Key Numbers and Insights
Telegram has long ceased to be just a messenger. Today, it is a platform with over 800 million active users daily, where channels have transformed into full-fledged media and business venues. It's no wonder that advertisers increasingly ask the question: how to target ads in Telegram Ads and how much it costs.
The official Telegram Ads advertising platform operates on an auction model. You pay for impressions (CPM) or clicks (CPC), and the price is determined in real-time based on competition in the selected topic and region.
Core numbers you need to know:
The minimum budget for direct access to the Telegram Ads cabinet is 2 million euros (you can launch campaigns from 500–1000 euros through official partners).
The average cost for 1000 impressions (CPM) ranges from 1 to 5 euros for most niches. In highly competitive areas (finance, cryptocurrency, real estate), CPM can reach 10–15 euros.
The cost per subscriber (CPA) varies significantly: from 0.3 euros in general channels to 2–3 euros in specialized professional niches.
Important: the high figure of 2 million euros only applies to direct agreements with Telegram. For actual ad launches, most businesses use partner agencies that provide access to the dashboard with a budget starting from 500–1000 euros. This means that even with a budget of 5000 dollars, you can test Telegram Ads and get initial results. Don't let the high threshold mislead you – the tool is available to a wide range of advertisers.
But money is not the only barrier. To effectively set up targeting in
Telegram, you need to understand the platform's logic, available tools, and limitations. In this guide, we will break everything down and provide instructions to help you launch a successful campaign.
How Telegram Ads works: platform, rules, access
Telegram Ads is the official advertising dashboard of the messenger, accessible through Telegram managers or authorized partners. The main purpose of the platform is promotion of channels and bots. You cannot advertise websites, applications, or products directly – ads always lead to a Telegram channel or bot.
Key features of the platform:
Ads are displayed in public channels with an audience of 1000 subscribers or more.
Format – text message (up to 160 characters) with an invitation link (button). Emojis are allowed, images and videos are not.
Payment is only for impressions (CPM) with the ability to set a maximum bid in the auction.
The minimum bid is 1 euro for 1000 impressions (or the equivalent in another currency).
Requirements for the advertised channel:
The channel must be public (have a username).
There must be at least one post published in the channel (preferably regular content).
The channel's age must be at least 30 days (exceptions may apply for new channels through partners).
How to access the advertising cabinet?
The simplest way is to contact one of the official Telegram Ads partners (for example, advertising agencies that consolidate client budgets).
Direct access with a minimum budget of 2 million euros is suitable only for large advertisers. For medium and small businesses, it makes more sense to use partner accounts or alternative platforms, which we will discuss later.
Types of targeting in Telegram Ads
Telegram Ads offers two main targeting sections: Target Users (targeting users) and Target Channels (targeting channels). Let's take a closer look at each one.
Target Users – targeting users
This section allows you to show ads to people who meet specific criteria. Data is gathered based on activity in the messenger.Available parameters:
Subscriptions to channels (interests). You select thematic channels, and the ads are shown to their subscribers. For example, if your product is related to investments, you can choose channels about finance and cryptocurrencies.
Geolocation. You can specify a country, region, or specific city. Targeting works based on IP address and SIM card data.
Interface language. Ads are shown only to those who have Telegram set to the required language.
Platform and Subscription. Separate settings for display are available for iOS and Android users, as well as for Telegram Premium and Wallet owners.
How to use it:
Let's say you are launching an English language course. You choose channels with an audience interested in education and self-development, limit displays to Russia and CIS countries, target iOS (affluent audience) and Premium subscribers (loyal to paid services). This way, you get the most relevant traffic.
Target Channels – targeting channels
This tool allows you to select specific channels where your ad will be displayed. The ad appears in the feed of these channels (usually in the middle or at the bottom).
Settings options:
Manual input of links to source channels. You create the list of platforms where you want to advertise.
Excluding subscribers. You can show ads only to those who are not subscribed to your channel (to avoid wasting budget on your own audience).
Automatic selection of similar channels. The system analyzes the channels you choose and suggests additional ones with a similar audience.
Example: you run a channel about healthy eating and want to attract subscribers. In Target Channels you add channels about fitness, cooking, and healthy lifestyle. The system will display your ad in the feed of these channels to their subscribers.
Both sections can be combined – for instance, select Target Users by interests, and use Target Channels to enhance reach on specific platforms.
Step-by-step guide: launching an advertising campaign
Now let's move on to practice. We'll break down how to set up a campaign in Telegram Ads from start to finish. For the example, we'll assume you’re using partner access to the dashboard.
Step 1. Logging into the advertising dashboard
After your partner grants you access, you'll be taken to the Telegram Ads Manager interface. Typically, this is a web dashboard linked to your Telegram account.
Authorization takes place via phone number and confirmation code.
