We have two updates to share on ChatGPT Ads. The first is a platform change. OpenAI is now generating ad variations for you based on your website and campaign settings. We spotted this feature and posted about it on X: https://x.com/AnthonyHigman/status/2094865271018131660?s=20
The system creates a suggested ad, shows it to you, and lets you add it to an existing campaign with one click. There is also a quick duplicate option. OpenAI is moving from a blank canvas to a guided creation flow. For firms that are new to the platform, that reduces the friction of getting started. For firms that already have a voice, it is a suggestion tool rather than a replacement for your own copy.
The second update is more important. We have started to see results. We posted about this on X as well: https://x.com/AnthonyHigman/status/2095937118178541762?s=20
We are seeing something we did not expect this early. The early data on ChatGPT Ads for legal services is encouraging. Legal services convert at roughly 2.8% on ChatGPT compared to 2.3% on Google, a 22% advantage for ChatGPT. The cost per click is also lower. Legal clicks inside ChatGPT are running around $2 to $5, averaging about $3.40. The same click on Google for immigration terms runs roughly $5 to $40, and personal injury terms can run $50 to $300. The minimum daily budget is $25, which is roughly $750 per month.
There are real limitations. Conversion tracking is form fills only, and there is no native call tracking yet. Advertiser verification takes three or more weeks through a two-step process. But the early signs are worth paying attention to.
What This Means for Law Firms
The cost comparison is the headline. If your firm is paying $50 to $300 per click on Google for personal injury keywords, a $3.40 click on ChatGPT is a different economic equation. The conversion rate advantage makes that gap even wider.
The creative generation feature lowers the barrier to entry. If your firm has been waiting to test the platform because you did not know where to start with ad copy, that excuse is gone. OpenAI will now draft a variation for you based on your existing website and campaign settings.
The verification timeline is the part that requires planning. A three week approval window means you cannot decide to launch on a Friday and see ads on Monday. Firms that want to test before the channel gets crowded should start the verification process now. The platform is still young, and the advertiser base is still small. Early movers are seeing lower competition and cheaper clicks.
Compliance still comes first. The fact that ChatGPT generates an ad variation for you does not mean that variation satisfies bar rules. Every headline and description still has to pass your compliance review. Model Rule 7.1 still applies. Superlatives and unverifiable claims are still risky.
Our Take
We posted about the creative generation feature and the results separately because they tell two different stories. The first story is about convenience. OpenAI is making it easier to spend money on the platform. The second story is about performance. The early numbers suggest that money is producing results.
We are not ready to declare ChatGPT Ads a replacement for Google Ads. The tracking limitations are real. The lack of call tracking is a problem for firms whose intake runs on the phone. The platform is still new, and early performance data can shift as more advertisers enter the auction. But we are past the stage of asking whether this channel is worth testing. The data says it is.
The creative suggestion feature is helpful, but we are treating it as a starting point. We are not accepting OpenAI’s copy without review. The legal vertical has compliance obligations that a general purpose ad generator does not understand. We will edit, refine, and verify every suggestion before it goes live.
What ADSQUIRE Is Doing
We are running ChatGPT Ads for clients and tracking the results closely. That means:
- Testing campaigns across multiple practice areas to compare performance
- Monitoring cost per click against Google Ads benchmarks
- Tracking form fill conversions and lead quality, not just volume
- Reviewing every AI generated ad variation for compliance before launch
- Starting advertiser verification early to reduce launch delays
- Documenting results so we can advise clients based on our own data, not hype
- Watching the platform for new features as OpenAI expands the ad product
- Comparing ChatGPT performance against LSA and Search for each client
For law firms, the objective is not to chase a new platform because it is new. It is to test it with discipline and let the data decide.
Conclusion
ChatGPT Ads are maturing quickly. OpenAI now generates ad variations for you, which lowers the barrier to entry. More importantly, we are starting to see results. Legal services convert at 2.8% on ChatGPT compared to 2.3% on Google. The clicks are cheaper at roughly $3.40 on average. The verification process takes three weeks, and call tracking is not available yet.
The channel is worth testing. The early numbers are favorable, the costs are low, and the competition is still light. The firms that start the verification process now will be in position to test while the platform is still young. The firms that wait will find a more crowded auction and a higher cost per click. We are testing now, and we will continue to share what we learn.
