Side by side
| Google Ads (Search) | ChatGPT ads | |
|---|---|---|
| Trigger | Keywords | Topics described with context hints |
| Context | A list of results | An answer to the buyer's question |
| Audience targeting | Extensive | Customer lists; no job titles or companies |
| Retargeting | Yes | No |
| Measurement | Mature | Pixel, Conversions API, young benchmarks |
| Reported click cost | Varies by keyword | About $3–5 (agency reports) |
| Competition in B2B | High | Low in 2026 |
Where Google wins
- Volume: far more searches than AI ad impressions today.
- Control: exact keywords, negatives, audiences, retargeting.
- Benchmarks: years of data on costs and conversion.
Where ChatGPT wins
- Context: the buyer has explained size, stack and problem in full sentences.
- Position: your ad sits under an answer about your category.
- Competition: fewer B2B advertisers in most categories.
AI Overviews: Google's own AI ads
Google serves ads in AI Overviews from existing Search and Performance Max campaigns, using broad match or keywordless setups. You can't target or report on those placements separately. If you run Google Ads, you're already in that auction.
How to split budget
Keep Google on proven high-intent keywords. Fund a ChatGPT test from the weakest part of your paid mix, and compare both on cost per in-profile company and pipeline.
A 90-day side-by-side test (fictional)
| Google Search | ChatGPT ads | |
|---|---|---|
| Budget | $6,000 | $6,000 |
| Clicks | 900 | 1,050 |
| Companies identified | 140 | 190 |
| In-profile companies | 45 | 62 |
| Meetings | 11 | 12 |
| Cost per meeting | $545 | $500 |
The point of the example is the method, not the numbers: compare on the same steps, over the same period, with the same follow-up.
Questions
Should we move budget from Google to ChatGPT?
Move only the weakest part of your Google spend for the test. Keep proven keywords running.
Do AI Overview ads show in Google Ads reports?
Not separately. They're counted with other top placements.
Can we use the same landing pages?
Often yes, but check that each page answers the question as a buyer would ask it in a conversation.
Start here: Display advertising vs AI ads. More articles in AI ads vs other channels.