A Quebec SMB operating in financial services noticed its prospects increasingly turn to ChatGPT to compare financial products before contacting an advisor. The goal: be present in these conversations ahead of competitors by deploying a structured ad campaign on ChatGPT.
Emerging ad format, no industry benchmarks, regulatory compliance constraints and complex attribution on a conversational channel. Internal teams had no reference points to run this channel and didn't know where to start.
1. Audit of available ad formats on ChatGPT and SearchGPT, plus regulatory compliance review.
2. Preparing the conversational context: unlike Google Ads, you can't target a specific intent on ChatGPT. The objective is to prepare the ground so the product gets mentioned when conversations touch on relevant topics.
3. Creative direction tailored to conversation: Q&A format, informational tone, far from classic display advertising.
4. Hybrid measurement model: UTMs + engagement measurement (time on site, pages per session, conversion rate) + geo holdout test.
5. Weekly steering by type of conversation triggered and funnel stage.
Over 6 months, the campaign generated a measurable volume of qualified visits, evaluated by their on-site engagement level and conversion rate. Visitors from ChatGPT showed higher engagement than other paid channels, confirming the channel attracted genuinely interested prospects rather than opportunistic traffic.
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