Your next customer acquisition channel might be ChatGPT.
We help established UK businesses test ChatGPT advertising through a structured four-week pilot. Clear budgets, proper conversion tracking, and an honest assessment of whether the channel is worth pursuing.
Decision rule agreed in week 1: target cost per qualified enquiry £150
- Scale≤ £105
- Continue≤ £150
- Modify≤ £225
- Stop> £225
- Media spend
- £900
- Qualified enquiries
- 7
- Cost per qualified enquiry
- £129
- Length
- 4 weeks
- Our fee
- £1,000 + VAT
- You get
- A continue, change or stop call
Why test ChatGPT advertising now?
Many people now use ChatGPT while they research a purchase: exploring options, comparing providers, deciding who to call. OpenAI says ChatGPT is used by hundreds of millions of people for learning, work and everyday decisions.
ChatGPT Ads put a paid, clearly labelled placement in front of some of those people, below ChatGPT’s answer. For a business that already buys clicks from Google and Meta, that is a new paid discovery channel worth a measured look.
Nobody can tell you in advance whether it will pay for itself in your market. That is the point of the pilot: a fixed budget, proper tracking, and a decision based on your numbers rather than our enthusiasm.
Usage figure: OpenAI Help Center: Ads in ChatGPT (opens in a new tab)
The four-week pilot
One controlled test with a fixed budget and an agreed definition of a good enquiry. It ends with a recommendation you can act on.
Week 1
Strategy and setup
We learn your commercial goals, existing acquisition channels and customer economics: average job value, close rate, and what a qualified enquiry is worth to you. We check campaign eligibility and agree what will be measured, and how.
You get
Agreed target cost per qualified enquiry and the decision rule
Week 2
Campaign launch
We configure the campaign in your Ads Manager account, prepare the creative, and set up conversion tracking on your site and in your CRM where possible. Then the controlled test begins, with your approval.
You get
Live campaign, tracking checked end to end
Week 3
Optimisation
We review performance and the quality of the enquiries coming in, test the adjustments the platform allows, and keep spend inside the agreed budget.
You get
Lead-quality review with your team
Week 4
Commercial review
We assess qualified enquiries, cost per qualified enquiry, appointments and any sales outcomes available so far, and recommend whether to continue, change or stop the campaign.
You get
Written review and a clear recommendation
Pricing
Two separate costs, paid to two different companies. Our fee never comes out of your advertising budget.
ChatGPT Ads Growth Pilot
4 weeksOur fee, paid to Web Project Studios
£1,000
+ VAT if applicable
For running the four-week pilot, from setup to the written review.
Your ad budget, paid to OpenAI
£600–£1,200
Suggested, subject to campaign eligibility and account requirements
Through your own Ads Manager account. You own the account and its data.
The fee covers
- Commercial goals and customer-economics workshop
- Campaign eligibility check before any spend
- Campaign configuration and ad creative
- Conversion tracking on your site, and into your CRM where possible
- Weekly check-ins and lead-quality review
- Written commercial review with a continue, change or stop recommendation
Not included
- Advertising spend (paid by you to OpenAI)
- Website rebuilds or new landing pages beyond tracking fixes
- Ongoing campaign management after week 4 (quoted separately if you continue)
- Any guarantee of enquiries, sales or ad placement
Who the pilot is for
It suits established businesses that already know what a customer is worth to them.
A good fit
- You already advertise on Google Ads or Meta, typically around £2,000 a month or more.
- You sell high-value work, such as premium windows and doors, glazing across several locations, or large renovation and installation jobs.
- Enquiries are tracked and followed up quickly by someone responsible for sales.
- Someone in the business owns marketing or business development.
- You can set aside a separate test budget without touching what already works.
Who it is not for
- Businesses looking for guaranteed leads or a guaranteed return.
- Anyone unwilling to fund a proper measurement test, including the media budget.
- Businesses with no way of tracking or following up enquiries yet. Fix that first, and we can help.
