ChatGPT

Ads

Advertising in AI

Since 24 August 2026, Norwegian advertisers can buy space in the middle of the conversation, where the purchase decision is actually made. ChatGPT Ads looks like search advertising on the surface, but works on a completely different logic underneath. We set up, write and run the campaigns for you.

What is ChatGPT Ads?

ChatGPT Ads is OpenAI's advertising platform. The ad appears below the answer ChatGPT gives the user, clearly labelled as sponsored and visually separated from the answer itself. It consists of a headline, a short text, a square image and a link to your landing page.

Testing started in the US on 9 February 2026. On 24 August 2026 the format was rolled out in 31 European markets, Norway included.This means Norwegian advertisers are early in a channel that still has low competition.

Who sees the ads?

This is the most important limitation to understand before you set a budget:

  • Both Free plan and Go plan users see ads.

  • Plus, Pro, Business, Enterprise and Edu are ad-free.

  • Accounts identified as under 18 do not get ads.

  • Ads are not shown in temporary chats or in the ChatGPT Atlas browser.

  • Ads are not shown in conversations about physical health, mental health or politics.

The reach is large, but skewed. In practice you reach the part of the market that doesn't pay for ChatGPT. For many B2C categories that is an advantage. For some B2B segments it is worth running the numbers before you move budget.

Why this is not Google Ads with a new interface

The difference lies in the signal. In Google you get two to four words. In ChatGPT the user describes their goal, their reservations and their budget in natural language, often over several messages. That gives far richer context, but you cannot target on words.

This does not replace Google. Google captures demand that is already phrased as a search. ChatGPT captures the consideration that happens before anyone searches at all.

Marius Vestlien Hansen, Maverix

How the account is structured

The structure is familiar to anyone who has worked in Google Ads, but the content of each level is new.

Campaign

Goal (impressions or clicks), budget, start and end date, and which countries you want to appear in.

Ad group

Theme, max bid and context hints. The context hints live here, not at ad level.

Ad

Headline, ad text, image and landing page. Several ads per group let you test messages.

SPECIFICATIONS

  • Title: 16 to 24 characters recommended, 50 characters maximum.

  • Ad text: 32 to 48 characters recommended, 100 characters maximum.

  • Image: square, max 1200 x 1200 pixels.

The image URL must be publicly accessible without login, and the landing page must respond.

The recommended lengths are short on purpose. The ad is read in a small space right below an answer the user is already happy with. Write for recognition, not persuasion.

Context hints are the most important job

Context hints are where you tell the system which conversations your ad belongs in. They are not keywords. They are natural language describing the problem the customer is trying to solve.

“running shoes, jogging shoes, training shoes, neutral running shoes”

RIGHT

“person training for their first half marathon who needs cushioned shoes for long, easy runs”

This is the single move that separates a campaign that hits from one that burns budget on the wrong conversations. We have written a separate guide on how to do it: How to write context hints that work in ChatGPT Ads.

Pricing, bids and auction

•    The impressions goal is bought on max CPM. The clicks goal is bought on max CPC.

•    Conversion-optimised bidding, geo-targeting and custom audiences arrived with the European launch.

OpenAI suggests USD 3 to 5 per click as a place to start. That is a starting point, not a Norwegian market price.

The auction is relevance-weighted and settled on second price. So the highest bid does not automatically win. The quality of the context hints, the ad and the landing page affects both how often you are shown and what you pay.

Measurement

•    OpenAI Pixel and Conversions API for conversion tracking.

•    UTM parameters into Piwik PRO, GA4 or whichever analytics tool you already use.

•    Ads Manager shows impressions, clicks, spend, CTR, average CPC and average CPM, as well as conversions.

Integrations with third-party measurement tools arrived with the European launch.

Advertisers only get aggregated figures. The conversations are not shared with you as an advertiser, and you cannot see which questions triggered the impression. That makes the landing page and conversion tracking more important than in channels where you can read a search terms report.

