Sep 1, 2026 · 35 min · 10 segments
OpenAI just updated their guidelines to allow U.S. law firms to advertise on ChatGPT. What will ChatGPT impressions look like for these law firms? AttorneySync's Jeff Berman and Gyi Tsakalakis…
The one thing that I thought was interesting about this so far, we'll see if it changes, is that you have to be a licensed lawyer in order to advertise, which is different than on other platforms where you can be a lead aggregator, you know, essentially not a law firm and advertise.
And we'll see if that holds up or if OpenAI feels the pressure to make more revenue on ads from lead generators.
So you can be a law firm, but you cannot be a lead aggregator is more of the specific.
And so if they're showing ads for relevant prompts, you're going to notice that in your cost per qualified lead and yada, yada, yada, and some truth to that.
And that creates a black box that certainly is a place that a lot of likely waste will be hiding in.
You think there'll be first mover advantage with this advertising? I know in other LSAs, different outlets there, that certainly was the case.
You know, probably some, but it's going to be very short-lived if there's any first mover advantage.
I think the biggest, because even you say LSAs and I'm like, well, a lot of people signed up for LSAs and never got them to spend in the first place.
But with chat GPT, assuming that there's a, and I actually don't know the answer to this.
So if you're listening to this and you know the answer, we'd love to hear from you.
In Google Ads accounts, the biggest first mover advantage is that if you had been advertising for a long time, you have a bunch of historical data that's built up in your account.
And assuming that you're actually managing your ads effectively, they can improve your ad quality scores.
The one thing that I thought was interesting about this so far, we'll see if it changes, is that you have to be a licensed lawyer in order to advertise, which is different than on other platforms where you can be a lead aggregator, you know, essentially not a law firm and advertise.
And we'll see if that holds up or if OpenAI feels the pressure to make more revenue on ads from lead generators.
So you can be a law firm, but you cannot be a lead aggregator is more of the specific.
And so if they're showing ads for relevant prompts, you're going to notice that in your cost per qualified lead and yada, yada, yada, and some truth to that.
And that creates a black box that certainly is a place that a lot of likely waste will be hiding in.
You think there'll be first mover advantage with this advertising? I know in other LSAs, different outlets there, that certainly was the case.
You know, probably some, but it's going to be very short-lived if there's any first mover advantage.
I think the biggest, because even you say LSAs and I'm like, well, a lot of people signed up for LSAs and never got them to spend in the first place.
But with chat GPT, assuming that there's a, and I actually don't know the answer to this.
So if you're listening to this and you know the answer, we'd love to hear from you.
In Google Ads accounts, the biggest first mover advantage is that if you had been advertising for a long time, you have a bunch of historical data that's built up in your account.
And assuming that you're actually managing your ads effectively, they can improve your ad quality scores.
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