Talkpal grows ChatGPT Ads into a top acquisition channel
Within two months, ChatGPT Ads became one of Talkpal’s top acquisition channels by total new trials, as the team tested and refined campaigns to reach more language learners.
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~26%
Higher return on ad spend versus an established native advertising channel
~51%
Lower cost per trial activation versus the same established native advertising channel
Testing a new channel against an established marketing mix
Talkpal is an AI language tutor that helps people practice 130+ languages by chatting, by text or voice, about any topic with a realistic AI voice, across modes like Roleplays, Characters, Debates, and Call Mode, on web and mobile. Its marketing team already reaches learners through search, social, and programmatic advertising. A new channel had to demonstrate that it could contribute to that mix.
Talkpal wanted to reach new customers and saw a natural fit with ChatGPT’s audience. People using ChatGPT were already familiar with AI, making it a relevant place to introduce Talkpal’s AI-powered approach to language learning.
The team then set out to understand whether that audience fit could translate into new customers and strong returns. Talkpal used campaign results to refine its approach, testing new features as they became available and building on what worked.
Building campaigns for a global audience
Talkpal’s international focus shaped its campaign setup. The team organized campaigns by geography and built ad groups around different language-learning intents. Context hints described the needs each group was intended to address. Within those groups, the team tested creative and images, refining its ads based on what performed well.
As ChatGPT Ads became available in additional markets, Talkpal moved quickly—typically adding countries within one or two days and preparing campaigns ahead of planned launches. That pace allowed the team to expand its reach while continuing to refine existing campaigns.
Ads directed people to the Talkpal website, where they could explore the product and start a free trial. The team tracked the journey from signup and trial activation through to revenue, using those results to evaluate performance by campaign and geography and decide where to grow.
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Becoming a meaningful part of the marketing mix
Within its first two months using ChatGPT Ads, Talkpal reports that the channel ranked among its top three for total new trials. That placed the new channel alongside more established sources of acquisition in its marketing mix.
Talkpal compared ChatGPT Ads with an established native advertising channel it had run for more than a year and used as a benchmark for new channels. With results measured on the same basis, Talkpal reported approximately 26% higher return on ad spend from ChatGPT Ads, giving the team further reason to keep growing the channel.¹
“We were surprised to see results right away, which is why we were comfortable scaling the channel quickly. The combination of performance and scale is what stood out.”
Talkpal also examined the cost of bringing learners into a trial. From July 1–September 9, 2026, it reported approximately 51% lower cost per trial activation from ChatGPT Ads compared with the same established native advertising channel, reinforcing the channel’s role as an efficient source of new trials.²
Expanding Talkpal’s international reach
With most of its business coming from outside the United States, Talkpal wants to bring ChatGPT Ads to more of the markets it already serves. The team sees broader geographic availability, additional language options, and new creative formats as opportunities to introduce its product to more learners.
“We see huge potential in ChatGPT Ads. It’s already delivering results for us, and as more markets and capabilities become available, we believe the opportunity will only grow.”
¹ Results include Talkpal’s internal estimates for web campaigns from June 23–August 18, 2026. Both channels used the same UTM-based, last-click attribution and net revenue return on ad spend calculation.
² Cost per trial activation figures are based on Talkpal’s internal estimates for web campaigns from July 1–September 9, 2026, using conversion events recorded through pixel and Conversions API (CAPI) tracking.