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Paid Search (Google Ads & ChatGPT Ads)

Should I use ChatGPT Ads or Google Ads?

Short answer

For most businesses, Google Ads remains the main paid search channel because it reaches people actively searching for a product or service, with mature targeting and measurement. ChatGPT Ads are a newer channel matched to conversation topics. Test them with a separate, modest budget once your Google Ads tracking and landing pages are working well.

The full answer

The two platforms reach people at different moments. Google Ads responds to a search query: someone types 'emergency plumber near me' or 'CRM for law firms' and sees ads matched to those words. ChatGPT Ads are matched to the context of a conversation, which may be earlier in the research process or more open-ended.

  • Maturity: Google Ads has years of tools, benchmarks and integrations. ChatGPT Ads are new, and features are still arriving.
  • Intent: a search query often signals clear buying intent, while a conversation topic can be broader.
  • Measurement: Google Ads conversion tracking is well established; ChatGPT Ads measurement is still developing.
  • Competition: a newer channel may have fewer advertisers for now, but also less data to optimise against.

A practical approach is to keep Google Ads as the core, make sure every conversion is tracked, then run a time-boxed ChatGPT Ads test with its own budget and success criteria. Compare the cost per qualified lead, not just the cost per click.

Organic visibility in ChatGPT is a separate channel again, and it's worth working on whichever ads you run.

Published by Vidern, founded and led by Malhar Shah. Updated .

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