Report · September 28, 2026

The State of ChatGPT Ads

ChatGPT officially launched ads in March 2026. In its first 200 days after launch, ChatGPT Ads has reached $1 billion in annualized revenue run rate and is used by tens of thousands of advertisers.Graphite and Similarweb partnered to conduct this research. Similarweb’s user panel is one of the few independent sources of market-wide data for ChatGPT ads, covering reach, CTR, and ad placement across all nine live markets. This is paired with an analysis of 98,000+ ads and 8,000+ landing pages.

01Market Insights

After 6 Months, 43% of Ad-Eligible Users See Ads in the US

02Creative Insights

50% of Top 10 Advertisers Run More Ads on ChatGPT vs Meta

03The Graphite Playbook

Graphite 10 Steps ChatGPT Ads Playbook

  1. Budget It Like a Test, Not a Core Channel

    CTR has doubled since launch, but the advertiser base hasn’t settled. Keep spend experimental.

  2. Check Product Fit First

    Top 10 advertisers all sell something buyable in one sitting. Lead with offers users can purchase right away, and test long sales cycles with caution.

  3. Write Native Copy

    Top advertisers write 98% new copy. Aim for net new copy for this channel that directly addresses a use case.

  4. Scale Creatives Gradually

    More ad creatives generally help increase impression share, but there’s no fixed number to hit. Scale as you grow.

  5. Reuse the Pages You Have

    Feature, Pricing & Product pages are the most used landing page type. Test those first.

  6. Start Small on Landing Pages

    Most advertisers use five or less. Scale pages up as ad volume grows, not before.

  7. Benchmark by Category

    Landing page norms vary 30x by category. Use your own category’s median, not the overall one.

  8. Treat as Incremental, Not a Replacement

    Google Search still carries far more ad volume than ChatGPT or Meta. Budget it as an addition, not a swap.

  9. Prioritize Early Turns, Don’t Forget the Long Tail

    The first few turns get the highest CTR and impression share. Most conversations continue past that point, so there’s still an audience to reach later on.

  10. Expect Turnover, Plan to Re-Test

    Few advertisers hold a steady top spot. Build for iteration, not “set and forget.”

Method

Data & Methodology

  1. Similarweb Supplies the Audience and Performance Data

    The ChatGPT Ads panel covers audience, reach, impression share, CTR and turn position worldwide and across the nine live markets. Data is current as of September 2026 unless a slide notes otherwise. Similarweb discloses percentages and shares only; panel volumes are not disclosed.

  2. Graphite Supplies Every Ad Asset

    Every ad, creative, headline and landing page used here comes from Graphite’s own research.

  3. The US Ad Dataset Spans 95k+ Ads

    Graphite collected 95k+ ChatGPT ads from 500+ advertisers between 1 April and 16 August 2026. The dataset includes 70k+ distinct creatives and 51k+ distinct headlines.

  4. Landing Pages Were Classified from Their Content

    Graphite crawled and classified 8k+ landing pages. The classification was 85% accurate against blind human labels.

  5. The Advertiser Taxonomy Covers Nearly All US Impressions

    Graphite classified 9,900+ of the top 10,000 US advertisers, representing 99% of US impressions.

  6. Cross-Channel Research Covers 10 Advertisers

    Graphite pulled Meta Ad Library and Google Ads Transparency Center data for the 10 advertisers running ads on ChatGPT, Meta and Google.

Graphite

OurResearchers

Graphite is a research-driven growth agency. We run organic and paid search for Webflow, Adobe and Upwork, and we publish what we learn doing it.

  • Co-founder of Graphite, the research-driven growth agency behind work for Notion, n8n, and BetterUp. Angel investor in startups and venture funds including 500 Global, and previously a growth advisor to MasterClass. Published by IEEE for research on energy-efficient routing in optical networks at Alcatel-Lucent, now Nokia.

    LinkedIn

  • Founder and CEO of Graphite, the research-driven growth agency behind work for Webflow, Adobe, and Upwork. Teaches SEO and AEO at Reforge and is an adjunct professor at IE Business School. Research published in the Financial Times, Axios, and The Atlantic. Previously a growth advisor to Masterclass, Robinhood, and Honey.

    LinkedIn