Campaign Overview

• Advertiser: Bookwire (Frankfurt am Main)

• Placement: OpenAI’s Books GPT (Global)

• Campaign Period: May  – June  (2 months)

• Total Ad Spend: $30,000

• Markets Targeted: Germany, United Kingdom, United States, Spain

CPC Cap: $1.25

TL;DR

Bookwire used Thrads’ self‑serve platform to deploy Conversational Native Ads into Books GPT in under 5 minutes, investing $30 K over two months. Results: $0.95 average CPC (–24 % vs $1.25 baseline), 12.2 % CTR (×6.1 vs 2 % benchmark), 4.5× purchase ROAS, and $135,000 in attributed revenue.

1  Context & Objectives

Bookwire is a leading publishing‑tech firm stewarding 1.5 million e‑books and 300 000 audiobooks for 3 500+ publishers. In 2025, they sought to monetize real‑time reader intent within Books GPT, one of the most popular GPTs on the GPT Store, by running native in‑chat ads to drive e‑book sales.

Objectives:

• Reduce avg. CPC to ≤ $1.00 (vs $1.25 baseline)

• Achieve CTR ≥ 3.5 % (vs 0.9 % open‑web)

• Deliver ≥ 4.5× ROAS within 60 days

• Generate ≥ $100 K incremental revenue

2  Audience & Targeting

Sweet Spot: AI‑native readers actively seeking recommendations.

Books GPT is one of the most popular GPTs on the GPT Store, with millions of users asking for “best sci‑fi reads,” “historical fantasy,” or “short mystery books.” These high‑intent moments align perfectly with Bookwire’s catalogue promotions, creating a rich “sweet spot” for in‑chat ads.

• Demographics: Book‑enthusiasts aged 25–54, English‑ and German‑speakers

• Geography & Budget Split:
  
  

  • United States: $12,000 (40 %)

  • Germany: $9,000 (30 %)

  • United Kingdom: $6,000 (20 %)

  • Spain: $3,000 (10 %)

3  Solution & Execution

A. Campaign Setup (< 5 minutes)

1. Bookwire logged into Thrads’ dashboard.
   
   

2. Selected Books GPT placement, set budget ($30 K) and CPC cap ($1.25).
   
   

3. Defined geographic targets (US, DE, UK, ES).
   
   

4. Enabled real‑time ad creative generation contextual to each reader’s chat.

No manual creative uploads or placements—Thrads programmatically matched and served ads.

B. Contextual Triggering

• Trigger Logic: Ads fire when GPT detects recommendation intents (e.g., “What should I read next?”).
  
  

• Dynamic Creative: Thrads assembles each ad on the fly, pulling cover art, title, price and tailoring copy (e.g., “Love sci‑fi? Discover your next favorite—tap to read now”).

C. User Flow

1. In‑Chat Ad Card appears seamlessly within the GPT response.
   
   

2. Single Tap deep‑links to Bookwire’s retailer page, pre‑filled with chosen format (e‑book or audiobook).
   
   

3. Checkout completes in one step - no extra form‑fills.

4  Detailed Results

• Impressions by Region: US (118 k), DE (78 k), UK (52 k), ES (26 k)
  
  

• Clicks by Region: US (14.4 k), DE (9.5 k), UK (6.3 k), ES (3.2 k)
  
  

• Device Breakdown: Mobile 72 %, Desktop 28 %
  
  

• Peak Engagement: 6 pm–10 pm local time

Note: Even against a conservative 2 % benchmark, our ×6.1 CTR lift underscores how intent‑rich, real‑time conversational context drives exceptional engagement.

5  Why It Worked

1. Ultra‑rich data signals – Thrads harvests long‑form chat prompts, giving deep insight into user intent for hyper‑relevant creative.
   
   

2. Immediate context proximity – ads serve at the exact moment of need, minimizing wasted impressions.
   
   

3. Programmatic self‑serve – zero dev lift, no manual placements—Bookwire launched in minutes and optimized in real time.

Seamless UX – native in‑chat cards feel like part of the conversation, boosting trust, clicks and conversions.

6  Voices From the Field

“We expect this to become a leading channel of growth compared to most other saturated channels. Thrads is a game‑changer for our team giving us access to the AI ecosystem and making our lives easy with their intuitive product”
Eric Berletti  — Head of Digital Marketing, Bookwire