TLDR
Australians click ChatGPT ads at 0.67% per ad-bearing exchange, eighth of nine markets in Similarweb panel data. Brazilians click at 1.91%, almost three times the Australian rate.
KEY TAKEAWAYS
Australians click ChatGPT ads less often than users in seven of the eight other markets Similarweb measured. Similarweb panel data, reported by Search Engine Journal on 29 September, puts Australia's click-through rate at 0.67%, against 1.91% in Brazil and 0.73% in the US.
Only New Zealand, at 0.6%, was lower. Similarweb counts clicks per ad-bearing exchange, meaning one user message and ChatGPT's reply, pooled across all advertisers in a market.
The market table
Brazil, Mexico (1.55%), Japan (1.53%) and South Korea (1.21%) were the four markets above 1%. Canada (0.75%), the UK (0.74%) and the US sat just above Australia.
The windows are uneven. Each market has between five and 25 weeks of data, which matters for Australia, where we reported this month that ChatGPT had only just opened its ads to local buyers.
Who kept buying
Similarweb tracked the top advertisers for 20 weeks from 4 May to 14 September. Only two, form builder Jotform and CV service Resume.io, appeared every week. Coding tool Cursor and Monday.com appeared in 15, Booking.com in 10 and Design.com in eight.
Some early buyers stepped back. Zapier, SAP, Aikido Security and The Wall Street Journal all showed impression declines before 17 August. In the US between March and August, business software took 19.9% of impressions from 1,210 advertisers, led by Monday.com, and retail brands 10.4% from 1,510 advertisers, led by Home Depot.
What local buyers can take from it
The figures are panel estimates, not OpenAI's numbers, and a click-through rate says nothing about what the clicks were worth. Advertisers in these markets are still testing formats and audiences.
For Australian teams weighing a trial, the useful comparison is their own. Run a test with a holdout group, track conversions and cost per acquisition against search and social, and move money only on those results.
SOURCES & CITATIONS
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James Dore is Strategy Director at Bushnote, a leader in SEO and AEO in Australia. He writes on search, AI and the technology decisions shaping government and industry.
