ChatGPT Ads is starting to behave like a real platform

OpenAI emailed advertisers this week with a fresh round of ChatGPT Ads updates. Custom audiences, a proper overview tab, suggested ad drafts, a refreshed ad card and two new markets.

I have watched Google and Meta run this exact playbook. When a platform ships at this pace, the accounts that move early get the cheap clicks. Here is what changed and what I would do with it.

Custom audiences

Upload lists of 25K or more users to include or suppress from campaigns, with bid multipliers per audience at the ad group level. The suppression part is the real win. Stop paying to reach people who already bought.

New overview tab

Account health, recommended tasks and a bigger, more flexible trend chart. Read the recommendations to learn what the system wants. Apply nothing blindly. You know how “recommended tasks” ends on every other platform.

Suggested ad drafts

ChatGPT can now prefill an ad draft with an image, title and description pulled from your site metadata. No AI-generated copy or imagery, it reuses what you already have. Treat it as a starting point, not a finished ad.

Live in Japan and South Korea

Campaigns can now target users in both markets. Fresh inventory is usually cheap inventory, and that window never stays open long. If you sell there, test now.

Refreshed static ad card

A more compact card with larger visuals is rolling out across web and mobile. It quietly started in late June. Worth rechecking how your creative crops before the new format decides for you.

THE PATTERN TO WATCH

Every ad platform follows the same script. Targeting first. Then recommendations. Then automation that spends your money for you. ChatGPT Ads is speedrunning that script, so get your structure and your measurement right while the auction is still thin.

First reported by Barry Schwartz at Search Engine Land

Which brings me to today’s free resource, because measurement is exactly where most accounts leak money.

FREE REPORT · WITH PROFITMETRICS

Your campaigns look profitable.
They probably aren’t.

This free report shows you the 5 profitability metrics that reveal what ROAS hides, before a good-looking campaign quietly drains your margin.

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Hey, Adriaan here.

Quick one today. The team at ProfitMetrics sent me this report and honestly, if you run ads, you need to read it.

Not because it is a marketing piece. Because I have seen this exact problem destroy campaigns that looked great on paper. ROAS goes up, revenue goes up, and somehow the business still loses money. This report explains exactly why, and what to measure instead.

“ROAS tells you what you want to hear.
Profit tells you the truth.”

This report covers the gap between the two.

WHAT YOU’LL GET

01

The metric that actually replaces ROAS for profitable decisions

02

How to catch margin-killing campaigns before the damage is done

03

Product-level profitability: what to scale and what to switch off

04

Real-time profit visibility, without needing a data analyst

05

The one number your finance team has been asking for all along

It is free. It is short. And if you run ads, it is going to change how you look at your dashboards.

Download it, take 10 minutes with it, and let me know what you think.

Download the free report →

Talk soon,
Adriaan

Adriaan Dekker · Google Ads specialist · adriaan-dekker.nl

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ChatGPT Ads is starting to behave like a real platform

Your campaigns look profitable.They probably aren’t.

Your campaigns look profitable.
They probably aren’t.