{"id":20795,"date":"2026-09-02T09:25:26","date_gmt":"2026-09-02T07:25:26","guid":{"rendered":"https:\/\/www.effinity.fr\/blog\/chatgpt-ads-in-france-how-does-advertising-on-chatgpt-work-and-how-do-you-get-started\/"},"modified":"2026-09-02T09:26:34","modified_gmt":"2026-09-02T07:26:34","slug":"chatgpt-ads-in-france-how-does-advertising-on-chatgpt-work-and-how-do-you-get-started","status":"publish","type":"post","link":"https:\/\/www.effinity.fr\/en\/blog\/chatgpt-ads-in-france-how-does-advertising-on-chatgpt-work-and-how-do-you-get-started\/","title":{"rendered":"ChatGPT Ads in France: How Does Advertising on ChatGPT Work, and How Do You Get Started?"},"content":{"rendered":"<p><strong>ChatGPT Ads has been available in France since August 24, 2026. With the introduction of advertising in ChatGPT, brands now have a new channel to reach consumers as they search for solutions, compare products, or prepare to make a purchase decision. How does ChatGPT Ads work? What are the ad formats, targeting options, and performance metrics? And what\u2019s the difference between ChatGPT Ads and GEO Ads? Our <a href=\"https:\/\/www.effinity.fr\/expertise\/agence-ads\/\">ad agency<\/a> has taken a close look at this new advertising platform and broken it down for you.     <\/strong><\/p>\n<p>Following an initial pilot launched in the United States in February 2026, OpenAI expanded <strong>ChatGPT Ads to 31 European markets, including France<\/strong>, on August 24, 2026. At launch, ads can be shown to users of the <strong>ChatGPT Free and Go<\/strong> plans. The Plus, Pro, Business, Enterprise, and Edu subscriptions remain ad-free.  <\/p>\n<p>But the stakes go far beyond simply launching a new advertising platform. With ChatGPT Ads, advertising enters an environment where users no longer simply enter a query. They describe a situation, outline a problem, specify their constraints, compare solutions, and gradually refine their decision. It is this rich context that makes <strong>advertising on ChatGPT<\/strong> a channel that is potentially different from traditional Search Ads.   <\/p>\n<h2>What is ChatGPT Ads?<\/h2>\n<p><strong>ChatGPT Ads is OpenAI&#8217;s advertising platform that allows advertisers to run sponsored ads in ChatGPT. The ads appear separately from the AI-generated responses and are selected based on factors such as the context and intent of the conversation. <\/strong><\/p>\n<p>In other words, a brand does not pay to be mentioned or recommended by ChatGPT. Instead, it purchases an ad slot near a conversation in which its product or service may be relevant. This distinction is key to understanding ChatGPT Ads\u2014and, in particular, how they differ from GEO.  <\/p>\n<h2>Why is ChatGPT becoming a strategic advertising platform?<\/h2>\n<p>ChatGPT has gradually evolved into more than just a tool for quickly obtaining information. It is now involved in many decision-making processes. <\/p>\n<p>A consumer may request the following in succession:<\/p>\n<ul>\n<li>how to solve a problem<\/li>\n<li>What solutions are available?<\/li>\n<li>What criteria should be considered?<\/li>\n<li>Which products to compare<\/li>\n<li>Which product should I choose?<\/li>\n<li>where to buy it<\/li>\n<\/ul>\n<p>ChatGPT thus becomes a <strong>space for shaping preferences and making decisions<\/strong>. Conversations related to purchasing can take place very early in the customer journey: defining a need, discovering a product category, comparing options, evaluating a specific product, and then preparing for the purchase. <\/p>\n<p>For advertisers, this feature is essential. On a search engine, advertising typically appears after a relatively specific query has been entered. In ChatGPT, it can potentially appear while that query is still being formulated.  <\/p>\n<h2>Where do ads appear in ChatGPT?<\/h2>\n<p><strong>ChatGPT ads are clearly labeled as sponsored and appear separately from the response generated by ChatGPT. Advertisers cannot pay to modify or influence the AI&#8217;s responses. <\/strong><\/p>\n<p>This separation is one of the fundamental principles of OpenAI&#8217;s advertising model. A conversation may therefore very well include: <\/p>\n<ul>\n<li>an organic result that mentions Brand A;<\/li>\n<li>followed by an ad for Brand B located below that answer.<\/li>\n<\/ul>\n<p>Ad visibility and organic visibility are two different mechanisms. This is precisely why <strong>ChatGPT Ads and GEO complement each other<\/strong>. <\/p>\n<h2>How does ChatGPT Ads targeting work?