Campaign structure
Campaigns · Ad Sets · Ads
The hierarchy is familiar: campaign (objective and budget), ad set (conversational targeting), ad (headline, body, CTA, URL). The objective can be traffic or conversion.
Since August 2026, OpenAI's self-serve Ads Manager has been open in Italy too: for the first time it is possible to buy advertising space inside ChatGPT with CPC, conversational targeting and conversion tracking. This is not just another channel. It is a paradigm shift.
goodea is among the first in Italy to work on ChatGPT Ads — OpenAI's advertising channel that lets you reach users at the exact moment they are reasoning about a purchase, comparing options or looking for a solution. Not keywords: conversational context.
On Google you reach people who have already formulated a query. On ChatGPT you reach people who are still thinking — in the middle of a conversation, comparing options, asking for advice, weighing alternatives. It is the highest point in the decision-making process: before the choice is made, not after.
The format is different. The ad appears as a helpful suggestion, clearly labelled as sponsored, separate from the model's organic response. The tone that works is not that of traditional advertising — it is that of a relevant recommendation. Brands that arrive with Google Ads copy waste their budget.
Start with a Digital Plan →The hierarchy is familiar: campaign (objective and budget), ad set (conversational targeting), ad (headline, body, CTA, URL). The objective can be traffic or conversion.
You don't select keywords but contexts: thematic categories, intent signals ("comparing options", "looking for a solution") and example prompts that represent the real questions your customers ask.
The model is CPC. Current values range between $3 and $5 per click — set to shift as new advertisers enter. A daily or lifetime budget is set with spend-pacing control.
OpenAI has released its own pixel (like Meta Pixel) and a server-side Conversions API. Purchases, leads, sign-ups and page views are tracked. Without conversion tracking the channel is unmanageable.
The rollout started in the USA in May 2026 via ads.openai.com and reached Italy in August 2026. Access requires business verification: goodea handles onboarding from opening the account to the first campaign.
Those who already work on organic AI visibility (AEO/GEO) have an advantage: they know which conversational contexts bring qualified traffic. That map feeds paid targeting, reducing the learning cost.
Every new channel has its own specific ways to waste money. On ChatGPT Ads the most common are: using aggressive search-advertising copy (wrong tone for a conversational context), sending traffic to the homepage instead of landing pages built around the specific intent, and ignoring indirect attribution — a user sees the ad, doesn't click, comes back three days later searching for the brand. Last-click attribution doesn't capture this journey.
goodea manages ChatGPT Ads with the same method it uses on Google and Meta: measurement structure first, then spend. No campaign goes live without verified tracking and a landing page built to convert the intent being purchased.
See the campaign service →