Since ChatGPT Ads launched in Thailand, the most common question has been whether to move budget away from Google Ads. The short answer is: don't move it yet, but do start testing, because these two channels reach customers at different moments and have different strengths.
The key difference is the customer's “moment”
On Google, customers type short keywords such as “folding desk price” and choose which website to click. On ChatGPT, customers describe their problem at length, such as “My room is 3 metres wide and I work from home. What kind of desk should I get?” and read a summarised answer. Ads on ChatGPT therefore reach customers while they're still thinking and comparing, while Google tends to reach them once they already know what they want.
| Topic | Google Ads | ChatGPT Ads |
|---|---|---|
| How the audience is chosen | Search keywords | Conversation context (context hints) |
| Customer's moment | Knows what they want, ready to buy | Researching and comparing |
| Ad placement | Search results, YouTube and the network | A card below ChatGPT's answer |
| Platform maturity | Long established, full set of tools | Just launched, features still rolling out |
| Competition | High, with expensive clicks in many categories | Still low, few advertisers so far |
What Google Ads is still great at
Google Ads has complete data and tools, including Smart Bidding, conversion measurement and many ad formats. For keywords with clear purchase intent, such as product names or “near me” services, Google is still the most cost-effective channel, so you shouldn't cut this part of your budget.
What ChatGPT Ads are good for
They suit products that need explaining or comparing before purchase, and brands that want to be in the consideration set before customers have decided. The advantage right now is low competition, but you have to accept that the tools are new and there's little historical data.
How should you split your budget?
Our recommended approach is to keep around 80% of your main budget on channels proven to work, and set aside a test budget of about 10–20% for ChatGPT Ads. Test for at least 4–6 weeks, add UTMs to every link, then compare cost per acquisition (CPA) and customer quality across the two channels. If the numbers look good, gradually shift more budget.
Summary
ChatGPT Ads don't replace Google Ads. They're another channel that captures customers at a different moment. Businesses that start testing and collecting real data early will have an advantage as more advertisers join this channel.