The basics for the UK
| Item | Detail |
|---|---|
| Availability | Self-serve opened to UK advertisers in June 2026 |
| Minimum daily budget | £15 |
| Targeting | Context hints, locations, devices, customer lists, as in the US |
| Custom audiences | Inclusion needs 25,000 matched users; not available for EEA or Swiss campaigns |
| Billing | In your account's currency |
Consent for tracking
Under PECR, cookies, pixels and similar technologies used for online advertising, including ad measurement, need consent. The ICO updated its guidance on 29 April 2026 and repeated that point. A narrow exception for statistical purposes applies only when the technology is used for that purpose alone.
In practice: load the ChatGPT ads pixel and your company identification script only after a visitor accepts, and expect some visits to go unmeasured.
Targeting UK buyers
- Use regions when you sell locally: London, the South East, the North West.
- Write hints in British English: "organisation", "VAT", "Making Tax Digital" and "Cyber Essentials" are UK-specific signals.
- Exclude existing customers with a hashed list; exclusions have no minimum size.
If you sell to both the UK and the US
Run separate campaigns per country. Costs, questions and regulations differ, and separate campaigns keep reporting clean. Full cost breakdown.
A UK test plan
| Item | Example (fictional) |
|---|---|
| Budget | £1,500 a month across two campaigns |
| Campaign 1 | UK, desktop, decision questions |
| Campaign 2 | UK, all devices, problem questions |
| Context hints | British spelling and UK terms: VAT, HMRC, Cyber Essentials, NHS suppliers |
| Consent | Pixel and company identification load after "Accept" |
| Success | In-profile companies, meetings, pipeline at day 90 |
UK-specific questions buyers ask
- "Making Tax Digital software for a group with five entities"
- "Cyber Essentials Plus help for a 200-person company"
- "Payroll for employees in England and Scotland"
Questions
Are ChatGPT ads available in the UK for all categories?
No. Restricted categories such as financial, health and legal services are generally limited to the US.
Can we use customer lists in UK campaigns?
Yes. The EEA and Switzerland restriction on custom audiences doesn't name the UK, but check the current documentation when you set up.
Do UK buyers ask AI the same questions as US buyers?
Often similar, but terms differ: "organisation", "VAT", "PAYE". Write separate ad groups for each market.
Start here: ChatGPT ads for B2B. More articles in ChatGPT ads.