What ChatGPT ads really cost (and why it’s volatile)

Source: OpenAI and Sam Altman public statements, via Tech.eu and Maginative.

ChatGPT ads are real, but early. We launched one of Australia's first ChatGPT Ads campaigns in the beauty provider space for One Tribe Beauty on a $400/month budget - and the platform is very basic so far.

• Pricing has moved from CPM-based impressions toward cost-per-click for some campaigns, and minimum spends have fallen sharply through 2026.
• Cost per click swings week to week: there's no mature auction yet and benchmarks are too thin to plan against.
• Inventory is thin - most commercial prompts still show no ad at all.
• OpenAI has since introduced some cost controls, which helps smaller advertisers manage that volatility.
• Paid placement doesn't buy organic citation. Plan as though it doesn't.

Our take: test with a small, ring-fenced budget, track it separately, and keep investing in the authority that gets you named for free.