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ChatGPT Ads opens multi-image ads

Ads Manager now offers a multi-image format next to single image: 4 to 6 square images that all link to one URL. It's an open beta for standard campaigns with Reach, Clicks or Conversions objectives.

Jerry Quin1 min read1 source

Illustration: The Keywordless.

The short answer

What changed

Multi-image ads are a new ad format in ChatGPT Ads Manager. Instead of one image, you upload 4 to 6 square images, and every image links to the same destination URL. OpenAI's help page says that "Starting Monday, October 26, 2026, we're introducing the multi-image ad format in Ads Manager as an open beta."

Who has it

Advertisers creating standard campaigns with Reach, Clicks or Conversions objectives. You pick Multiple images under Ad format when you create an ad.

What I'd do this week

My advice, not OpenAI's: pick one ad group with enough product imagery, build a multi-image version next to the single-image ad, and keep the UTM tags on the shared URL.

How the format works

  • Images: 4 to 6 square images, each with a 1:1 aspect ratio. A single-image ad still takes one image.
  • Copy: both formats follow the same headline and description requirements.
  • Clicks: every image is clickable.
  • Call to action: Learn more is currently the only option for multi-image ads.
  • Tracking: UTM tags go on the ad's destination URL, which all the images share.

What the page doesn't say

The help page doesn't show what a multi-image ad looks like in a ChatGPT conversation, and it doesn't say whether reporting breaks results out by image. It also doesn't say whether creative enhancements apply to the new format.

What I'd do this week

These are my suggestions, not steps from OpenAI.

  1. Start with one ad group. Pick one where you already have at least four strong square product or lifestyle images, so you aren't making new creative just to fill the slots.
  2. Run it next to single image. Keep the existing single-image ad live in the same ad group so you have something to compare against.
  3. Make the landing page carry every image. All the images go to one URL, so send them to a collection or category page that shows what's in them, not a single product page.
  4. Check the link. Click through once and confirm your UTM tags arrive intact.

Jerry Quin

Jerry Quin is the pen name of a paid media practitioner who has managed Google Ads accounts at an agency for 10 years. He writes about Google Ads, Microsoft Ads, ChatGPT Ads, and the rest of paid media and digital marketing, from what's rolling out to what he'd actually do about it.

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