ChatGPT Ads Manager is live in Denmark: Guide to advertising

Just a week and a half ago, news broke that OpenAI planned to launch advertising in ChatGPT in Denmark and 30 other European markets. At the time, we expected a quick process, but the rollout of the self-service platform, ChatGPT Ads Manager, has moved at lightning speed.

While access was initially reserved for major players via direct agreements, OpenAI has now opened the platform to all businesses across all 31 markets.

This means that as a marketing lead, you face a concrete strategic decision: Should ChatGPT Ads join your performance marketing mix today, and how do you ensure your budget is spent optimally without wasting money on a new and immature platform?

At Iternum Digital, we have already worked with ChatGPT advertising and tested the Ads Manager in the US market, where the format has been trialed over the last six months. Below, we share our findings and a practical framework for how you should approach the channel.

What does ChatGPT Ads Manager actually entail?

ChatGPT Ads places advertisements directly inside the ongoing dialogue between the user and the AI assistant. Instead of traditional banners or static search results, your ad appears as a advisory or relevant supplement when the user displays buying intent or asks for specific solutions.

With the full rollout of Ads Manager, the channel’s setup is clear:

Self-service for everyone: Companies of all sizes can create an account and launch campaigns directly via OpenAI’s Ads Manager.

Target audiences and exposure: Ads are displayed exclusively to users on ChatGPT Free and ChatGPT Go. Paid accounts (Plus, Pro, Business, and Enterprise) remain completely ad-free.

Contextual targeting: Advertising is built around consent and contextual targeting. Targeting is based on the current conversation topic, geographic location, language, and device type.

Typical misconceptions and mistakes in AI advertising

When a new platform opens so rapidly, we usually see two reactions: uncritical FOMO (Fear Of Missing Out) or a blanket rejection due to uncertainty. To make the right commercial choices, be aware of these three pitfalls:

1. Treating ChatGPT Ads like Google Ads: On Google, users type a short keyword and expect a quick link. In ChatGPT, the user is mid-problem-solving or in a research phase. A classic, aggressive sales ad feels intrusive unless it delivers a value-adding answer to what the user is asking.

2. Worrying about organic credibility: OpenAI maintains a strict separation between organic AI responses and sponsored content. Ads are clearly marked as sponsored elements and do not influence the organic algorithm’s answers or product recommendations.

3. Mismatched landing pages: If you attract a user from a highly specialized AI dialogue, your landing page must match that level of information. A generic “Buy now” page will convert poorly if the user expected deep specifications, comparisons, or B2B advice.

Our Experiences from the US: Expect significantly higher CPC and CPM

Because we at Iternum Digital already have experience using Ads Manager in the US, we have collected the first real data points on the platform’s dynamics.

Our main takeaway so far is clear: You should expect significantly higher CPC and CPM costs compared to established channels like Meta and Google.

The reasoning is simple:

Extremely high intent value: Users ask long, complex questions (long-tail intent) that place them very close to a purchasing decision. That level of attention comes at a premium.

Limited ad inventory: Because ads only appear for Free and Go users, and only when the context is 100% relevant, the auction pressure per available impression is high.

This does not mean you should stay away, but it requires a different approach to ROAS. The attention and quality of exposure are top-tier, but if you evaluate ChatGPT Ads on the same cost-per-conversion as Meta and Google, the results will disappoint. Instead, look at the overall value of reaching decision-makers precisely at the moment their buying intent is formulated.

How should you prioritize?

As a commercial leader, it is not about throwing all your funds at the newest platform, but about understanding the channel’s role within your broader marketing mix.

What does this mean for your media selection?

High intent value: ChatGPT users often ask very specific, complex, and lengthy questions (long-tail intent). This offers an opportunity to reach decision-makers during their consideration phase with extremely high relevance.

Synergy between paid (Ads) and organic (GEO): ChatGPT Ads replaces neither SEO nor Google Ads; it serves as a supplement. Organic presence via Generative Engine Optimization (GEO) remains vital to reach users on ad-free accounts (Plus/Enterprise) – especially for B2B companies.

Test with a controlled budget: Platform attribution and tracking are still in early stages. Do not reallocate budgets away from high-performing channels like Meta or Google Search yet, but set aside a dedicated test budget to discover your baseline costs and conversion rates.

How to get started on the platform

Now that the Ads Manager is available to everyone, we recommend a structured approach:

Map target audience behavior: Research how your primary customer segments use AI in their decision-making process. What questions are they asking where your solution is the natural answer?

Create value-based ad copy: Adapt messages to the conversational context. Use focused value propositions, guides, comparisons, or concrete solutions rather than short slogans.

Optimize landing pages for intent: Ensure the receiving page builds directly on the conversation and provides deep information that guides the user smoothly toward a conversion.

Combine paid efforts with organic GEO: Concurrently optimize your web content for Generative Engine Optimization (GEO). This ensures AI assistants understand and reference your brand organically – whether a user sees ads or not.

Summary and next steps

The rapid rollout of ChatGPT Ads Manager means advertising in AI dialogues is no longer a future scenario, but an available opportunity today. The platform unlocks engagement with target audiences at the exact moment they seek structured knowledge and guidance.

At Iternum Digital, we help businesses navigate the evolving AI landscape. We ensure your paid and organic efforts in ChatGPT connect to drive real business value.

Are you ready to test ChatGPT Ads?

Book a non-binding strategy session with one of our performance specialists. We will review your target audience’s behavior in AI tools and evaluate whether ChatGPT Ads Manager should be part of your next growth phase. Send a mail to: chatgptads@iternumdigital.com

Bjørn Herbst

CEO & Partner

bjorn@iternumdigital.com

+4532121100

Share on Social Media