Telepars Blog

Telegram Ads tactics: proven approaches, bids, and creatives

June 3, 2025 · 15 min read

Telegram Ads is very different from familiar ad platforms. There is no daily budget. Instead of automated spending throughout the day, you control spend pace through the cost per thousand impressions bid.

This platform solves specific tasks: bringing subscribers to channels and promoting products and services through short text ads up to 160 characters. Unlike visually rich social networks, the power of words matters here.

This material is for marketers who want to learn Telegram Ads from scratch and for experienced specialists who want to expand their toolkit. We will cover budget mechanics, effective post creation, and common mistakes that reduce results.

Budget and bid specifics in Telegram Ads

Why there is no daily budget and how it affects strategy

Telegram Ads does not have a daily budget. You cannot set a limit like 50 United States dollars to be spent evenly across the day. Instead the platform uses cost per thousand impressions, where the bid size directly affects spend speed.

Budgeting approach comparison:

Parameter	Telegram Ads	Other platforms
Spend control	Through cost per thousand impressions bid	Daily or monthly limit
Budget distribution	Manual control of speed	Automatic through the day
Planning	Requires constant monitoring	Set it and forget it
Management flexibility	High, but requires experience	Medium, good for beginners

This changes tactics. Instead of one overall limit you manage intensity with the bid. A low bid means slow spend and reach, a high bid means rapid spend on a narrow audience.

Choosing a bid based on audience size

The cost per thousand impressions bid depends on competition and audience size. The logic is simple: a large audience lets you use lower bids, a narrow competitive niche requires higher bids.

For a broad audience, more than 100,000 potential users: Starting bid 1 to 2 euros per thousand impressions. Raise gradually until you reach the desired impression speed.

For a narrow competitive audience, up to 50,000 users: Starting bid 5 to 7 euros per thousand impressions. Start high to break through competition.

For a medium audience, 50,000 to 100,000 users: Starting bid 2 to 3 euros per thousand impressions. Watch during the day and adjust.

Practical example: promoting a targeting course, a narrow niche. A bid of 1 euro gave 50 impressions per day. Increasing to 4 euros raised impressions to 2000 per day while keeping acceptable conversion.

Budget distribution tactics

Imagine watering a garden with limited water. The garden is your audience, the water is the budget. If you pour it all at once, only part is watered. A thin stream waters everything evenly.

The same principle applies. With a large audience and limited funds, start with minimal bids. Gradually increase cost per thousand impressions until you find a balance between impression speed and spend.

Practical algorithm:

Start with 1 euro per thousand impressions to test response.
Check impression dynamics every two to three hours.
If impressions are too slow, raise the bid by 0.5 to 1 euro.
If budget spends too fast, lower the bid.

Pay special attention to small audiences. Do not rush to raise bids. Low impressions can be caused by inactive channels that have not posted lately. A sharp increase can drain budget when a new post appears.

How to create effective ad posts

Text length: should you use all 160 characters?

In contextual advertising there is a rule that more information is better. In Telegram Ads this often has the opposite effect. Tests show that longer text does not always perform better.

Results of short versus long post tests:

Short posts, 60 to 80 characters, work better when:

The audience has a clear need.
The offer is simple and obvious.
You need to grab attention fast.

Long posts, 140 to 160 characters, work better when:

The product is complex and needs explanation.
You must show several benefits.
You work with a cold audience.

Text length tips:

Avoid extremes. One or two word posts do not work.
Every word should carry meaning.
A clear short text beats a vague long one.
Test different options on your audience.

The main rule: text must be unique and clear, with no filler. Ninety five characters with a concrete offer outperform one hundred sixty characters of general phrases.

The role of emoji, images, and video

Media content in Telegram Ads is expensive, so each addition must be justified.

Table of media price increases:

Content type	Price increase for category targeting	Price increase for targeting specific channels
Animated emoji	Plus 30 percent	Plus 30 percent
Images	Plus 50 percent	Plus 80 percent
Video	Plus 70 percent	Plus 100 percent

Performance examples:

Post without media: cost per thousand impressions 3 euros, click through rate 0.8 percent.
Same post with emoji: cost per thousand impressions 3.9 euros, click through rate 0.9 percent. The increase does not pay back.
Post with a relevant image: cost per thousand impressions 4.5 euros, click through rate 1.4 percent. The increase is justified.

Add media only when:

The visual is critical for understanding the offer.
Testing shows a meaningful increase in click through rate.
Product margins allow the extra cost.

In most cases, strong text works better than expensive media files.

Text and offer: how to phrase the value

An effective ad post must be clear. In two to three seconds the reader should understand what is offered, the benefit, and what to do next.