<\/h2>\n<p>Targeting is likely the most significant difference between <strong>ChatGPT Ads and traditional keyword-based advertising platforms<\/strong>. On Google Ads, a large part of the search strategy relies on the queries entered by users. <\/p>\n<p>In ChatGPT Ads, the system can take into account <strong>the context and intent of the conversation<\/strong> to determine the relevance of an ad. OpenAI considers several signals, including: <\/p>\n<ul>\n<li>the context of the conversation<\/li>\n<li>detected intent<\/li>\n<li>the landing page<\/li>\n<li>the headline and ad copy<\/li>\n<li>the targeting parameters set by the advertiser<\/li>\n<li>&#8220;context hints&#8221;<\/li>\n<li>and, when ad personalization is enabled, certain signals derived more broadly from the user&#8217;s ChatGPT experience<\/li>\n<\/ul>\n<p>The challenge, therefore, is no longer simply to identify keywords. It is to understand <strong>in what situations an offer becomes relevant<\/strong>. <\/p>\n<h3>From Keywords to Conversational Context<\/h3>\n<p>Let&#8217;s take the example of a manufacturer of robot vacuum cleaners. A search strategy might aim to target a query such as: <\/p>\n<p><strong>&#8220;best robot vacuum&#8221;<\/strong><\/p>\n<p>In ChatGPT, the conversation can start much earlier:<\/p>\n<p><strong>&#8220;I work all day, and I have a dog that sheds a lot. How can I keep my apartment clean without vacuuming every night?&#8221;<\/strong><\/p>\n<p>The need that has been expressed is extremely wide-ranging:<\/p>\n<ul>\n<li>the presence of an animal;<\/li>\n<li>hair-related issues;<\/li>\n<li>lack of time;<\/li>\n<li>automation research;<\/li>\n<li>home environment.<\/li>\n<\/ul>\n<p>The product hasn&#8217;t even been mentioned yet. That&#8217;s precisely the point of conversational targeting: understanding <strong>the problem and the decision-making moment<\/strong>, not just the final query. <\/p>\n<h2>What are context hints in ChatGPT Ads?<\/h2>\n<p><strong>Context hints<\/strong> are descriptions provided by the advertiser to explain the conversations, topics, or situations in which their offer is particularly relevant.<\/p>\n<p>For our robot vacuum, a context hint could, for example, be:<\/p>\n<p><strong>People who own a dog or cat and are looking for an automated solution to reduce pet hair and keep their home clean.<\/strong><\/p>\n<p>Or:<\/p>\n<p><strong>People who have little time to spend on housekeeping and are looking for appliances that can automate certain household chores.<\/strong><\/p>\n<p>When building a ChatGPT Ads campaign, the key question is therefore:<\/p>\n<p><strong>&#8220;In which conversations do we want our brand to be present?&#8221;<\/strong><\/p>\n<p>This approach could become one of the key methodological changes brought about by conversational advertising.<\/p>\n<h2>Can ChatGPT Ads be used to attract new customers?<\/h2>\n<p>Yes, and that&#8217;s probably one of its main advantages. A ChatGPT ad can appear even if the user hasn&#8217;t mentioned any brands yet. Therefore, the channel shouldn&#8217;t be viewed solely as an equivalent to Brand Search.  <\/p>\n<p>Let&#8217;s look at a complete course:<\/p>\n<p><strong>Step 1 \u2013 Problem<\/strong><\/p>\n<p>&#8220;How can I keep my apartment clean with a cat when I work all day?&#8221;<\/p>\n<p><strong>Step 2 \u2013 Discovery<\/strong><\/p>\n<p>&#8220;Is a robot vacuum really effective at picking up pet hair?&#8221;<\/p>\n<p><strong>Step 3 \u2013 Consideration<\/strong><\/p>\n<p>&#8220;What factors should you consider when choosing a robot vacuum?&#8221;<\/p>\n<p><strong>Step 4 \u2013 Evaluation<\/strong><\/p>\n<p>&#8220;Which robot vacuum should I choose for a 70 m\u00b2 space with hardwood floors and carpets?&#8221;<\/p>\n<p><strong>Step 5 \u2013 Purchase<\/strong><\/p>\n<p>&#8220;Where can I buy this model with fast shipping?&#8221;<\/p>\n<p>A single brand may benefit from appearing at several of these stages, with different messages. ChatGPT Ads can thus serve as a tool <strong>for discovery, consideration, preference, and conversion<\/strong>. <\/p>\n<h2>Is ChatGPT Ads a full-funnel advertising platform?<\/h2>\n<p>ChatGPT Ads does indeed follow a <strong>full-funnel<\/strong> approach, as the conversations cover different stages of the customer journey.