If you've started running ads in ChatGPT, one of the first things you'll probably notice is that click-through rates (CTR) are significantly lower than what most marketers are used to seeing in Google Search.
That was our experience, and based on conversations in the PPC community, we're not alone.
For example, several marketers on Reddit have pointed out that, considering the amount of intent data OpenAI has access to, they expected ChatGPT ads to generate much higher engagement. Many advertisers who regularly see 8–10% CTRs in Google Search are reporting much lower numbers on ChatGPT.
At first glance, that sounds like a problem. But after spending time with the platform, I don't think lower CTR is necessarily a bad thing.
Reason #1: The Ads Stand Out More Than Google Search Ads
One of the biggest differences between ChatGPT ads and Google Search ads is how obvious the advertisements are.
ChatGPT Ads Look Like Ads
ChatGPT ads are visually distinct from the surrounding content. They often include larger graphics and dedicated ad containers that immediately signal to users that they're looking at an advertisement.
Because users are naturally skeptical of advertising, making ads more obvious tends to reduce the likelihood of clicks.
Reason #2: Users Are Still Getting Used to Seeing Ads in ChatGPT
For a long time, ChatGPT was completely ad-free. Users became accustomed to an experience where every piece of content on the screen was generated to answer their question.
Every Platform Goes Through This Transition
Google, Meta, and virtually every major platform gradually introduced monetization over time. Users eventually adapted.
Reason #3: Most Ads Appear Too Far Down the Page
Placement matters. Many ChatGPT ads currently appear near the bottom of responses.
Users Often Get Their Answer Before Reaching the Ad
Many users get recommendations from ChatGPT and begin exploring them before ever reaching the sponsored placement.
Reason #4: ChatGPT Isn't Built Around Clicking
Users Can Continue Their Research Without Leaving
Users can continue asking follow-up questions inside ChatGPT rather than clicking through to websites.
Is Low CTR on ChatGPT Ads Actually a Problem?
CTR matters, but business outcomes matter more.
Focus on Business Outcomes
- Cost per lead (CPL)
- Cost per marketing-qualified lead (MQL)
- Cost per sales-qualified lead (SQL)
- Cost per acquisition (CPA)
- Return on investment (ROI)
You May Be Getting Free Brand Exposure
Many ChatGPT ads operate on a cost-per-click model, creating opportunities for unpaid brand visibility.
The Metric That Matters
Compare performance against ChatGPT benchmarks, not Google Search benchmarks.
Final Thoughts
ChatGPT is a conversation-first platform. If leads, sales, and ROI are strong, lower CTR may simply be part of advertising in an AI-driven environment.