ChatGPT Ads case studies
What results can you get from advertising in ChatGPT? We tried this new acquisition channel across different industries, and here are our ChatGPT Ads case studies.
18% cheaper leads with ChatGPT Ads than Google Ads
Product analytics (B2B SaaS)
The campaign lasted for 28 days and spent $3,600 to promote a product analytics B2B SaaS using ChatGPT Ads, and got better results than Google Ads with an 18.1% lower cost per lead in the United States.
18.1% Lower cost per signup than Google Ads
45 Signups generated at $80.7 CPL
Cost per signup
Lower is better| ChatGPT Ads | ~$80 | |
|---|---|---|
| Google Ads | ~$98 |
Google AdsChatGPT Ads vs. Google Ads benchmark
Challenge
Paid search was the only working acquisition channel, and cost-per-click on category terms had risen 24% in a year. Buyers were asking ChatGPT how to set up event tracking instead of searching for tools.
What we did
Instead of taking Google Search keywords and turning them into ChatGPT Ads, we dug into what questions high-intent users were asking and problems the product solves.
We defined two groups: topics where the product already gets mentioned in AI answers, and topics where competitors were winning from organic results (SEO).
Each ad pointed to a page about that specific problem, not the homepage.
What surprised us was that the volume was much smaller than Google, but the signup economics were good enough to make the channel worth scaling. The use case landing pages made a noticeable difference.
How a self-serve SaaS used ChatGPT Ads to get signups for half the cost of Meta Ads
Vertical SaaS
A US vertical SaaS put $4,000 into ChatGPT Ads over 28 days, running the same offer it was already running on Meta and assessing both on signups.
51.6% Lower cost per signup than Meta
0.4% Increase in user activations
Cost per signup
Lower is better| ChatGPT Ads | ~$27 | |
|---|---|---|
| Meta Ads | ~$56 |
Meta AdsChatGPT Ads vs. Meta Ads benchmark
Situation
Meta was the primary channel, and the customer acquisition cost (CAC) had climbed 31% year over year.
The team needed a second channel that could bring qualified leads but also scale. Volume was very important due to ambitious revenue goals.
What we did
We ran the same offer in both channels for 28 days so a direct comparison would make the comparison clearer.
The new conversion-optimized campaigns (oCPC) in ChatGPT, and the same logic for Meta, made the most sense. Signups are more meaningful than clicks.
Since targeting intent is often easier when advertising in ChatGPT, we also optimized the landing page to raise alignment.
The lower cost per signup was obviously the headline, but what mattered more to us was that the traffic was coming in with a clear understanding of what the product does.
From low-quality leads using LinkedIn Ads to 34% more qualified opportunities with ChatGPT Ads
Developer tool
We talked to the sales and marketing teams, and looked at the numbers. We instantly understood the lead volume was good... but where were all the people ready to buy?
An experiment using ChatGPT Ads outperformed LinkedIn Ads in qualified sales pipeline. It lasted 56 days and used $9,429 in ad spend.
34.9% More qualified opportunities than LinkedIn Ads
7 Qualified opportunities at $1,347 each
Lead to opportunity rate
Higher is better| ChatGPT Ads | ~12% | |
|---|---|---|
| LinkedIn Ads | ~9% |
LinkedIn AdsChatGPT Ads vs. LinkedIn Ads benchmark
Situation
LinkedIn was producing leads that Sales kept rejecting, and the reason was timing (aka "Not the right time", as it often appears in a Sales CRM). Because LinkedIn Ads mostly reach developers scrolling instead of an engineer stuck on a problem for a day.
The contextual momentum in the customer journey is more valuable, provides higher lead quality, and it now happens more often in ChatGPT conversations than on social media (let's be honest, AI assistants even serve us as our personal psychologist and doctor).
What we did
We targeted situations and issues rather than job titles: “A developer is working out how to add real-time messaging to an existing app”.
We wrote ad copy that offered a next step for someone already mid-task, and led with what the engineer gets rather than what the product does. That drove more accounts with urgency, and decreased the number of "just curious" leads.
We were assessing LinkedIn on MQL volume, but a lot of those leads never became pipeline opportunities. What got our attention with ChatGPT Ads was seeing fewer leads but much higher quality [SQLs].
European launch: ChatGPT Ads clicks were 2.5× cheaper in the UK than in the US
Nobody had a number for what a European click costs. Over 18 days and $2,400 in spend each, we ran the same campaign in the United Kingdom and the US.
$3.7 CPC in the UK, against $9.4 in the US
2.5x Difference in CTR across markets
Cost per click by market
Lower is better| United Kingdom | ~$3 | |
|---|---|---|
| United States | ~$9 |
UK vs. US in a ChatGPT Ads CPC benchmark
Situation
The UK was first European market for ChatGPT Ads. Every published benchmark was American. Nobody knew what a European click costs.
What we did
We used the same set of topics in two countries and gave them the same bid in CPM (cost per thousand impressions), then in CPC (cost per click).
CPM moved little between markets. CTR moved a lot.
The experiment we shut down
Enterprise platform
Not every channel fits every buyer. Over 19 days and $5,375 in spend, we ran ChatGPT Ads for an enterprise platform chasing demo requests, with Google Ads as the benchmark, and stopped the campaign because user signal was low.
0 Demo requests
363 Clicks at $14.8 CPC
7s Average engaged session vs. 54s from Google
Session duration by source
Higher is better| ChatGPT Ads | 7s | |
|---|---|---|
| Organic search | 54s |
Organic searchAverage session duration average benchmark. Google Ads against ChatGPT Ads.
What we told them to do instead
Redirect budget to Google Ads. We stopped the campaign and refunded our agency fee.
