OpenAI ads · ChatGPT Ads in Sweden and Europe
OpenAI ads agency: reach buyers while they ask ChatGPT
As an OpenAI ads agency, MexSEO plans, launches and manages ChatGPT Ads for Swedish businesses. The ads went live in Sweden in August 2026: clearly labelled listings shown below ChatGPT’s answers to people who are exploring, comparing and deciding. We set up tracking first, write ads that match what people ask, and report the results in leads and sales.
- 31
- European markets, Sweden included, since August 2026
- Free + Go
- the ChatGPT plans that see ads, adults only
- $3–5
- OpenAI’s suggested starting bid per click
- 3 ways
- to buy: views (CPM), clicks (CPC) or conversions
Source: OpenAI Help Center, checked 7 October 2026.
ChatGPT Ads, explained
What are ChatGPT ads?
ChatGPT Ads are OpenAI’s advertising format: sponsored listings shown below ChatGPT’s answers. They reach people while they explore options and make decisions, and they don’t change what ChatGPT answers.
Where the ads appear
Below ChatGPT’s response, clearly labelled and separate from the answer. Each ad shows your business name and logo, a title, a short description, an image and a link to your landing page.
Who sees them
Only people on ChatGPT’s Free and Go plans. Plus, Pro and Business accounts see no ads, and neither do accounts identified as belonging to people under 18.
What advertisers never see
Conversations stay private. Advertisers get aggregated results, not chats or personal details. OpenAI says it never sells user data and that advertising does not influence ChatGPT’s answers.
Where they run
OpenAI started testing ads in the US in February 2026. In August 2026 ChatGPT Ads reached 31 European markets, including Sweden, Norway and Denmark. On 5 October 2026 OpenAI announced a visual ad format, to be tested first in the US during image generation.
How it works
How ChatGPT ads work
Ads are matched to what people are trying to do, not to single keywords, and you pay for views or clicks in an auction.
Matched to the conversation
OpenAI’s system weighs the context and intent of the conversation, your ad’s title, copy and landing page, and the context hints you add to each ad group. If a user allows ad personalisation, it can also use signals from their wider ChatGPT use. Context hints guide matching, but they are not exact-match keywords.
Three ways to buy
Views, billed per thousand impressions (CPM). Clicks, billed per valid click (CPC). Or Conversions, which optimises toward a conversion event but still bills per click (oCPC). OpenAI suggests starting click bids at 3–5 US dollars.
The auction
Eligible ads compete in a relevance-weighted, second-price auction, so a relevant ad can win against a higher bid. Each campaign needs a daily budget, and the minimum depends on your billing currency.
Targeting and measurement
Campaigns can use geo-targeting and custom audiences. Results are measured with the OpenAI Pixel, the Conversions API, third-party measurement tools and UTM tags on your landing page links. Since October 2026 OpenAI also connects with data tools such as Hightouch, Tealium and LiveRamp and attribution partners such as AppsFlyer, Triple Whale and Adjust.
Sweden and Europe
Can your business advertise on ChatGPT in Sweden?
Yes, if you sell something in a category OpenAI accepts. Businesses in Sweden have been able to buy ChatGPT Ads through self-serve Ads Manager since 31 August 2026.
Accepted categories
For now OpenAI focuses on household and consumer goods, local services, travel and entertainment, and digital products and education. It plans to add categories over time.
Not yet outside the US
Ads for financial services, health services and legal services are generally not allowed outside the US. Banks, lenders, clinics and law firms in Sweden can’t advertise in ChatGPT yet.
Never allowed
Gambling, alcohol and tobacco, dating and adult content, recreational drugs, counterfeit goods and political ads are banned. Ads also never appear next to sensitive conversations, such as health, mental health or politics.
Swedish and English
If you opt in, Ads Manager can adapt your headlines and descriptions to each conversation and translate them into the user’s preferred language. We still write and check the Swedish and English versions ourselves.
Step by step
How to launch ChatGPT ads
Every ChatGPT ad is built and managed in OpenAI Ads Manager, at ads.openai.com. Launching takes three steps; what makes the money is the testing and measurement after them.
1. Create the Ads Manager account
Sign in with an OpenAI account tied to your work email, add your brand logo, set up billing and a payment method, complete account verification and invite the people who need access.
2. Build campaigns, ad groups and ads
A campaign sets the objective, budget, dates and targeting. Ad groups gather ads around one theme and carry context hints, which describe the conversations they suit. Each ad has a title, copy, an image and a landing page.
