ChatGPT Advertising Has Arrived. Here’s Why Brand Depot Is Investing In It Early

For years, digital advertising has largely been built around two behaviours.

People search for something on Google, or they discover something while scrolling through platforms such as Instagram, Facebook and TikTok.

ChatGPT is creating a third behaviour.

Conversation.

People are using AI to research purchases, compare businesses, understand products, shortlist suppliers and work out what they should do next.

That change is significant.

And with advertising now becoming part of the ChatGPT ecosystem, businesses have another channel to consider.

At Brand Depot, we have officially launched our ChatGPT Ads management service in Ireland.

But we are not launching it simply because it is new.

We are launching it because we believe the way people discover businesses online is changing.

Search behaviour is changing

Think about how someone traditionally searches for a service.

They might go to Google and type:

“best web designer Ireland”

“accountant near me”

“best skincare for acne”

“commercial solar installer”

Those searches are still incredibly valuable and Google remains a major part of any serious digital acquisition strategy.

But increasingly, people are asking much more detailed questions.

Instead of typing a few words into a search bar, someone might ask ChatGPT:

“I run a small ecommerce business in Ireland and need somebody who can rebuild my Shopify store and manage the marketing. What should I look for?”

Or:

“I need a skincare treatment for my teenager who has persistent acne. What are my options?”

Or:

“I’m comparing three different products. Which one would be best for what I actually need?”

There is far more information contained within those conversations.

The customer is explaining the problem.

They are providing context.

They may be discussing their budget.

Their location.

Their concerns.

What they have already considered.

And, importantly, what they are trying to achieve.

That creates an entirely different advertising environment.

This isn’t just another version of Google Ads

One of the biggest mistakes businesses could make with ChatGPT Ads is treating it exactly like Google Ads.

Google captures enormous amounts of search intent.

Meta is exceptional at audience targeting, discovery and generating demand.

ChatGPT introduces something slightly different: conversational intent.

Instead of looking only at a keyword or audience profile, advertisers have the opportunity to think about the situations in which their product or service becomes relevant.

That requires a different approach to campaign strategy.

We need to understand the questions customers ask before buying.

We need to understand how they compare providers.

We need to understand their objections.

We need to understand the point where research turns into commercial intent.

And then advertising needs to fit naturally into that journey.

Why Brand Depot is moving early

We have always been fairly simple in how we approach new marketing channels.

We don't adopt something because everybody is talking about it.

We test it.

We measure it.

We work out where it sits within the wider customer acquisition strategy.

We have already seen encouraging results through work involving US based clients over the past couple of months.

That made the opportunity particularly interesting for us as ChatGPT advertising expanded further.

Now we want to bring that experience into the Irish market.

There is also an obvious advantage to testing a platform while it is still developing.

Google Ads is mature.

Meta Ads is mature.

Competition in many industries is substantial and businesses are fighting over the same searches and audiences.

ChatGPT advertising is much earlier in its lifecycle.

That doesn't mean every business should immediately move its advertising budget into ChatGPT.

Far from it.

But it does mean businesses have an opportunity to start learning.

What conversations create traffic?

What customer intents convert?

What messaging works?

What does acquisition cost look like?

Which products or services perform best?

Those learnings could become extremely valuable as the platform develops.

ChatGPT Ads shouldn't replace your existing advertising

This is important.

We're not advising businesses to switch off Google Ads or Meta Ads and suddenly put everything into ChatGPT.

For most businesses, that would make absolutely no sense.

We see ChatGPT Ads as another layer within a wider acquisition strategy.

A customer might discover your brand through Meta.

Research the problem through ChatGPT.

Search your company on Google.

Visit your website.

Leave.

Return several days later.

And eventually enquire or purchase.

Modern customer journeys are rarely linear.

The businesses that understand how these channels work together will have a much stronger position than those constantly chasing whichever platform happens to be getting attention that month.

