Getting Started with Perplexity Ads: A PPC Marketer's Guide

Perplexity is the first AI-native search platform with live advertising. While everyone speculates about ChatGPT ads, Perplexity is already taking money.

For PPC marketers, this is the testbed. The learnings you build here transfer to whatever AI advertising becomes. The question isn't whether to pay attention—it's how to approach a platform that works fundamentally differently than Google or Meta.

Here's your guide to getting started.

What Perplexity Actually Is

Perplexity is an AI-powered answer engine. Users ask questions, Perplexity synthesizes answers from multiple sources, and crucially—it cites those sources.

This citation model differentiates Perplexity from ChatGPT. While ChatGPT provides answers without clear sourcing, Perplexity shows its work. Users can verify information, explore sources, and go deeper on topics.

The platform reached approximately 15 million monthly active users by late 2024, with rapid growth among professionals, researchers, and knowledge workers. Users come specifically because they want sourced, verifiable answers.

For advertisers, this audience profile matters. Perplexity users skew professional, research-oriented, and information-hungry. They're not casually browsing—they're actively seeking answers.

The Ad Format: Sponsored Follow-Up Questions

Perplexity's advertising doesn't look like search ads. There's no ad carousel above organic results. No sponsored listings competing for clicks.

Instead, Perplexity uses Sponsored Follow-Up Questions.

Here's how it works:

1. User asks a question
2. Perplexity provides an AI-generated answer with citations
3. Below the answer, Perplexity suggests follow-up questions users might want to explore
4. Some of these follow-up questions are sponsored

When users click a sponsored question, Perplexity generates a response that includes the advertiser's messaging, product information, or content—integrated naturally into the answer.

The format is subtle. Sponsored questions are labeled, but they appear alongside organic follow-up suggestions. Users who click are expressing interest in learning more, not just seeing an ad.

If the user clicks the sponsored question, they receive an answer that incorporates ClickUp's messaging while maintaining Perplexity's informational format.

How to Access Perplexity Ads

Perplexity advertising launched in late 2024 with select brand partners. Access has been expanding, but it's not yet fully self-serve like Google Ads.

Current access paths:

Direct partnership. Large brands can work directly with Perplexity's advertising team. This is how early advertisers like Indeed, Whole Foods, and major CPG brands gained access.

Managed service. Perplexity offers managed advertising services where their team handles campaign setup and optimization.

Expanding self-serve. Self-serve access is rolling out to more advertisers. Check Perplexity's business site for current availability.

If you're a mid-market advertiser wanting to test, reach out to Perplexity directly. Waitlists exist, and demonstrating advertising sophistication helps get access faster.

Pricing and Buying Model

Perplexity uses CPM-based pricing. Early reports indicate rates in the $30-50 CPM range, though this varies by category and targeting.

What the CPM gets you:

• Sponsored follow-up question impressions
• Clicks to advertiser-integrated responses
• Brand presence within trusted answer context

Budget considerations:

Minimum budgets haven't been publicly standardized, but expect requirements in the $10,000-25,000 range for initial tests with managed service. Self-serve may offer lower entry points as it expands.

For context, $15,000 at $40 CPM delivers 375,000 impressions. With Perplexity's engaged audience, that's meaningful reach among research-oriented users.

What Makes Perplexity Different

PPC marketers need mental model shifts for Perplexity:

Intent is research, not transaction.

Google searchers often have immediate purchase intent: "buy running shoes online." Perplexity users have research intent: "what should I look for in running shoes for flat feet."

This means:

• Users are earlier in the funnel
• Educational content outperforms hard sells
• Conversion windows are longer
• Influence matters more than immediate action

Context is answer, not results page.

Google ads appear on a results page—users know they're looking at search results with ads mixed in. Perplexity ads appear within an answer context. Users are receiving information, and sponsored content becomes part of that information.

This requires:

• Content that matches informational tone
• Messaging that provides genuine value
• Credibility signals that fit the research context

Competition is different.

Google auctions pit advertisers against direct competitors for the same keywords. Perplexity competition is less direct—you're competing for attention within a conversational flow, not for position in a ranked list.

Attribution is harder.

Google click → landing page → conversion is trackable. Perplexity influence → later search → eventual conversion is harder to attribute. Build measurement approaches that don't depend on last-click tracking.