Step 2. Creating a New Campaign
Click the "Create campaign" button. You will be prompted to choose an objective. Currently, only one objective is available – "Subscribers". This means all campaigns in Telegram Ads are aimed at attracting subscribers to a channel or bot.
Step 3. Setting Up Targeting
Here you will work with the Target Users and Target Channels sections.
Target Users: specify the geography (e.g., Russia, Moscow), language (Russian), and if necessary, select interests through subscriptions to specific channels. You can also exclude existing subscribers of your channel.
Target Channels: add links to the channels where you want to advertise. We recommend starting with 5–10 channels that have a similar theme and checking their statistics through open data (for example, through analytics services).
Set the display time frames (you can choose to show it 24/7 or only during specific hours).
Step 4. Creating an Ad
In this section, you will write the post text and configure the button.
Text:up to 160 characters including spaces. You can use emojis, but they also count as characters. Be sure to mention the benefit or unique offer to attract the user's interest.
Button:a link to your channel is automatically generated (in the form of
t.me/yourchannel). The button text is usually 'Go to' or 'Subscribe', but it
can be changed (for example, 'Learn More').
Banners/images are not supported– only text.
Step 5. Budget and Bids
Set a daily budget limit (for example, 100 euros per day) and the maximum bid per 1000 impressions. We recommend starting with the average market bid – 2–3 euros, to test demand. The platform will show the projected reach based on the chosen parameters.
Important:The bid does not guarantee impressions, as it operates on an auction basis. If competitors bid higher, your ad will be shown less frequently or may not be shown at all.
Step 6. Launch and Moderation
After saving, the campaign is sent for moderation. Typically, the review takes from a few hours to a day. Moderators ensure compliance with the rules: there are no prohibited topics (drugs, weapons, pornography), the text does not contain insults, and the link directs to a real channel.
If everything is good, the campaign is launched, and you start receiving impressions and subscribers.
Step 7. Tracking Results
Statistics are available in the dashboard: impressions, clicks, subscriptions, spent budget.
Key metrics are CTR (click-through rate) and cost per subscriber (CPA). Analyze this data and adjust settings as needed: change bids, add/exclude channels, test different ad texts.
Pros and Cons of Telegram Ads
Telegram Ads is a powerful yet niche tool. Before allocating your budget, weigh all the pros and cons.
Pros:
Huge reach.The Telegram audience is growing, and ads are shown in channels with millions of subscribers.
High-quality traffic.There are fewer bots on Telegram than on other social networks, and users are engaged and trust the content.
Premium context.Ads in the official feed are perceived as part of the channel, which enhances trust.
Flexible targeting.The ability to target interests through subscriptions is a unique feature.
Cons:
High entry barrier.The minimum budget for direct access is €2 million. Partner cabinets partially solve the problem, but still require significant investments.
Limited formats.Text only, images, videos, or carousels cannot be used.
Channels/bots only.You cannot directly advertise external websites or applications.
Tracking complexity.There is no deep analytics on user actions after subscription. You will need to use UTM tags and connect with analytics systems.
Competition.In popular niches, auction prices can be very high, making it difficult for newcomers to break through.
AdsGram as an alternative
If official Telegram Ads seems too expensive or unsuitable in format, it’s worth considering advertising networks within Telegram. One of them is AdsGram.
AdsGram is an advertising platform (ad network) that allows you to run performance campaigns in Telegram channels, bots, and Mini Apps. Unlike exchanges where you negotiate with administrators manually, AdsGram provides access to automated traffic purchasing.
What advertisers get:
A single dashboard to launch campaigns across hundreds of channels.
Payment for impressions (CPM) or clicks (CPC) – a predictable budget.
Automatic publication of ad posts (native formats, without reward mechanics).
Targeting based on language, geo, topic, platform (iOS/Android), availability of Premium and Wallet.
Algorithmic fraud filtering and transparent statistics.
The key difference from Telegram Ads:
The entry threshold is significantly lower – you can start with budgets from just a few dozen euros.
More formats: native posts in channels, integrations in bots, advertising in Mini Apps.
The ability to work with any topics (not just channels).
Clear analytics without manual approvals.
AdsGram is perfect for those looking to quickly test hypotheses, scale successful campaigns, and receive manageable traffic without high risks.
Conclusion
Targeted advertising on Telegram is an effective way to attract subscribers and customers if you choose the right tool. Official Telegram Ads provides access to a massive audience but requires serious budget and strict adherence to rules. For most medium and small projects, advertising networks like AdsGram become a more flexible solution, allowing you to launch campaigns faster, cheaper, and with a greater variety of formats.
Regardless of your choice, remember: the success of advertising depends on the quality of your channel, engaging content, and precise targeting setup. Test different approaches, analyze the results, and scale what works.
