Three models, three ways to measure.

B2B lead gen on ChatGPT. Down to SQL.

A B2B buyer describes their problem, team and budget to ChatGPT before touching a form. The mechanics come down to five links: intent, ad, landing page, conversion event, CRM. At the far end, we read a cost per SQL, never a cost per click.

"Which firm to outsource payroll for a 60-employee company across three sites?"

B2C leads on ChatGPT. From project to appointment.

Before asking for a quote, a consumer tells ChatGPT about their house, budget and timeline. Your form turns up inside that conversation, just as the project takes shape, and every lead is followed through to the appointment held.

"I want to insulate my house before winter, where do I start and what grants exist?"

E-commerce on ChatGPT. Margin decides.

Before ordering, a shopper tells ChatGPT what they want to do with the product, how much they want to spend and which brand they already know. Your product slips into that conversation, and the account is judged on margin per order, never on the click.

"A backpack for cycling to work in the rain, with a sleeve for a 15-inch laptop"