<\/p>\n<h3>Defining the Need<\/h3>\n<p>The user is trying to solve a problem without necessarily knowing the solution. The brand must therefore focus on the need and the benefit. <\/p>\n<h3>Discovery<\/h3>\n<p>The user begins exploring different categories of solutions. The ad may present an approach or a value proposition. <\/p>\n<h3>Comparison<\/h3>\n<p>Several options are being considered. Advertising can highlight the product&#8217;s unique selling points: performance, features, price, warranty, or services. <\/p>\n<h3>Evaluation<\/h3>\n<p>The user is interested in a specific product or offer. Evidence, features, and reassurances become essential. <\/p>\n<h3>Purchase<\/h3>\n<p>The message may take on a more transactional tone: price, availability, promotions, shipping, or terms and conditions.<\/p>\n<p>This diversity has an important implication: <strong>a ChatGPT Ads campaign should probably not rely on a single creative. The <\/strong>message must be tailored to the context and the user\u2019s level of maturity.<\/p>\n<h2>What are the ad formats available for ChatGPT Ads?<\/h2>\n<p>The primary format for ChatGPT Ads is a <strong>native ad card<\/strong> that is integrated into the conversational experience while remaining distinct from the response.<\/p>\n<p>An ad may include, among other things:<\/p>\n<ul>\n<li>the advertiser&#8217;s name<\/li>\n<li>its logo or favicon<\/li>\n<li>a title<\/li>\n<li>a description<\/li>\n<li>an image<\/li>\n<li>a landing page<\/li>\n<\/ul>\n<p>The simplicity of the format should not be confused with strategic simplicity. In a conversational setting, advertising should appear to be <strong>a relevant extension of the topic at hand<\/strong>, rather than a generic promotional message. <\/p>\n<h2>How Do You Create a Good ChatGPT Ad?<\/h2>\n<p>OpenAI recommends <strong>clear, precise, and benefit-oriented<\/strong> ads. This principle aligns particularly well with how ChatGPT works: the more precisely an ad addresses the situation described by the user, the more relevant it is likely to be. <\/p>\n<p>A generic ad such as:<\/p>\n<p><strong>&#8220;X Robot Vacuum \u2013 20% Off&#8221;<\/strong><\/p>\n<p>may be less suitable for an exploratory conversation than a message such as:<\/p>\n<p><strong>&#8220;Less pet hair on the floor every day&#8221;<\/strong><\/p>\n<p>accompanied by a description explaining how the product addresses the stated problem.<\/p>\n<p>Several principles can be identified:<\/p>\n<ul>\n<li>Starting with the consumer&#8217;s problem;<\/li>\n<li>talk about concrete benefits;<\/li>\n<li>prioritize accuracy;<\/li>\n<li>create several variations;<\/li>\n<li>tailor messages to the different stages of the customer journey;<\/li>\n<li>Ensure strong consistency between the ad and the landing page.<\/li>\n<\/ul>\n<p>In ChatGPT Ads, <strong>contextual relevance may become more important than promotional intensity<\/strong>.<\/p>\n<h2>How much importance should be placed on advertising campaigns?<\/h2>\n<p>Creative flexibility appears to be a central component of a ChatGPT Ads strategy. An advertiser may benefit from increasing: <\/p>\n<ul>\n<li>context hints<\/li>\n<li>usage scenarios<\/li>\n<li>the benefits highlighted<\/li>\n<li>product categories<\/li>\n<li>the creations<\/li>\n<li>messages corresponding to the different stages of the journey<\/li>\n<\/ul>\n<p>For example, a brand of robot vacuum cleaners could highlight messages focused on pets, large living spaces, time constraints, carpets, battery life, or ease of maintenance.<\/p>\n<p>The goal is not to artificially increase the number of ads. It is to have creative content that can respond precisely to each <strong>strategic conversational context<\/strong>. <\/p>\n<h2>What results can you expect from ChatGPT Ads?<\/h2>\n<p>ChatGPT Ads is still a relatively new channel. Therefore, benchmarks should be interpreted with caution, particularly in the French market. A direct comparison with Search can also be misleading. Search often captures an intent that has already been expressed in the form of a query. In ChatGPT, the user may have spent several exchanges trying to understand their problem and comparing solutions before even being exposed to an ad. A lower CTR therefore does not necessarily mean lower value.     <\/p>\n<p>The indicators to be monitored should include, in particular:<\/p>\n<ul>\n<li>the CTR<\/li>\n<li>the post-click conversion rate<\/li>\n<li>the acquisition cost<\/li>\n<li>the proportion of new customers<\/li>\n<li>the quality of the sessions<\/li>\n<li>assisted conversions<\/li>\n<li>and, when possible, incrementality<\/li>\n<\/ul>\n<p>The real challenge will be to determine whether <strong>the conversational context generates higher-quality and more incremental traffic<\/strong> than other advertising environments.<\/p>\n<h2>How do you measure the performance of a ChatGPT Ads campaign?<\/h2>\n<p>ChatGPT Ads measurement can draw on multiple data sources. In particular, advertisers have tracking mechanisms that allow them to monitor actions taken after ad exposure or a click. However, an analysis based solely on the last click would be particularly limiting for a media channel that is likely to appear relatively early in the user journey.  <\/p>\n<p>A brand should therefore bring people together:<\/p>\n<ul>\n<li>ChatGPT Ads data<\/li>\n<li>its analytics data<\/li>\n<li>its server-side conversions<\/li>\n<li>CRM data<\/li>\n<li>sales<\/li>\n<li>new customers<\/li>\n<li>and, when the investment warrants it, incremental analysis or marketing mix modeling.<\/li>\n<\/ul>\n<p>The earlier the ad appears in the decision-making process, <strong>the less the last-click CPA is sufficient to determine its true value<\/strong>.<\/p>\n<h2>What is the difference between ChatGPT Ads and GEO?<\/h2>\n<p><strong>ChatGPT Ads and <a href=\"https:\/\/www.effinity.fr\/blog\/seo-geo-partenariats-affiliation-marques-optimisent-presence-ia-commerce\/\">GEO<\/a> serve two different purposes. ChatGPT Ads allows you to purchase advertising space within ChatGPT. <a href=\"https:\/\/www.effinity.fr\/expertise\/affiliation\/annonceurs\/recrutement-partenaires\/deep-plus-visibilite-seo-geo\/\">GEO aims to increase the likelihood that a brand<\/a>, its products, or its content will appear in the responses generated by AI engines and assistants.    <\/strong>This distinction is fundamental.<\/p>\n<p><strong>ChatGPT Ads = Paid Visibility<\/strong><\/p>\n<p>The brand buys advertising exposure through relevant conversations.<\/p>\n<p><strong>GEO = organic visibility<\/strong><\/p>\n<p>The brand is working to enhance its digital footprint in order to be better represented within the information ecosystem used by generative search engines: proprietary content, media outlets, experts, comparison sites, guides, reviews, and other third-party sources.<\/p>\n<p>A brand may therefore be absent from organic search results while appearing in ads. Conversely, it may be mentioned in the search results without purchasing ads. <\/p>\n<h2>Should ChatGPT Ads and GEO be used together?<\/h2>\n<p>Probably. The best analogy is that of the <strong>SEO + SEA<\/strong> combination, though with one major difference: the environment is no longer that of a search engine results page but that of a conversation. <\/p>\n<p>A visibility strategy on ChatGPT can therefore gradually consist of two pillars:<\/p>\n<p><strong>GEO: Increasing Visibility in Generative Responses.<\/strong><\/p>\n<p><strong>ChatGPT Ads: Buy visibility around relevant conversations.<\/strong><\/p>\n<p>The first focuses on the brand&#8217;s organic presence and authority. The second allows brands to control part of their advertising exposure. Brands would therefore be wise to start measuring <strong>their organic share of voice and paid share of voice in AI assistants<\/strong>\u2014first separately, then together.  <\/p>\n<h2>Which advertisers should try ChatGPT Ads?<\/h2>\n<p>ChatGPT Ads seems particularly well-suited for industries where consumers need to research, understand, or compare products before making a purchase.<\/p>\n<p>For example:<\/p>\n<ul>\n<li>retail and e-commerce<\/li>\n<li>electronics<\/li>\n<li>Home and Appliances<\/li>\n<li>beauty<\/li>\n<li>automotive<\/li>\n<li>travel<\/li>\n<li>tourism<\/li>\n<li>training<\/li>\n<li>services<\/li>\n<li>Complex B2B offerings<\/li>\n<li>products that require a significant amount of comparison<\/li>\n<\/ul>\n<p>The more questions a category generates before a purchase, the more valuable the conversational environment can be.<\/p>\n<p>Regulated sectors, on the other hand, are subject to specific rules and restrictions.<\/p>\n<h2>How do I launch my first ChatGPT Ads campaign?<\/h2>\n<p>For a brand looking to test <strong>advertising on ChatGPT<\/strong>, the biggest mistake would probably be to simply replicate its Google Ads structure.