Telegram Ads for an audience
that already lives in the app
Telegram Ads run inside channels, not a feed, so the format and the targeting logic sit closer to sponsorship than to a typical social ad. We plan campaigns around that difference, and connect them to the bots and Mini Apps where the actual conversion usually happens.
Where Telegram campaigns usually go wrong
The most common mistake is writing Telegram Ads copy like a Meta or Google ad. Long, benefit-stacked, when the format rewards a short, direct message that respects the channel’s own tone. The second mistake is sending clicks to a generic landing page instead of straight into a bot or Mini App flow. That breaks the expectation Telegram users have of staying inside the app.
The third mistake is ignoring the platform’s CPM-based minimum bidding structure and sizing a budget for a CPC auction instead. That leads to under-delivery, and a campaign that never really launches at scale.
Telegram’s ad platform is deliberately narrower than Meta’s or Google’s: fewer targeting options, a CPM-based auction, ads inside channels rather than a feed. That rewards a different kind of planning. With less targeting data available, channel and topic selection carries more of the weight than audience segmentation does elsewhere. That is exactly why research before launch matters more here than optimisation after it.
How we plan and run it
- Channel and topic targeting. Research into which channel categories and languages actually reach your audience. Telegram’s targeting works by topic and channel, not demographic profile alone.
- Copy built for the format. Short, direct sponsored messages that read as native to the channel, not an imported ad script.
- Bot and Mini App integration. Deep links that drop a user directly into a bot conversation or Mini App screen, not a browser tab. That matches how Telegram users expect to move.
- Budget sized to the auction. Planning against Telegram’s CPM-based minimums, so the campaign actually delivers at the scale intended.
- Tracking into your own systems. UTM and deep-link parameters so your bot or Mini App can log where a user came from. Telegram Ads’ own reporting is limited.
What we need from you
- A Telegram Ads account, which needs a verified advertiser setup through the platform.
- A bot or Mini App we can integrate tracking into, or agreement to build a simple one.
- Brand voice guidance for a format that rewards brevity over a long pitch.
- Realistic budget expectations given the CPM-based minimum spend structure.
- Access to your bot’s backend or logs, so we can confirm tracking works after launch.
How we measure
We report cost per click and, where your bot or Mini App logs it, cost per meaningful interaction: order, signup, deposit. A click on Telegram is only the first step into a flow your own product controls from there. Channel-level performance is tracked, so spend concentrates on the topics and channels that actually convert.
Monthly reporting ties ad spend directly to bot-side outcomes, closing a loop that Telegram’s native ad reporting does not provide on its own.
We also check which channel categories deliver the lowest cost per bot interaction over time. This varies more by language and region here than on larger ad platforms.
Price and timeline
| Option | Price | What’s included | Timeline |
|---|---|---|---|
| Launch or audit | from $700 | Channel research, first sponsored message copy, bot or Mini App tracking integrated. | 1 week |
| Monthly management | from $700 / month | Ongoing channel testing, copy iteration, monthly cost-per-interaction report. | monthly, no lock-in |
| Full control, handover to your team | from $1,700 | Channel playbook and tracking integration documented and handed to your team. | 3 weeks |
Related
This page sits under our Performance marketing work. See also Lead generation for local services, Creative testing program, Conversion tracking and capi setup for adjacent paid-channel services.
For the automation side of reporting and budget decisions, see telegram channel posting and moderation. For real numbers behind these benchmarks, read the Digital goods marketplace automation case study and Marketplace engine telegram web instant delivery case study.
Ready to see what this would look like for your account? Get in touch and we will look at your current setup in the first call.
FAQ
How much does this cost?
Both launch and monthly management start from $700, with cost scaling by how many channels and languages you test.
How long until we see results?
Launch takes about a week. A reliable read takes 3 to 4 weeks, since Telegram's CPM-based delivery and channel testing need a few weeks to show a stable pattern.
What ad budget do we need alongside this?
Telegram Ads has a platform-set CPM minimum that varies by targeting scope. We size the starting budget to that minimum on the first call, rather than guessing at a CPC-style number.
What do you need from us?
A verified Telegram Ads advertiser account, a bot or Mini App to integrate tracking into, and brand voice guidance suited to a short, native-feeling message.
How do you report on performance?
Monthly reporting on cost per click and, where your bot logs it, cost per meaningful in-app outcome, with performance broken down by channel and topic.