More and more Israelis are starting their search not on Google — but on ChatGPT, on Perplexity and on Gemini. For advertisers this is an entirely new playing field: PPC in AI engines is today at exactly the point where Google Ads was in 2003 — those who get in early pay little and learn a lot. In this guide we explain where you can already advertise, how “organic promotion” works in AI engines (GEO), and what you should be doing today.
What exactly is PPC in AI engines?
As on Google, the new AI-based search engines also display sponsored results alongside the answers. The key difference: instead of a list of links, the user receives a single summarized answer — and the ad has to blend into a conversational experience. That changes the rules of the game: fewer slots on the screen, more value per impression.
Where can you advertise today?
Perplexity Ads
Perplexity was the first to launch ads: Sponsored follow-up questions and branded results alongside the answer. The format is subtle and does not harm the experience — and its audience is exceptionally high quality: professionals looking for in-depth answers.
Ads in ChatGPT and other engines
OpenAI is exploring advertising formats, and Google is already integrating Shopping ads into AI Overviews and AI Mode. What this means for advertisers: existing Google Ads campaigns are starting to appear inside AI answers as well — and it is worth making sure the feed and the assets are adapted for it.
GEO: Optimization for generative engines — the organic side of the coin
Alongside paid advertising, a new field has been born: GEO (Generative Engine Optimization) — optimization whose purpose is to get AI engines to cite your content in the answers they generate. If classic SEO fights for a position on the results page, GEO fights to be the source that the model chooses to rely on.
What helps content get cited by ChatGPT, Perplexity and Google’s AI Overviews?
- Direct, structured answers — a paragraph that answers the question in full, clear headings, lists and tables.
- Data and numbers — models like to cite measurable facts: prices, percentages, comparisons.
- Schema (Schema Markup) — FAQ, HowTo and Article help the engines understand the content.
- Mentions across the web — a brand that is mentioned in many sources is perceived as more authoritative.
- Freshness — updated content with visible dates gets priority.
How do you get ready in practice? 5 steps for an Israeli business
- Check how you appear today — ask ChatGPT and Perplexity the questions your customers ask (“recommended X supplier in Israel”). Are you mentioned? Are the competitors?
- Build focused answer pages — for every key customer question, a page that answers it in full in simple Hebrew.
- Add FAQ Schema — structured markup for frequently asked questions on the main pages.
- Track traffic from AI engines — in GA4, look for referrals from chatgpt.com, perplexity.ai and gemini.google.com.
- Start small with paid — when paid advertising in AI engines opens up to Israel, whoever is already measurable and ready — will win.
Frequently asked questions
What is the difference between PPC in AI engines and Google Ads?
In Google Ads you buy a position against a keyword. In AI engines the ad blends into a conversation — the context is determined by the user’s intent as the model understands it, not only by the search term. That is more precise, but it requires messaging that feels natural inside an answer.
Is paid advertising in AI engines available in Israel?
As of 2026, Perplexity Ads is open to large advertisers mainly in the US, and OpenAI is running pilots. In Israel there is still no broad access — and that is exactly why now is the time to prepare: to build an organic presence (GEO) that will give you an advantage when the platforms open up.
How do you measure traffic that comes from AI engines?
In GA4 you examine referrals from domains such as chatgpt.com, perplexity.ai and copilot.microsoft.com. In addition, a rise in branded searches (“Rainz AI”) is a sign that AI engines are mentioning you.
How much does it cost?
Pricing models are still taking shape — Perplexity works at a relatively high CPM (over $50 at launch). The estimate: as the market matures prices will come down, but the early movers will enjoy low competition.
Want to get ahead of the market?
At Rainz.ai we help businesses prepare for the new search era — from digital strategy to AI implementation in the business. You are welcome to talk to us.