As ad dollars begin shifting toward ChatGPT, ad tech firms have started working to make that transition as seamless as possible.
What’s happening. Adthena launched a new tool, AdBridge, designed to convert existing Google Ads campaigns into formats ready for ChatGPT advertising. The pitch is simple: don’t rebuild from scratch — repurpose what already works.
The tool analyzes advertisers’ search campaigns to generate keyword lists, negative keywords, and competitive insights that can be directly applied to ChatGPT campaigns. It also surfaces which brands are showing up in specific auctions, how often they appear, and which prompts are triggering those placements — giving marketers more than just a copy-paste approach.
Why we care. Adthena’s Adbridge makes it much easier to shift budget from Google Ads into ChatGPT without rebuilding campaigns from scratch. By repurposing existing keywords, learnings, and competitive insights, brands can test and scale ChatGPT ads faster with less risk. As the platform opens up and inventory grows, tools like this lower the barrier to entry and could accelerate how quickly ChatGPT becomes a serious performance channel.
As Adthena CMO Ashley Fletcher put it, the goal is to get campaigns “ready so they can go straight in,” mirroring the CSV-based workflows advertisers already use across major platforms.
Early testing. The company already held multiple sessions with large enterprise brands testing the tool, signaling early demand from advertisers looking to scale activity in ChatGPT’s still-limited ad ecosystem.
Between the lines. This isn’t just about convenience — it’s about momentum. Advertisers experimenting with ChatGPT ads have faced constraints like low inventory and limited scale. By making it easier to deploy campaigns quickly, Adthena is positioning itself to accelerate adoption as those constraints ease.
Zoom in. AdBridge is part of a broader push from Adthena, including Arlo, an AI assistant that allows advertisers to query performance data and compare results between ChatGPT and search campaigns. Together, they point to a future where managing AI-driven ad channels looks increasingly similar to existing search workflows.
The backdrop. OpenAI has been rapidly evolving its ads offering — quietly rolling out an ads manager, lowering minimum spend thresholds, and introducing more flexible pricing models. Partnerships with firms like Criteo and Smartly signal a growing ecosystem.
Bottom line. If ChatGPT ads are going to compete for search budgets, the winners may be the tools that make switching feel effortless — and Adthena wants to be first in line.
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