You may have seen the news about ChatGPT starting to run ads. If you’re a small or local business in Essex and you’re wondering what on earth that means for you, this is the post for you.
We’re going to keep it straightforward. No jargon, no hype, just the practical stuff you actually need to know.
So What’s Actually Happened?.
On 6 June 2026, OpenAI – the company behind ChatGPT – officially switched on advertising in the UK. That makes us one of the first countries in Europe where businesses can now pay to appear inside ChatGPT conversations.
The advertising product launched in the US back in February 2026, and it’s been growing quickly. Within six weeks of the US launch, OpenAI’s ad business had already generated over $100 million in revenue. The UK version launched with all the features the US spent months developing – so we’re getting a more polished product from day one.
What Does a ChatGPT Ad Actually Look Like?.
When someone uses ChatGPT to ask a question – say, “which estate agent should I use in Chelmsford?” or “who’s a good accountant for a small business in Essex?” – they get a conversational answer rather than a list of links.
ChatGPT Ads appear beneath that answer as a clearly labelled sponsored recommendation. They’re separated from the AI’s response so users can tell the difference, and they’re matched to the topic of the conversation – so if someone’s asking about estate agents, they see ads from estate agents.
Think of it a bit like Google Ads, but instead of appearing when someone types a search term, they appear when someone’s having a conversation about a decision they’re trying to make. That’s actually a really valuable moment to be visible – the person is actively thinking about what they need.
Who Sees the Ads?.
ChatGPT Ads are shown to users on the free version of ChatGPT and the lower-cost Go tier. People who pay for the Plus, Pro, or Business versions don’t see any ads.
The good news for advertisers is that the free and Go tiers cover the large majority of ChatGPT users, so your potential reach is significant.
Is This Just for Big Businesses?.
No – and this is important. When the US launched, only large companies with very big budgets could get involved. That’s changed. Minimum spend requirements have been removed entirely, and the platform is now open to businesses of all sizes.
The UK launched with the self-serve Ads Manager open from day one – so you can log in at openai.com/advertisers and set up a campaign directly, just like you would with Google Ads. The good news is that most local businesses haven’t heard about this yet, which means competition is still low and costs are reasonable for early testers.
What Kinds of Essex Businesses Could Benefit?.
ChatGPT Ads work best for businesses where customers tend to research before they buy or get in touch. If someone’s likely to ask ChatGPT for advice or a recommendation before contacting you, this channel could put you in that conversation.
That includes a lot of Essex businesses:
- Estate agents and letting agents – people ask ChatGPT about areas, processes and who to use
- Mortgage brokers and financial advisers – big decisions that involve research
- Accountants and bookkeepers – small business owners actively seek recommendations
- Builders, tradespeople and home improvement services – comparison and trust-building happens online
- Solicitors and legal services – high consideration, high research
- Local care services – families research carefully before making decisions
- Restaurants and venues – people ask for recommendations for specific occasions
If your customers tend to think before they buy, there’s a good chance they’re already asking ChatGPT questions your business should be showing up in.
What About Businesses Where It Might Not Work Yet?.
We’ll be straight with you – ChatGPT Ads aren’t the right fit for every business right now.
If you sell something people buy on impulse, or your customers don’t really research before purchasing, the channel is less likely to deliver strong results at this stage. Some categories – including private healthcare and mental health services – are also currently excluded from the advertising platform by OpenAI’s own rules.
If you’re not sure which side of the line you fall on, give us a call and we’ll tell you honestly.
Should You Be Looking at This Now?.
The short version: if you’re a service business where customers research before they buy, yes – it’s worth understanding this now rather than in six months when everyone else has caught up.
The window where costs are low and competition is limited won’t stay open forever. The US went from managed early access to a fully open platform in about three months. When that happened, more businesses piled in, and the landscape got more competitive.
We’ve seen this pattern before – with Google Ads, with Facebook advertising, with local SEO. The businesses that move early when a new channel opens tend to get more for their money and build a head start that’s hard to close.
That said, we’re not suggesting you throw budget at it without thinking. We’d always recommend a sensible, structured test with clear goals – not a leap of faith.
Want to Talk It Through?.
We’re based in Chelmsford, and we’ve been helping Essex businesses navigate new digital channels since 2012. We were watching ChatGPT Ads develop in the US from the start, and when the UK went live on 6 June, we were ready.
If you want a straight conversation about whether this makes sense for your business – and what it would actually cost to test – get in touch and we’ll take it from there.
