Your customers now ask
ChatGPT what to buy.
Same team, same rate, one more place to be found
A new shelf, and your label is built to win on it
ChatGPT Ads is now open to every advertiser, no waitlist. It runs on the same Campaign, Ad Group, Ad structure as Google and Meta, so nothing about how we manage it is unfamiliar. What's new is the shelf: a sponsored placement that sits directly inside ChatGPT's answer to a real question, at the exact moment someone's deciding what to buy.
Inside the answer, not beside it
When someone asks about protein, collagen or clean snacking, a small sponsored card can appear right underneath ChatGPT's response. That's Chief showing up in the moment of decision, not competing for attention alongside ten other results.
You already pay to show up in AI answers
AI See You is working the organic side of exactly this surface. ChatGPT Ads is the paid lever on the same shelf, and the two compound: showing up in the answer and beside it is a stronger position than either on its own.
Early, and we'll be straight with you about it
Conversion-based bidding is coming but not live yet, and attribution is still unproven for most categories. We're treating this as a genuine test, not overselling it as a solved channel from day one.
What the placement actually looks like
A tight sponsored card, one image and one line, sitting right underneath a relevant ChatGPT answer.
Chief.
Collagen protein bars. 15g protein, no seed oils, no maltitol. Made in Australia.
Your positioning was built for this moment
An AI answer about food is, almost always, a label comparison. It reads the ingredient list, weighs it up, and recommends. That is the exact argument Chief already wins on the shelf: real ingredients, nutritionist-led formulation, practitioner endorsement, Australian-made, nothing hidden in the fine print.
The brands that lose this comparison are the ones with something to hide in the ingredient panel. Chief doesn't have that problem, which is why this placement is worth a genuine test rather than a token one.
Illustrative mockup, built to show placement logic, not a live campaign screenshot.
Three ways we can point this at your range
Chief sits across two kinds of value: the brand promise itself, and a hero range that people already compare product by product. That gives us three distinct ways to launch, and they're not mutually exclusive, just a question of what goes first.
1. Brand and clean label
Lead with Chief itself against the questions people already ask about real food, ultra-processed snacking and what's actually in a protein product. No feed and no third party to wait on, so it's the fastest way to get a real read on the channel.
2. Hero product comparison
Creative built around one product and the comparison it wins. Collagen powder against whey for bloating, the bars against the supermarket shelf, beef bars and biltong against Jack Link's. These are the questions with the clearest buying intent behind them.
3. Feed and catalog
Catalog-style listings pulled straight from the same product feed powering your Shopping campaigns. The strongest long-term fit across the full range, once the feed work currently underway has landed and we've confirmed feed ads are available to launch on.
A note on the US
Everything above assumes an AU start, because that's where the brand is known and where we have benchmarks to plan against. The US is the harder problem in your 12-month plan, and this is one of the cheapest ways to appear in a US shopper's consideration set before they've ever heard of Chief. We'd rather prove the placement in AU first, then take a working format across, than split a small test budget over two markets and learn nothing about either.
Where we'd start: two campaigns, kept simple
Of the three paths above, this is the fastest way to get a genuine read without overcomplicating the test. One campaign builds visibility, the other drives clicks, and the budget stays lean until we've got real numbers to work from.
Chief brand campaign
Optimised for impressions. Builds visibility for Chief itself, the real-food promise, the clean label, the practitioner backing, against the everyday nutrition questions people put to ChatGPT.
One hero product campaign
Optimised for clicks. Built around the collagen powder and the protein bars, putting a specific product in front of someone who is already comparing labels.
Budget: $33 a day per campaign, about $66 a day total. That lines up with the $2,000 a month test budget below. At the current Australian CPC that's roughly five or six clicks a day per campaign, so this is a channel to read monthly, not daily.
On claims: copy stays on composition and certification, what's in the pack and what it's made from, rather than anything that reads as a therapeutic claim. That keeps this channel clear of the TGA work already in your pipeline.
Here's exactly where we're at
Unlike Google and Meta, we can't create this account for you. OpenAI requires the advertiser account to be created by the business itself, then the agency gets added to it. That's two short actions on your side, and everything after that sits with us.
On your side, two things
- 1Create the Chief Nutrition account at ads.openai.com, or hand over the existing one if Sensic already set one up
- 2Add partner@ecomnation.com.au as a team member, and confirm a payment method is live
On our side, once we're in
- 3Confirming billing is wired up and reconciles the same way as your Google and Meta spend
- 4Setting up conversion tracking, so we can eventually tie spend to on-site results
What we need from you
Sign-off on the test budget below, the account created and Ecom Nation added to it, and a steer on which of the three paths you'd like to launch first. We'll handle everything else, the account build, the naming, and folding it into your existing reporting.
No platform fee. A modest test budget.
We don't charge anything extra to set up, manage, or report on ChatGPT Ads, it runs on the exact same tiered rate as your Google and Meta spend today. What we're asking for is a minimum additional test budget, separate from your existing channels, big enough to actually produce a read.
$0
Nothing extra to set up, manage, or report on the new channel.
$2,000/mo
Additional AI ad spend, on top of your existing Google & Meta budget, not a reallocation.
5.00% → 3.75%
Same tiered rate as every channel already in your plan.
How this sits against your 20% MER target
Until conversion tracking is live, this channel produces spend with no attributed revenue behind it. Folding that into the blended number would push your MER above 20% for reasons that have nothing to do with performance. So we'd report ChatGPT Ads on its own line, outside the MER calculation, and only bring it into the blended read once tracking is proven. You'll see the spend every week, it just won't distort the number you actually run the business on.
What we're measuring, and what to expect
Conversion-based bidding isn't live on the platform yet, so the opening goal is clicks (CPC) or reach (CPM). We'll report Impressions, Clicks, Spend, CTR, and Average CPC/CPM from the outset, and add conversions once tracking is confirmed, we won't estimate a ROAS or MER figure before then.
| Benchmark (Australia) | What early tests are showing |
|---|---|
| Average CPC | Around A$6 |
| Average CPM | Low $30s |
| CTR | 0.4% to 0.8% |
It's not just about clicks
One Australian test tracked brand visibility across ChatGPT, Gemini and Perplexity. ChatGPT visibility roughly tripled the week ads launched, reaching a 52% share of voice in its competitive set, while Gemini and Perplexity, with no ads running, stayed flat. That's the upside worth testing for: showing up more often in AI-generated answers, not just paid clicks. For a brand already investing in AI visibility, that's the number to watch.
Set the right expectations
This is a top-of-funnel discovery channel, closer to LinkedIn in pricing than Google Search. We'll judge it against reach, interest, and visibility for now, and layer in a proper down-funnel read once conversion tracking is live.
Source: Fileroom, ChatGPT Ads Australia insights. Early-adopter test data, not an Ecom Nation client result, shared here as a directional benchmark only. No US benchmarks are published yet, so we haven't estimated any.
Confirm the budget and your starting lane, and we'll have this live once the account, billing and tracking are wired up.