OpenAI advertising · beta
OpenAI advertising, still in beta. I handle access, campaigns and measurement.
Two objectives so far, Reach and Clicks, a second-price auction weighted by relevance, and an announced expansion across 31 European countries, France and Spain included.
A Partner By My Side
Who I am
I'm your growth partner. You work with the person who manages your bids, and who sees your marketing channels as one whole, connected to your landing page, your positioning, your offer and the innovation in your market. Together, we build an acquisition system made to last.
Five years of Paid Media, including one year at Mediabrands, a media group in the global top 5, and more than 100 companies supported. Now freelance, working directly with my clients.
Client reviews
Reviews published on Malt and LinkedIn, with the company logo: you can trace them back.
He's incredibly skilled, proactive, and always goes the extra mile to deliver top-quality work. His deep knowledge of Google Ads and his strategic mindset make him a key asset in any project. Théo is not only highly professional and detail-oriented, but also genuinely attentive and pleasant to work with.
Theo and I worked very closely to deliver ads management services for our clients. Theo is very collaborative and produces very high quality work. Theo is a great partner and is easy to work with. I highly recommend Theo.
Read the client reviews (5/5) →
These engagements cover Google Ads and Meta Ads: see my freelance Google Ads work.
Career
Three steps, one specialty: online advertising managed for profitability.
Before 2021 – 2023
Google Ads specialist, official Google project
Trained on Google’s official best practices and on Google Ads betas, I managed campaigns for 40 companies and marketing agencies in the French-speaking market.
Then 2023 – 2024
Paid Media expert for Google Ads and Amazon Ads, a global top 5 media group
Over €400,000 in annual budget managed for luxury, automotive and e-commerce brands.
Today since 2023
Growth partner, working directly with my clients
More than 100 companies supported, budgets from €750 to over €100,000 per month, 61 five-star reviews on Malt and LinkedIn.
Growth partner
A campaign works at its best when everything around it works with it. These are the six areas I work on with my clients.
Every market follows the innovation adoption curve: a few pioneers, then the early adopters, then the majority. Each group buys for a different reason: the first ones want a head start, the majority wants proof.
My role: I place your customer on this curve, then compare your offer with what your market already provides. Together, we turn your difference into a message that speaks to the right part of the curve.
Algorithms learn like a student: with the right answer key, they improve fast. That answer key is your conversion data.
My role: I make your tracking reliable and send your real sales back to the ad platforms. I recommend starting here, because every other lever builds on it.
Behind every click there is a human being, with emotions and mental shortcuts. Many of our choices come from intuition, and reason comes afterwards to justify them.
My role: I start from your customer's buying psychology: what reassures them and what makes them act. I use proven mechanisms, such as social proof or the way an offer is framed, in your ads and on your page.
The click is bought, the page converts. Your page is a salesperson talking to all your visitors at once: every friction you remove makes your whole budget more profitable.
My role: I rank the friction points on the page that receives the click by what they cost. My recommendation starts with the first one to fix, the one that pays back fastest.
Advertising and AI tools change every month. Well chosen, they save hours and give you an early edge in your market.
My role: I explore for you. I test new features as soon as they ship, and your campaigns adopt the ones that have proven themselves. You get the right choice, with the reason behind it.
A good decision made once gives one result. Turned into a system, it runs every month and improves each time, like compound interest.
My role: I turn what works into a repeatable routine, with automated checks and regular reports. Your growth then rests on a method.
Pick a lever to see how I work on it.
The shift
On Google, your client types three words and you bid on them. In ChatGPT, they lay out the whole situation: team size, budget, what they already tried. Then they read an answer. Your ad shows up at that exact moment, below that answer, if it matches the thread. The trigger is no longer a keyword, it is a need already spelled out.
See the Google Ads side of this →which CRM for a 10-person sales team on a tight budget?
For ten sales reps on a contained budget, three families of tools hold up, depending on what you want to automate first.
The platform today
Four facts published by OpenAI, worth knowing before you open an account.
Facts published by OpenAI (Ads Manager documentation, developer documentation and the European expansion announcement), read on 1 September 2026. These are not campaign results: the platform is too new for a performance average to mean anything, and I will not publish one before I have the hindsight that makes it honest.
