ChatGPT Ads are coming - What TOP PPC Experts say
I’ve asked one of the leading PPC Experts to comment about the launch of ChatGPT Ads.
Brad Geddes — Co-Founder, Adalysis
“I’m cautiously optimistic about ChatGPT ads. Their effectiveness will depend on their ability to target and serve relevant ads in a conversational environment, something even Google has struggled with despite its extensive experience.
The most concerning aspect is that OpenAI executives are not confident that users will interact with the ads and are thus launching with a CPM model. If they’re not confident in their model, it’s hard to convince advertisers to trust them.
Eventually, ads in LLMs will be effective. The unknown is how long it’ll take to dial in the targeting and seamlessly incorporate ads into the layouts where users will interact with them. Until that time comes, most advertisers will be slow to invest in yet another platform.”
Bram Van Der Hallen — Digital Marketing, Edge.be
“Advertising inside LLM chats will probably get a lot of skepticism, similar to Reddit ads, and maybe even more.
People already know that LLM answers aren’t always correct, so they’re getting used to double-checking what they read. If they then see a ‘Sponsored’ answer, they’ll likely trust it even less, as it feels like extra bias on top of what they already need to verify.
Therefore, I believe that social proof will become more important than ever before.”
Mike Ryan — Head of Ecommerce Insights, SMEC
“We all know the story of ChatGPT’s tremendous growth in users; however, as an ad network, it is in a very primitive state that will take time to build.
Sam Altman is highly disdainful toward ad revenue models, and this is a last resort for him. That’s why I encourage advertisers to dismiss the hype and FOMO, and approach this ad platform from a position of strength: ChatGPT needs your ad spend — make them earn it by offering you great incentives, features, and support.”
Hanna Kobzová — Founder, PPC News Feed
“ChatGPT Ads won’t replace Google Ads. They’ll become another performance channel alongside it.
That means more ways for brands to reach customers, and more opportunities for specialists who learn how to work with LLM advertising.”
Mike Rhodes — Founder, Mike Rhodes Ideas
“Two headline numbers for the ChatGPT text ads beta: $60 CPM and a $200k minimum spend. Premium users won’t see ads at all, so you’re paying top dollar to reach free- and low-tier users, positioned beneath the ‘answer’ that possibly just recommended your competitors.
The targeting is ‘relevant to conversation’ and the reporting is extremely limited (impressions and clicks only).
Presumably big brands will rush in so they can tell the board they’re on the cutting edge, but I doubt this is relevant for most small businesses for now. Ignore the FOMO and spend time getting AI working in your business rather than chasing a new shiny advertising object.”
Jyll Saskin Gales — Google Ads Coach, Inside Google Ads
“ChatGPT Ads will operate on a ‘trust me, bro’ model that lacks the basic reporting and self-serve access we expect in modern digital advertising.
While hype is high, ChatGPT Ads only make sense as a brand-awareness play for major corporations rather than a performance tool for most businesses.
Unless you have a massive budget and don’t need to track ROI, you’re not missing out yet. Keep focusing on platforms like PMax or Advantage+ that offer transparency and measurable results.”
Adriaan Dekker — Founder, dertien11
“From what I can tell so far, reporting and attribution for ChatGPT Ads still seem unclear.
If the rumored $60 CPM is true, it would immediately position it as a very expensive channel, especially without transparency on performance and optimization controls.”
Miles McNair — Founder, PPC Mastery
“As an advertiser, it’s exciting that we finally get this new channel. I wonder how the targeting will work, but I assume a PMax-like black box.
ChatGPT knows a lot about us all, so I have a feeling the contextual targeting will be pretty good — but let’s see how it works in reality. Don’t be surprised if you see scary-accurate ads.”
Andrea Cruz — Head of B2B, Tinuiti
“B2B has long been stuck in a cycle of playing catch-up with B2C. LLMs have effectively collapsed that adoption curve.
B2B organizations are moving with unprecedented speed to understand how LLMs perceive brand authority, track shifts in referral traffic, and re-map marketing touchpoints in real time.
With ads coming to ChatGPT at a projected $60 CPM, the stakes are high for a platform with limited targeting control. For B2B, the question isn’t visibility — it’s precision. Can we layer ABM? Can we retarget?
Until measurement catches up to the cost, this is a whitespace play for those with budget to burn, not a foundational funnel driver.”
Thomas Eccel — Founder, AdSea Innovations & Head of Google Ads Success, ProfitMetrics
“My first emotions were excitement and joy, witnessing the making of a new ad platform. Then I became more rational.
A $60 CPM only looks expensive if you think in awareness terms — the same mistake people make when judging Google Search by CPM instead of intent.
If ChatGPT Ads behave like classic branding, they’ll never be a real threat to Google Ads.
But if they appear when users are actively asking what to buy, which tool to choose, or how to solve a problem, the comparison shifts straight to the lower funnel.
At that point, the question isn’t whether ChatGPT Ads are cheap or expensive — it’s whether they start intercepting intent before a query ever hits Google. That’s when they could become a small threat to Google’s most valuable funnel.”
Frederik Boysen — Founder, ProfitMetrics
"ChatGPT ads and Google’s AI mode could be one of the biggest shifts we’ve seen in the PPC industry in a decade, moving the core research phase directly into AI interfaces and away from your website. The focus will shift from simply having a detailed, high-converting landing page to ensuring LLMs know everything about your product or service, allowing them to best match your offer to much higher and more detailed search intent."
