Dave owns a garage door repair company in Tacoma. He has run Google Ads for years, and they work. So when he heard he could now advertise inside ChatGPT, he did what most people would do: he copied his best Google ad and pasted it in.
“Garage Door Repair Tacoma WA | Licensed & Insured | Call Today”
Then he looked at how it would appear. Above it sat a ChatGPT conversation. Someone had written: “My garage door started making a grinding noise and now it won’t close all the way. Is it safe to leave it like this overnight?” ChatGPT had answered calmly, explaining what might be wrong and why a broken spring can be dangerous.
Underneath that thoughtful answer, Dave’s ad looked like a billboard shouting at someone in the middle of a conversation. (Dave is an example we made up for this guide, but his mistake is a common one.)
That is the challenge with ChatGPT ads. They do not appear next to a search. They appear below an answer, in the middle of a conversation. And writing for a conversation takes a slightly different skill. This guide explains how ChatGPT ads work, and how to write ads that feel like they belong.
First, what are ChatGPT ads?
ChatGPT ads are paid ads that appear inside ChatGPT conversations. When someone asks ChatGPT a question, ChatGPT gives its answer as usual. Below that answer, an ad can appear, clearly labeled as sponsored.
A few things are worth knowing up front:
- Ads do not change ChatGPT’s answer. In its approach to advertising, OpenAI says ads are kept separate from the answer itself. Your ad can appear below the answer, but paying does not make ChatGPT recommend you.
- Not everyone sees ads. Ads are shown on ChatGPT’s Free and Go plans. OpenAI says Plus, Pro, Business and Enterprise subscriptions will not include ads, and accounts belonging to people under 18 are not shown ads.
- Businesses buy them through ChatGPT Ads Manager, a self-serve tool similar in spirit to Google Ads or Meta Ads Manager. OpenAI’s Ads Manager overview describes it.
If you want the wider background, including what the ads cost, our look at the 2026 ChatGPT ads update covers it.
How ChatGPT decides when to show your ad
This is the biggest difference from Google, so it is worth slowing down on.
On Google, you choose keywords. If Dave chooses “garage door repair Tacoma”, his ad can show when someone searches for those words. The match is mostly about words.
ChatGPT ads do not use keywords. Instead, you write context hints: short descriptions of the situations your customers are in. Dave might write: “A homeowner whose garage door is making a grinding noise or will not close, and who wants it fixed quickly.”
ChatGPT reads the conversation, reads your context hints, your ad and your landing page, and judges whether your ad genuinely fits that moment. Relevance matters in the auction alongside your bid, so an ad that fits the conversation well can compete even without the highest bid.
Here is the key idea: on Google, you match the words someone types. On ChatGPT, you match the moment someone is in.
What a ChatGPT ad contains
At the time of writing, OpenAI’s guide to launching campaigns lists four parts for each ad:
- A title of up to 50 characters. OpenAI’s guidance suggests about 16 to 24 characters works best.
- Copy of up to 100 characters, with about 32 to 48 recommended.
- A square image that matches the message.
- A landing page, the page people reach when they click. ChatGPT’s ad crawler needs to be able to read it.
That is not much space. In practice, you have room for one idea, one reason to choose you, and one next step. That is exactly why the writing matters.
Six rules for writing ChatGPT ads
Let’s go back to Dave and fix his ad, one rule at a time.
Rule 1: Answer the moment, not the keyword
Dave’s original ad was written for a keyword. It listed his service, his city and his credentials. But the person in the conversation is not thinking “garage door repair Tacoma WA.” They are thinking, “My door is broken and I’m worried.”
So instead of describing his business, Dave describes the solution to the problem:
- Before: “Garage Door Repair Tacoma WA | Licensed & Insured”
- After: “Same-Day Garage Door Fix”
The second one speaks directly to the person’s situation. It sounds like help, not an advertisement.
Rule 2: Lead with one concrete benefit
With only about 40 characters of copy, Dave cannot list everything. He has to choose the one thing that matters most to someone in this moment. For a broken door that will not close, it is probably speed. For someone planning a new door, it might be a free estimate or a wide choice of styles.
One clear promise is more persuasive than three vague ones. “Fast, reliable, affordable service” says nothing. “Most repairs done the same day” says something, as long as it is true.
Rule 3: Say where you work
People often mention a place in ChatGPT conversations, such as “near me”, a city or a neighborhood. Naming your area tells the reader you are local and available. Where a place name could be confused, like Auburn, which exists in several states, write “Auburn, WA”.