3. Submit for review and launch
Campaigns are reviewed before they serve. If an ad shows as “Not serving”, Ads Manager gives the reason: many issues are fixed by editing and resubmitting, others need policy, verification or billing action.
Then: measure and refine
Impressions, clicks and click-through rate refresh about every 15 minutes, while spend can lag by 7–8 hours. Conversions show once the OpenAI Pixel or the Conversions API is set up, and that data drives every change after launch.
Before you hire anyone
How to choose a ChatGPT ads agency
ChatGPT Ads are new, so no agency has years of results on them. These four questions separate careful work from guesswork, whoever you hire.
Who owns the account and the data?
The Ads Manager account, the Pixel and the conversion history should be yours, with the agency added as a user. Then changing agency never costs you your data.
Is tracking working before the first ad?
Ask how conversions will be measured. The OpenAI Pixel or Conversions API, plus UTM tags for your own analytics, should be in place before any budget is spent.
What does the fee cover?
Know what the management fee pays for and whether it grows with your ad budget. The ad budget itself should be paid directly to OpenAI, not through the agency.
Are they honest about the platform?
OpenAI’s agency partners are large networks such as Dentsu, Omnicom, Publicis and WPP. An agency that claims a partnership it doesn’t have, or guarantees results on a platform still in beta, is a warning sign.
What's included
What our OpenAI ads agency does
Everything a ChatGPT Ads campaign needs, from the first eligibility check to the monthly report.
-
Eligibility
Policy and category check
We check your products, ads and landing pages against OpenAI’s ad policies before you spend anything.
- Category and country eligibility
- Landing page and claims review
- Brand safety settings
-
Setup
Account and tracking
Ads Manager set up properly, with measurement working before the first ad goes live.
- Ads Manager account and billing
- OpenAI Pixel or Conversions API
- UTM tags and analytics goals
-
Research
Conversation intent mapping
The questions your buyers ask ChatGPT, grouped into ad groups with context hints.
- Topics people explore before buying
- Context hints for each ad group
- Exclusions and brand safety
-
Creative
Ads written for conversations
Many distinct, useful ads for each offer, as OpenAI recommends, with clear value and honest claims.
- Titles, descriptions and images
- Swedish and English versions
- Ongoing creative tests
-
Landing pages
Pages that match the ad
The most relevant page for each ad, fast, and open to OpenAI’s crawlers.
- Page and offer matched to the ad
- Access for OAI-AdsBot and OAI-SearchBot
- Speed and conversion fixes
-
Management
Bids, budgets and reporting
Weekly bid and budget management, and a monthly report in plain language.
- CPM, CPC and conversion bidding tests
- Spend, clicks, CTR, CPC and conversions
- Comparison with your other channels
Who it's for
Who ChatGPT ads suit right now
-
Online shops and consumer brands
Home, fashion, sport and household products that people research and compare in ChatGPT before they buy.
Win: shoppers comparing their options
-
Local services and experiences
Restaurants, trades, gyms, venues and activities in and around Stockholm that people ask ChatGPT to help them plan or choose.
Win: people deciding what to book and who to call
-
Digital products and education
Software, apps, courses and online services that people weigh up in long, detailed conversations.
Win: buyers comparing features and prices
ChatGPT ads vs Google Ads
How ChatGPT ads differ from Google Ads
Both reach people with intent. The difference is how the moment is found, and how proven the platform is.
| ChatGPT Ads | Google Ads | |
|---|---|---|
| Where ads appear | Below ChatGPT’s answer, clearly labelled | On Google Search results, YouTube, Maps and partner sites |
| How ads are matched | Conversation context, the ad itself and context hints | Keywords, audiences and automated targeting |
| Ways to buy | Views (CPM), clicks (CPC) and conversion-optimised clicks | Many bid strategies, from manual CPC to target ROAS |
| Who sees the ads | ChatGPT Free and Go users aged 18 and over | Most people who use Google |
| Measurement | OpenAI Pixel, Conversions API and UTM tags | Google tag, Google Analytics and offline conversions |
| Maturity | New, in beta and changing fast | Mature, with years of data and tools |
We usually start ChatGPT Ads next to Google Ads, not instead of it, and compare the cost per lead across both. See our Google Ads management service.
Your first 90 days
Your first 90 days of ChatGPT ads
What happens after you say yes: a clear plan from day one, so you know what to expect and when.
-
Month 1
Eligibility, tracking and launch
- Policy and category check
- Ads Manager, OpenAI Pixel and Conversions API
- First campaigns with click bidding
You get: live campaigns with measurement you can trust.
