OpenAI expands ChatGPT ads in Australia with self-serve buying and CPC tools

OpenAI is expanding its ChatGPT advertising tools in Australia, introducing new buying, bidding and measurement options as it looks to mature the platform’s commercial model.

The update marks the next phase of OpenAI’s ads pilot in Australia, following its rollout in the US. Advertisers can now buy ChatGPT ads through partners or through a new beta self-serve Ads Manager.

The expansion also brings cost-per-click bidding and broader measurement tools to all markets where ads are being served in ChatGPT, including Australia. The tools include Conversions API and pixel-based measurement, giving advertisers more visibility over performance.

OpenAI said the changes are designed to help businesses buy and measure ChatGPT ads while maintaining user privacy.

The move gives advertisers a more familiar campaign management structure, with Ads Manager Beta supporting account creation, campaign setup, ad group creation, creative uploads and performance monitoring.

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Campaigns in Ads Manager Beta are structured across three levels: campaign, ad group and ad. Campaigns define objectives, budgets, dates and targeting, while ad groups can be organised around specific themes or intent areas, with context hints used to describe relevant conversation types.

Ads include a title, copy, image and landing page, with campaigns submitted for review before going live.

Once campaigns are approved and serving, advertisers can monitor impressions, clicks, spend, click-through rate, average CPC, average CPM and conversions, where conversion measurement has been set up. Reporting can be reviewed in platform tables, analysed through charts or downloaded via CSV.

The rollout brings ChatGPT closer to established digital advertising models, with self-serve management, performance bidding and conversion reporting giving marketers more control over campaign setup and optimisation.

It also comes as AI platforms begin building commercial models around high-intent user behaviour inside conversational environments. For advertisers, the appeal sits in reaching users during moments of active discovery, research and decision-making, while the challenge remains proving performance without compromising user trust.

OpenAI said its advertising principles remain unchanged as the platform expands. Ads do not influence ChatGPT’s answers, advertisers do not have access to conversations or personal data, and users remain in control of their experience.

The company is also positioning measurement around privacy, with conversion tools designed to help advertisers understand campaign performance without exposing personal conversations to brands.

The introduction of partner buying, self-serve tools and CPC bidding suggests OpenAI is preparing ChatGPT ads for broader advertiser adoption in Australia, moving beyond early testing into a more scalable commercial product.