- Anyone hoping to change what ChatGPT says about them. We do not sell that, and nobody can.
Why Web Project Studios
Growth Lab is a specialist service from Web Project Studios, a UK technical consultancy that builds software, AI integrations and workflow automation, and provides fractional CTO support. The technical side is why the numbers at the end can be trusted.
- Conversion tracking and attribution
- Every enquiry tagged with where it came from, checked end to end before the campaign spends a pound.
- CRM integration
- Enquiries land where your sales team already works, so lead quality and outcomes can be measured, not guessed.
- Landing-page performance
- We check that the page the ad sends people to loads fast, works on a phone and records the enquiry.
- Workflow automation
- Fast follow-up matters on high-value enquiries. Where it helps, we automate routing and alerts.
- Clear commercial reporting
- Spend, qualified enquiries and cost per qualified enquiry against your own target. No vanity metrics.
Measuring success
What the week-4 review looks at. The numbers below are invented to show the format, not results from any campaign.
| Metric | Illustrative value |
|---|---|
| Advertising spend | £900 |
| Enquiries generated | 14 |
| Qualified enquiries | 7 |
| Cost per qualified enquiry | £129 |
| Appointments booked | 4 |
| Sales outcomes, where available | Often still open at week 4. High-value jobs take longer to close than the pilot runs. |
With small numbers, one enquiry moves the result a lot. The review says so plainly when that is the case.
Move it to see how the same illustrative result lands on a different band once your own economics are taken into account.
- Scale≤ £105
- Continue≤ £150
- Modify≤ £225
- Stop> £225
At £150, an illustrative £129 per qualified enquiry lands on Continue. At or under your target. Keep it running and keep measuring.
Questions owners ask first
What exactly are ChatGPT Ads?
Paid ads from OpenAI that can appear below ChatGPT’s response for users on the Free and Go plans, in countries where ads are available. Each ad shows the advertiser’s name, a headline, a description, an image and a link to your site. Ads are clearly labelled and kept separate from the answer.
Are these ads the same as appearing in ChatGPT’s answers?
No. Ads are paid placements shown separately from ChatGPT’s response. OpenAI states that ads do not influence its answers and that advertisers cannot shape, rank or alter them. We do not sell organic AI visibility, influence over recommendations, or guaranteed placements.
How much advertising budget do I need?
We suggest £600–£1,200 of media spend over the four weeks, paid by you directly to OpenAI. The right figure depends on campaign eligibility, your account requirements and how many enquiries you need for a meaningful read. We agree it with you in week 1.
Do you guarantee leads?
No. Nobody can honestly guarantee leads from a new channel. The pilot is designed to find out, with a fixed budget and proper tracking, whether ChatGPT Ads produce qualified enquiries at a cost that works for your business.
Who owns the advertising account?
You do. The Ads Manager account is set up in your business’s name, you pay OpenAI directly, and you give us access to run the pilot. If we stop working together, the account, campaigns and data stay with you.
Do I need to stop running Google Ads?
No. Keep running what already works. The pilot uses a separate budget so you can compare ChatGPT Ads against your existing channels rather than replace them.
What happens after the four-week pilot?
You get a written review and a recommendation: continue, change the approach, or stop. If you continue, you can run it yourselves with what we set up, or ask us to quote for ongoing management. There is no automatic follow-on contract.
How do you measure qualified enquiries?
In week 1 we agree with you what makes an enquiry qualified, for example the right postcode, job type and value. Every enquiry from the campaign is tagged with its source, reviewed with your team against that definition, and followed through your CRM where possible to appointments and sales.
Already spending on advertising? Find out whether ChatGPT deserves a place in your marketing budget.
Tell us a little about the business and we’ll reply to arrange a 20-minute discovery call. If the pilot isn’t a good fit, we’ll say so.
- 1You send the formTwo minutes. Nothing is sent until you press the button.
- 2We reply by emailTo agree a time for a 20-minute call.
- 3The discovery callYour channels, economics and whether a pilot makes sense. If it doesn’t, we’ll say so.