Below the answer, never instead of it, and only when the subject of the conversation matches. So the work is deciding which conversations your brand adds something to, then writing a message that holds up next to an answer the person has just read. The full mechanics, from targeting to measurement, are in my ChatGPT Ads guide.
Tracking wired before the first euro is spent: pixel, server-side conversions, event setup, then reports broken down by product, country and device. On a new platform, measurement is not a final step, it is what makes the test readable at all.
Total or daily budget, a maximum bid set at ad group level, and a second-price auction weighted by relevance. Put plainly, the tallest bar does not always win: raising your bid does not fix a message that misses the point.
OpenAI reviews both before delivery is allowed, with human escalation on sensitive cases. A page that is vague about who is selling what does not just cost conversions, it stops the ad from going live.
In practice
Checking that your business can run at all before building anything: some categories need enhanced advertiser verification, others stay ineligible. In Europe, access currently runs through the OpenAI teams and their partners, with self-serve announced for later.
Campaigns, ad groups, ads. A campaign carries one objective and a budget, ad groups carry the bids and the message variants. Structure is decided upfront because it is what you will be able to read in the reports three weeks later.
The Reach objective, paid per 1,000 impressions, or the Clicks objective, paid per valid click, with a maximum bid at ad group level. The auction is second-price and weighted by relevance: the message counts as much as the amount.
Building and maintaining custom audiences, location targeting, and product feeds for catalogues. All of it kept readable once several campaigns run in parallel.
Pixel, server-side conversions with their own key, event setup, then reading reports by product, country and device. This is the part I handle first: a test launched without measurement does not give you partial data, it gives you nothing you can use.
Preparing ads and landing pages for the automated review, respecting the rules on advertiser identity and trademark use, and following up on rejections to fix the cause instead of resubmitting the same ad.
My Stack
To avoid
What the structure of the platform makes possible, and what it punishes immediately.
On Google, someone types a query. Here, the ad appears under a response when it matches the conversation. Copying a Search account structure word for word means optimising a mechanism the platform does not use, and concluding far too early that the channel does not work.
The platform exposes a pixel and server-side conversion sending. Launching before both are in place funds a learning phase nobody will be able to read afterwards. On a platform with no public benchmarks, this is the expensive one, because it makes every other decision impossible to defend.
A minimum daily spend applies per campaign, and creating many campaigns immediately spreads an already small budget across lines that will never reach a readable volume. A few campaigns that learn beat many that hesitate.
OpenAI reviews the ad and the page it sends people to. A landing page that does not clearly say who sells what can hold up the whole rollout, and the lost time is counted in days where nothing runs.
How it works
A simple, smooth process is what produces results.
Checking whether your business is eligible, opening the advertiser account in your name, assigning roles, and framing what the platform actually allows for your market today. You leave with a clear decision: we start now, or we wait for one specific milestone.
Building campaigns and ad groups around what you want to learn, then wiring conversion tracking on the site and server side. We secure the reading before we raise the spend.
Testing messages and audiences on a deliberately narrow scope, reading reports by product, country and device, then scaling at the pace your margins allow. What you cannot read, you cannot scale.
Commitment
I offer to work with or without a commitment, because each option has its advantages depending on the moment.
The work continues as long as it makes sense for you.
The Benefits
Good To Know
Visibility builds month by month, with a strategy planned in shorter cycles.
We set a length together from the start, for more stability.
The Benefits
Good To Know
The agreed term runs to its end, with less room to change course if your priorities shift along the way.
Each option has its moment. I am open to both, and we discuss it together at the quote stage.
Either way, for a first launch or a first campaign test, I recommend 2 to 3 months minimum, to gather as much data as possible before judging how well an account or a campaign performs.
FAQ
Everything businesses ask me before opening a ChatGPT Ads account.
Yes. OpenAI announced an expansion covering 31 European countries, France and Spain included. One nuance matters: the self-serve Ads Manager does not open to everyone at the same time. Access runs first through the OpenAI Ads Solutions team and their agency and technology partners, with self-serve announced for later.
This is the cheapest moment to position yourself in terms of attention: few advertisers, so little competition on the inventory, and a lot to learn before the best practices become public.
