OpenAI Partner Network

ChatGPT Ads for B2B SaaS. Early, structured, honest.

Reach B2B buyers while they ask ChatGPT for answers. As one of the first agencies in the OpenAI Partner Network, we already run live campaigns and start every account with a structured pilot.

Book a 30-min call → See the pilot pricing

ChatGPT

Our LinkedIn Ads CPL has doubled in six months and sales says the leads are junk. Who can actually diagnose this?

A doubling CPL alongside falling lead quality usually points at audience decay or a conversion event that rewards the wrong action. A structured audit will separate the two.

Context hint fired: Head of Demand Gen or VP Marketing at a B2B SaaS company between $3M and $50M ARR, spending €10k or more a month on LinkedIn Ads, seeing CPL rise while sales rejects the leads, actively looking for a diagnostic second opinion rather than a new agency retainer.

At a glance

Markets covered: All EU countries, Switzerland, the UK and the US. Our live campaigns run in Germany, Austria and Switzerland, and we have run campaigns in the Netherlands.
Test budget, your ad spend: From about €1,000. Based on a minimum 500 clicks at the €1.38 to €1.67 per click our European clients paid in September 2026.
Duration: 1 to 3 months, not a fixed 4-week window.
Tracking: ChatGPT Ads pixel and Conversions API, the native HubSpot integration, or Google Analytics with UTM to your CRM if you would rather not install a new pixel for the first test.
Our setup and management, exemplary: 15 hours total at €150/hr. 10 hours setup, 5 hours management across the test. €2,250 for the standard shape, scoped up or down to fit your account.
Reporting: Weekly checkpoint call, final written diagnostic.

First results from a client account.

A DACH manufacturing software company, in its first 12 days on ChatGPT Ads (9 to 20 September 2026).

€28.88

Per demo start or contact request from ChatGPT Ads

€115.56

Per demo start from the same company's non-brand Google search, same days

Book a 30-min call →

What ChatGPT Ads actually is, in 90 seconds.

ChatGPT Ads shows a sponsored card directly below ChatGPT's answer when the conversation matches what you offer. It is clearly labelled and kept separate from the answer itself. The auction runs on context hints, which are persona-shaped paragraphs describing the user your ad is for. The winning ad reaches a buyer who is already researching, not scrolling.

ChatGPT Ads now serves across the EU and in Switzerland, the UK and the US. European companies open their own account, and we set it up and run it with you.

The pixel and Conversions API exist. Full server-side attribution is available from day one if you want it. For a first pilot we often start lighter: Google Analytics or your CRM with UTM tagging, so you get a direct read on clicks and form submissions without a fresh pixel install. We install the pixel and switch to a Conversions objective when the channel is worth scaling.

A real ChatGPT Ads placement: a StubHub sponsored card inside a ChatGPT answer, showing the advertiser name, a Sponsored label, a headline, one line of description and a small image tile, with a disclosure that ads do not influence answers. — A live ChatGPT Ads placement. Advertiser name, Sponsored label, one headline, one description line, one small tile. Note how little space the visual gets.

Four things we have learned building for this channel.

Context hints beat keywords.

Single-keyword hints under-deliver. Vague category hints burn budget. The winning format is a persona-shaped paragraph that names the role, the company shape, the specific problem, and the moment of intent. Seven paragraphs per ad group is our current default.

Clicks objective outperforms Reach.

In early auctions, the Clicks objective delivered more actual reach than the Reach objective. Counter-intuitive, and it will change. Right now, Clicks is the default we build against.

Daily cap, not campaign total.

Campaign-total budgets have been observed burning an entire test in 24 hours. We build every campaign on a daily budget with no total, so spend stays paced across the whole test.

The tile renders small. Keep the visual bold.

The ad tile renders small inside the ChatGPT card. Fine detail is wasted. In one client account, a plain brand-mark tile got nearly twice the click rate of photography: 1.48% against 0.80%. We use a single tile per ad group, wordmark plus label, no busy background.

Where the channel is thin.

Reach for niche B2B. Volume is real but small. This is not a channel that replaces your Google Ads budget in month one. It is a channel that reaches a specific research moment.
Multi-language creative. Each language is its own build: German copy for DACH, English for English-speaking markets. We write both ourselves.
Ad formats. A single image card with text. No video. Product feeds and carousels are built for e-commerce, not for a SaaS business.

The Demandgap method for this channel.

Step 01

Access and setup

Week 1

Confirm self-serve account under your country entity. The setting is permanent once set, so we set it deliberately at signup.
Landing pages built or reviewed. Form fields kept to the minimum a ChatGPT visitor will complete. UTM propagation tested end to end into your CRM. Pages checked so OpenAI's ad crawler can reach them, because bot protection such as Cloudflare can block it and hold up approval.
Everything created paused. Nothing enabled until a manual review pass.