Rule 4: Sound like a person
Imagine the ad being read out loud right after ChatGPT’s calm, helpful answer. Words in capitals, exclamation marks, “#1 in Tacoma!” and “Best Prices Guaranteed” all sound out of place. They also make claims you may not be able to prove.
Conversational does not mean casual or jokey. It means plain words, a calm tone and a clear message.
Rule 5: Only promise what is true
If Dave writes “same-day”, his team needs to be able to deliver that on most days. If he mentions a free estimate, the landing page should say so too. People who click on a promise and find something different on the page leave quickly, and they remember.
Rule 6: Make the landing page continue the conversation
The click is not the end of the ad. It is the middle. Dave’s landing page should pick up exactly where the ad left off: the same problem, the same promise, and one obvious way to call or book. Sending people to his homepage, which talks about installations, openers and a dozen other services, breaks the thread. Our guide to landing pages vs homepages explains why this matters so much.
Example ads for local businesses
Here is how these rules come together for four different local businesses. Use them as patterns, and replace the details with what is true for your own business.
| Business | Title | Copy | Context hint |
|---|---|---|---|
| Garage door repair | Same-Day Garage Door Fix | Local Tacoma techs. Call now or book online. | a homeowner whose garage door is stuck or grinding and wants it fixed today |
| Dental practice | Family Dentist in Tacoma | Family dental care. New patients welcome. | someone who just moved to the area and needs a family dentist |
| Collision repair | Free Collision Estimates | We work with your insurance. Book online. | a driver after a minor accident wondering how to get an estimate and use insurance |
| Mobile truck alignment | Mobile Truck Alignment | Mobile service for fleets. Less downtime. | a fleet manager whose trucks show uneven tire wear and who wants to avoid downtime |
Notice what each one does. The title names the solution, the copy adds one reason to act or one detail that builds trust, and the context hint describes a real person in a real situation.
Writing context hints that work
Context hints are where many advertisers go wrong, because they write them like keyword lists.
- Weak: “garage door, repair, Tacoma, spring, opener”
- Strong: “a homeowner in Tacoma whose garage door is stuck open or making a grinding noise, and who wants it fixed today”
The strong version describes a person, a problem and an urgency. That gives ChatGPT a much clearer picture of when Dave’s ad is genuinely helpful.
It also helps to write several hints for different moments. Dave might add: “someone whose garage door opener stopped working after a power outage” and “a homeowner comparing whether to repair or replace an old garage door”. Each describes a different person who might need him.
If those moments call for different messages, group them into separate ad groups, each with its own ads and its own landing page. The “repair or replace” person needs a different conversation from the “stuck door tonight” person.
Test more than one ad
Even good writers cannot predict which message will work best. So give each ad group several ads with genuinely different angles:
- One that leads with speed: “Same-Day Garage Door Fix”
- One that leads with reassurance: “Garage Door Stuck? We Can Help”
- One that leads with experience: “Local Garage Door Specialists”
After a few weeks, look at which ones bring calls and booked jobs, not just clicks. Keep the winners, replace the rest with new ideas, and keep going.
One setting deserves a check before you launch. From October 30, 2026, OpenAI turns on creative enhancements by default for self-serve campaigns. With it on, ChatGPT can rewrite your titles and copy to fit each conversation, resize your images, change the landing page URL and translate your ads. OpenAI’s help page on creative enhancements explains each change, and you can turn it off under Manage settings. It can make ads feel more natural, but if your ads make specific promises, or people need to land on one particular page, review how the enhanced versions appear or switch the setting off.
Back to Dave
Dave deleted his pasted Google ad and started again. His new title was short and spoke to the problem. His copy mentioned his area and one honest benefit. His landing page talked about urgent repairs only, with a big call button at the top.
Now, when someone tells ChatGPT their garage door is grinding and stuck, the ad underneath does not shout. It simply offers the help they were already looking for.
Frequently asked questions
Can I reuse my Google Ads copy in ChatGPT?
You can use it as a starting point, but rewrite it. Google ads are written to match keywords. ChatGPT ads need to fit a conversation, and the length limits are different.
Will running ChatGPT ads make ChatGPT recommend my business?
No. Ads are labeled and kept separate from ChatGPT’s answers. To be recommended in the answer itself, you need AI search optimization: clear information, good reviews and trusted mentions across the web.
How many ads should I have in each ad group?
Several, each with a different angle, so you can learn which message works best for your customers.
Want help writing and running ChatGPT ads?
At Around29, we plan, write and track ChatGPT ad campaigns for local businesses, and we are honest about what the platform can and cannot do yet. See our ChatGPT ads page for Tacoma businesses, or follow our step-by-step guide to setting up your first campaign.