ChatGPT ads lag Google Search on returns
Researchers found that advertising in ChatGPT generates 64% less revenue per visit than Google Search. The gap points to the platform’s monetisation model rather than the quality of its traffic.
To match Google Search’s advertising returns, the cost per click in ChatGPT would need to be $0.26. One advertiser reported paying $1.72 per click, almost seven times that threshold.
A weaker path to conversion
Google Search places users in an intent-driven flow: they seek a solution, see a relevant ad and click through. ChatGPT users begin a conversation and often stop after receiving the answer. Clicking a link adds a step that many skip, reducing clicks and conversions from the same audience.
For affiliate managers running CPA campaigns, the current economics do not support testing ChatGPT at scale. A click costs more while fewer users move beyond the chat interface. Brands focused on reach may still test the channel with limited budgets, but parity with Google Search returns remains out of reach.
OpenAI is expanding its advertising capabilities. Matching Google Search will require lower click costs or higher ad CTR. Neither has happened yet: advertisers are paying more and receiving less revenue per visit.
