There are strong signals that ads inside ChatGPT are coming. At first glance, the pricing stands out.
According to early information, OpenAI is considering a CPM of around $60 for ads shown in ChatGPT.
That is much higher than what advertisers usually pay for classic awareness placements on platforms like Meta or Google Display.
CPM doesn’t always mean “awareness”
When we hear CPM pricing, we often think of top-funnel branding campaigns.
But that comparison may be misleading here.
If ads in ChatGPT reach users who are:
- Actively looking for answers
- Researching solutions
- Close to making a decision
Then these placements could behave more like lower-funnel ads.
How this compares to Google Search
In Google Search and Shopping, advertisers often end up paying effective CPMs between $50 and $100, depending on the industry.
The difference is:
- Search uses a CPC model
- ChatGPT would use a CPM model
Advertisers accept those costs in Search because the intent is high and impressions convert.
The real question
The key question is not the price, but the intent.
Will ChatGPT ads:
- Act like upper-funnel branding placements?
Or - Perform more like Search or Shopping ads, where users have clear commercial intent?
If ChatGPT ads stay in the mid- or upper-funnel, a $60 CPM will feel expensive.
If they reach users at the bottom of the funnel, that pricing may actually make sense.
Final thoughts
We are entering a new phase where conversational AI may become a new performance channel, not just a content or branding environment.
Whether ChatGPT Ads are overpriced or fairly priced will depend entirely on user intent and performance.
Exciting times ahead.
Thanks to Thomas Eccel for sharing the initial insights and context.
You can find his original post here: https://www.linkedin.com/posts/thomaseccel_ppc-chatgpt-googleads-activity-7422627225444872192-4S2J?utm_source=share&utm_medium=member_desktop&rcm=ACoAADgO2Z4B89w25NEtrI9ZRlfnlTSIa6grYEE