Just a few months ago, OpenAI removed the $50,000 minimum spend requirement from ChatGPT cost per clicks ads.  This is a big deal because now AI marketers at B2B SaaS companies can start experimenting with this new paid lead generation channel.  

Here’s why we’re going all in on ChatGPT ads.

Unique Solution + Industry + Pain Point

Let’s say you are a software company that offers a CRM, that targets primarily pharmaceutical companies selling to medical professionals, and your strength is an integration with medical database (HealthDocz … made up) that no one else has.  

Solution – CRM

Industry – Pharmaceuticals

Pain Point / Unique Feature – Integration with HealthDocz

Targeting this Audience with Google Ads

Ok, so how would you target this audience, with this specific interest with Google cpc ads?

You are restricted to keywords in Google Ads … and most paid ads platforms. So if I am running Google ads for this client here is what I would target.

Low volume, long tail keywords – won’t serve

[CRM Pharma HealthDocz]

[CRM Pharmaceuticals HealthDocz]

These are great keywords.  They combine the solution, industry, and pain point / feature. If someone puts this keyword into Google we are going to get in front of them.

But there is a huge problem, there is almost no search volume for this keyword. If you try to target these keywords in Google Ads Manager, you will likely get a warning telling you that due to low volume, these ads will likely not run. And from experience, I can tell you that they won’t.  

There are simply not enough people searching for this exact keyword to make it worth Google’s while to serve these ads.

Mid-tail keywords – too broad

So we need to target higher volume keywords. Let’s try:

[CRM Pharma]

[CRM Pharmaceuticals]

There’s plenty of volume there. But there is also a ton of competition from all the other CRMs that serve the pharma industry.  And only a fraction of our prospects who are searching for these keywords are specifically searching for HealthDocz functionality also.  

We are not going to beat out generalist CRM solutions advertising for these keywords.  

  • They have way more money to run ads at higher volumes than us and pay way more than we can afford per click.
  • Their landing pages and solution messaging in general is much better tailored to a broader set of customers. They will outperform us for the 99% of prospects who are outside of our unique offering category.

How about:

[CRM HealthDocz]

That’s actually not a bad keyword. It presupposes the Pharma category because only pharma clients really need this feature. So that is one of the few viable keywords we can use in Google Ads.

But there is still one big problem.  Intent.

Missing intent

We don’t know what stage of the buying cycle a prospect searching the [CRM HealthDocz] keyword is in.  Are they about ready to buy? Because if so, it makes sense to spend money to get in front of them. We want to serve the ad in this case.

Or are they just starting their journey and researching? Because while we would like to get in front of everyone learning anything related to CRMs and HealthDocz, we likely don’t have the budget to serve our ad to low buying intent viewers.  

Google Ads does not provide any context around their viewers intent.  Yes, you can do some targeting by restricting the location where you serve the ads, the time you serve them, etc. But you don’t have much insight into their mindset.  And that is the missing piece.

Targeting This Audience with ChatGPT Ads

ChatGPT turns the traditional paid ads model on it’s head. It starts with intent.

When you setup an Ad in ChatGPT you provide context hints.  

ChatGPT Intent Formula

The best hints, in my opinion, use the following formula:

Users evaluating [Solution] for [Industry] who need [Unique Differentiator] and are exhibiting [Buying Signal].

So, here is a ChatGPT hint I would use for my client:

“Conversations from pharmaceutical companies evaluating CRM software that requires native HealthDocz integration. Users are comparing vendors, requesting demonstrations, evaluating implementation options, discussing pricing, or preparing to select a CRM platform for their pharmaceutical sales organization.”

This gives the LLM model four strong signals:

  • Solution: CRM 
  • Industry: Pharmaceutical 
  • Unique differentiator: HealthDocz integration 
  • Intent: Evaluating vendors, demos, pricing, implementation, selection 

That combination is much more likely to reach purchase-ready users

You also have the ability to provide multiple hints that refine each other. Now that’s powerful.

You now have the ability to run microtargeted ads and that also means that you can micro target your ad content and corresponding landing pages.  

ChatGPT Ads are basically traditional keyword driven ads, supercharged with the intent layer. Now this is powerful.