We treat ChatGPT Ads as what it is: a new channel where benchmarks are still forming. Every project therefore begins with a business question, a risk limit and measurement capable of telling us what to do next.
A pilot is useful only if it ends in a decision. Before launch, we reduce the uncertainties that could make the result impossible to interpret: proposition, landing page, conversion signal, economics and scope.
“Test ChatGPT Ads” is not a question. A useful question is whether a category can generate purchases at defensible economics, whether a B2B problem can produce opportunities accepted by sales or whether a market offers enough signal to justify a second phase.
The question defines what campaign to build and what data we need to keep.
Primary event, UTMs, OpenAI Pixel, Conversions API, analytics, ecommerce or CRM are decided before launch. If tracking is fixed later, part of the initial spend can no longer be reconstructed with the same confidence.
Changing bid, copy, context hints, landing page and form at the same time can improve a campaign without explaining why. We prioritise interpretable changes and record which hypothesis each test is trying to confirm or reject.
Controlled risk, interpretable signal and a decision at the end.
Not necessarily. If the account, landing page, measurement and proposition are ready enough, we can move directly to a controlled pilot.
It depends on available volume and conversion. We define a window able to gather signal without keeping a test open after it has already answered the question.
We scale progressively and expand budget, coverage, catalogue or markets only where the history supports it.
We separate delivery, message, landing page, measurement, offer and economics. If the account still does not hold after correcting what can be interpreted, stopping is a valid decision.
Yes. In a fast-moving channel, preserving hypotheses, changes and results is part of the asset the account builds.
Yes. We recommend that account access, billing, analytics and data remain under the client’s control from day one.
Start with that question and build the minimum system required to answer it with data.
What you sell, which markets you work in and what you want to learn from the first pilot. If the scope is not clear yet, we will define it with you.