Search is changing. People no longer type only a few words into Google. They explain their entire situation to ChatGPT, ask for advice, compare options and follow up until a decision takes shape. That is where a new advertising channel is emerging.
Social Roots is one of the first agencies in the Netherlands onboarded by OpenAI for ChatGPT Advertising. Not because we chase every new toy, but because early access creates room to learn before a channel becomes crowded and expensive.
What is ChatGPT Advertising?
ChatGPT Advertising is the opportunity for brands to gain paid visibility inside the environment where people ask questions and prepare decisions. The exact formats and availability are still developing. The fundamental shift is already clear: the advert connects not only to a keyword, but to a conversation with much richer context.
That requires a different way of thinking. A brand must not only be present, but also make sense for the need someone expresses. Message, destination and measurement need to work together.
Why this differs from traditional search advertising
With Google Ads, search intent is often visible in a short query. In ChatGPT, someone can explain in detail what they need, why, for whom and under which conditions. This can place a brand closer to the final decision.
Traditional principles are not obsolete. A clear proposition, strong creative, an effective landing page and reliable conversion measurement remain essential. What changes is the context in which they come together.
Why early experience matters
Every new channel has a period before its rules become fixed. There is room to test which questions have commercial relevance, which messages build trust and which destinations continue a conversation well.
Brands that start only when everyone else has arrived often pay full price for knowledge others built earlier. That is why we want to learn now, in a controlled and measurable way, without promising results before the data exists.
What brands can prepare now
- Map real customer questions. Look beyond keywords to doubts, comparisons and decision moments.
- Sharpen the proposition. An advert in a conversation needs to feel relevant and quickly explain why your brand fits.
- Connect the landing page. The destination should continue the conversation rather than restart it.
- Measure business value. Set up consent, attribution and conversions before budget is deployed.
- Run controlled experiments. Start with focus, compare quality and optimise for revenue, leads or appointments.
Organic discoverability remains important
Paid visibility does not replace organic discoverability. With Magnifi, we make business information and local presence understandable to Google and AI assistants. With Rankwriter, companies consistently build content that can be found and cited in Google and AI search environments.
That foundation grows sustainably, but not instantly. If you want visibility now and immediate learning about which message and audience convert, ChatGPT Advertising is our recommendation. The strongest brands ultimately combine both: organic authority for the long term and paid reach for speed and active growth.
How Social Roots approaches it
We do not start with the advertising format, but with the business. What do you sell, which problem do you solve, who needs to be reached and which action truly matters? We then connect strategy, creative, landing page and measurement in one approach.
Because we also manage broad advertising campaigns, we do not assess ChatGPT in isolation. We decide where this channel belongs alongside Google Ads, Meta, YouTube, LinkedIn, TikTok and Snapchat. Channel-neutral, focused on results and with room to learn quickly.
Explore our complete ChatGPT Advertising page and discuss what it could mean for your brand.