Step 02

Context hints and creative

Week 1 to 2

Seven context hints per ad group, each one persona-shaped and vertical-specific.
Three ad variants per ad group, each testing a different framing: outcome, credibility, second-opinion.
One image tile per ad group. Wordmark plus label, no fine detail, because the placement renders small.

Step 03

Live and daily read

Week 2 to 4

Daily budget, no total budget. €30 to €100 per day per pilot, matched to volume. The stop rule is agreed before launch: the most the test may spend, how much data a verdict needs, and the cost per qualified lead that counts as a pass.
Day 3: delivery check. Under 5 clicks means rewrite context hints, not raise bids.
Day 10: landing-page fit check. Clicks flowing but no submissions means the offer or the page needs a rethink.
Day 16 to 20: cost per lead or demo request, judged against what the same step costs you on Google and LinkedIn.

Step 04

Post-pilot decision

Week 4

Scale, iterate, or kill. Documented in your workspace, not left as folklore.
If scaling, we install the pixel and Conversions API and split into per-service campaigns for per-service budget control.

Honesty about a young channel.

We do not have a proven CAC for ChatGPT Ads for B2B SaaS in DACH. US B2C benchmarks are starting to appear but do not transfer to European B2B.
We do not know if the reach curve saturates fast or scales. First pilots tell us.
We do not know how much of the click volume is buyer intent versus research. The quality of the submissions will tell us.
We do not know how OpenAI will price and gate this channel at scale. Today's economics are early-market economics.

What it actually costs.

Fixed-price audit

ChatGPT Ads audit.

Fixed price

€1,200

Account setup review, if you already have access
Context-hint audit against the seven-hint structure
Landing-page alignment check
Competitive scan of the placement in your category
60-minute live review call
Written diagnostic with specific rewrites and next steps
Delivered in 5 to 7 business days

Best fit: you already run ChatGPT Ads and want a second opinion, or you are about to start and want a structured plan.

Time-based pilot

ChatGPT Ads pilot.

15 hours at €150/hr, exemplary

€2,250

10 hours setup: campaign build (two ad groups, seven context hints per ad group, three ad variants per ad group, one image tile per ad group), LP brief, tracking install (pixel and CAPI, or GA and UTM), UTM validation, launch review.
5 hours management across the test: weekly checkpoint calls, mid-test creative or hint rewrites if needed, final written diagnostic.
Duration: 1 to 3 months.
Ad spend is separate. From about €1,000 (500 clicks at the €1.38 to €1.67 per click our European clients paid in September 2026).

Best fit: you want to be early on the channel without gambling. Time-based quote protects both sides. 15 hours is the standard shape, scoped up or down to fit the actual scope of your pilot.

Why no monthly retainer

LinkedIn and Google run on monthly retainers; ChatGPT Ads is the exception for now. No monthly retainer for ChatGPT Ads. Not yet. We will price a retainer when we have enough volume data across enough clients to defend one. Until then: audits and time-based pilots only.

ChatGPT Ads questions we always get.

Have you run ChatGPT Ads for a company like ours?

Yes. We run live ChatGPT Ads campaigns for a B2B software company in Germany, Austria and Switzerland, and have run them for a client in the Netherlands. Demandgap is one of the first agencies in the OpenAI Partner Network.

Should we even be running ChatGPT Ads yet?

Probably not, if you have not fixed LinkedIn and Google first. ChatGPT Ads is worth a pilot for teams that already have LinkedIn and Google running well and want early access to a new placement. If your LinkedIn CPL is climbing and your Google Ads are leaking spend, fix those first. We will tell you if that is where you are.

Can we run ChatGPT Ads in German?

Yes. Our DACH campaigns run in German. If you need German and English, we scope both in the pilot quote.

Do we need a US entity?

No. Companies registered in the EU, Switzerland, the UK or the US can open their own account. We set it up with you at signup, because the account country cannot be changed later.

How do we track ChatGPT Ads conversions?

Three options. ChatGPT Ads supports its own pixel and Conversions API, so full server-side attribution is available from day one if you want it. If you run HubSpot, ChatGPT Ads connects to it natively: new leads go straight into your CRM, and HubSpot reports contacts, customers and cost per campaign next to your other channels. For a first pilot we often start lighter: Google Analytics or your CRM with UTM tagging, so you get a clean read on clicks and form submissions without a fresh pixel install. When the channel proves itself and you scale, we install the pixel and switch to a Conversions objective.

What does a lead from ChatGPT Ads cost?

In our first DACH client account, a demo start or contact request cost €28.88 in the first 12 days, a quarter of what the same step cost on its non-brand Google search. Your pilot produces your own number, and we judge it against what a lead costs you on Google and LinkedIn.