ChatGPT Ads in Spain: The Complete Advertising Guide (2026)

• Yes, there are ads in ChatGPT in Spain. On August 18, 2026, OpenAI announced its arrival in 31 European markets, Spain included, for the following week.
• You can advertise without an agency. Self-serve access to Ads Manager (ads.openai.com) has been open in Spain since August 31, 2026, still in beta.
• Only Free and Go users see ads. Plus, Pro and Enterprise remain ad-free.
• The minimum budget is €15 per day on a euro account.
• Three objectives: impressions, clicks or conversions, measured with the OpenAI Pixel and the Conversions API.

ChatGPT Ads is OpenAI’s advertising platform. It lets a brand appear inside ChatGPT, next to the answers, when the user is exploring options, comparing alternatives or about to make a decision.

The difference from search advertising is not the format, it is the context. OpenAI puts it this way: instead of entering a few keywords, people explain what they want to achieve, what matters to them and what constraints they have. A ChatGPT conversation holds far more information about a person’s real need than any three-word search. And that is precisely the opportunity for the advertiser.

Context hints instead of keywords

That is why the platform does not run on keywords. Instead, the advertiser writes context hints: natural-language descriptions of the situations where the ad would be useful. ChatGPT uses them as guidance to decide which conversations to show it in. They are directional, not strict rules: they do not guarantee the ad will appear, and they do not stop it from appearing elsewhere.

A good context hint sounds much more like what your customer would say than like a keyword. For example, for a paid media agency:

Transparency and separation from answers

Ads are clearly labeled and separate from ChatGPT’s answer. According to OpenAI’s advertising principles, advertising does not influence what ChatGPT says: a brand cannot pay for the AI to recommend it, only to appear as an ad next to the answer. It is an important distinction, and also good news for the honest advertiser: user trust in the answers is what makes the ad space valuable.

The European rollout has been fast. In barely six months, OpenAI has gone from a pilot in a single country to its largest advertising expansion to date.

Those 31 markets include Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands and Austria. OpenAI says tens of thousands of marketers have already advertised on ChatGPT. Meanwhile, the platform has been maturing: CPM and CPC bidding have been joined by conversion optimization, geographic targeting, custom audiences and measurement through the pixel, the Conversions API and third-party integrations.

Not every ChatGPT user sees advertising. OpenAI frames ads as the way to fund free and low-cost access to its AI, so they only appear on plans that do not pay for a full subscription:

For a B2B advertiser this has a practical reading: people using ChatGPT under a company license (Enterprise) will not see your ads in that context. Your audience is the professionals using it on Free or Go plans, who are still numerous and who also make or influence buying decisions.

OpenAI’s privacy commitments

Privacy is the big question for users, and also for advertisers who do not want their brand associated with questionable practices. OpenAI’s advertising principles set out four commitments:

• Conversations stay out of advertisers’ reach.
• OpenAI never sells its customers’ data.
• Ads are always labeled and separate from answers, and do not influence what ChatGPT responds.
• Every user can control ad personalization, and ad-free paid plans exist for anyone who prefers not to see them.

Opening an account is simple, but it pays to get it right the first time: several details cannot be changed later. Before you start, keep two OpenAI rules in mind:

• Only businesses can advertise. Individuals cannot sign up.
• In self-serve, the advertiser creates the account. An agency cannot open it on its client’s behalf, but the client can invite the agency afterwards. If the agency works through the API, it does so with a key from the client’s account, generated inside Ads Manager itself.

Step 1. Create the ad account

Go to ads.openai.com and register the company that will pay for the ads: exact legal name, website, logo and industry. Use the legal details exactly as they appear in official records; they will be verified.

Step 2. Choose country, currency and time zone

This is the most important decision in the process. According to OpenAI, the country, billing currency and time zone cannot be changed later: if you get it wrong, you will have to create another account. Also, what determines where you can use Ads Manager is the ad account’s country, not your ChatGPT account’s.

Step 3. Complete verification

Verification runs through Persona, a third-party identity verification provider. OpenAI then reviews whether your products or services are allowed under its advertising policies and emails whoever created the account once access is granted. Applications are reviewed in order of arrival, so it can take a while. One caveat: passing verification does not always mean immediate access, because OpenAI may ask for additional information. Keep an eye on the account status and your inbox.

Step 4. Set up billing

Create the billing profile (legal name, invoice email and address) and add a credit card.

Step 5. Invite your team

Add the people who will manage the campaigns. If you work with an agency, this is the moment to invite them to your account.

Step 6. Install measurement before launching

Install the OpenAI Pixel on your website and, if you can, also connect the Conversions API from your server. Without measurement, the conversions objective has no signal to optimize against and you will not know which campaigns generate business.

Step 7. Create your first campaign

Define the campaign, ad group and ads (the structure is explained right below) and wait for the ads to pass policy review before they start serving.

If you have worked with Google Ads or Meta, the structure will feel familiar. It has three levels, and each one controls different decisions:

Our recommendation is to use ad groups to separate different intents. One group for people comparing vendors, another for people asking about pricing, another for people describing a specific problem. That way each group has its own context hints and ads that respond to exactly that conversation.

When you create the campaign you pick one of three objectives. Think it through: once created, the objective cannot be changed.

