The three objectives
| Objective | You pay for | Use it when |
|---|---|---|
| Views (CPM) | Every 1,000 impressions | You want reach on a topic and can live without clicks |
| Clicks (CPC) | Every valid click | You're starting out and want traffic you can measure |
| Conversions (oCPC or oCPM) | Clicks or impressions, not conversions | You track a conversion event with enough volume |
OpenAI is explicit: "You do not pay per conversion." Conversion campaigns still charge per click or per view; the conversion is what the system optimises for.
Why B2B should start on clicks
- You can compare cost per click with search and LinkedIn from day one.
- Conversions are rare at first. B2B campaigns may run weeks before the first demo request.
- The objective can't change later. You create a new campaign to switch, so start with the simplest one.
When to move to conversion bidding
- Demo requests are tracked as a lead event through the pixel or Conversions API.
- Events are arriving every week, not once a month.
- The click campaign has shown which ad groups bring companies that fit your profile.
Then launch a conversion campaign for those ad groups and keep the click campaign running for new questions.
What clicks cost
Agencies report clicks at about $3–5, and a published B2B pilot paid $5.68. Full cost breakdown.
A bidding plan for a 90-day test
| Weeks | Campaign | Objective | Why |
|---|---|---|---|
| 1–6 | Decision questions, desktop | Clicks | Learn costs and which questions bring fitting companies |
| 1–6 | Problem questions, all devices | Clicks | Wider reach at lower intent |
| 7–13 | Best ad groups from weeks 1–6 | Conversions | Optimise towards demo requests |
| 7–13 | New questions | Clicks | Keep learning |
Setting the first bid
Start near the middle of the reported range, then adjust weekly. If an ad group gets few impressions, raise the bid 10–20%; if clicks are cheap but companies don't fit, fix the hints before touching the bid.
Questions
When does conversion bidding need more data?
When conversions are rare. If you get fewer than a handful of tracked demo requests a week, stay on clicks and improve the landing page first.
Is CPM ever right for B2B?
For a launch or awareness push on a narrow topic, yes. For demand capture, clicks are easier to judge.
Can daily spend exceed the budget?
A single day can spend up to twice the daily budget, and a week up to seven times it. Plan cash with that in mind.
Start here: ChatGPT ads for B2B. More articles in ChatGPT ads.
