ChatGPT advertising is introducing a new approach to digital targeting, allowing businesses to reach users while they are exploring needs, comparing solutions and preparing to make decisions. Unlike traditional platforms, where targeting often relies on keywords, demographics or past behaviour, ChatGPT ads can take into account the context and intent of an ongoing conversation. Ads appear separately from organic responses, are clearly labelled, do not influence ChatGPT’s answers, and do not give advertisers access to users’ private conversations.
The article by Arsenis Paschopoulos, Managing Partner at Just Online, explains how campaigns can be structured around thematic targeting, geographic location, available platforms, custom audiences and distinct ad groups. Current campaign objectives include Reach, Clicks and Conversions, supporting goals such as awareness, website traffic, lead generation, registrations and online sales. Budgeting may follow CPM, CPC or conversion-optimised models, with a current minimum daily budget of €15.
Effective campaigns require multiple creative approaches, clear benefits, consistent landing pages and reliable measurement through tools such as Pixel, Conversions API, UTM parameters and analytics. Ultimately, success depends not on securing clicks alone, but on connecting relevant messages with genuine user needs and measurable business outcomes. Strategic planning, testing and continuous optimisation are essential for evaluating whether ChatGPT Ads are suitable for a business.