How Maverix works with ChatGPT Ads

1.    Discovery. We collect the customer's own language from sales calls, support, reviews and keyword data. That is the raw material for the context hints.

2.    Account structure. One theme per ad group, split by need and buying stage, not by your product catalogue.

3.    Context hints. Written from scratch, not translated from an existing keyword list.

4.    Creative. Headline and text within the recommended lengths, and an image that still works when shown small.

5.    Measurement in place before launch, not after.

6.    Testing and pruning. We test one theme at a time, so the results can actually be interpreted.

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Is ChatGPT Ads right for you?

Yes, if

•    Your product solves a problem people describe in words before they buy.

•    The buying journey includes research and comparison.

•    You have landing pages that answer the need, not just the product name.

Wait, if

•    Your sales are purely local and impulse-driven.

•    You don't have conversion tracking in place. Without measurement this is a cost, not a test.

•    Your budget is already too small to cover the demand you capture in Google.

Frequently asked questions

Can I buy ChatGPT Ads myself?

At the European launch, buying went through OpenAI's Ads Solutions team, agency partners and technology partners, with self-serve in Ads Manager announced shortly after. We set up and run campaigns whichever route is open when you start.

Can I decide exactly which conversations my ad appears in?

No. Context hints are signals, not rules. OpenAI is clear that they are neither exact match, audience rules nor instructions to appear only in specific conversations.

Are there negative keywords?

No. You narrow the scope by describing precisely what the ad group is actually about. Vague context hints are the most common reason ads show up in the wrong conversations.

Does this replace Google Ads?

No. Google captures demand that is already phrased as a search. ChatGPT Ads captures the part of the consideration phase that never becomes a search. The two overlap less than you think.

How much should I set aside for a test?

Enough to get statistically readable figures on two to four ad groups within a month. We calculate it specifically based on category and bids, and tell you if the numbers don't add up.

Get started

Want to be early in a channel where competition is still low? We map the potential, set up the account, write the context hints and have measurement in place from day one.

Get in touch for a review of what ChatGPT Ads could mean for your category.

What can we do for you?

Maverix is a leading agency in strategy, technology, advertising and design that creates growth together with you and your products and services.

1001 STRAWBERRY-historier fra hele Norden

Questions and answers about ChatGPT Ads

  • What is ChatGPT Ads?

    ChatGPT Ads are ads shown in conversations in ChatGPT. The ad format became available to Norwegian advertisers on 24 August 2026, and makes it possible to reach users while they look for answers and recommendations. It resembles search advertising, but the ads are matched to the context of the conversation. The channel is a supplement to Google Ads and other paid visibility.

  • How do ChatGPT ads differ from search ads?

    ChatGPT ads differ from search ads in that they are tied to a conversation and not to a single keyword. Users often phrase longer questions with more context than in a normal search. The ads therefore need to describe when and for whom the offer is relevant, not just which words should trigger them. Experience from paid search is still a good starting point.

  • What are context hints in ChatGPT Ads?

    Context hints are descriptions you add to ad groups to indicate which conversations and needs the ads are suited for. They largely take over the role keywords play in traditional search advertising. Good context hints are specific and describe the customer's situation, so the ad is shown when it is actually relevant to the conversation.

  • Which businesses should advertise in ChatGPT?

    Advertising in ChatGPT is particularly suited to businesses with products or services people research and compare before deciding. That applies to both consumer markets and B2B. Since the channel is new, it is wise to start with a limited budget and test. Consider combining the advertising with work on organic AI visibility.

  • How do you prepare to advertise in ChatGPT?

    You prepare by mapping which questions customers ask before they buy, and which needs your offer solves. Make sure your landing pages answer those needs clearly, and that conversion tracking is in place. A good setup for measurement and analytics makes it possible to compare the results with other channels.

What can we do for you?

Maverix is a leading agency in strategy, technology, advertising and design that creates growth together with you and your products and services.