<\/p>\n<p>An initial test should be viewed more as a learning program.<\/p>\n<ol>\n<li>\n<h3>Identify Decision-Making Moments<\/h3>\n<\/li>\n<\/ol>\n<p>List the main situations in which the product meets a need.<\/p>\n<ol start=\"2\">\n<li>\n<h3>Mapping Potential Conversations<\/h3>\n<\/li>\n<\/ol>\n<p>Identify the questions related to discovery, comparison, evaluation, and purchase.<\/p>\n<ol start=\"3\">\n<li>\n<h3>Building context hints<\/h3>\n<\/li>\n<\/ol>\n<p>Describe in detail the situations and conversations in which the offer is relevant.<\/p>\n<ol start=\"4\">\n<li>\n<h3>Develop several designs<\/h3>\n<\/li>\n<\/ol>\n<p>Tailor the benefits and messages to the context.<\/p>\n<ol start=\"5\">\n<li>\n<h3>Optimizing Landing Pages<\/h3>\n<\/li>\n<\/ol>\n<p>The landing page content must be consistent with the intent and message of the advertisement.<\/p>\n<ol start=\"6\">\n<li>\n<h3>Set up the measurement as soon as the application launches<\/h3>\n<\/li>\n<\/ol>\n<p>UTM, analytics, conversions, and CRM must be up and running before the test.<\/p>\n<ol start=\"7\">\n<li>\n<h3>Measuring Beyond the Immediate CPA<\/h3>\n<\/li>\n<\/ol>\n<p>Traffic quality, new customers, assisted conversions, and incrementality should complement direct measurement.<\/p>\n<p>In particular, a test should help answer the following questions:<\/p>\n<p><strong>Which conversations generate reach?<\/strong><\/p>\n<p><strong>Which contexts generate the most engagement?<\/strong><\/p>\n<p><strong>What messages are most effective depending on the stage of the customer journey?<\/strong><\/p>\n<p><strong>What is the quality of the traffic generated?<\/strong><\/p>\n<p><strong>What percentage of customers is truly incremental?<\/strong><\/p>\n<p><strong>What interactions exist between GEO, ChatGPT Ads, Search, and other acquisition channels?<\/strong><\/p>\n<h2>Will ChatGPT Ads replace Google Ads?<\/h2>\n<p>No. ChatGPT Ads currently operates on a different principle. <a href=\"https:\/\/www.effinity.fr\/blog\/9-raisons-lancer-campagne-google-ads-2025\/\">Google Ads<\/a> remains extremely powerful when a user enters a specific query and is immediately looking for information, a website, or a product. ChatGPT opens up a new frontier: <strong>the time it takes for a decision to form<\/strong>.  <\/p>\n<p>For twenty years, digital marketing has developed primarily within two major environments.<\/p>\n<p>On one hand, <strong>attention<\/strong>: display, social media, video.<\/p>\n<p>On the other hand, <strong>search<\/strong>: search engines and Search Ads.<\/p>\n<p>Conversational AI is gradually opening up a third domain: <strong>decision-making<\/strong>.<\/p>\n<p>Users no longer necessarily type three or four words into a search bar.<\/p>\n<ul>\n<li>He explains his situation.<\/li>\n<li>He specifies his constraints.<\/li>\n<li>He asks for advice.<\/li>\n<li>He compares.<\/li>\n<li>It eliminates certain options.<\/li>\n<\/ul>\n<p>He is gradually refining his decision.<\/p>\n<p><strong>ChatGPT Ads gives advertisers the opportunity to be present during these decision-making moments.<\/strong><\/p>\n<p>So the marketing question is no longer just:<\/p>\n<p><strong>&#8220;What keywords do we want to rank for?&#8221;<\/strong><\/p>\n<p>It also becomes:<\/p>\n<p><strong>&#8220;Which conversations do we want to be part of?&#8221;<\/strong><\/p>\n<p>For brands, this is likely the real change brought about by conversational advertising.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>ChatGPT Ads has been available in France since August 24,  [&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":20794,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[82],"tags":[],"class_list":["post-20795","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ads-tips"],"acf":[],"modified_by":null,"_links":{"self":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts\/20795","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/comments?post=20795"}],"version-history":[{"count":0,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/posts\/20795\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/media\/20794"}],"wp:attachment":[{"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/media?parent=20795"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/categories?post=20795"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.effinity.fr\/en\/wp-json\/wp\/v2\/tags?post=20795"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}