What should a ChatGPT Ads agency be able to do?
A ChatGPT Ads agency should be able to translate your business goals into a well-defined test, set up metrics, and evaluate the channel alongside the advertising channels you already use.
ChatGPT Ads is a new advertising platform in Denmark. OpenAI announced its European expansion to 31 markets on August 18, 2026. Initial access will be available through OpenAI’s Ads Solutions team, select agency partners, and technology partners, with broader self-service access to follow later.[1] This makes access, opportunities, and workflows more flexible than on established advertising platforms.
An agency should therefore start by identifying the business question the test is meant to answer. Only then should it move on to the campaign structure, ads, and budget. If that order is reversed, you risk ending up with platform metrics without a clear answer as to whether the channel is worth continuing.
Defines the scope of the investment case
The agency must be able to link the test to customer value, acquisition cost, and the channel’s expected role. Newsworthiness is not a business objective.
Design a test that can provide an answer
A pilot project should have one hypothesis, an appropriate learning budget, and a rule for when to continue, modify, or stop.
Links platform metrics to the business
Clicks and views are useful indicators. They only become relevant to decision-making when they can be compared to qualified leads, sales, or other agreed-upon goals.
Evaluating ChatGPT Ads in Context
ChatGPT Ads must have a clearly defined role alongside Google Ads and organic AI visibility. Otherwise, it will be unclear what demand the channel generates or captures.
We start with the decision, not the platform
OpenAI describes ChatGPT as a place where people explore options and compare solutions before making a decision.[2] That makes the advertising environment interesting, but it doesn't prove that the channel is a good fit for your target audience or budget.
We therefore start by assessing which decision-making situations your business may be relevant to, and whether you can measure the value afterward. If there are obvious gaps in your Google Ads, landing pages, or tracking, we’ll point them out. A new platform is rarely the best shortcut around a weak foundation.
How We're Working on a ChatGPT Ads Pilot
A pilot study is meant to reduce uncertainty. It is not meant to prove a conclusion that has already been decided. We break the process down into five steps so that marketing leadership can see what is being tested, what is being measured, and what decision the data is intended to support.
We assess the potential of your customer journey
We look at what customers research before making a purchase, how much explanation the product requires, and which channels are already fulfilling that need. ChatGPT Ads are most effective when the user has a real choice to make, and your offer can be a useful next step.
We clarify access and guidelines
OpenAI is rolling out access in phases. We are therefore clarifying the account’s status, the current advertising policies, and the markets you wish to test in. We do not claim that a company can gain access before OpenAI has approved it.
We're building the campaign around a decision-making scenario
ChatGPT Ads uses the context of the conversation and so-called "context hints" to assess relevance. Context hints describe the situations in which the ad should be useful. They do not function as exact-match keywords. The practical difference is explained in more detail in our Guide to ChatGPT Ads in Denmark.
We set up analytics and a landing page
OpenAI has expanded its measurement capabilities with Pixel, the Conversions API, and third-party integrations.[1] We connect the platform's signals to your analytics setup and verify that the landing page fulfills the purpose the ad promises to help with.
We'll schedule a time for the pilot's evaluation
The pilot is assigned a fixed evaluation date. We assess delivery quality, traffic, and business results in that order. If the data set is too small to draw a reliable conclusion, we refer to the result as a learning opportunity. We do not call it a documented effect.
Account OwnershipYour company should own the advertiser account, the payment profile, and the key measurement sources. The agency should have the access required to do its job, but the collaboration should not make you dependent on the agency’s account.
What is the difference between ChatGPT Ads, Google Ads, and organic AI visibility?
ChatGPT Ads buys visibility around conversational research. Google Ads often captures explicit search queries, while organic AI visibility is intended to make the company a useful source within the AI response itself.
| Area of interest | ChatGPT Ads | Google Ads | Organic AI Visibility |
|---|---|---|---|
| The User's Situation | Explores options or compares solutions during a conversation | Actively searching for a topic, a product, or a supplier | Ask an AI assistant for an answer or a recommendation |
| What determines visibility? | Conversation context, context hints, ad, and landing page | Keywords, target audiences, bids, and ad quality | Content, Documentation, Entities, and Authority |
| What are you buying? | A clearly marked ad that is separated from the response | An ad placement on Google's network | No ranking. You're investing in the conditions that make it possible for your content to be found and cited |
| What should the agency measure? | Relevant reach, traffic, conversions, and potential assisted impact | Demand, conversions, and performance at the campaign and keyword levels | Mentions, citations, Share of Voice, and business-relevant traffic |
The roles overlap, but they are not identical. Our Google Ads Specialists works on the established paid search efforts, while the work on Organic AI Visibility and AI SEO enhances its potential to be used as a source in AI responses. ChatGPT Ads are positioned between the two as a paid channel with its own metrics.
OpenAI states that ads are clearly labeled, separated from the responses, and do not influence ChatGPT's answers.[1] An agency can therefore purchase an ad placement. It cannot purchase a recommendation within the answer itself.
When does it make sense to use an agency?
Agency assistance is most useful when testing spans multiple campaigns, metrics, and landing pages, or when marketing leadership needs an unbiased basis for decision-making before making an investment.
INTERNAL MAY BE ENOUGH
You already have the capacity
- You have access to Ads Manager and an experienced paid media manager.
- The conversion tracking has been verified and linked to your business goals.
- You can create your own ads and landing pages that are tailored to a variety of decision-making situations.
