks or conversions. You set a maximum bid per ad group, on CPM, meaning per thousand impressions, or on CPC, meaning per click. The auction rewards relevance as well as the bid. For click campaigns OpenAI suggests starting with a maximum bid of $3 to $5.
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ChatGPT Ads Manager
You sign in at ads.openai.com with an OpenAI account tied to your work email, verify the account and set up billing. The campaign sets objective, budget, dates and location, ad groups collect ads by theme with context hints and bid, each ad has a title, text, image and landing page.
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How it is measured
Ads Manager reports impressions, clicks, spend, average CTR, CPC and CPM, and conversions. On the site you use OpenAI Pixel and the Conversions API, plus UTM parameters to read ChatGPT traffic in Analytics.
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Conversation privacy
Conversations remain private. Advertisers receive only aggregated data on results, never the chats. Ads are separate from ChatGPT’s answers and do not influence them.
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Excluded topics
Ads do not appear near conversations about personal health, mental health and politics. Political advertising is not allowed at the moment.
ChatGPT Ads and GEO
Ads on ChatGPT
or citations in the answers
There are two different ways to appear on ChatGPT. Ads on ChatGPT are paid for, sit below the answer and are labeled as sponsored. Citations inside the answer, on the other hand, cannot be bought, because OpenAI states that advertising does not influence the answers. For those you need GEO, meaning work on the site’s content and authority.
The two help each other but remain separate. If you want ChatGPT to cite your site when someone asks about your industry, the starting point is SEO and GEO consulting, which we also explain in the guide on what GEO is. If you want to appear below those answers right away, at a cost you control, you need ChatGPT Ads campaigns.
How we work
How we set up
the first ChatGPT Ads test
Test objective
We decide what to measure, sales or leads, and how much budget to put into the test.
Measurement
We install OpenAI Pixel and the Conversions API and add UTM parameters, so results can be read alongside those of the other channels.
Test campaign
We set location, context hints, ads and bid type, choose the most precise landing page and check spend regularly.
Decision
At the end of the test we look at the numbers together and decide whether to continue, change or stop.
Is it right for you?
ChatGPT Ads, who should
try it today
It makes sense to try ChatGPT Ads if you sell something people ask advice about before buying, if conversion tracking on the site already works and if you have a main channel that pays off, to use as a benchmark. In that case a test with a modest budget tells you within a few weeks whether the channel brings customers at an acceptable cost.
It is better to wait if the site does not yet measure purchases and inquiries, or if the budget is small and you have not yet covered the people searching for you on Google. There the priority remains Google Ads campaign management. To reach people who are not yet looking for you, there are more proven channels today, such as Facebook Ads and Instagram Ads and TikTok advertising.
Cost
How much does it cost
to try ChatGPT Ads
Budget and fee stay separate. You pay the budget to OpenAI and the fee to us.
Test budget
from€500
per month, recommended
- Paid directly to OpenAI
- Used for a measured test
- Expanded only if the test pays off
Management fee
Custom quote
Depends on the test
- OpenAI Pixel and Conversions API
- Campaign setup
- Spend control
- Reading the results at the end of the test
Want to know whether ChatGPT Ads is right for you? Let’s talk.
We look at what you sell and which channels you already use, then tell you whether a test makes sense and how to measure it.
On request, payment can be split into installments, with no interest. 10% discount for upfront payment above €3,000.
Let’s talk
Want to try
advertising on ChatGPT?
Tell us what you sell and which channels you already advertise on. If you prefer, leave your number and we’ll call you back.
AI chat · ChatGPT Ads
online · instant repliesFrequently asked questions
Frequently asked questions
about advertising on ChatGPT
Does ChatGPT have advertising?
Yes. OpenAI shows ads in ChatGPT to users on the Free and Go plans, while the Plus, Pro, Business, Enterprise and Edu plans stay ad-free. Ads appear below the answer, labeled as sponsored, and are not shown to accounts of users under 18.
How much do ads on ChatGPT cost?
There is no price list. You pay per thousand impressions or per click, with a maximum bid you decide, and the auction also rewards the ad's relevance. For click campaigns, OpenAI suggests in its help center starting with a maximum bid of $3 to $5 per click. For a test we recommend a budget of €500 a month, paid directly to OpenAI, plus our management fee, which is quoted individually.
How does ChatGPT Ads Manager work?
You sign in at ads.openai.com with an OpenAI account tied to your work email, then verify the account and set up billing. The campaign sets objective, budget, dates and location, ad groups collect ads by theme with context hints and bid, and each ad has a title, text, image and landing page. Ads start spending only after approval.
Is ChatGPT Ads available in Italy?
Yes. In August 2026 OpenAI extended ChatGPT Ads to 31 European markets, Italy included. Since 31 August 2026 access is self-service through Ads Manager, and Italy is listed among the available countries in OpenAI's help center.
Do ads change ChatGPT's answers?
No. According to OpenAI, ads are separate from the answers and do not influence them, and conversations remain private. Advertisers receive only aggregated data.
Is it worth trying now?
It is worth it if you sell something people ask advice about before buying, if the site already measures purchases and inquiries and if you have a main channel to use as a benchmark. In that case a test with a modest budget tells you within a few weeks whether the channel brings customers at an acceptable cost. If you have not yet covered the people searching for you on Google, Google Ads remains the priority.
Can you choose keywords as on Google Ads?
No. The ad is chosen based on its relevance to the conversation. You can add context hints, but they do not work like exact-match keywords and do not guarantee appearing in a specific conversation.
How are results measured?
With OpenAI Pixel on the site, with the Conversions API and with UTM parameters. Campaigns can aim at impressions, clicks or conversions, with CPM or CPC bidding.