Study: a ChatGPT ad visit is worth $0.89, Google's $2.45
In the US, a visit from a paid ChatGPT ad generated $0.89 for shops, against $2.45 from a paid Google search ad, a study finds.
By GennnAi··1 min read
ChatGPTOpenAIGoogleGoogle SearchWU ViennaFrankfurt School of Finance & ManagementGrips IntelligenceEntreprisesUsagesFlash
Researchers Maximilian Kaiser (WU Vienna) and Christian Schulze (Frankfurt School) followed 1,898 online shops during ChatGPT's country-by-country ad rollout, which began in the US on February 9, 2026. They value a ChatGPT click at about $0.26 at paid search's return rate, and estimate a 6 to 8% drop in organic referrals. The version 1 working paper is still under review.
Source: PPC Land, published on November 2, 2026.