-
Month 2
Test and learn
- New ad angles and images
- Context hints refined
- Budget moved to what converts
You get: clear winners and losers, with the numbers behind them.
-
Month 3
Optimise and scale
- Conversion bidding where the data allows
- Comparison with Google Ads and other channels
- Results review and next plan
You get: what ChatGPT ads are worth to you, and the plan for months 4 to 6.
Pricing
How ChatGPT ads pricing works
There are two costs: your ad budget, paid directly to OpenAI, and our management fee, set after we talk. You’ll know both before you start, and we don’t sell packages.
- 1
Enquiry
Tell us what you sell and what you need. A specialist replies by email.
- 2
Short call
If it helps, a short call about your goals and whether your category can advertise in ChatGPT.
- 3
Proposal
Budget, goals, reporting and our fee, spelled out.
- 4
Launch
Month one starts with tracking and the first campaigns.
FAQ
Questions about our OpenAI ads agency
Something else on your mind? Ask us directly.
Sources
Facts on this page were checked on 7 October 2026 against OpenAI’s own pages:
- ChatGPT Ads expands across Europe (OpenAI, August 2026)
- Ads in ChatGPT: The Basics (OpenAI Help Center)
- Quickstart: Launch your first campaign (OpenAI Help Center)
- Ad policies (OpenAI)
- New ways to buy ChatGPT ads (OpenAI, May 2026)
- Reimagining advertising with AI (OpenAI, September 2026)
- Building advertising for the way people use AI (OpenAI, October 2026)
What does an OpenAI ads agency do?
It plans, sets up and manages advertising in ChatGPT for you: checking that your business and ads meet OpenAI’s policies, setting up Ads Manager and tracking, writing the ads, managing bids and budgets, and reporting what the ads bring in.
Are ChatGPT ads available in Sweden?
Yes. ChatGPT Ads launched in 31 European markets, including Sweden, in August 2026, and self-serve Ads Manager opened there on 31 August 2026.
How much do ChatGPT ads cost?
You decide the budget. Campaigns are bought by views (CPM) or clicks (CPC), and OpenAI suggests starting click bids at 3–5 US dollars. Each campaign needs a daily budget, and the minimum depends on your billing currency. Our management fee comes on top and is set in a written proposal before you start.
Who sees ChatGPT ads?
People on ChatGPT’s Free and Go plans. Plus, Pro and Business accounts don’t see ads, and neither do accounts identified as belonging to people under 18.
Do ads change ChatGPT’s answers?
No. OpenAI says ads are clearly labelled, shown separately from the answer and don’t influence what ChatGPT says. Advertisers never see people’s conversations.
Can every business advertise in ChatGPT?
Not yet. OpenAI currently accepts consumer goods, local services, travel and entertainment, and digital products and education. Financial, health and legal services are generally not allowed outside the US, and gambling, alcohol and political ads are banned.
How do you measure results?
With the OpenAI Pixel or the Conversions API for conversions, UTM tags for your own analytics, and Ads Manager’s reports on impressions, clicks, spend, CTR, CPC and conversions. If you already use an attribution tool, check whether OpenAI supports it: the list of partners grew in October 2026.
What is new in ChatGPT ads?
On 5 October 2026 OpenAI announced a visual ad format with images, tested first during image generation for Free and Go users in the US with a small group of advertisers. It also added measurement integrations (Hightouch, Tealium, LiveRamp and attribution partners), Negative Phrases for qualifying advertisers, and brand suitability pilots with DoubleVerify and Integral Ad Science. For now, plan around the ad below ChatGPT’s answer, which is the format described on this page.
Is MexSEO an official OpenAI partner?
No. OpenAI’s agency partners are large networks such as Dentsu, Omnicom, Publicis and WPP. We are an independent agency and run our clients’ campaigns in OpenAI’s self-serve Ads Manager.
How are ChatGPT ads different from AI search visibility?
Ads are paid listings below ChatGPT’s answer. AI search visibility is about being mentioned in the answer itself, which can’t be bought. Many businesses benefit from both.
Should we pause Google Ads to try ChatGPT ads?
No. Google Ads reaches far more people and has years of data behind it. We start ChatGPT Ads with a test budget next to your Google Ads and compare the cost per lead.
Get in touch
Find out if ChatGPT ads fit your business
Tell us what you sell. A specialist reads it and replies by email, and if it helps, we set up a short call.