Copy competitors' ChatGPT ads?

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🤖 Match competitors' ChatGPT ads or break from them? Real Cards settle it

ChatGPT ads don't run on keywords. They match the conversation and show as a sponsored card under the answer: image, business name, headline, description, per PPC.io's October 17 guide. Reporting is aggregate only. So when you plan a first test, competitor cards are the closest thing to a benchmark you'll get.

Two advertisers, observed in a public ad library in late October, show the choice clearly.

Concept2 ran two cards. "The Gold Standard / Full-body, low impact, proven results" was active for nine days and is still running. "Low-Impact. Full-Body. / Get a hard cardio workout without the pounding of running" lasted one day and stopped.

On had 18 cards, 17 active. Most repeated one brand claim about cushioning and Swiss engineering. A few were built around specific needs: "Shop Wide Feet Running Shoes" and "Shop Flat Feet Running Shoes."

Option A: Match the category message

Wins when: a competitor's card has run for weeks. In my judgment, longevity is the best outside sign a message pays for itself.

Costs you: the click. If your card says what On's says, under the same answer, the bigger name wins.

Option B: Break from it

Wins when: you beat the category on something buyers ask about directly.

Costs you: certainty. A new message on a new channel means a weak result can't tell you which one failed.

The verdict

Match the question, break the message. On's need-based cards show the logic: they answer a specific buyer question, and few cards narrow the question. Concept2's two cards suggest one confident claim can beat a list of features, though two cards prove little. Both points are my judgment.

What that looks like

A challenger running brand targeting "best running shoes for flat feet" might write:

• Matching card: "Cushioned Running Shoes / All-day comfort, engineered for every run"
• Broken card: "Built for Flat Feet / Arch support tested on 500 flat-footed runners. Free returns."

The second answers the exact question and makes a claim nobody else on that answer makes. These cards are illustrative.

Where the examples come from

The cards above came from the AirOps ChatGPT Ad Library, which lists 6,000+ brands. Search your competitors by brand name or domain to see their messaging, then explore the prompts where those ads appeared. You'll walk into planning with real ads behind your chosen angle. You can explore the ChatGPT Ad Library here.

Settle it before the brief

Find your three closest competitors' longest-running cards. Write down the claim they share. That's the message to break from.

Together with HubSpot

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📊 Reddit, Pinterest and Meta report major advertising updates

Reddit and Pinterest have reported their latest quarterly results, revealing contrasting trends in advertising revenue and audience growth, while Meta has introduced AI-powered improvements to ad delivery and performance reporting.

The Breakdown:

• Reddit's Q3 advertising revenue jumped 54% to $847 million, with video ad revenue more than doubling. However, declining search referrals could affect daily user growth.
• Reddit plans to test requiring users to log in outside the US, potentially improving advertising targeting through more user data while limiting access for casual visitors.
• Pinterest reached a record 661 million monthly users, up 10%, with nearly all growth coming from outside the US and Canada, where its audience grew just 4%.
• Meta's upgraded AI ad ranking system increased Facebook clicks by 8.3% and conversions by 15.7% in Q2, according to the company's reported results.
• Meta introduced a new Ads Manager breakdown feature showing performance across individual images, videos, and text variations, helping advertisers identify which creative elements drive results.

Reddit's ad revenue is surging despite traffic concerns, while Pinterest's growth comes largely from lower-revenue markets. Meta's AI upgrades and creative-level reporting offer advertisers new opportunities to improve campaign performance. 

👨‍💻 Quick Hits

📉 Reddit plans to test a primarily logged-in experience as search referrals decline, with US daily users falling despite quarterly revenue rising 53% to $895 million.

🎬 Instagram is reportedly offering select creators up to $500,000 to produce long-form videos for its new Features format, which supports videos up to 90 minutes, according to Business Insider.

📉 Google reported flat search revenue in Q3 despite a 12% increase in search volume, citing lower ad monetization in AI Mode as it expands advertising across AI-powered search experiences.

🤖 Google, Microsoft, and OpenAI announced plans to support a shared robots.txt opt-out for AI training, allowing websites to restrict training use across participating providers through a single directive.

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