ChatGPT was launched with a ton of fanfare in 2022. Ever since, there’s been a growing number of use cases in marketing and advertising. Performance marketers, in particular, are using ChatGPT for PPC to optimize campaigns, generate ad creative, and create reports more efficiently.

According to a study by GetResponse, 71% of marketers are using ChatGPT for work, as well as other AI-powered tools like Gemini and Grammarly. AI programs like these can help you streamline repetitive tasks so you can turn your attention to important efforts like lead and revenue generation strategy.

But if you’ve spent any time using AI tools, you’ll know that it takes some practice to get valuable output. That’s where custom GPTs come in. These tools can transform your PPC workflows into an efficiency powerhouse, so you can get the best possible return on your AI investment.

In this practical guide for performance marketers looking to increase efficiency and improve overall ROI, you’ll find seven essential custom GPTs to eliminate admin, improve performance, and boost ROI.

How and why performance marketers are using ChatGPT

ChatGPT makes formerly complex PPC tasks easier and quicker. Here are some of the best use cases for ChatGPT in performance marketing:

1. Keyword idea generation — ChatGPT can quickly return dozens of keyword phrases that you can analyze, research, and add to your campaigns.
2. Creating ad copy — Enter your campaign goals and target audience and ChatGPT can help you create highly targeted ad copy. Generate multiple ad headlines, descriptions, and even landing page copy so you can test and optimize your ads more quickly. AI won’t replace a seasoned copywriter—but it’s a powerful tool for analyzing what works and generating ideas marketers can expand upon.
3. Performance analysis — Use ChatGPT to help you better understand your PPC analytics. It can help you troubleshoot drops in performance, quickly analyze data points, and recommend changes to improve performance.

ChatGPT can automate many repetitive PPC tasks. It’s fast, scalable, and helps you recognize patterns across your campaigns, giving you valuable insights for campaign optimization.

Custom GPTs and ChatGPT plugins take this a step further. They let you integrate ChatGPT directly with data sources and ad platforms so you can reduce the manual input within your PPC processes.

ChatGPT plugins vs. Custom GPTs

ChatGPT plugins are external tools or integrations that take it from a helpful AI chatbot to a powerful bespoke PPC assistant. With plugins, ChatGPT can interact with other services, pull in up-to-date data, and even perform actions on your behalf.

But plugins have recently been replaced by an alternative function: custom GPTs. While the most popular ChatGPT plugins (e.g. Zapier) are still available, OpenAI now directs plugin builders to create custom GPTs within the ChatGPT interface.

Custom GPTs are AI agents created within the ChatGPT interface. You can either build your own or access those shared by others via the “Explore GPTs” section. They allow for:

• Pre-set instructions and prompt behavior
• Optional file uploads (e.g. brand guides or keyword lists)
• API integration for real-time data
• Consistent tone of voice and messaging

For marketing, this translates into:

• Less manual campaign setup
• Faster content and copy generation
• Stronger insights from your own performance data
• Better alignment between brand and AI-generated output

And unlike the older ChatGPT plugins, custom GPTs are now OpenAI’s preferred path forward. They’re easier to use, more flexible, and more aligned with how AI workflows are evolving.

You can access all GPTs via the Explore GPTs link in ChatGPT. Review the GPT library regularly (every 3-4 months) so you’re always making use of the best available GPTs.

Let’s take a look at the best custom GPTs for marketers to optimize PPC campaigns and boost ROI.

The best Custom GPTs for performance marketing (with links)

These custom GPTs for marketing will help you refine your digital advertising processes alongside ChatGPT. Here are some of the best custom GPTs for PPC optimization.

1. Keywords Segregator for User Intents & Contexts

What it does: This keyword research GPT will generate a list of up to 1,500 keywords at a time, allowing you to explore hundreds of keywords related to your niche. Plus, arrange keywords into clusters based on user intent and context, so you can create highly targeted ad groups and ad copy.

How it helps: The Keywords Segregator GPT eliminates the laborious spreadsheet work involved in collating and categorizing keywords, so you can focus on strengthening your keyword strategy.

Grouping keywords automatically helps you organize your ad groups for more cohesive campaigns. Create ad groups based on user intent to improve ad relevance, enhance your ad quality score, and increase conversions. You can also use this tool to find relevant negative keywords.

2. Static Ad Concept + Ad Copy Generator

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What it does: Creates multiple ad variations based on campaign themes, audience data, or landing page content. Tweak and test the best variants to optimize your campaigns and get a higher return on your ad spend.

How it helps: The Static Ad Concept + Ad Copy Generator GPT can create dozens of ad variants in seconds, reducing the manual effort of brainstorming and refining ad text. This allows you to focus on crafting high-converting campaigns with ease.

Automating ad copy creation also improves consistency and relevance across your campaigns. Generate compelling, intent-driven ad variations that align with your audience’s needs, improve engagement, and maximize your return on ad spend.

This GPT also generates copy for calls to action and landing pages, so you can ensure your messaging is consistent across your entire campaign. 

3. WebPilot

What it does: The WebPilot GPT lets you browse the web in real-time within ChatGPT to fetch the latest PPC trends, perform competitor analysis, and review SERPs you expect to serve your ads.

How it helps: With WebPilot, you provide a URL and ask the GPT to extract certain data or modify its content. In PPC, this enables you to automatically extract keywords, analyze competitor ads, and even refine ad copy and landing page content.

This real-time view can give you more insights about your campaigns, so you can improve targeting and make sure your messaging is on point.

4. Zapier

What it does: One of the few remaining ChatGPT plugins, Zapier opens a gateway between ChatGPT and dozens of other apps and websites. It allows you to integrate ChatGPT with Google Ads, Google Analytics, Slack, and Asana, among other tools. 

