We Spent $100K Testing OpenAI Ads so You Don't Have To

1:15 pm
-
1:40 pm
CT

We've already spent more than $100K testing OpenAI Ads across B2B campaigns. In this session, we'll compress those learnings into five practical lessons cybersecurity marketers should understand before launching.

We'll share what we're seeing in the platform, the mistakes that can limit delivery or waste budget, and the tactical decisions that appear to matter most. Some of these lessons came from things we got wrong first— so you can avoid making the same mistakes.

But perhaps the biggest lesson isn't about OpenAI Ads at all. As ad platforms get better at deciding who should see an ad, marketers create value by understanding why customers buy — recognizing meaningful buying signals, understanding how customers naturally describe their problems, and matching the right message to the right conversation.

Session Agenda

  • Why some highly specific context hints receive almost no delivery.
  • Why broader themes can quickly burn through budget.
  • How sales conversations outperform keyword research when building targeting.
  • How to write ads that feel relevant inside an AI conversation.
  • Why the language customers naturally use can be a stronger signal than traditional search intent.

Speakers

Gonçalo Prates

Head of Performance

AdConversion

Gonçalo Prates

Head of Performance

AdConversion

Head of Performance at AdConversion, a paid media agency specializing in B2B SaaS.We've worked with recognizable brands in the space, including Rippling, Brinqa, DigitalOcean, Checkr, and ActiveCampaign.Before AdConversion, I worked as a Performance Marketer at Metadata, where I gained visibility into the strategy and performance of a wide range of B2B SaaS ad accounts.

About this Session's Track

Demand Gen & Digital, GTM Engineering & MOPs

Dive into the latest demand gen, digital tactics, and marketing operations frameworks that drive pipeline growth, from innovative and automated campaigns to AI-driven GTM engineering.