A specialist should earn your trust through a clear operating plan—not a promise of special access or guaranteed performance. This checklist is for businesses in Pakistan and other markets comparing an agency, a freelancer or an in-house team.
First, separate three different services
| Service | Main work | Typical way to assess it |
|---|---|---|
| ChatGPT Ads management | Paid campaigns in OpenAI Ads Manager: campaign structure, creative, budgets and measurement. | Account delivery, spend, conversions and qualified outcomes in your CRM. |
| AI visibility or GEO | Work intended to improve organic mentions or citations in AI answers. | Track observed visibility and citations over time, with limits clearly stated. |
| Search engine optimization | Work intended to improve organic search visibility. | Technical health, search visibility, qualified organic traffic and leads. |
These disciplines can complement each other, but one does not guarantee results in the others. Ask the provider to define exactly which service is included and what evidence will be used to judge it.
Keep the advertiser account under your control
OpenAI’s current setup guidance says the business can create an advertiser account and invite people who need access. As of 27 October 2026, Pakistan appears in OpenAI’s current self-service availability list; check the latest country table because eligibility may change and depends on the advertising entity.
The advertiser should understand which business owns the account, whose legal and billing details are used, who can administer access, and how the relationship ends. OpenAI currently documents Admin, Member and Viewer access. Give an agency the least access its contracted work needs and keep an effective account administrator from your own business. Do not share passwords. See OpenAI’s current identity and access guidance.
Questions to ask before signing
- What deliverables, account tasks and reporting cadence are included in the fee?
- Who owns and pays for the Ads Manager account, and will our business keep an effective Admin?
- What access role do you need, and why?
- Which conversion event will the campaign optimize or report against? How will we test it?
- How will you distinguish a button tap or raw enquiry from a qualified lead or sale?
- What budget and test period do you propose, and what assumptions support that plan?
- How will results be reconciled with our CRM and compared with other channels?
- What data will you access, where will it be processed, and how will access be revoked?
- What happens to account access, reporting history and work product when we end the agreement?
Ask for written answers. A proposal should state the objective, event, scope, market, budget, duration, reporting definitions, exclusions and decision points. It should explain assumptions instead of presenting an outcome as guaranteed.
Check claims against evidence
A credible provider should be able to explain how context hints differ from keyword match types, why conversion tracking needs an end-to-end test, and what the platform does not report. Ask to see a sample report with sensitive client information removed. Check that it separates platform-attributed conversions from CRM outcomes and defines the date range, time zone, currency and attribution settings.
Treat guarantees of approval, a fixed cost per lead, a certain number of sales or “exclusive access” with skepticism. Ads are subject to country eligibility, account readiness, review, policy and delivery conditions. No agency controls all of those factors. Ask what is within the provider’s control and what evidence would cause them to change or stop the plan.
Compare fee models on scope, not labels
A fixed retainer, percentage of media spend or hybrid fee can each be reasonable. Compare the actual work: strategy, setup, creative variations, monitoring, tracking support, reporting, meetings and exit assistance. For a spend-based fee, ask how the provider decides whether more budget is justified. For a low fixed fee, confirm which deliverables are excluded.
Choose the right operating model
An agency may suit a team that needs ongoing execution and specialist capacity. A freelancer can fit a narrower scope if availability and backup are clear. In-house management can work when a team has time for platform learning, creative iteration and weekly measurement. Compare the full cost of time, tools, review and specialist help rather than assuming one model is always cheaper.
Quick answers
Should an agency own our Ads Manager account?
Your business should understand and retain control of the advertiser account and its administration. Set up the account and billing arrangement for the correct advertising entity, keep an effective admin, and invite the agency with an appropriate role.
Can an agency guarantee a cost per lead?
No provider can guarantee delivery, approval or a particular result across all conditions. Ask for the assumptions behind a forecast and the plan for judging real outcomes.
Is an agency required to access Ads Manager in Pakistan?
OpenAI’s current availability table lists Pakistan for self-service access, but check the table and entity requirements before planning. Hiring an agency should be a decision about capability and capacity, not an assumed access requirement.
What access should an agency receive?
Use the least-privileged role that supports the agreed work. OpenAI currently documents Admin, Member and Viewer roles. Keep an effective account administrator under your control and do not share sign-in credentials.
What should a test plan include?
It should identify the goal, event, destination page, market, budget, duration, measurement checks, reporting definitions and decision criteria before spend begins.
Related guides: Ads Manager account setup, ChatGPT Ads for lead generation, Conversion tracking, and Choosing a bidding strategy.