- OpenAI has been testing ads in ChatGPT in the US since February 2026. Since late August 2026, they have also been running in Germany and 30 other European markets, with self-service booking available since August 31.
- Only users on the Free and Go plans see ads. Plus, Pro and the business and education plans remain ad-free, as do accounts belonging to minors.
- Ads appear below the answer, are labeled as sponsored and, according to OpenAI, do not influence the answers. In Europe, they are not personalized for now.
- Ads are bought per impression or per click, and can now also be optimized for conversions.
A potential customer asks ChatGPT a specific question about a problem, and at that very moment your offer appears as a relevant solution. That has been possible since OpenAI introduced advertising in ChatGPT: announced on January 16, 2026, tested in the US since February 9, 2026, and available in Germany since late August 2026.
In this guide, we explain who you reach with ChatGPT Ads, how the ads work, how the channel differs from Google Ads and how to combine the two effectively.
OpenAI uses advertising to fund broad access to ChatGPT
For a long time, ChatGPT was off-limits to advertisers. That changed because running the Free and Go plans requires enormous computing power and ongoing investment. According to OpenAI, advertising is meant to help fund that access.
For advertisers, this creates a new ad placement in an environment where people research, compare and make decisions. OpenAI itself cites examples such as planning a trip or choosing software for your business.
Your ads reach users on the Free and Go plans
OpenAI draws a clear line on who sees ads. That matters for your planning:
- Ad-free: Users on Plus and Pro, as well as business and education plans, see no ads. That means some of the most intensive professional users are out of reach for advertising.
- Go: The low-cost paid plan includes advertising.
- Free: The largest reach. Free users can opt out of ads but accept lower usage limits in return.
Accounts that OpenAI knows or estimates to belong to people under 18 see no ads. Ads also do not appear in temporary chats.
ChatGPT Ads reaches customers in conversation; Google Ads reaches them in search
Google Ads works on demand: someone actively searches for a term. ChatGPT Ads, by contrast, appears in the course of a conversation in which the user describes their goal, requirements and constraints. That calls for a different way of thinking about audience and message.
| Feature | Google Ads (Search) | ChatGPT Ads (dialogue) |
|---|---|---|
| User intent | Looking for a solution via a search query | Advice and problem-solving in conversation |
| Interaction | Click through to a website | Click, follow-up questions to ChatGPT about the ad, or a message to the advertiser |
| Ad selection | Search terms, bids and signals | Conversation context, ad content and landing page, bids |
| Format | Text, image, Shopping ads | Ad with image, headline and copy below the answer; product ads from feeds |
Google is evolving search as well. With the Universal Commerce Protocol, it has introduced an open standard that enables purchases directly in AI Mode and Gemini, initially outside Europe. In what is known as agentic commerce, AI assistants compare offers and complete purchases. Increasingly, you are competing for which assistant recommends your product. Read more in our guide to agentic commerce.
OpenAI keeps ads strictly separate from answers
Many advertisers ask whether their ad might appear in an unsuitable context, or whether the AI's answers might look paid for. OpenAI has set clear rules:
- Separate systems: Ads run on separate systems and do not influence ChatGPT's answers. By default, ChatGPT does not see the ads shown.
- Clear labeling: Ads appear below the end of an answer, are labeled as sponsored and are visually distinct.
- Sensitive topics excluded: No ads appear next to conversations about health, mental health or politics. Political advertising is not permitted.
- Privacy: Advertisers receive no conversations, chat histories or personal data, only aggregated reporting such as impressions and clicks. OpenAI says it does not sell user data.
In other words, you are buying the context of a conversation, not private data.
How we combine ChatGPT Ads with Google Ads
ChatGPT Ads doesn't replace Google Ads; the two channels complement each other. Here's how we build the journey from first touch to purchase:
- Early in the research phase (ChatGPT): The user is looking for advice and comes across your offer as a possible solution. This is where brand awareness is built.
- Just before purchase (Google): People who discovered your product through ChatGPT often run a targeted Google search to compare prices or read reviews. This is where Search and Shopping ads close the sale.
For this to add up, we measure both channels together. It's the only way to see what ChatGPT Ads contributes to profit, even when the last click comes through Google.
Ads are matched to the context of the conversation
Ads aren't shown at random. The system selects them based on the context and intent of the current conversation, the ad's content and landing page, and the bids.
- Placement: One or more ads can appear below an answer if they fit the conversation. If someone asks about running shoes for a marathon, for example, an advertiser's offer may appear underneath.
- Interaction: Users can ask ChatGPT about the ad via its menu, for example “Does this shoe have good cushioning?”. They can also message the advertiser directly through the ad. The advertiser only sees those messages.
- Personalization: With personalization turned on, past chats and memories can also inform ad selection. In the European Economic Area and Switzerland, personalized ads are not available for now; only the current conversation counts.
You buy per impression, click or conversion
Initially, ChatGPT Ads was sold mainly on impressions (CPM). OpenAI now offers CPC bidding alongside CPM, plus conversion optimization and measurement via the OpenAI pixel, the Conversions API and third-party measurement partners. We cover the details in our article on the new ChatGPT Ads features.
Three steps to get your company ready for ChatGPT Ads
Since August 31, 2026, companies in Germany can book ChatGPT Ads themselves. How to prepare:
- Build visibility in the answers: Ads appear below the answer, so ideally your company should also appear in the answer itself. You get there with content that answers questions clearly, offers your own data and is corroborated by other sites. We show how in our article on Generative Engine Optimization.
- Create an OpenAI Ads Manager account and set up measurement: Sign up at ads.openai.com. Install the OpenAI pixel or the Conversions API before your first campaign, so you can see what your ads deliver from day one.
- Collect high-intent questions: List the 20 most important questions customers ask before buying your product. These are exactly the conversations in which ChatGPT can show your offer, and the questions help you target your ad groups.
See how we set up and manage ChatGPT Ads for our clients on our ChatGPT Ads page.