Below ChatGPT responses. OpenAI describes one or more ad units shown under a response when there is a relevant match with the chat, and a unit may feature one or more items, from one or several advertisers.
The practical consequence matters more than the format: it is not an isolated query that triggers the ad, it is the subject of the conversation. So the message has to add something at that point of the discussion, not repeat a Search headline.
Two objectives today: Reach, which optimises impressions and is paid per 1,000 impressions, and Clicks, which optimises clicks and is paid per valid click. The available models are CPM, CPC and oCPC.\nThe maximum bid is set at ad group level, and delivery is decided by a relevance-weighted second-price auction. In other words, a more relevant ad can win against a higher bid: working on the message has a direct effect on what you pay.
On the platform side, a campaign runs on a total or a daily budget, with a minimum daily spend per campaign, set at $25 as of 1 September 2026. That is a technical floor, not a recommendation: the useful budget depends on what you want to learn and how fast.
On my side, I do not publish a rate card. Scope changes everything, so I would rather understand your situation on a call and then give you a number.
The platform exposes a pixel, server-side conversion sending with its own key, and event settings. Reporting returns performance at ad account, campaign, ad group and ad level, with breakdowns by product, country and device.
On a platform with no public benchmarks, measurement comes first. Until a spend can be tied to a result, no performance number deserves comment, and certainly not a comparison with Google or Meta.
Not in the European Economic Area or Switzerland: OpenAI states that personalised ads are not available there at launch. The match is made with the subject of the current conversation, not with a profile built from history.
For a European advertiser that changes how you think about targeting: you are not betting on a reconstructed audience, you are betting on how relevant your message is to a need expressed right now.
No, and I would be careful with anyone telling you otherwise today. Google Ads captures an intent typed as a query, Meta captures an audience while scrolling, ChatGPT captures a moment in a conversation. Three different surfaces, with very different measurement maturity.
My position: the budget for a ChatGPT Ads test should not come out of what already performs. Treat it as a learning investment, with an amount you accept you may not recover and one precise question it has to answer.
It depends on three things: the scope (opening and framing, ongoing management, or coaching your team), the number of markets, and the state of your measurement at the start, since everything else rests on it. Rather than a fixed rate card, I would rather understand your situation on a call and propose a precise scope with a matching price. You know exactly what is included before you commit.
It’s a sign your topic is already being discussed in ChatGPT, and these visits show up in GA4 by their source, chatgpt.com. Ads appear there below the answer when the topic of the conversation matches your offer: they make you present in these conversations in a controlled way, with a budget and measurement. Before launching, I check your business’s eligibility and set up conversion tracking.
A ChatGPT ad appears below the answer, never in its place, when the conversation matches your offer. It makes you visible in these conversations without waiting to be cited, with a message you choose and measurement set up from the first euro.
That’s exactly where ChatGPT Ads fits: the ad isn’t triggered by an isolated query, but by the topic of the conversation. An offer people explain in their own words (a situation, a problem, a context) finds its place there more naturally than in a keyword list. The work is to decide which conversations your brand adds something to, then write a message that holds up next to the answer.
The ad platform is still in beta, with few advertisers, so little competition for inventory and a lot to learn before best practices become public. In Europe, access currently goes through OpenAI’s teams and its partners. I first check your business’s eligibility, then we frame a narrow first test, measured from the first euro.
That’s the right way to approach it: the budget for a test is decided as a learning investment, alongside what already performs, with a precise question it has to answer. Keep few campaigns at the start, since a minimum daily spend applies to each one. Measurement is set up before the first euro, and your Google results are read separately.
A solid position rests on three points. First, what the platform allows today in your market: Reach and Clicks objectives, access still supervised in Europe, ads not personalized in the European Economic Area. Then, your business’s eligibility. Finally, the question a first test has to answer. I help you set out these three points with verified facts, for a decision you can defend: go now, or wait for a specific milestone.
That gets checked before anything is built. Some categories, financial services for example, may require extra safeguards such as enhanced advertiser verification or manual review. Other activities, including healthcare and weapons, may be ineligible.
Ads and landing pages go through an automated review before they can run, with human escalation depending on how sensitive the case is. It is the first thing I look at: there is no point building a setup that cannot be served.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
We start building your strategy from everything you have shared with me.
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
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