Why enterprise is different
- Many people research. Different stakeholders ask different questions, often months apart.
- Shortlists form early. By the time an RFP arrives, vendors are often already chosen.
- Attribution windows are short. The ChatGPT ads API defaults to a 30-day click window; enterprise decisions take far longer.
What to advertise on
- Framework and compliance questions: "SOC 2 requirements for a data platform".
- Architecture questions: "How to integrate X with SAP at enterprise scale".
- Evaluation questions: "What to ask vendors when replacing our close process".
These reach researchers early, while the shortlist is still open.
What to measure
| Measure | Why |
|---|---|
| Target accounts identified | Shows which accounts have started researching |
| Repeat visits by account | Signals a live evaluation |
| Opportunities with an AI touch | Influence, not last click |
| Time from first AI visit to opportunity | Tells you when to expect results |
Make sales use it
Send identified target accounts to the account owner the same day, with the question that brought them. In enterprise, that early signal is the value.
A 12-month view (fictional)
| Month | AI activity | Account signal |
|---|---|---|
| 1 | Analyst asks about SOC 2 for data platforms; ad click | Account identified, fit 82 |
| 3 | Architect asks about SAP integration; organic citation | Repeat visit, docs pages |
| 5 | Procurement asks for vendor comparison | Pricing and security pages |
| 6 | RFP issued; you're invited | Opportunity created |
| 11 | Contract signed | Closed won |
The ad's influence started in month 1; a 30-day attribution window would never connect it to the deal.
Questions
Should enterprise teams use conversion bidding?
Only if a frequent, meaningful event exists. Many enterprise campaigns stay on clicks and judge accounts engaged.
How do we show impact to leadership?
Report opportunities with an AI touch before creation, and their size and win rate.
Do enterprise buyers see ChatGPT ads?
Those on company Enterprise plans don't. Researchers on personal or free accounts do. Organic visibility covers the rest.
Start here: AI ads for B2B. More articles in AI advertising strategy.