ChatGPT Ads Case Study: Eichenwerk, Price and Purchase Intent

By Tobias Becker Last updated on November 13, 2026

Before you plan ads in ChatGPT, you need a company with clear figures, a defined product range, and a recognizable target audience. That is exactly what the Eichenwerk case study is for, which accompanies you throughout the entire course. Eichenwerk is a fictional Viennese solid wood manufactory with an online shop for the DACH region. The prices in the product range are between 400 and 2,500 euros. Neither the company nor the website really exists, so you can practice with it without any risk.

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In this guide, you go through the briefing step by step. You recalculate margin, contribution margin, and maximum cost per click. You also check why the offer fits ChatGPT Ads and at which point in the conversation the purchase intent arises. The case study briefing is included as accompanying material.

Key Takeaways

• Eichenwerk is a fictional company. There is no real website, but there is a detailed briefing with product range, prices, and key figures.
• The margin determines your bid limit: for a table costing 900 euros and a 20% margin, that is 180 euros.
• With an average shopping cart of 1,200 euros and a 42% contribution margin, roughly 500 euros of contribution margin remain per order. Of this, 30%, i.e. 150 euros, is accepted as acquisition costs.
• The conversion rate is around 0.9%, and 2.2% with a dedicated landing page. This results in roughly 45 clicks per order and a maximum cost per click of about 3 euros.
• The offer fits ChatGPT Ads because it combines high purchase intent, a long decision-making process, and products that require explanation, and it does not fall into any restricted category.
• The purchase decision often begins with vague questions such as "Which table fits in a narrow room?" This is exactly where your ad can be the answer.

Step-by-Step Guide

Step 1: Getting to Know the Fictional Company and the Briefing

First, open the accompanying document on Eichenwerk. It is deliberately structured as a profile so that you always know what the company can and cannot offer. If you visit the website, nothing happens. A search for "Eichenwerk" at most returns other companies that have nothing to do with our case study. All data comes exclusively from the briefing.

The document contains a company history and a product range with prices. The prices in particular are important, because pricing will later become a central topic. You have to calculate how much you can bid in ChatGPT so that the campaign is worthwhile for the company.

Step 2: Understanding Product Range and Margin as the Bid Limit

In the next step, you calculate with the product prices. Take as an example a table for 900 euros with a 20% margin. That results in 180 euros of margin per sale. In the best case, you therefore should not bid more than 180 euros to achieve a sale. Anything beyond that would eat up the profit.

The briefing also contains information about the general conditions: the sale takes place in the DACH region, there is a take-back of old furniture, and production as well as delivery are described. So you get very specific data that you can also use for Google Ads, if you want to practice contribution margin and conversions there.

Step 3: Calculating Shopping Cart, Contribution Margin, and Acquisition Costs

Now you go through the key figures for advertising. Eichenwerk has an average shopping cart of 1,200 euros. The contribution margin is 42%. Rounded, that leaves you with 500 euros of contribution margin per order.

From this amount, you derive the accepted acquisition costs. Eichenwerk is willing to spend 30% of the contribution margin on acquiring a customer, which is 150 euros. This value is your upper limit for what a customer may cost you via advertising.

Step 4: Using the Conversion Rate and Deriving the Maximum Cost per Click

Now the conversion rate comes into play. For an e-commerce store in this field, around 0.9% is perfectly normal. If you link a dedicated landing page, the value in the example rises to 2.2%.

With 2.2%, you need roughly 45 clicks for one order. If you divide the accepted acquisition costs of 150 euros by 45 clicks, you get about 3.30 euros per click. As a rule of thumb, therefore: do not pay more than around 3 euros per click. This calculation is relevant not only for ChatGPT Ads, but also for many other forms of advertising such as Google Ads. Read through such examples in the briefing carefully to internalize the logic behind ads.

Step 5: Review the Target Audience, Positioning, and Landing Page

The briefing provides further building blocks that you need for ad planning: information on the target audience, positioning, competition, and brand voices. It also includes information on the website and landing page as well as previous marketing.

The question of where the click should lead is particularly important. The homepage is not ideal for this. A product page or a specific landing page is better suited. On this basis, you will later have ad texts and contexts created, because for ChatGPT Ads you need a conversation that meaningfully embeds the ad.

Step 6: Check Why Eichenwerk Fits ChatGPT Ads

Not every industry and not every offer is suitable for AI ads. In the case of Eichenwerk, several reasons speak in favor:

First, there is high purchase intent. Users who specifically ask about solid wood furniture generally want to buy. You have a clear offer that you can present to this target audience. The only thing left to find out is which specific queries these people ask the AI.

Second, the decision-making period is long. Anyone buying a larger piece of furniture often researches for weeks. For many, AI is the first point of access: you first ask about options and only then go into detail. If you don't yet have a solution in mind, you can't even google meaningfully. Being visible in this early conversation gives you an advantage.

Third, the products require explanation. Dog toys or an inexpensive bracelet do not require advice from ChatGPT. With topics like material, craftsmanship, and delivery time, it's different, and this is exactly where many turn to AI. You will serve this need for advice later with contextual text.

Fourth, furniture and home living is not among the restricted categories.

Step 7: Locate the Purchase Decision in the Conversation

Now you ask yourself what people type into the AI when they need a new table. Usually the queries are vague, but contain a few details. Typical examples:

• "Which table fits in a narrow room?" Here, narrow room and table are the clues.
• "Solid wood or veneer, which is worthwhile in the long term?" The information is simple, but the question is clear and you can address it.
• "How do I combine light oak with dark walls?" Whether it's about an apartment, basement, or house and how big the room is remains open. Nevertheless, it is a classic query.

This is how most people use AI. At exactly this moment, Eichenwerk, that is, your advertisement, can be the right answer.

Step 8: Prepare Context and FAQ as a Foundation

So that your ad appears at the right moment, you need two things: a question-and-answer section in the style of an FAQ and suitable context. Both explain why context and ad text are so decisive in ChatGPT Ads. In the further course of the training, you will build on this to develop concrete ads, texts, and conversation contexts for Eichenwerk.

Summary – ChatGPT Ads Case Study: Eichenwerk, Price, and Purchase Intent

Eichenwerk is your practice company for the entire course: fictional, but with realistic figures. You have seen how to derive a bid limit from margin, contribution margin, and conversion rate. With a €1,200 shopping cart, 42% contribution margin, and 2.2% conversion rate, this results in about €150 acquisition costs and around €3 maximum cost per click. The offer fits ChatGPT Ads because it combines high purchase intent, a long decision-making period, and products that require explanation. Purchase intent arises even with vague questions about room, material, or design. With FAQ and context, you lay the foundation for ads that deliver the answer exactly there.

Trainer About Tobias Becker My name is Tobias Becker. I am a student from Vienna and pass on my knowledge about entrepreneurship, social media marketing and investing as a video course lecturer. All courses by Tobias Becker →