04/09/2026
I’m Lorenzo, Head of Performance here at Fingo.
A big part of my job is making sure our teams stay focused on what actually matters to clients: brand, performance, or both.
Recently, one topic has taken up a lot of my attention.
No, not Claude.
Not Google AI Max either.
ChatGPT Ads.
I first got access to the beta platform at the end of June, and since then we’ve been testing it internally and with some of our early adopter clients. The interesting part is not just the opportunity. It’s how early everything still is.
We’re used to Google, Meta and LinkedIn giving us huge amounts of control, data and optimisation options. ChatGPT Ads is different.
The setup is simpler. Reporting is more limited. There are fewer levers to pull. Sometimes you want to dig deeper, and the answer is simply: not yet.
For performance marketers, that takes a mindset shift. We want to optimise. We want data. We want proof. But when a platform is this new, part of the job is learning before the playbook exists.
So right now, we’re building benchmarks, understanding how people engage with ads inside AI conversations and looking at how AIO and AI Visibility insights can start shaping paid media too.
And yes, every new OpenAI product update still gets me slightly too excited. It feels a bit like waiting for the next issue of Topolino when I was a kid. Just with more dashboards.
Early days.
Plenty to learn.
And that is exactly why we’re testing.
