Cost lines to include
| Line | ABM platform | AI ads |
|---|---|---|
| Media | Open-web CPMs about $5–20 (vendor figures) | ChatGPT CPMs about $25–60, clicks about $3–5 (agency reports) |
| Platform fees | Licences or media markups; one vendor guide cites 15–25% | None for Ads Manager |
| Data | Intent and IP data, sometimes extra | Company identification |
| People | Campaign management | Campaign management and creative |
A fair comparison
- Run both for the same period on the same account list.
- Count target accounts that engaged: visited key pages, replied or met.
- Divide total cost, including fees and people, by engaged accounts.
- Compare pipeline created per dollar.
What usually happens
ABM display reaches more accounts more cheaply; AI ads reach fewer accounts at a more useful moment. Many teams keep ABM for coverage and add AI ads for decision-stage questions.
A cost-per-engaged-account template
| ABM display | ChatGPT ads | |
|---|---|---|
| Media | ||
| Platform and data fees | ||
| People and creative | ||
| Total cost | ||
| Target accounts engaged | ||
| Cost per engaged account | ||
| Meetings | ||
| Cost per meeting |
Fill it after 90 days of running both on the same list.
Questions
Which is cheaper per meeting?
It varies by category. Run both on the same list and the template answers it for you.
Should we cancel our ABM platform?
Only if the template shows it's the expensive way to get engaged accounts for your business.
Can AI ads feed the ABM platform?
Yes: identified accounts from AI can be pushed into your ABM audiences.
Why CPM comparisons mislead
Display CPMs look cheap next to AI ad CPMs, but an impression in a sidebar and an impression under an answer to the buyer's own question aren't the same thing. Comparing them per thousand views is like comparing a billboard with a sales meeting by cost per minute.
The hidden costs on both sides
- ABM platforms: annual commitments, data add-ons, the time to run them.
- AI ads: creative refreshes, tracking setup, company identification, faster sales follow-up.
Count all of them before deciding which is cheaper for you.
Start here: ChatGPT ads for ABM. More articles in ABM and AI ads.