What we’re up to
We’re putting ads inside ChatGPT. For three months, PN Digital is running ChatGPT ads for a small group of not-for-profit partners, to see whether they earn a spot alongside Google Ad Grants and paid social. This service will be at a reduced management fee and you will need to cover the ad budget, but this will be a great opportunity for you to test out a brand new service before other not-for-profits jump on board.
Want to learn more? Keep reading…
How the ads work
A ChatGPT ad is a labelled box that sits underneath ChatGPT’s answer, not inside it. Here’s what we’ve confirmed so far:
- It’s marked as an ad. The box is tinted and labelled “Sponsored”, separate from the answer above it, with a title, a line of copy, a link and sometimes an image.
- Only some people see it. Ads show for people on ChatGPT’s free and Go plans. Paid plans and anyone under 18 don’t see them.
- There are no keywords. Instead of picking search terms, we write short descriptions of the kinds of conversations where an organisation fits. ChatGPT then decides whether an ad suits the conversation.
- Targeting is broad. In Australia it’s country-wide only, with no city or postcode options.
- Reporting is basic. Expect totals for views and clicks, with no demographic breakdown and no view of anyone’s conversations. We add tracking links so we can see what happens after the click in Google Analytics.
- Some topics are off limits. Ads aren’t shown next to health, mental health or political conversations.
What we’re hoping to learn
The case for these ads comes down to timing. People ask ChatGPT longer, more specific questions than they type into a search bar, often while they’re still weighing up their options. Australian agencies describe the channel as reaching people earlier in their research than Google Ads does, so that’s the first thing we’re testing.
For the person asking, the ad is a clearly labelled suggestion next to an answer they were already reading, which they can ignore. For the organisation, it’s a way to show up inside a conversation about the topic it works on.
We’re also keeping our expectations grounded. One early Australian write-up reports an average click-through rate of 0.91%, compared with 6.4% for Google Search. That points to a channel that builds awareness rather than one that replaces search, and it’s why the pilot is built around learning rather than promises.
Where not-for-profits fit
Three things made us curious about this channel for our not-for-profit partners:
- Small budgets can play. Ad spend required is minimal, so a test doesn’t need a big appeal budget behind it.
- It suits mission-led stories. Context hints are written in plain language, which is how our partners already describe the people they help and the problems they solve.
- It sits beside Google Ad Grants. The grant covers Google Search. ChatGPT ads are a separate place to be found, and the pilot tests whether they add reach or just overlap.
We also read the fine print, because it matters for this sector. OpenAI’s ad policy doesn’t mention charities or not-for-profits at all. It does disallow ads that advocate on political or contested social issues, and sensitive topics and events are also off the list. Health services are generally prohibited outside the US. OpenAI can also decline an advertiser “for any reason”.
In practice, that means fundraising, programs, events and volunteering look like workable ground, while advocacy campaigns and some health or mental health services may not get through. Every ad goes through automated and human review, so we’ll report what actually gets approved.
The 3-month pilot
Each pilot account runs ChatGPT ads for three months, alongside its existing campaigns. We’re keeping the questions simple:
- Do the ads get approved for a not-for-profit’s message, and which messages get knocked back?
- Who clicks, and what do they do once they land on the website?
- Does ChatGPT show up later in the journey, through branded search or direct visits, even when the click itself isn’t credited?
- How does it compare with the channels the account already runs?
Every ad carries tracking links, so we can follow results in Google Analytics rather than relying only on the platform’s own totals.
What happens next?
When the three months are up, we’ll write up what happened, including the good and the bad and the settings we’d change.
