The decisionsyou only getto make once.
Objective and budget type are set at creation and effectively permanent. Bid strategy now defaults to automation. Platform targeting adds a control most advertisers have not touched yet. We make those calls deliberately, then run the account daily against them.
- Objectives
- 3
- CPM, CPC, and oCPC
- Bid strategies
- 2
- Maximize results or manual max bid
- Platforms
- 3
- iOS app, Android app, and web
- US daily floor
- $25
- Minimums vary by billing currency
Three objectives.No takebacks.
Your campaign objective determines how ads are priced and how delivery is optimised — and it cannot be changed after the campaign is created. Picking it correctly the first time is worth more than any optimisation you will do later.
| Objective | Definition | Marketing goal | How the system optimises |
|---|---|---|---|
| CPM | Cost per 1,000 impressions | Scale, reach, and awareness | Broad delivery at scale |
| CPC | Cost per click | Engagement and traffic | Clicks from users likely to engage |
| oCPC | Conversion-optimised cost per click | Downstream actions after a click | Clicks more likely to drive your conversion goal |
Maximize results,and when notto use it.
Maximize results lets ChatGPT Ads set and adjust bids automatically, optimising toward your selected campaign goal to get as many results as possible from your budget. It is now selected by default for eligible new ad groups, which means most advertisers are using it whether they chose to or not.
It is a genuinely good default when volume is the constraint and you would otherwise be hand-tuning bids. It is the wrong default when you have a cost ceiling you cannot breach.
The alternative is Manual: Max bid, selected in the ad group's Bid strategy section.
Platformtargeting.
Platform targeting controls which ChatGPT surfaces your campaign can deliver on. In the Campaign dialog, the Platforms multi-select dropdown lets you include one or more of iOS App, Android App, and Web — where Web covers both desktop and mobile web.
Daily or total.Choose carefully.
Daily budget
The amount you want to spend each day. It is a delivery target, so actual spend can run above or below it on any individual day. This is the right starting point on a new account — it lets you watch delivery and performance before committing.
Campaign-total budget
The total you want to spend over the campaign's full duration, and the stricter control on total spend. It is not a pacing control — the budget is not spread evenly across your dates, and spend can accumulate fast when your ads match eligible conversations well.
| Market | Minimum daily budget |
|---|---|
| United States | 25 USD |
| United Kingdom | 15 GBP |
| Canada | 25 CAD |
| Australia | 25 AUD |
| New Zealand | 25 NZD |
| Japan | 2,500 JPY |
| Korea | 25,000 KRW |
| Brazil | 40 BRL |
| Mexico | 150 MXN |
| India | 725 INR |
How we runthe account.
- 1
Structure campaigns around business goals
One campaign per distinct objective, region, or product category — because objective and budget type are effectively permanent. A campaign built around the wrong goal cannot be edited into the right one; it can only be rebuilt.
- 2
Pick the objective deliberately, once
CPM for reach, CPC for traffic, oCPC for downstream actions. The objective determines both pricing and how delivery is optimised, and it cannot be changed after creation. This is the decision that costs the most to get wrong.
- 3
Set the bid strategy per ad group
Maximize results hands bidding to the platform and is the default for eligible new ad groups. Manual max bid keeps a ceiling. We choose per ad group based on whether volume or cost control is the constraint that week — not as an account-wide policy.
- 4
Choose the budget type knowing it's one-way
Daily budget for control and learning; campaign-total for a hard ceiling on a finite push. Changing a campaign-total budget to a daily budget cannot be reversed, and a campaign-total budget is a spending limit rather than a pacing control.
- 5
Target platforms and locations per market
iOS App, Android App, and Web are independently selectable, and the right mix differs by country. Country targeting everywhere, with state, DMA, and ZIP available in the United States.
- 6
Test themes across multiple ad groups
Several ad groups per campaign, each carrying a distinct value proposition or messaging angle with its own context hints. One ad group per campaign produces a result you cannot learn anything from.
Answered
straight.
What is the Maximize results bid strategy?
A bid strategy that lets ChatGPT Ads automatically set and adjust bids on your behalf, optimising toward your selected campaign goal — such as clicks or conversions — to get as many results as possible from your budget. It is selected by default for eligible new ad groups and is configured in the ad group's Bid strategy section.
Does Maximize results guarantee a target CPA or ROAS?
No. Maximize results prioritises result volume and does not guarantee delivery against a specific CPA, CPC, ROAS, or other cost-efficiency target at this time. If you need to stay within a specific bid limit, use the manual or advanced bid controls in Ads Manager instead.
When should I use Maximize results versus manual bidding?
Use Maximize results when volume is the goal and you want to spend less time managing bid levels manually. Use Manual: Max bid when you have a hard efficiency ceiling you cannot breach — a fixed allowable CPA, a thin margin, or a finance-imposed cost cap. Volume optimisation and cost control are different jobs.
What is platform targeting in ChatGPT Ads?
A campaign-level control over which ChatGPT surfaces your ads can deliver on. The Platforms multi-select dropdown lets you include iOS App, Android App, or Web, where Web covers both desktop and mobile web. Note that Insights currently group device reporting into Mobile and Desktop, with mobile web counted under Mobile.
Can I change a campaign objective after creating it?
No. The objective determines pricing and optimisation and cannot be edited into a different one. If you need a different objective, create a new campaign with the objective you want.
Can I change my budget type after launch?
Only in one direction. Budget amounts can be adjusted over time, but some budget type changes are irreversible — if you change a campaign-total budget to a daily budget, you cannot change it back. If the budget type is wrong, the fix is a new campaign.
Does a campaign-total budget pace spend evenly?
No, and this catches people out. A campaign-total budget is a total spending limit, not a pacing control. It is not distributed evenly across campaign dates, and spend can accumulate quickly depending on how well your ads match eligible conversations. Start with a daily budget if you are new to the platform.
Why is my campaign not serving?
Work through the usual four before anything else: ad account verification and billing complete, campaign and ads active, campaign dates including today, and ads through review. Most non-delivery is one of those rather than an auction problem.