Short answer
ChatGPT ads have three objectives. Views bills per 1,000 impressions (CPM). Clicks bills per valid click (CPC). Conversions optimises toward one standard conversion event but still bills per click or per impression, never per conversion. The objective can't be changed after the campaign is created.
The three objectives
| Objective | You pay for | Best for |
|---|---|---|
| Views | 1,000 impressions (CPM) | Awareness in a category, launches |
| Clicks | Valid clicks (CPC) | Most first tests, especially B2B |
| Conversions | Clicks (oCPC) or impressions (oCPM), optimised to one event | Accounts with reliable Pixel or Conversions API data |
How to choose
- Start with Clicks if you are testing and have little conversion data. OpenAI suggests $3–5 as a starting maximum CPC
- Move to Conversions once a standard event such as lead or sign-up fires reliably
- Use Views when reach matters more than visits, for example a product launch
Rules to remember
- Objective and billing can't be edited; clone the campaign to switch
- Conversions campaigns use one event, fixed at creation
- Custom conversion events aren't supported for optimisation
Questions
Is CPC or conversion bidding cheaper?
Neither is cheaper by default. OpenAI said in August 2026 that CPC and outcome-optimised bidding account for the majority of campaigns. Test with your own data.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
