ChatGPT ads · the page behind the ad
The page your ChatGPT ad sends people to
The page your ad points at is not the last step. OpenAI reads it when it picks which chats your ad belongs in. So the ad and the page have to say the same thing.
Your page helps decide who sees the ad
OpenAI lists what it uses to pick an ad. The chat the person is in, the ad's landing page, its title, its copy, the hints you wrote, and what you targeted. Your page is on that list. So it's doing 2 jobs at once, not 1.
A page that talks about how long you've been going tells it very little. A page about blocked drains in your area tells it a lot. It's the same business either way, but only one of those pages answers the question ChatGPT is trying to match.
The first screen has 4 jobs
- Say the trade in the words the customer used. Your ad said hot water. The page says hot water.
- Say the area you cover, in words, up top. A map down the bottom is too late.
- Show a number they can tap with a thumb, not just a form.
- Say what it costs, or say how you work the price out. Silence on price sends them back to the chat.
That's 1 screen, on a phone, before any scrolling. Everything else on the page can wait.
Tag the link before you send a single click
Put a tag on the end of the web address in your ad. A click is someone tapping the ad. OpenAI says those tags stay on the link when someone clicks it. Then your own numbers tool can show that the visit came from ChatGPT. Without the tag, the visit looks like it came from nowhere.
One US business published its own test of these ads. In the first run, only about 13% of its clicks showed up in its own site numbers. That's their test, not a rule for everyone. It's still the cheapest lesson here.
Why a homepage usually loses the call
A homepage talks about the business. The person in the chat is not asking about your business. They asked how to fix something, and OpenAI says people are often "comparing options, or deciding what to do next". A homepage hands that job back to them.
It's the same fault I wrote about in why your website isn't getting calls. The visit comes from somewhere new, and the call is lost the same way.
What I build or fix while we work for free
I point the ad at a page that can take a call. If your page can't take a call on the first screen, I fix that first. If you have no page at all, I build 1 page for the job the ad is chasing. You do not pay us for that. You only cover your own ad spend. If the ads make you nothing and we stop, that page comes down with them.
3 questions people ask me about the page
Does it have to be a brand new page?
No. An old page works if the first screen does the 4 jobs above. Fixing 1 page you already have beats building 5 you don't need. New pages come later, once we know which job the ads actually bring in.
What if all I've got is a homepage?
Then the homepage has to do the ad's job on the first screen. The trade, the area, a number to tap. Or we build 1 page for the job the ad is chasing and leave the rest of your site alone. That's usually the quicker of the two.
Will OpenAI look at my page?
Yes, twice. It reads your page when it picks which chats the ad fits, and the ad has to pass a review before it runs. So point the ad at a page that says what the ad says. A page that promises one thing and shows another is the way to fail a review.
Let ChatGPT show your business to high-intent customers
- ChatGPT has released paid ads, and this changes the marketing game absolutely.
- If you missed out on Facebook ads in 2007, where anything you posted would have popped off, don't miss out on the next big ad platform.
- Unlike Facebook, where people get interrupted mid doom-scroll, ChatGPT shows your business to people who are already researching something related.
- That makes ChatGPT a cheat code. The engine your customers ask for advice shows your business right under its answer.
- Most marketing agencies charge you thousands before you see any results.
- We work for you, for free. You just cover your own ad spend. The first month is free, so you see the results for yourself before you pay us anything.
- Then, if you want to keep getting those results month after month, we sort out a rev-share or a retainer. A rev-share is a cut of what it makes you. A retainer is a flat monthly fee. Agreed in writing before month 2 starts.
- In the free month, we don't get paid if you don't get paid. After that, it's the rev-share or the retainer you chose.
- Only 10 a month. The work up front is heavy and brings us no income at first. That is all we can take.
If the ads make you nothing, you pay us nothing and we stop there. You will have paid OpenAI for the clicks, and that is all.
Read next
To see the step before this one, read what a ChatGPT ad looks like to your customer. The step after it is how an ad turns into a lead. Once the page is right, set up the call counting so you know which calls came from it. And how ChatGPT decides who sees your ad explains why the page matters this much.
30 minutes, then a straight answer
30 minutes on the phone, mostly questions about your business and your customers. You get 2 straight answers. Do people ask ChatGPT for what you do? And is it worth a run, where we only get paid a rev-share or a retainer, sorted once you have seen the results, to find out?