An ad in a ChatGPT conversation is not the same intent signal as a Google search query, and we should not fund that test by cutting proven lead volume. Assign a separate test budget, then measure conversion rate to PII capture and qualified lead CPA before moving more spend.

Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.

What was published

ChatGPT Ads Aren’t Paid Search : 5 Questions To Answer Before You Shift Budget via @sejournal, @brookeosmundson

Give ChatGPT Ads a clear role, budget source, and success criteria before pulling money from paid search campaigns that already perform. The post ChatGPT Ads Aren’t Paid Search , 5 Questions To Answer Before You Shift Budget appeared first on Search Engine Journal .

Read the original on Search Engine Journal

What we'd do about it

Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.

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