ChatGPT ads in 2026: how they work and how to start

On August 24, 2026, OpenAI started showing ChatGPT ads in Europe, including Poland. It is the first genuinely new advertising channel in years, one where your business can show up exactly when someone asks for a recommendation, compares options, or looks for a solution to a problem. This article explains what these ads look like, who sees them, and how to set up your first campaign.

Where ChatGPT ads came from

OpenAI began testing ads in February 2026 in the United States. More markets joined over the summer, and on August 24, 2026, ads launched in 31 European countries, including Poland. ChatGPT now works as an advertising channel in roughly forty markets.

That matters for businesses because more buying decisions now start with a question asked to an AI assistant instead of a search engine query.

What a ChatGPT ad looks like

The ad appears below the ChatGPT answer as a clearly labeled sponsored card. It includes the business name, logo, headline, short text, an image, and a link to your website.

• The ad is separated from the answer and marked as sponsored.
• OpenAI states that ads do not influence the content of ChatGPT’s answers.
• Advertisers do not see users’ conversations.

Who sees the ads

Ads are shown to adult, logged-in users on the free Free plan and the lower-cost Go plan. Subscribers on Plus, Pro, Business, and Enterprise do not see ads.

In Europe, ad targeting at launch is based on the context of the current conversation rather than a user’s history, a result of data protection rules. In practice, that means results depend mainly on how well your offer fits the topic of the conversation.

How to buy ChatGPT ads

You buy ChatGPT ads through the OpenAI Ads Manager. You can pay per impression (CPM) or per click (CPC). Instead of keywords, you describe the context you want your ad to appear in, and the system matches it to conversations.

You measure traffic from ChatGPT ads the same way as other channels: with UTM parameters and conversions in Google Analytics 4 or your CRM.

Who should consider ChatGPT ads

The businesses that gain the most are those whose customers ask specific questions before buying:

• services that need explaining, such as consulting, training, or software,
• products that get compared against competitors,
• higher-value local services where customers look for a recommendation.

If your customers ask ChatGPT “which company should I choose” or “what is better,” that is a place worth showing up. See how we set up ChatGPT ads campaigns for businesses like yours.

How to set up your first campaign

1. Write down your customers’ questions. Note what they ask in the first conversation. That shows which conversations your ad should appear in.
2. Prepare your landing page. Someone coming from ChatGPT arrives with a specific question. The page should answer it right away.
3. Set up tracking. Add UTM parameters and conversions in GA4 so you can compare this channel with Google Ads and Meta Ads.
4. Start with a small budget. The channel is new, so treat the first few weeks as a test: which contexts bring inquiries, and which only bring clicks.

Frequently asked questions about ChatGPT ads

How much do ChatGPT ads cost?

Pricing works like other ad systems: you pay per impression or per click, and the price depends on competition for a given context. The channel is new, so start with a small test budget and compare the cost per inquiry with Google Ads and Meta Ads.

Are ChatGPT ads a good fit for small businesses?

Yes, if their customers ask questions before buying. Higher-value local services, consulting, and training are good examples. What matters most is a good match between your ad’s context and a landing page that answers the question right away.

How should I prepare a landing page for ChatGPT traffic?

Someone coming from ChatGPT arrives with a specific question. The page should answer it in the first paragraph, show your offer, and have a simple contact form. UTM parameters and events in Google Analytics 4 are enough to measure results.

Summary

ChatGPT ads are where Google Ads was many years ago: few advertisers and an audience that is actively making a decision. Businesses that learn this channel now will have an edge before it gets crowded. If you want to check whether ChatGPT ads make sense for your industry, book a free consultation.

Sources

• OpenAI: ChatGPT Ads expands across Europe
• Euronews: ChatGPT to start showing ads across Europe
• Digiday: OpenAI takes ChatGPT ads into Europe

Content prepared with the help of AI tools and reviewed by the Velocy team.