ChatGPT Ads context hints: examples by industry and how to write them well
On Google Ads you buy keywords. On ChatGPT Ads you describe conversation situations: those are context hints. It is the platform’s newest setting, and the one that makes the biggest difference between a campaign that delivers and one that sleeps. Here is the method, with examples ready to adapt.
Key takeaways
- A context hint is a natural-language phrase describing a conversation, need or situation where your offer is relevant.
- It is not an exact targeting rule: the system also reads your ad and landing page.
- OpenAI’s four criteria: a good hint is additional, specific, relevant and accurate.
- Practical formula: [who] + [situation or need] + [solution sought]. Practitioners suggest 5–10 hints per ad group.
- Mistake #1: pasting in a list of Google Ads keywords.
What a context hint is (and is not)
OpenAI defines context hints as plain-language signals attached to an ad group that describe the conversations, topics, needs or situations where your product may be relevant. They are broad thematic signals, not exact-match rules: they guide delivery without guaranteeing it.
To decide whether to show your ad, the system matches the meaning of the current conversation against your hints, but also against your headline, ad copy and landing page. A great hint will not rescue an off-topic page.
OpenAI’s four criteria
A good context hint is…
The formula and OpenAI’s own examples
A simple formula works for most cases: [who] + [situation or need] + [solution sought]. One sentence, one idea. OpenAI’s examples show the level of detail expected:
- “Cushioned everyday running shoes for beginners training for their first 5K”
- “After-hours residential plumbing in [city], with an $89 service-call fee for urgent repairs”
- “Bookkeeping software for growing retailers that need to reconcile online and in-store sales”
Examples by industry
Adapt to your offer, one intent per ad group:
- Ecommerce: “travellers comparing lightweight carry-on luggage for international flights”; “renters looking for modular furniture for a small apartment”.
- B2B software: “small sales teams comparing easy-to-implement CRM platforms”; “remote teams choosing a project-management tool”.
- Local services: “homeowners looking for year-round landscaping in [city]”; “families looking for a dentist accepting new patients in [city]”.
- Agencies: “established companies preparing a rebrand”; “brands migrating their store from WordPress to Shopify”.
- Training: “career changers looking for an accredited digital marketing course they can take part-time”.
- Social media: “freelancers who want to schedule Instagram and LinkedIn posts without spending their evenings on it”; “shop owners getting too many Instagram DMs to answer by hand”.
Mistakes that kill delivery
Context hints: do and avoid
Do
- Describe the user’s problem, not your product
- One ad group = one intent theme
- Start with the narrowest commercially meaningful unit
- Update hints when the offer changes
Avoid
- Single words: “marketing”, “software”, “shopping”
- Lists of unrelated keywords
- Stuffing competitor names without real comparison intent
- Targeting sensitive situations (health, financial distress)
Where to find your best context hints
The best hints are not invented, they are copied. Three sources: the questions you ask ChatGPT yourself about your topic (notice when in the conversation an offer like yours becomes the right answer), the questions your sales and support teams hear, and above all your DMs and comments on social media. Customers describe their need there in their own words, exactly the words they will use in ChatGPT.
Since OpenAI does not show conversations, you test at ad-group level: impressions, CTR, conversions and lead quality. If a group does not deliver, check the bid and landing page before adding hints.
Where Perroly fits
The Perroly inbox brings your Instagram and Facebook DMs together: reread the questions that keep coming back, they will make your best context hints. Analytics shows which organic topics get a reaction. For the rest of the campaign, see our complete ChatGPT Ads guide.
Frequently asked questions
What is a context hint on ChatGPT Ads?
A natural-language phrase attached to an ad group that describes the conversations, needs or situations where your offer is relevant. It replaces keywords.
How many context hints per ad group?
OpenAI sets no ideal number. Practitioners suggest starting with 5–10 well-defined hints, all focused on one intent.
Do context hints guarantee the ad will show?
No. They guide delivery, but the system also analyses the ad and landing page, and may not show the ad.
Can you use competitor names in context hints?
Only when there is genuine comparison intent. Lists of competitor names without context should be avoided.