Since the start of September 2026, ChatGPT ads have been available in Bulgaria too. For businesses, this is a new channel that sits somewhere between a Google search and a recommendation from a friend. Here is what you need to know before you put budget into it.
How the ads work
- Who sees them: only users on the free plan and the Go plan.
- Context: ads are matched to the topic of the conversation.
- Formats: a banner below the answer with a headline and a short description, plus product ads with specific offers.
- Management: through OpenAI Ads Manager, with an account linked to a payment method. A prepayment may be required for verification.
- Minimum budget for Bulgaria: EUR 15 a day, or roughly EUR 450 a month.
- Pricing: an auction, with no fixed price per impression or click. You can set a bid or let the system optimize for clicks or conversions.
- Targeting: location, audiences and a description of the situations and needs your product is a good fit for.
How big is the audience
According to GWI data cited by Digitalk, about 8 in 10 Bulgarians use AI every month, or roughly 1.5 million people, and ChatGPT is the most popular platform. However, there is no public demographic data on Bulgarian ChatGPT users, which makes planning harder.
When it makes sense to test
The channel is new, so treat it as an experiment:
- Pick a product or service people ask detailed questions about before they buy.
- Clearly describe the situations where your offer helps. Context is the basis of the targeting.
- Send traffic to a specific page, not to your homepage.
- Set up conversion tracking in GA4 before launch.
- Compare cost per inquiry with Google Ads and Meta after at least a few weeks.
The page your ad leads to
The visitor arrives from a conversation in which they have already received detailed information. So the page has to confirm quickly that they are in the right place: a clear headline, a price or a price guide, proof and a short form. If you need a page like that, see how we work on landing pages and websites.
Related: how AI recommendations are reshaping digital marketing.
Topic source: Digitalk: ChatGPT advertising is now available in Bulgaria (in Bulgarian). This article is an independent analysis by Penkov Studio.