Zapier workflows can also be integrated into custom GPTs to trigger actions across other tools (e.g. Google Ads, Slack, or CRMs). 

How it helps: Because Zapier facilitates more integrations with ChatGPT, there are tons of benefits to using this plugin. It depends on your goals. Here are some ways integrating ChatGPT with Google Ads via Zapier can benefit your Google Ads campaigns:

• Notify sales about new leads — Automatically notify your sales team when a user converts via a Google Ad. This removes manual handover and ensures a quick follow-up while the lead is hot.
• Generate reports when you reach your daily spend limit — Generate performance summaries and suggest bid adjustments based on user interactions, creating responsive, flexible, and fully optimized campaigns.
• Automate ad copy creation — When you set up a new ad group, trigger ChatGPT to generate ad copy variants based on your target keyword(s). Test them in Google Ads and monitor the campaign closely to track and optimize for the best performing ads.

Additionally, integrate ChatGPT with Google Analytics via Zapier to get more insights and functionality across all your Google-based marketing efforts.

5. Code Interpreter (advanced data analysis)

What it does: Previously known as the Code Interpreter plugin, the Code interpreter GPT has lots of technical potential. In PPC it’s a great tool for data analysis, allowing marketers to analyze and visualize PPC data by converting numbers from a spreadsheet into tables, charts, and graphs. 

How it helps: Visualizing data can help you spot trends and optimize your campaigns accordingly. Get a clear understanding of how your results stack up against your advertising KPIs, including click-through rate, conversion rate, and return on investment.

When you can see these metrics over time, it's easier to identify patterns or anomalies that may require attention. For example, identify high-performing ads and allocate more budget to these, or get a better understanding of your audience segments for improved targeting and messaging.

6. PPC Ads Competitive Intelligence

What it does: Discover what ads your competitors are running on Google and Meta with the PPC Ads Competitive Intelligence GPT. Pull data on your competitors' ad copy, keyword usage, and bidding strategies, giving you an up-to-date snapshot of how they’re positioning their ads.

How it helps: This GPT gives you valuable competitor insights in real-time, allowing you to plan responsive campaigns that outperform your competitors’. Adjust your strategy in response to competitor promotions, targeting, and messaging.

Additionally, use this GPT to identify weaknesses in competing campaigns and capitalize on these opportunities, potentially driving better results at a lower cost.

7. PPC Support and Strategic Advice

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What it does: The PPC Support and Strategic Advice GPT (by Google Ads expert Thomas Eccel, no less) is a fantastic resource for getting general Google Ads information, support, and strategic advice.

How it helps: Having a reliable source of information and strategic guidance can help you stay informed, troubleshoot issues, and refine your strategies without having to dig through knowledgebase articles or wait for expert consultations. This helps you save money and time when managing your Google Ads campaigns.

How to get valuable data from ChatGPT and custom GPTs

Having the right tools is just the beginning. You also need to know how to use your data to get useful information from ChatGPT. Here are some examples of effective inputs that generate valuable outputs:

• Export search query reports to ChatGPT. ChatGPT can then analyze the information and recommend new keywords to target, identify potential negative keywords, and highlight your most successful search terms.
• Feed landing page data into GPT to generate new ad headlines and descriptions. This will keep your messaging consistent across your whole campaign, improving ad quality and maximizing conversions.
• Use GPT to create weekly performance summaries. Import the relevant Google Ads data into your GPT and get instant reports highlighting successes and opportunities for improvement.

In general, make sure your prompts are specific and give the GPT as much context as you can. For ad copy, make sure to add tone and voice guidelines. Don’t take the output as read — all AI responses need strong human oversight to make sure they’re accurate and effective.

Protecting your ad spend when using AI for PPC

Like all AI models, ChatGPT and custom GPTs will only get you so far. Human oversight is essential for making data-driven decisions, as well as aligning GPT-generated suggestions with your brand goals and values. 

GPTs don’t understand the nuances of your business or industry, so allowing AI to run the show can ultimately lead to a drop in PPC performance and a rise in wasted ad spend.

Overrelying on AI tools can lead to problems like:

• Keyword overgeneralization — GPT models may recommend keywords that aren’t relevant or valuable to your campaign (think “sales software jobs” in a campaign targeting “sales software”).
• Inaccurate performance interpretation — GPTs can only analyze the information you input, so they don’t always have a broad enough picture for accurate analysis.
• Brand tone and voice inconsistencies — Ad copy generated by AI probably won’t follow your brand guidelines, so you’ll need to modify the output to ensure it reflects your voice.

Many of these issues can be significantly reduced by using Lunio to protect your ad campaigns from invalid traffic. When inaccurate data caused by IVT (invalid traffic) is fed into ChatGPT, it creates a negative feedback loop — leading to flawed analysis, unreliable recommendations, and poor decision-making. 

Your reports become skewed, and GPT-generated ad copy may be optimised based on misleading performance signals, ultimately wasting budget and lowering campaign effectiveness.

Clean up your data & get more from ChatGPT for PPC

Custom GPTs are a great way to boost your performance marketing efficiency and improve your ROI. From keyword research GPTs to Zapier-based integrations, using these custom GPTs will help you save more time on the manual work so you can focus on optimizing your PPC strategy.

Using AI for PPC can result in better decisions, faster optimizations, and stronger ROI. But your data needs to be shipshape before you start sending it to ChatGPT.

Lunio is the best way to ensure clean data inputs and accurate, valuable outputs from your GPT. Not only that, it identifies and eliminates invalid traffic from your campaigns, protecting your ad spend so you’re not wasting it on bots and fake users.

To get the most from your PPC AI workflows and minimize wasted ad spend, try Lunio free for two weeks. See how much IVT is affecting your campaigns and how much you could save in wasted ad spend.