Our approach starts before the advertisement

Running the ad is only part of the job.

Before we launch a ChatGPT campaign, we want to understand how the business currently appears within AI driven discovery.

What questions are potential customers asking?

Which competitors are appearing?

How is the business being described?

Does the website clearly explain what the company actually does?

Can AI systems understand the products, services, locations and expertise behind the business?

Where are the gaps?

This is where ChatGPT advertising becomes particularly interesting alongside SEO, AEO, GSO and GEO.

Paid visibility can generate immediate exposure.

Organic optimisation builds the underlying digital footprint that helps AI systems understand and potentially surface the business naturally.

We believe the strongest long term strategy will involve both.

Measurement matters

We're also approaching ChatGPT Ads in exactly the same way we approach every other paid channel.

It has to produce commercially useful data.

Impressions are useful.

Clicks are useful.

But ultimately we want to understand what happened after the click.

Did someone enquire?

Did they book?

Did they purchase?

Which campaign generated it?

What did it cost?

Should we increase the budget?

Should we reduce it?

Should we change the landing page?

Should we stop the campaign altogether?

There is no value in spending money on a new advertising platform simply so you can say your business is advertising there.

The numbers have to make sense.

Introducing our 28 Day ChatGPT Ads Launch Pilot

To introduce the service properly, we have created a structured 28 Day ChatGPT Ads Launch Pilot.

Rather than asking a business to commit to a long term management agreement before either side has enough data, we use the first 28 days to build, launch, measure and learn.

The pilot covers areas including:

• ChatGPT visibility and competitor analysis
• Advertiser account setup and verification support
• Conversational intent research
• Campaign strategy
• Context development
• Advertising copy and creative
• Landing page review
• Conversion tracking
• Campaign launch
• Budget and bid optimisation
• Performance monitoring
• Reporting
• A recommended 90 day strategy based on the data

At the end of that period, we should be in a much better position to answer the question that actually matters:

Does ChatGPT advertising deserve more of your marketing budget?

If it does, we scale it.

If it doesn't, we'll tell you.

Five founding advertiser places

As part of the launch of the service, Brand Depot is opening five founding advertiser places for suitable businesses.

Our standard 28 Day ChatGPT Ads Launch Pilot is €995 plus VAT.

For the five founding advertisers, we are offering the complete pilot for €795 plus VAT, with advertising spend remaining separate and under the advertiser's control.

We are particularly interested in speaking with businesses where customers naturally spend time researching, comparing or asking questions before making a decision.

That could include ecommerce, professional services, financial services, healthcare, beauty, home improvement, automotive, B2B services and a wide range of other sectors.

Suitability will ultimately depend on the business, customer journey, advertising policies and commercial opportunity.

This is only the beginning

We don't think Google is disappearing.

We don't think Meta is disappearing.

And we certainly don't think traditional search is suddenly dead.

What we do think is that the internet is going through another major change in how people find information and make decisions.

Search became mobile.

Social became commercial.

Video became a search engine.

And now AI conversations are becoming part of the buying journey.

Businesses don't need to panic about that change.

But they probably shouldn't ignore it either.

Our job at Brand Depot is to understand these changes early, test them properly and work out where they can create genuine commercial value for our clients.

ChatGPT Ads is the latest part of that.

And we're very excited to see where it goes.

Want to test ChatGPT Ads for your business?

Brand Depot now provides complete ChatGPT Ads strategy, setup, campaign management, creative, tracking and optimisation for businesses in Ireland.

You can learn more about our ChatGPT Ads service and the 28 Day Launch Pilot here:

https://brand-depot.com/pages/chatgpt-ads-agency-ireland

Or contact Darragh directly:

085 154 7307
darragh@brand-depot.com

Brand Depot is an independent digital marketing agency and is not affiliated with, endorsed by or sponsored by OpenAI. Advertising products, availability, features and policies may change as the platform develops.