ChatGPT ads or Google Ads? Where to put your money

Ever since ChatGPT ads became available in Europe, we keep getting the same question: "Should I move my money from Google to ChatGPT?" The short answer: don't move it, test it. Here's why, with a simple example.

Two customers, two questions

The customer on Google types: "women's running shoes size 6". She knows exactly what she wants. She compares prices and picks a store.

The customer on ChatGPT types: "I'm starting to run, I'm a few pounds overweight and my knees hurt. What shoes should I look for?" She's solving a problem. She doesn't know what she'll buy yet.

So Google is strong when people already know what they want. ChatGPT is strong when people are still deciding.

A simple comparison

• What the ad looks like: Google has text ads, product listings with prices and videos. ChatGPT currently has one card below the answer: an image, a headline, a few words and a link.
• How it's triggered: Google by the words people search for. ChatGPT by the topic of the conversation.
• Competition: Google is very expensive in many industries because everyone advertises there. ChatGPT is new and there are few businesses yet.
• Restrictions: ChatGPT doesn't show ads on health and political topics or to minors.

When it's worth trying ChatGPT

• Your product needs explaining or comparing with others.
• Customers seek advice before buying (tech, software, services, courses, pricier items).
• You pay a lot per click on Google.
• Your website has pages that answer customers' questions.

When to stick with Google

• You sell everyday goods where price is what matters most.
• Google earns you good money today and your budget is small.
• You work in a field where ChatGPT doesn't show ads.

How to split your money without risk

1. Don't turn off what works. If Google brings you profitable customers, keep it running.
2. Set aside a small test budget for ChatGPT, enough to get first results within a few weeks.
3. Measure the same way. Track the same thing on both: what one purchase or one lead costs you.
4. Scale gradually. If ChatGPT brings customers more cheaply, increase it in small steps.

A new ad channel doesn't replace the old one. It's another tool. The winners move money based on results, not hype.

One trap: the customer comes back another way

A customer might first see your brand on ChatGPT, remember it, and a week later search for it on Google and buy. If you only look at where they came from last, ChatGPT would look worse than it really is. That's why we also track whether searches for your brand grow after launching ChatGPT ads.

Summary

Google and ChatGPT aren't rivals. Google reaches people who already know what they want. ChatGPT reaches those still deciding. The best results come from combining both and moving money based on what a customer costs. We can help with Google Ads and ChatGPT ads.