1. Write Like a Recommendation
Your ad should read like something a knowledgeable friend would recommend. ChatGPT users are in a learning mindset - hard-sell copy feels intrusive and off-brand.
12 Best Practices
ChatGPT Ads Playbook
Proven rules for better results - from creative to measurement to optimisation.
Creative That Works
BAD: '50% OFF - Call NOW! Limited Time Offer!'
GOOD: 'We help businesses navigate Google + ChatGPT Ads with data.'
2. Target Topics, Not Keywords
Topic vs Keyword Targeting
Google mindset: 'Show when they search plumber Sydney'
ChatGPT mindset: 'Show when they discuss plumbing problems'
3. Lead to Educational Content
ChatGPT Ads traffic is researching, not buying. Create landing pages that answer questions and provide genuine value before asking for anything. The conversion path: helpful content leads to brand recall leads to future search leads to conversion.
4. Set a 60-Day Minimum Test
Commit to 60 days before evaluating - brand awareness compounds over time
The Complete Do vs Don't Guide
ChatGPT Ads: Do vs Don't
5. Measure What Actually Matters
Measurement Framework
What to track (and what to ignore)
- Brand search volume change
- Direct traffic growth
- Branded Google Ads CTR
- CPM efficiency
- Sponsored link CTR
- Assisted conversions
- Last-click conversions
- Direct CPA
- Immediate ROI
Measurement Hierarchy
Brand Search > Direct Traffic > Assisted Conversions > CPM
6. Integrate with Google Ads
Always run branded Google Ads campaigns alongside ChatGPT Ads. If you build awareness but don't capture the resulting search demand, your competitors benefit from your spend.
7-9. Creative and Format Tips
Common Mistakes
- Running one ad with no variations
- Starting with expensive display format
- Same landing page as Google Ads
- Judging results after 2 weeks
Best Practice
- Test 3-5 creative variations per topic
- Start with sponsored links ($15 CPM)
- Dedicated educational landing pages
- Commit to 60-day evaluation periods
Campaign Setup Flow
Baseline > Content > Creatives > Launch
10-11. Monitor and Adjust
Review Cadence
How often to check and what to look for
- Check impression pacing
- Spot top-performing topics
- Monitor brand search trend
- Full attribution analysis
- Budget reallocation
- Creative refresh
- Brand lift assessment
- Competitive landscape review
- Scale/reduce decision
12. Plan for Platform Evolution
ChatGPT Ads are evolving rapidly. Test new features early, document what works, and maintain flexible budgets. Early adopters who build institutional knowledge will have a compounding advantage.
The single most important rule: your ad should read like something a knowledgeable friend would recommend.
— Jordan James Media
Getting Started
Want an Expert Review?
We audit ChatGPT Ads campaigns against all 12 best practices.
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12 Best Practices
ChatGPT Ads Playbook
Proven rules for better results - from creative to measurement to optimisation.
Creative That Works
BAD: '50% OFF - Call NOW! Limited Time Offer!'
GOOD: 'We help businesses navigate Google + ChatGPT Ads with data.'
Measurement Hierarchy
Brand Search > Direct Traffic > Assisted Conversions > CPM
Commit to 60 days before evaluating - brand awareness compounds over time
Campaign Setup Flow
Baseline > Content > Creatives > Launch
Topic vs Keyword Targeting
Google mindset: 'Show when they search plumber Sydney'
ChatGPT mindset: 'Show when they discuss plumbing problems'
The single most important rule: your ad should read like something a knowledgeable friend would recommend.
— Jordan James Media
Want an Expert Review?
We audit ChatGPT Ads campaigns against all 12 best practices.
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