Sacha Lefebvre Founder, Paid Ai Search · LinkedIn

The feed is the campaign

In Google and Meta, a messy catalog is annoying. You fix it when you get around to it.

In ChatGPT Ads, the catalog is the campaign. OpenAI generates the ads from your product names, images, and attributes in the feed you already send to Google Shopping (OpenAI, “Testing ads in ChatGPT”; Modern Retail, May 12 2026). The model reads that feed before it decides whether your product is good enough to show. The feed is what gets judged.

So the first move is not a new hook.

It is clean titles, useful descriptions, sane variants, accurate images, and landing pages that match the exact product promise. ChatGPT serves on conversational intent, not keywords (Search Engine Land, May 12 2026). A buyer asks for a thing in plain English. The model picks the listing that answers cleanest. Vague titles and half-written descriptions lose that match.

Where to start. Not the whole catalog.

Take the top 20% of your SKUs by margin and conversion rate. Rewrite each listing around how a customer actually asks for the product out loud, not how your PIM names it. Then make the landing page deliver exactly what the listing promised. That is the work. It is boring and it is the whole game.

Then test paid. And here is the line that matters.

If ChatGPT cannot beat your Google or Meta CPA, it has not earned the budget yet. That is the same bar we put on ourselves: if we do not beat your current Google or Meta CPA in month one, you do not pay month one. The channel earns the spend or it does not get it. No faith required.

The reason to do the feed work now is timing. ChatGPT is the new channel. It converts about 2x higher than anything you are running today (Semrush, 2026; Similarweb, 2026). You are not on it yet. While it is still cheap.

The operators who wait for the full playbook will pay playbook prices.

Sacha June 11, 2026 · Issue #11

If you want this signal four times a week, get the Wire.

Correction policy. If anything in this post is wrong, I’ll fix it inline and add a Correction line above this notice with the date, what was wrong, what’s correct, and the source. No silent edits.