ChatGPT Ads · 8 min read
ChatGPT Ads: the do’s and don’ts
People use ChatGPT to understand, compare, and make progress. Advertising in that setting has to respect the task at hand. Useful, specific messages have a better chance than borrowed social ads or exaggerated promises.
Do match the customer’s situation
Write for the decision the person is making, not for an abstract audience segment. A useful ad makes its relevance clear without pretending to know more about the person than it does.
Use plain language, state the offer, and explain why the next step is worthwhile. Give important limits—price, eligibility, location, or commitment—enough visibility to prevent a poor click.
Don’t disguise promotion as an answer
The commercial nature of a placement should be clear. Avoid copy that imitates an independent recommendation, overstates evidence, or suggests an endorsement that does not exist.
Claims about price, performance, health, finance, or availability need an owner and a source. If the team cannot substantiate a claim, it should not go live.
Do build several useful routes
Different questions deserve different destinations. Separate comparison traffic from educational research and high-intent enquiries rather than forcing every visitor through one page.
Create a small set of message-and-page combinations, then test one meaningful difference at a time. This produces a lesson the next campaign can use.
Don’t optimise to the first easy signal
A cheap visit or form start can hide weak lead quality. Connect campaign data with qualified leads, completed purchases, returns, cancellations, and sales feedback where the business allows it.
Review placement reports and search or conversation themes when they are available, but keep first-party outcomes as the commercial reference point.