OpenAI moved ChatGPT ads in Korea from a June beta to full availability in August, putting brand messages inside the conversation instead of a list of search results. Elephant Company, a Korean SEO and GEO consultancy, ran a proof-of-concept campaign aimed at B2B buyers and published the numbers. Here is what marketers can take from it.
Search ads match a typed query. ChatGPT ads read the whole conversation: the problem, the goal and the constraints a user describes. The ad appears in a space separated from the AI answer and is shown to adult users on the Free and Go plans.
Advertisers can enter keyword-style terms or full prompt-style sentences as context hints. These do not mean "show this ad only to people who typed this." They are inputs the system weighs when judging relevance. The practical shift is to design around how customers phrase their problems rather than around demographics.
The question was simple: can a brand reach the right B2B conversations? Reach, click and conversion campaigns each had four ad groups:
Ad images rendered at roughly 150–200 pixels, so each image carried one idea. Headlines and landing pages did the persuading.
CTR came in at 0.53% for reach, 0.68% for clicks and 1.01% for conversions, which is within normal display ranges.
The consultation requests that did come in, however, came from prompt-style groups. Click efficiency and conversion potential are not the same thing.
In click campaigns, decision-makers and practitioners had similar CTRs (0.69% and 0.68%), but decision-makers cost less per click. In conversion campaigns, decision-makers reached 1.23% CTR vs. 0.87% for practitioners. Questions about budgets, vendors and results turned into clicks more readily.
Step six bit the test team. They assumed UTM values would be substituted automatically, and platform clicks drifted from GA4 users as a result.
ChatGPT ads do not respond to the usual performance levers alone. Start with a map of the questions buyers ask at problem-recognition, comparison and purchase stages, and build content that answers each one. Feed the questions that drive engagement back into FAQs, blog posts and service pages.
For the next step in conversational ads, see OpenAI tests sponsored AI agents. For the visibility basics behind AI answers, read Ranking well but missing from AI answers.
Adult users on the Free and Go plans. Ads appear in a space separated from ChatGPT's answer.
No. Advertisers get aggregated, de-identified metrics such as impressions and clicks, with no access to chats, history, memory or personal data.
No. They are relevance signals the ad system considers, not rules that limit delivery to users who typed a specific phrase.
In Elephant Company's test, CTR was 0.53% for reach, 0.68% for clicks and 1.01% for conversions. Consultation requests were limited, so the results are an early read.
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