Examples of good posts:

"Excel course in seven days. Learn pivot tables and macros. Forty percent discount until Friday. Details"
"iPhone repair in one hour. Six month warranty. Free diagnostics. Book"
"English with a native speaker. First lesson free. Groups up to six people. See schedule"

Examples of poor posts:

"We offer high quality education services in information technology with a personal approach"
"Innovative solutions for your business. Comprehensive approach. Many years of experience. Contact us"
"Discounts up to 70 percent on all products. Huge choice. Best prices. Hurry"

Structure of an effective post:

Clear product or service.
Specific benefit or result.
Conditions or time limits.
Call to action.

Avoid vague words like "quality", "cheap", or "fast" without specifics. Better is "in 24 hours", "from 500 rubles", "12 month warranty".

Imperative mood: restrictions and workarounds

Telegram Ads prohibits direct calls to action in the imperative mood. You cannot write "Subscribe", "Buy", or "Go to the link". But the restriction can be used to your advantage.

Prohibited phrasing and replacements:

"Subscribe" becomes "Subscription" or "Subscribing".
"Buy now" becomes "Buy with a discount" or "Purchase".
"Go to the link" becomes "Go" or "Details".
"Call now" becomes "Call" or "Contact".

Working call to action options:

"See price"
"Get a consultation"
"Reserve a spot"
"Download catalog"
"Book an appointment"

Interesting fact: one of the most effective ads ended with a single word, "Subscription". It performed better than longer calls to action.

Neutral phrasing often works better than aggressive calls. It reduces resistance and lets users decide on their own.

Tips for working with the target audience

Understand your audience language

Good ads speak the audience language. Use terms and expressions that are familiar to your potential customers. Avoid professional jargon if you speak to a broad audience.

Examples of "bad" phrasing:

"Key performance indicator oriented solution for the business to business segment" for entrepreneurs without marketing background.
"Landing page with high conversion" for offline business owners.
"Return on investment optimization through digital channels" which mixes language and complex terms.

Examples of "good" phrasing:

"A website that sells your products" instead of "conversion landing page".
"Ad setup with guaranteed profit" instead of "return on investment optimization".
"Automatic funnel for dental clinics" instead of "customer relationship management system for business to consumer healthcare".

The rule is simple: if your grandmother would not understand the term, do not use it for mass audiences. For narrow professional audiences, specialized terms show expertise.

Adapting to different audiences:

Information technology specialists: technical terms are acceptable.
Executives: focus on results and numbers.
Mothers on maternity leave: simple language and benefits.
Entrepreneurs: specifics and payback.

Highlighting value: discounts, benefits, call to action

The main benefit should be visible at first glance. If you have a 40 percent discount, it should not be buried in the middle of the text.

Mini checklist for post structure:

Check problem or intrigue - what grabs attention?

Check solution - what exactly do you offer?

Check benefit - what does the customer get?

Check conditions - time limits, quantity limits, or price.

Check action - what should the user do now?

Examples of proper benefit emphasis:

"Fifty percent discount on English course. Only three days." Benefit at the start.
"Free delivery for orders above 2000 rubles." Clear condition.
"First consultation free." Clear offer.

Common mistakes in benefit presentation:

Hiding the discount at the end of the text.
Using vague wording like "good prices" or "nice discounts".
Not stating time limits.
Forgetting concrete numbers.

Remember: users scan the text in seconds. The main benefit must stand out both visually and logically. If the reader does not see value within three seconds, they move on.

Where to get ideas for ads

Overview of Telepars.ru

Telepars.ru is a search engine for Telegram Ads posts by keywords. The tool shows real competitor ads and helps you find ideas for your own campaigns.

Service features:

Search by any keyword.
Show active ad posts with direct links.
See different approaches within the same topic.
Free access to the ad database.

How to use it for inspiration:

Enter a keyword in your niche, for example fitness.
Study all ads found.
Notice different presentation styles.
Write down interesting phrasing and approaches.
Adapt the best ideas for your product.

Example: search for "manufacturing" returns dozens of ads from different companies. You can see how business to business segments formulate offers, which benefits they highlight, and which style they use.

The service does not show competitor performance, but it shows how others solve attention capture in your niche.

How to analyze other ad campaigns

When studying ads, look not only at the text but also at placement context.

Key factors for analysis:

Rotation duration:

Running for a few days likely means testing.
Running for several weeks may indicate good results.
Running for months suggests high effectiveness.

Style of delivery:

Formal versus conversational tone.
Text length and information density.
Use of numbers and specifics.
Ways to bypass call to action restrictions.

Offer structure:

How the main offer is phrased.
Which benefits are highlighted first.
Use of time limits.
Ways to create urgency.

Practical analysis approach:

Save interesting ads into a separate file.
Group them by style and approach.
Mark those that you see for a long time as possible winners.
Test adapted versions on your audience.

Remember: long running rotation is a good indicator of success. If a post shows for months, it likely pays back ad cost.

Do not copy text directly. Use it as a source of ideas for your own unique ads.

