Campaign Creation Is Only One Part of the Job
The Ads Manager interface may allow a business to create a basic campaign.
But campaign creation does not answer:
- Who should be targeted?
- Which conversations indicate buying intent?
- Who should be excluded?
- What should the advertisement say?
- What landing page should be used?
- How should conversions be measured?
- How will lead quality be reviewed?
- How will revenue be attributed?
A qualified agency should manage the entire system.
Look for Paid-Acquisition Experience
A strong ChatGPT Ads agency should understand:
- PPC strategy
- Google Ads
- Paid-media economics
- Landing-page conversion
- Lead qualification
- CRM attribution
- Call and appointment tracking
- Customer-acquisition cost
- Gross-profit return
The agency should not treat ChatGPT Ads as a novelty disconnected from the client’s existing marketing strategy.
The Client Should Own the Advertising Account
The client should generally:
- Create or own the advertiser account
- Use its own billing method
- Pay OpenAI directly
- Retain access to campaign data
- Add the agency as an authorized user
OpenAI’s Advertising Terms allow authorized agents and representatives to act for advertisers when they have the required authority. Unique login credentials should not be shared.
A transparent agency should bill its management services separately from the client’s media spend.
Ask How the Agency Measures Success
Weak reporting focuses on:
- Impressions
- Clicks
- CTR
- Total conversions
Stronger reporting includes:
- Qualified leads
- Cost per qualified lead
- Appointments
- Show rate
- Proposals
- Closed customers
- Collected revenue
- Gross profit
- Customer-acquisition cost
Ask About the First 60 Days
A responsible agency should explain:
- The initial strategy
- The target customer
- The exclusions
- The starting budget
- The bid limit
- The landing-page plan
- The conversion event
- The review schedule
- The conditions required before scaling
The agency should not promise guaranteed performance. OpenAI itself does not guarantee campaign reach, interactions or results.
Avoid Misleading Partnership Claims
Unless an agency has received explicit authorization, it should not claim to be:
- An official OpenAI partner
- An OpenAI-certified advertising agency
- Endorsed by OpenAI
- Guaranteed special placement
- Given proprietary access to users
OpenAI’s Advertising Terms restrict use of OpenAI’s name or logo in marketing materials and public statements about a relationship without express permission.
Questions to Ask an Agency
- Who owns the advertising account?
- Who pays the media spend?
- How do you determine conversational intent?
- How do you exclude low-quality users?
- Will you build or improve the landing page?
- How will conversions be tracked?
- How will leads be classified?
- How will sales be attributed?
- How often will the campaign be reviewed?
- What happens if the campaign does not deliver?
The Bottom Line
The best ChatGPT Ads agency is not simply the company most excited about a new platform.
It is the company capable of connecting:
- Advertising strategy
- Conversational intent
- Creative
- Landing pages
- Conversion tracking
- Lead quality
- Sales outcomes
- Revenue
Rio X Marketing is an independent advertising agency and is not affiliated with, endorsed by or an official partner of OpenAI.