- You have time to keep track of beta changes and document what you've learned.
AN OFFICE CAN MAKE SENSE
You need to bring together several fields of study
- Paid media, tracking, and landing pages are managed by different owners.
- You need a test model with clear criteria for when to stop and when to continue.
- You will compare ChatGPT Ads with Google Ads on a consistent financial basis.
- Management needs a recommendation that does not depend on the platform's newsworthiness.
It also depends on the scope of the campaign. A single, simple campaign can be an internal task. Multiple markets, product feeds, or server-based conversion tracking increase the need for coordination. In these cases, an agency can shorten the path from idea to a measurable test—but only if the agency can bring the work together without hiding its assumptions.
How much does a ChatGPT Ads agency cost?
The price depends on the scope of the pilot, the number of markets, the measurement requirements, and the amount of work required for ads and landing pages.
A credible proposal distinguishes between three financial components. The media budget is paid to OpenAI. The agency fee covers consulting and campaign work. Implementation covers, for example, measurement or changes to the landing page. When these three components are lumped together, it becomes difficult to assess what you’re paying for.
The amount spent on ads
The budget must be large enough to yield useful observations. At the same time, it should be small enough that the company can accept the possibility that the first test might result in a “no.”.
Planning and Ongoing Work
The fee is influenced by the campaign structure, ad production, reporting, and the agreed-upon meeting schedule. A fixed-term pilot program may be more transparent than an open-ended operating agreement during the initial phase.
The foundation required for the test
If conversions, consent, or landing pages need to be changed, these should be listed as separate deliverables. That way, you can see what constitutes a lasting improvement and what relates solely to ChatGPT Ads.
We do not use international click prices as a guarantee for the Danish market. The platform is in beta, and pricing depends on the market, category, and competition. Instead, your budget should be calculated based on your customer value and the uncertainty that the pilot is intended to reduce.
How to Evaluate a ChatGPT Ads Agency
The market is still new enough that no one has ten years of documented experience with ChatGPT Ads. Therefore, look for transferable expertise and a working method that makes assumptions transparent. The title “ChatGPT Ads agency” is less important than the agency’s ability to document what it does and why.
- The agency explains which decision the pilot is intended to support before proposing a budget and campaigns.
- Your company retains ownership of the account, payment profile, and data.
- The measurement includes business goals and not just clicks, views, or the platform's own conversion report.
- The agency can explain the difference between ChatGPT Ads, Google Ads, and organic visibility in AI responses.
- The proposal lists the media budget, fees, and implementation as separate line items.
- The agency clearly states what has been documented and what remains a hypothesis.
- There is an agreed-upon point at which you can continue, modify, or stop the test.
Also, ask directly whether the agency is an official OpenAI partner if it cites its partner status in its sales pitch. A claim of partnership should be verifiable. General access to Ads Manager is not the same as an official partnership.
What do you get at InboundCPH?
You’ll receive a comprehensive assessment of strategy, campaigns, and measurement, so that ChatGPT Ads are treated as part of your channel plan rather than as an isolated experiment.
We’re already working with Google Ads, tracking, landing pages, and organic AI visibility. This allows us to assess where ChatGPT Ads fit in and where this channel shouldn’t be a top priority. We base our approach on the key metrics that management already uses, rather than inventing a separate definition of success for a new platform.
A partnership can begin with a potential assessment or a limited pilot project. If access, category, or data sources aren’t in place, you’ll receive a specific list of what needs to be addressed first. If the channel isn’t ready for your business, that’s also a valid conclusion.
Our Starting PointChatGPT Ads must compete for your budget on the same terms as other campaigns. The channel does not receive special treatment simply because it is new.
Sources and Further Reading
- OpenAI: ChatGPT Ads Expands Across Europe, August 18, 2026.
- OpenAI Ads: Advertise on ChatGPT, accessed August 26, 2026.
- InboundCPH: ChatGPT Ads Guide 2026.
Frequently Asked Questions About the ChatGPT Ads Agency
Should we use an agency for the first ChatGPT Ads test?
Not necessarily. An agency makes the most sense if you’re short on time or need to combine campaigns, measurement, and landing pages into a single test. If you already have the necessary resources and the right paid media experience in-house, you can handle a limited campaign on your own.
Who should own the ChatGPT Ads account and the campaign data?
Your company should own the ad account, the payment profile, and the key measurement sources. The agency will be granted the necessary access to perform its work. This makes it possible to switch agencies later without losing the account’s history or control over the data.
Can a ChatGPT Ads agency buy its way into the ChatGPT response itself?
No. OpenAI clearly labels ads and keeps them separate from ChatGPT’s responses. An agency can purchase and manage an ad placement, but it cannot pay to change the response or have the company recommended in it.
Can you move your Google Ads campaigns directly to ChatGPT Ads?
No. Campaign data can provide useful insights into target audiences, messaging, and finances, but ChatGPT Ads uses conversational context and context hints rather than Google’s keywords and match types. The campaign structure must therefore be adapted to the channel’s own signals.
When should a company hold off on using ChatGPT Ads?
Hold off if you can't measure a relevant action, if the landing page doesn't meet the user's needs, or if the established advertising channels have obvious flaws. In those situations, building a stronger foundation is a better investment than adding yet another channel.
Make a plan for your first ChatGPT Ads pilot
We’ll review the target audience, metrics, and channel roles, and compile our recommendations into a focused pilot proposal. If the foundation isn’t in place, we’ll let you know what needs to be addressed first.
