ChatGPT's highly anticipated Ads Manager is now available in Spain in beta, as it is in the rest of the EU and selected markets in the Middle East, India, and North Africa. This means OpenAI has quickly addressed one of the main shortcomings of its advertising ecosystem in Spain, where it launched its GPT Ads platform on August 24th. Until now, Spanish advertisers were limited to managing their campaigns through OpenAI's Advertising Solutions team, partner advertising agencies, and technology partners. It's clear that OpenAI has dedicated considerable effort to accelerating the development of this platform globally. The company first presented its Ads Manager to advertisers in the United States in May. "We are excited to make advertising on ChatGPT more accessible to SMEs and startups, giving businesses of all sizes the opportunity to reach their customers as they explore options and make decisions," OpenAI explained at the time. Since then, ChatGPT Ads has evolved, gaining features that bring it closer (though still far from) to what advertisers are used to seeing on this type of platform in major advertising channels like Google and Meta. According to OpenAI itself, most campaigns are managed through CPC-optimized bidding and results, while the pixel and conversion API are available for measurement and optimization. In addition, OpenAI has incorporated other features, such as product feeds, geographic and platform targeting, and custom audiences. Now, from Ads Manager, Spanish advertisers can directly create and launch their campaigns, manage ad groups and creatives, and view metrics such as impressions, clicks, and spend, without needing an intermediary. Just a couple of days ago, OpenAI announced that its ChatGPT Ads had reached an annualized revenue rate of $1 billion, a little over six months after its launch in the United States. With the launch of its Ads Manager in more markets, the company is laying the groundwork to boost growth in this key business area following the "code red" declared by Sam Altman in 2025. A first experiment: postal code targeting appears Of course, examples of Ads Manager being used in ChatGPT campaigns have already begun to emerge. For instance, the consulting firm Bloom.red published an interesting case study based on a two-day campaign with a modest budget of €150. What surprised them most was that the system spends at the rate the auction allows: "The system spent €100 in 40 minutes because it doesn't spread the budget over time. The dashboard showed €0 with €90 already collected, and out of 147 clicks, only four leads were generated and no sales," they explained. They also find it striking that “the system doesn't distribute impressions among your ads. Of the four ads in each group, one received almost all the impressions, while the rest got zero. Running four variations isn't the same as running four tests.” Furthermore, they point out that, contrary to what the documentation states, it's possible to apply geographic targeting below the country level, something that was initially only available for US campaigns and which can be crucial for local business campaigns. “The system's own geographic search returns Spanish regions and postal codes (it returned '08200, Sabadell' for us), and one of our campaigns was run targeting only Catalonia. For any local business, that makes a difference in whether the channel is worthwhile or not,” they tell us. In the end, the consultancy admits that the result of this first experiment wasn't particularly good: “The problem was the contacts: one email that didn't exist, another that bounced, the phone lines were giving errors, one person didn't answer, and the one who did said they were just browsing. Not a single sales conversation. And when we narrowed our focus to those already investing in advertising, the campaign lacked both volume and any contacts. You can't target demand that isn't there.”