Short answer
Ask an AI B2B ads agency to prove three things: that it runs ads inside AI assistants today and knows their limits, that it can measure down to named companies and pipeline, and that you keep the account and can leave. The 25 questions below are grouped that way, each with what a good answer sounds like. The quickest test: ask what you can and can’t target in ChatGPT ads. A good agency answers in one breath, and never promises job titles.
Channel knowledge
| # | Question | A good answer sounds like |
|---|---|---|
| 1 | Which AI placements do you run today, and in which countries? | Named platforms and markets, with ChatGPT first for B2B; honest that Google AI Mode formats are still in US testing |
| 2 | Can you show me a live campaign structure? | Yes, on screen, with client details hidden |
| 3 | Who sees ChatGPT ads? | Logged-in adults on Free and Go; not Plus, Pro, Business, Enterprise or Edu |
| 4 | What can’t we target? | Companies, job titles, seniority, lookalikes, past visitors; advertisers never see conversations |
| 5 | How do you use customer lists? | Mostly for exclusions: inclusion needs 25,000 matched users and isn’t available in the EEA or Switzerland |
| 6 | Do ads change what ChatGPT says about us? | No; that’s organic visibility work |
Strategy and targeting
| # | Question | A good answer sounds like |
|---|---|---|
| 7 | How do you decide which questions to advertise on? | Research from sales calls, reviews and AI answers, then tiers by decision stage |
| 8 | How many context hints per ad group, and why? | Tens, as phrasings of one question; not one giant list |
| 9 | Where will each click land? | On the page that answers that question, not the homepage |
| 10 | Which objective do you start with? | Clicks, then conversions once demo requests are tracked |
| 11 | How do you split desktop and mobile? | Separately, because B2B research and identification work better on desktop |
| 12 | How do ads and our organic AI visibility connect? | Same question map; ads where we’re not named, visibility to reach paid-plan users |
Measurement
| # | Question | A good answer sounds like |
|---|---|---|
| 13 | What does your weekly report show? | Spend by question, companies identified and fitting, meetings, pipeline; a sample you can see |
| 14 | How do you set up conversion tracking? | Pixel and Conversions API, deduplicated, with the click identifier kept through redirects |
| 15 | How do you identify companies, and what match rate should we expect? | Company-level only, a realistic range, and a clear legal basis |
| 16 | What will you judge the test on after 90 days? | A written rule: scale, fix or stop, based on cost per fitting company and meetings |
| 17 | How do you treat view-through and modelled conversions? | Reported separately from click conversions |
Team
| # | Question | A good answer sounds like |
|---|---|---|
| 18 | Who exactly will work on our account? | Named people, the same ones on the sales call |
| 19 | How many B2B clients do you run AI ads for? | A number, with industries |
| 20 | What went wrong on a past campaign, and what did you change? | A specific story, not “nothing” |
| 21 | How quickly do you report a policy rejection? | Same or next working day, with the fix |
Commercial terms
| # | Question | A good answer sounds like |
|---|---|---|
| 22 | Who owns the ad account, pixel and data? | You do; we’re invited as members |
| 23 | What’s the minimum term and the exit clause? | Monthly, or a 90-day test with a clear exit |
| 24 | What exactly is in the fee, and what costs extra? | A line-by-line scope, tools included or named |
| 25 | Do you receive rebates or commissions from platforms or tools? | A direct yes or no, with disclosure |
Answers that should end the conversation
- “We can target your target accounts by name inside ChatGPT.”
- “We guarantee ChatGPT will recommend you.”
- “We’ll run it from our own account.”
- “CTR is the main KPI.”
- “We need 12 months to see results.”
- “AI ads work exactly like Google Ads.”
How to use this list
Don’t send all 25 by email. Ask questions 2, 4, 13 and 22 on the first call: they separate experienced agencies from the rest in ten minutes. Use the rest in the proposal stage, and score the answers with the AI B2B ads agency scorecard. Our own answers to all 25 are on the pricing and about pages, or ask us on a free call.
Questions
Which single question tells you most about an AI B2B ads agency?
Ask what you can’t target in ChatGPT ads. The answer shows whether they’ve run the platform or only read about it.
Should the agency have case studies?
Ideally. Because the channel is new, a live campaign walkthrough and a sample report can tell you more than a polished case study.
Is it a red flag if an agency won’t share prices?
Not always, but you should get a written, line-by-line scope and fee before any commitment.
Facts checked against the sources below on 15 October 2026. AI ad platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
