Advertising on ChatGPT in Spain: what businesses can buy and what they need

ChatGPT ads have been available for self-service campaign purchases in Spain since 31 August 2026, as part of OpenAI’s announced expansion to 31 European markets. For a small business, the decision is not simply whether to try another advertising channel. You also need to consider whether your landing page, product listings and creative assets are ready to turn interest into a commercial action.

The ads are only shown to users on the Free and Go plans. OpenAI supports CPM and CPC bidding, as well as conversion optimisation, geographical targeting and the use of first-party audiences. Campaigns are managed through Ads Manager at ads.openai.com.

What advertising options are available?

Start by understanding what the system offers rather than assuming it works in the same way as other advertising platforms. A channel being available does not guarantee that it will suit every business.

Advertising personalisation needs to account for consent under the GDPR. Before activating a campaign, review which data you use, why you use it and which permissions are required. Check the platform’s current terms for the specific configuration you intend to use.

What does your website need before you spend money?

An advert is only one part of the customer journey. After clicking, visitors need a page that explains the offer, answers their questions and makes the next step clear.

Sending all your traffic to the homepage can force visitors to search for information that could have been presented directly. For a product campaign, a dedicated landing page built around the need addressed by the advert may be more useful.

Prepare the following:

• A clear proposition: explain what you sell, who it is for and which problem it solves.
• A relevant landing page: maintain consistency between the message in the advert and the content on the page.
• Accessible commercial information: present the features, terms and details people need to make a decision.
• A specific action: make it easy to buy, request a quote or get in touch, depending on your objective.
• Journey measurement: decide how you will distinguish a visit from a business enquiry or purchase.

The page should meet the visitor’s intent without making them reconstruct the campaign message for themselves. Our article on zero-click searches and the website as a destination explores the commercial role of a website when people discover a brand elsewhere.

How can creative assets explain your offer more effectively?

A campaign needs assets that help people understand the product quickly. Simply adapting a generic image for an advert is not enough. The content should help potential customers understand what they are buying and why the offer might suit their needs.

For physical products, photography, CGI and AI-generated imagery can show features, finishes or usage contexts. For complex services, a visual composition or short demonstration can help explain a process that is difficult to communicate through text alone.

The right approach depends on the product and the information buyers need. Make sure the creative does not promise something the landing page cannot demonstrate.

If you sell products that benefit from interaction, you could also consider a 3D viewer or configurator. These are not requirements for advertising on ChatGPT, but they can form part of the commercial experience visitors encounter after clicking.

Our analysis of the limitations of 3D viewers on mobile can help you assess when an interactive experience makes sense. For products with configurable options, read what a 3D configurator demonstrates.

How should you decide whether a campaign is worth testing?

You do not need to assume that this channel will outperform or underperform the ones you already use. You need a testable hypothesis and a page that is ready to receive traffic.

Before launching a campaign, clarify three points:

1. What you want to achieve. Decide whether your objective is sales, quote requests or qualified enquiries.

2. Which page will receive the traffic. Check that it presents the offer clearly and makes the desired action easy to complete.

3. Which metric you will use. Choose a measure that matches your objective, such as conversions or cost per click, depending on the bidding model and available information.

The published information does not establish a minimum spend or allow you to predict results for a particular small business. Avoid making forecasts without your own data, and check the options available in Ads Manager before committing your budget.

What decision should you make this week?

This week, choose one specific product or service and review the page you would use for campaign traffic. Define the conversion you want to measure, prepare your creative assets and check the options available in Ads Manager, including targeting and privacy conditions. If the page does not explain the offer clearly or make the next step easy, prioritise that improvement before expanding your advertising channels.

If you want to build a landing page, improve product listings or produce CGI assets and AI-generated creative for a campaign, tell us what you sell and what action you want visitors to take.