Setting Up Your First Campaign

When you get access, here's how to approach setup:

Define your objective realistically.

Perplexity is better for:

• Brand awareness among research-oriented audiences
• Consideration-stage influence
• Thought leadership positioning
• Top-of-funnel engagement

Perplexity is harder for:

• Direct response with immediate conversion
• Bottom-funnel purchase capture
• Transactional queries

Set KPIs accordingly. Brand lift, engagement rates, and assisted conversions matter more than last-click ROAS.

Identify relevant question categories.

What questions do your potential customers ask? Map the research journey:

• Problem-aware: "Why is my team missing deadlines?"
• Solution-aware: "What tools help with project management?"
• Product-aware: "How does Asana compare to Monday?"
• Decision-ready: "Is Asana worth the price for small teams?"

Target question categories where your product provides genuine answers.

Develop response content.

Your sponsored question leads to an AI-generated response that incorporates your content. Prepare:

• Key messaging points you want included
• Product differentiators and proof points
• Relevant data and statistics
• Supporting content (case studies, guides) that can be cited

The more substantive your input, the better the sponsored response.

Set measurement baselines.

Before launching, establish:

• Current brand search volume
• Direct traffic levels
• Conversion rates by channel
• Awareness metrics if you track them

These baselines enable pre/post comparison for Perplexity impact.

Creative Best Practices

The sponsored question itself is your primary creative unit. Make it count:

Match user curiosity.

Sponsored questions should feel like natural next questions. "How does [Brand] handle [specific use case]?" works better than "Why is [Brand] the best choice?"

Be specific.

Vague questions get ignored. "How does Notion organize engineering documentation with version control?" beats "Is Notion good for teams?"

Focus on user benefit.

Frame questions around what users want to know, not what you want to tell them. User-centric questions get clicks.

Test variations.

Different question framings perform differently. Test:

• Feature-focused vs. benefit-focused
• Specific use case vs. general category
• Comparative vs. standalone

Measurement Approach

Perplexity measurement requires multi-method approaches:

Platform metrics.

Perplexity provides impressions, clicks, and engagement rates. Use these for campaign optimization but not as sole success measures.

Brand search lift.

Monitor branded search volume during Perplexity campaigns. Increases suggest Perplexity is driving brand interest that converts through other channels.

Post-purchase surveys.

Add "AI search engine (Perplexity, etc.)" to "how did you hear about us" surveys. Self-reported attribution provides signal.

Incrementality testing.

If budget allows, run geo-based tests: Perplexity active in some markets, holdout in others. Compare conversion rates between test and control.

Assisted conversion tracking.

If users click Perplexity ads and later convert through other channels, capture that path. Multi-touch attribution matters here.

Common Mistakes

Treating it like Google Ads.

Perplexity isn't search advertising with a different interface. The format, intent, and user behavior are fundamentally different. Strategies that work on Google may fail here.

Expecting immediate ROAS.

Perplexity influences research-phase users. Conversion happens later, often through other channels. Demanding immediate ROAS misunderstands the channel's role.

Underfunding measurement.

Without proper measurement, you can't prove Perplexity impact. Budget for brand lift studies, incrementality testing, and survey infrastructure alongside media spend.

Generic messaging.

Perplexity users want substance. Generic brand messaging that works in display advertising falls flat in a research context. Invest in genuinely useful content.

Ignoring organic presence.

Perplexity cites sources. If your content gets cited organically, that's free visibility. Advertising and organic content strategy should work together.

Getting Started Checklist

Before your first Perplexity campaign:

• Request access through Perplexity's advertising program
• Audit what Perplexity currently says about your brand
• Map customer research questions to campaign targeting
• Develop substantive content for sponsored responses
• Establish measurement baselines (brand search, traffic, conversions)
• Set realistic KPIs focused on awareness and consideration
• Prepare post-purchase survey updates
• Define test budget and timeline
• Brief stakeholders on expected metrics and timelines

The Bottom Line

Perplexity is the first AI advertising platform you can actually buy. The learnings you build here—about conversational formats, research-intent audiences, and AI-native measurement—transfer to whatever comes next.

Start small. Learn the dynamics. Build measurement infrastructure. The PPC marketers who understand AI advertising now will have advantages as the category expands.