Inside each ad group you decide how to bid: with a fixed bid capped per click or impression, or by letting the system maximize clicks or conversions within your daily budget.

What bid should you set?

OpenAI does not publish a recommended bid for Spain, so any figure you see is a starting point, not a benchmark. Our experience on a real account: in September 2026, Ads Manager flagged a €1.50 per click bid as one that might not deliver. If your bid is too low, the campaign simply will not spend. Start with a bid that gets you into the auction and adjust it with the first week’s data.

There is no fixed rate: the auction sets the cost. What is clear are the budget rules.

Minimum budget: €15 per day

OpenAI states that the minimum daily budget depends on the account’s billing currency. On a euro account it is €15 per day: we verified it in September 2026, when a lower budget was rejected.

Daily or lifetime campaign budget

You can choose a daily budget or a total one for the whole campaign. OpenAI recommends that new advertisers start with a daily one. The amount can be changed later; the budget type cannot.

The daily budget is a weekly average

This is the detail that most surprises people coming from other platforms. In ChatGPT Ads the daily budget is not a cap for each day, but the average you want to spend over seven days. According to OpenAI:

• A campaign can spend up to twice its daily budget in a single day.
• Over seven days it never spends more than seven times its daily budget.
• If it underspends one day, the remainder can be used on another day of the same week.

With a €100 daily budget, a given day could reach €200, but the week will never exceed €700. Keep this in mind when monitoring daily spend: a spike does not mean something is wrong.

What about the average CPM or CPC?

OpenAI does not publish average CPMs or CPCs for Spain, and the channel is too new to have reliable benchmarks. Be wary of any “average” figure that does not come from a real account. The sensible approach is to start with a test budget, measure cost per lead from day one and scale only what converts.

One telling data point about the interest the channel is generating: on Google Ads in Spain, the search “openai ads manager” has an estimated CPC of €15.89 and “publicidad en chatgpt” one of €5.30. Advertisers are already paying to learn about ChatGPT Ads.

The ad is a compact card that appears next to the answer. Space is tight, so every character counts:

How to write an ad that works

The rule is simple: the offer in the first few words. Anything past the length warnings may not be visible in every placement, so the headline has to work even if only its first 28 characters are read. And remember where it appears: next to an answer the user asked for. The ad that fits best is the one that continues that conversation, not the one that interrupts it.

Example headline: “Cut your CPA with AI agents” (27 characters). Example body text: “Your Meta, Google and LinkedIn ads, with landings in hours.” (59 characters).

Who you can reach

• Geography: by country and, in Spain, also by autonomous community and postal code. We verified this in Ads Manager in September 2026.
• Custom audiences: to include or exclude specific groups, such as your current customers. Audience bid adjustments are not available in campaigns that serve in the European Economic Area or Switzerland.
• Devices: iOS and Android apps, plus desktop and mobile web.

How to measure results

Measurement combines three pieces: the OpenAI Pixel on your website, the Conversions API from your server and third-party measurement integrations. Ideally you use the pixel and the API together, deduplicating events, so you do not lose conversions to blockers or cookies. Be patient with reporting: conversions can take a day to show up.

Ads Manager is still in beta, and it shows. Before planning a campaign, it helps to know its rules:

• Review before you advertise. OpenAI checks that what you sell is allowed under its advertising policies, and each ad also goes through its own review.
• The ad account’s country is the one that counts. It only works in countries where Ads Manager is available.
• Country, currency and time zone are permanent once the account is created.
• Agencies join by invitation. They cannot create accounts for their clients.
• The destination must be your own website. Until OpenAI approves the account’s verification, ads can only point to the website registered on it. A URL on another domain gets rejected.
• Access may not be immediate. Passing verification does not guarantee you can launch campaigns right away; OpenAI may ask for more information.

ChatGPT is probably the channel where a B2B buyer gives the most context before talking to a vendor. These are the principles we apply to turn that context into leads:

1. Write the way your customer talks

The user describes their problem to ChatGPT in detail: “I need to lower the cost per lead of my LinkedIn campaigns without hiring anyone else”. Your context hints have to sound like that, in your customer’s language and words, not in your company’s internal jargon.

2. Measure leads, not clicks

A click is cheap to get and easy to mistake for results. Set a real lead as the conversion (a submitted form, a booked demo) with the pixel and the Conversions API, and judge campaigns by cost per qualified lead.

3. Send the click to a dedicated landing page

Someone arriving from ChatGPT comes from a specific conversation. If they land on your generic homepage, they lose the thread. Build a landing page on your domain that continues the ad’s message and has a single goal.

4. Test many creatives from the start

In a channel this new, nobody knows yet which angle works best. The advantage does not go to whoever gets it right the first time, but to whoever tests more variants and learns faster.

5. Start with a test budget and compare

Begin with a capped budget and compare ChatGPT against your other channels using the same yardstick: cost per qualified lead. If it works, scale; if not, adjust context hints, ads and landing page before increasing spend.

At Baker, AI agents supervised by engineers run your ads on ChatGPT, Meta, Google, LinkedIn, X and TikTok. We handle measurement with the pixel and the Conversions API, creatives, landing pages and ongoing optimization. You get paid media off your plate.

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