Why ChatGPT Ads Could Be the Next Strong Channel for Your Business
Customers rarely search Google with just two words any more. Instead they ask whole questions: "Which product suits a small flat?", "Where should I go for the weekend?", "What should I choose as a gift?", "How do I find a reliable service near me?".
These conversations are already happening in ChatGPT. And with the arrival of ChatGPT Ads in Bulgaria, businesses get the chance to be present not just in front of an audience, but at the very moment that audience is researching, comparing and close to a decision.
This is not a channel meant to replace Google, Meta or the rest of your advertising. It is a new opportunity to reach users with clear intent - as long as you approach it strategically.
1. Why do ChatGPT Ads matter for business right now?
Ads in ChatGPT arrive at a time when the way people search online is changing. Instead of opening ten results and comparing them alone, users increasingly expect AI to summarise the options, ask clarifying questions and help them choose.
That matters for every business selling a product or service that needs even a little research before purchase. The customer may need furniture, electronics, cosmetics, a trip, a course, a restaurant, a health service or a solution for the home. In all of these cases the conversation often starts with a question, not with a brand already in mind.
ChatGPT Ads let a brand appear around that conversation when its offer is relevant. This is a different moment from advertising on social networks, where you often interrupt the user while they are looking at other content.
2. How do ChatGPT ads differ from Google and Meta?
Google Ads works around the search query. Meta Ads reaches audiences through interests, behaviour and visual content. ChatGPT Ads appear inside a conversation in which the user is looking for clarification or a choice.
This creates a different kind of opportunity for brands. People do not just type "sofa Sofia" or "holiday Greece". They ask:
Instead of "sofa Sofia"
"Which sofa is comfortable for a living room with little space and a child?"
Instead of "holiday Greece"
"Which island is better for a quiet holiday in early September?"
These questions carry more context. When a business's offer genuinely matches that context, the ad has a much better chance of being seen as helpful rather than intrusive.
If the channel is new to you, read our article "Advertising in ChatGPT: What the New AI Channel Means for Your Business".
3. Which businesses have the biggest potential with ChatGPT Ads?
The strongest potential lies with companies that offer a solution to a specific need and can clearly explain why their product or service is the right fit.
This includes:
- online stores with a broad or specialised catalogue;
- travel services and experiences;
- education, courses and apps;
- health, beauty and wellness services;
- home products, electronics, furniture and car care;
- restaurants, events and premium experiences;
- B2B services and software solutions.
The product does not need to be expensive for advertising in ChatGPT to make sense. What matters is that the customer has a question, a need to compare or a hesitation that your business can resolve.
4. What is the real benefit for the brand?
The first benefit
You reach people with a clearer reason to look at your offer. They are not just part of a broad audience. They are already in the process of choosing.
The second benefit
You can tie the ad to a more specific topic. Instead of one message for everyone, you can show the right category, product or offer in a context where it makes sense.
The third benefit
Early positioning. As with every new advertising opportunity, the businesses that test sensibly at the start collect data and learn how the channel works for their audience. That is no guarantee of success, but it gives a head start over companies that begin only when the market is noisier and more competitive.
5. What is a product feed and why does it matter for online stores?
What is a product feed?
A product feed is a structured catalogue of product information: name, description, image, price, availability, category and a link to the exact product page.
For a business with many items this is especially useful. Instead of advertising a generic "Browse our store", you let the platform connect a specific product to the right conversational context.
Imagine a user looking for gift ideas for someone who loves coffee. If the online store has a well-organised catalogue, it can show exactly the right set, coffee machine or accessory, rather than a random product from the site.
This is not just a technical detail. A well-maintained feed makes the ad more useful and shortens the path from the question to the product page. The same logic applies to SEO optimization - clear data helps both systems and people understand what you offer.
6. What budget is needed and what prices are we seeing?
Minimum daily budget: 15 EUR
For Bulgaria the minimum daily budget in ChatGPT Ads is 15 EUR. That makes the platform accessible even to businesses that want to start with a controlled test without taking on much risk.
Average cost per click: around 0.25 EUR
In CompassBG's first test campaign we are seeing an average cost per click of roughly 0.25 EUR in the software development sector.
This is a benchmark, not a promise.
The price depends on the category, the message, the chosen market, the quality of the landing page and the conversational topics in which the ad can appear. The more important question is not only what a click costs, but whether it leads to genuine interest, an enquiry or a sale.
Our recommendation is to start with one clear category, a long enough test period and a realistic goal. Do not split the minimum budget across too many products or messages. You will not collect enough data to make a sound decision.
7. Will users trust ads in ChatGPT?
Trust is the most sensitive part of this channel. That is why the ads are labelled and kept separate from ChatGPT's organic answer. They must not change the content of the answer, and advertisers get no access to users' private conversations.
For a business this means one thing: do not rely on misleading promises and aggressive messaging.
The ad has to be in the right place, useful and honest.
If your product does not live up to expectations, no new ad format will compensate for that. But if the offer is good, the page is clear and the communication is specific, ChatGPT Ads can be a natural continuation of the conversation the customer is already having.
8. Why should paid advertising go hand in hand with AI optimization?
Advertising gives you paid visibility. AI optimization builds organic presence in the answers of ChatGPT, Gemini, Perplexity and Google AI Overviews.
AI optimization helps a business become more understandable to AI systems through reliable information, clear structure, real answers to customer questions and a technically sound website. That increases the chance of the brand being cited and recommended organically.
The two approaches play different roles.
Advertising creates controlled speed. AI optimization builds long-term visibility and trust.
When you combine them, you do not depend solely on a paid budget and you do not leave your organic presence to chance.
9. What does a business need before investing?
Before testing ChatGPT Ads, a business needs to be sure of a few things.
- First, the offer has to be clear. The user must quickly understand what you offer, who it is for and why they should choose you.
- Second, the page after the click has to continue the topic of the ad. If the ad shows a product category, send the person to it. If it talks about a specific experience, the information about it must be easy to find.
- Third, you must be able to recognise the result. Use UTM parameters and track whether traffic from ChatGPT brings visits with real interest, enquiries or sales.
And finally - think of advertising as part of a system. In the CompassBG digital system, the website, the content, organic visibility, advertising and follow-up contact all work together. If one of them is missing, the effect of the others is weaker.
10. Why is now a good time to test?
ChatGPT Ads is a new advertising channel for Bulgaria. That means there are no years of accumulated practice yet, and no universal model that works for every business. But right now you can test, learn how your audience responds and discover where the channel fits into your marketing.
You do not need to move your entire advertising budget. Start with a controlled campaign, a clear offer and real criteria for results. If the channel brings quality traffic and valuable conversions, scale up gradually.
The future of digital marketing will not live on a single platform. It lies in being present wherever the customer searches, asks, compares and decides. ChatGPT is already part of that process - and ChatGPT Ads give businesses a way to take part in it in a measured, measurable way.
Want to know whether ChatGPT Ads is the right channel for your business?
Contact CompassBG for an analysis of your audience, your offer and the options for a test campaign.