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ChatGPT Ads · new channel, available in Greece since autumn 2026
ChatGPT Ads: advertise where the customer asks, not where they search
ChatGPT Ads are the paid placements inside ChatGPT: the ad appears, labelled, below the answer, when the user’s question has commercial intent — “which child car seat should I get”, “which accountant for an online store”. The channel opened to Greek businesses in autumn 2026 and is still at its beginning. UpCommerce sets it up and runs it, for Greek businesses and for international brands advertising into Greece, with the same discipline it applies to Google and Meta: measurement first, a small test budget, comparison in cost per customer — and honesty about whether it is worth it in your case.
What ChatGPT Ads are
An ad that answers a question, not a keyword
On Google the user types three words. On ChatGPT they type a whole question, with the context, the budget and the reason they are looking. The ad that appears below the answer is in front of a person who has already explained what they want.
According to what OpenAI has announced so far: below ChatGPT’s answer, clearly labelled as an ad, and only in conversations of a commercial nature. The user sees the answer first and the ad after — the ad does not change the answer.
By the meaning of the question and the conversation, not by keywords and audiences as you know them from Google and Meta. As things stand today, you state what you offer and to whom, and the platform matches the ad to conversations on a related topic — the options change as it evolves.
To a page on your site — product, category, service. From there on, the same applies as in every other channel: if the page does not convince and the measurement does not work, the channel is not to blame.
How ChatGPT Ads differ from Google Ads and Meta
A question on ChatGPT says more than a search on Google, but questions with commercial intent are fewer today. Expect quality, not quantity — and a budget that does not get fully spent because there is not enough demand.
The management environment is new and, from what we see today, has fewer options and reports than Google and Meta, and less history. That changes fast, but today measurement rests on your own site, not on the platform’s dashboard.
Today the creative is mostly text — not the video and visuals tested week by week as on Meta. One clean sentence about what you offer and why — written for a person who just asked a question, not for a feed.
Cost per order or per lead, next to Google, Meta and Skroutz. If it does not clear the threshold, it stops — like every channel. How we measure →
When they are worth it
When it is worth testing ChatGPT Ads — and when not yet
The channel is new, and new does not mean good for everyone. Four cases where it is worth it, two where it is not.
Services and researched purchases
Accountants, lawyers, clinics, schools, consultants, B2B: the customer asks ChatGPT “who should I choose” before searching on Google. The ad here faces the clearest intent there is.
Products that get compared
Appliances, equipment, children’s products, health and wellness — whatever the buyer researches before buying. The question “which one should I get for…” is the natural habitat of ChatGPT Ads.
Brands that want to be first in the channel
Few advertisers yet, so less competition for the placements, and data you learn before the others. The first-mover advantage in a channel does not last forever.
Businesses that already measure correctly
If your Google and Meta are measured in orders and leads, ChatGPT usually sits next to them within a week. If not, measurement first — otherwise you will never know whether it worked.
Not yet: if the budget is small and Google is not exhausted
A store that does not yet run Shopping properly has no reason to start from ChatGPT. Channels with proven return come first.
Not yet: if your customer does not ask AI
Markets with habitual purchases — everyday goods, repeat items — do not pass through a question. There, email and retargeting perform, not a new platform.
How we run ChatGPT Ads
Landing pages with parameters that separate the channel, conversions in GA4 and in the store’s backend, a cost-per-customer target identical to the other channels. The platform’s dashboard is an indication; your orders are the truth.
An amount you can afford to lose and a period long enough for data — not “let’s see”. At the end of the period there is a decision: continue, change, or stop.
The ad answers the question that was probably asked, and the page continues the same conversation. No homepage, no generalities.
Every month ChatGPT goes into the same table as Google, Meta and Skroutz: what each customer cost from each channel. Budget goes where it returns — and if ChatGPT does not return yet, it waits.
Ads and GEO together
Paid and organic presence in ChatGPT are not the same thing
ChatGPT Ads are the paid presence below the answer. GEO means being mentioned in the answer itself. The second cannot be bought — and the two together are the full presence in the channel.
If ChatGPT recommends you inside the answer, you do not pay for the click and the user trusts you more. That is worked through pages, structured data and third-party mentions — and measured with Epoptes. GEO / SEO for LLMs →
For the questions where it does not recommend you yet — or where a competitor gets there first — the ad puts you below the answer today, at a cost. It is the fast part of the equation.
Which questions brought customers through the ad is the best list of which answers you should win organically. The two are worked by the same team, with the same question map.
Performance marketing agency
ChatGPT Ads enter as one more channel in the performance plan, measured in cost per new customer next to Google, Meta and Skroutz.
Performance marketing →GEO / SEO for LLMs
Organic presence in the answers of ChatGPT, Gemini and Google AI — measured every month with Epoptes.
GEO / SEO for LLMs →Growth Partner Program
For online stores: the programme where all paid channels run, with a dedicated account manager.
Growth Partner Program →Bespoke DMS
For services and businesses without an online store — where ChatGPT Ads often have the strongest demand.
Bespoke DMS →New channel, same rule
We test early, but we do not promise results
Nobody yet has enough data to say how ChatGPT Ads perform in Greece by industry — neither do we. What we have is the way to find out quickly and cheaply, with measurement that leaves no room for impressions. The team →
Want an opinion first on whether and where AI pays off in your business, before spending on advertising? John Kiskipelis does that as an AI consultant, in a separate engagement. AI consulting →
Frequently asked questions about ChatGPT Ads
What are ChatGPT Ads?
They are the paid ads inside ChatGPT. They appear, labelled, below the answer, in conversations with commercial intent, and, according to what OpenAI has announced, target by the meaning of the question — not by keywords or audiences as on Google and Meta. The user who clicks goes to a page on your site.
Are ChatGPT Ads available in Greece?
Yes. Since autumn 2026 Greek businesses can create and run campaigns through OpenAI’s advertising environment. The platform’s options and rules change often at this stage, which is why we check what applies at the moment the campaign is set up.
How much do ChatGPT Ads cost?
Pricing is set by OpenAI and, at this stage, keeps changing; whether it is charged per click or per impression, and at what level, is something we check at the moment the campaign is set up. We set the test budget together based on your margin, and the channel is judged at the same cost per customer as the rest.
How do you measure whether they perform?
With parameters in the links that separate the channel, conversions in GA4 and in the store’s backend or your forms, and a comparison of cost per order or lead with Google, Meta and Skroutz. The platform’s dashboard is an indication; your own orders are the truth.
ChatGPT Ads or GEO?
Both, for different roles. GEO means being mentioned in the answer itself, with no cost per click — it takes months of work on the site and off it. ChatGPT Ads put you below the answer today, at a cost. The questions that bring customers through the ad are the best guide to where to invest in GEO.
Which businesses do they suit?
Those whose customer asks before buying: services and professionals, B2B, products that are researched and compared. Less so habitual purchases and stores that have not yet exhausted Google. In the intro call we look at it based on what you sell and who looks for it.
Who sees the ads?
ChatGPT users on the tiers where OpenAI shows ads, when their conversation is of a commercial nature. They do not appear on every question, nor to every user — and that changes as the platform evolves.
How do I start?
With the 30-minute intro call: we see whether your customer asks AI, whether your measurement is ready, and what test budget makes sense. If the answer is “not yet”, we will tell you which channel comes first. If it is “yes”, the first campaign is usually set up within a few days.