Mistakes that reduce ad effectiveness

Excess information and overload

Unnecessary details such as office addresses for online services or listing every company advantage instead of the main benefit.
Vague wording like "high quality at affordable prices" instead of numbers and facts.
Information soup by trying to tell everything at once: features, benefits, history, reviews.
Overused epithets like "unique innovative solutions" without explaining what is unique.
Technical details for a broad audience describing production when only the result matters.

Weak offer and unclear actions

No specific offer such as "contact us for consultation" without stating what the client gets.
Vague calls to action like "learn more" instead of clear "get a price list" or "book a demo".
Hidden benefits where the discount or bonus is buried in the middle.
No urgency such as no time limits, limited spots, or special price.
Unclear conditions like "good prices" without numbers or discount size.
Complex path to purchase with many steps instead of a direct action.

Creative extremes that do not work

Ultra short posts with one or two words and no context.
Excess creativity like riddles and metaphors that make the offer unclear.
Inappropriate humor that only a narrow group understands or that does not fit serious topics.
Copying someone else style without adapting to your audience and product.
Trend abuse using memes and popular phrases unrelated to the product.
Provocative headlines that attract attention without matching the real offer.
Imitation of viral content that sacrifices clarity for hooks.

Working with media files in Telegram Ads

Why video size matters

Video file size critically affects ad effectiveness. Large videos do not autoplay. Instead Telegram offers them for download. Such ads perform very poorly because users do not want to download files to watch ads.

Technical requirements for autoplay:

Maximum file size: up to 20 megabytes.
Recommended resolution: 1280 by 720 pixels.
Optimal duration: 15 to 30 seconds.
Format: MP4 with H.264 codec.

Compression recommendations:

Use variable bitrate instead of constant bitrate.
Optimal video bitrate: 1000 to 2000 kilobits per second.
Audio bitrate: no more than 128 kilobits per second.
Remove unnecessary frames at the start and end.

Compression tools:

HandBrake, a free program.
Adobe Media Encoder, a professional tool.
Online services such as CloudConvert and CompressVideo.

Remember: a medium resolution video that plays immediately is better than a high definition file that needs a download. Autoplay increases views by 10 to 15 times compared with downloadable files.

How to choose images without overpaying

Images raise ad cost by 50 to 80 percent, so their use must be justified.

Cases where an image is justified:

Product ads where appearance is critical.
Before and after results.
Infographics for complex information.
Emotional impact where the image strengthens the message.

Cases where an image is excessive:

Services without a visual component, such as consultations or courses.
Stock photos unrelated to the product.
Duplicating the same information from the text.
Decorative elements without meaning.

Effectiveness comparison:

Example one, English courses:

Without image: cost per thousand impressions 3 euros, click through rate 0.9 percent, cost per click 3.33 euros.
With image: cost per thousand impressions 4.5 euros, click through rate 1.1 percent, cost per click 4.09 euros. Conclusion: the increase does not pay back.

Example two, cosmetics:

Without image: cost per thousand impressions 2 euros, click through rate 0.7 percent, cost per click 2.86 euros.
With product image: cost per thousand impressions 3 euros, click through rate 1.4 percent, cost per click 2.14 euros. Conclusion: the image significantly improves performance.

Decision criteria:

Test with and without images on a small budget.
Compare final cost per target action, not just click through rate.
Consider product margin when calculating payback.
For products with strong visual components, images are almost always justified.

Moderation and platform rules

What moderation checks

Telegram Ads moderation is extremely strict. Each ad goes through a detailed review on several criteria.

Spelling and punctuation:

All words are checked for correct spelling.
Punctuation errors can cause rejection.
Typos and intentional misspellings are not allowed.
Abbreviations like "mk" instead of "make" are prohibited.

Meaning and logic:

Text must clearly explain the offer.
Ambiguous phrasing is not allowed.
False or misleading claims are prohibited.
Content must match the channel topic.

Platform rules compliance:

Imperative mood is prohibited in calls to action.
Restrictions apply to certain topics.
Contact information must be correct.
Copyright rules must be followed.

Additional requirements:

Ads must comply with the law.
Aggressive or pushy tone is not allowed.
Provocative or shocking materials are prohibited.

How to avoid delays and rejections

Checklist before launch:

Text check:

Read the text aloud to catch errors.
Use spell check in a text editor.
Ensure logic and flow.
Check call to action compliance.

Rules compliance check:

Avoid imperative mood, for example "buy" instead of "buy now".
Make sure all statements are accurate.
Check that contact information is current.
Follow link formatting requirements.

Technical check:

Video file size is within limits.
Images meet technical requirements.
All links work and go to the right pages.
Media content does not violate copyright.

Content check:

No controversial or prohibited topics.
No aggressive or provocative elements.
Product or service information is accurate.
Conditions and prices are current.

Final check:

Re read the ad with fresh eyes after an hour.
Ask a colleague to check clarity.
Ensure the ad solves the target audience problem.
Check that budget and bids match your plan.

Typical rejection reasons:

Spelling errors in keywords.
Use of prohibited call to action forms.
False or outdated information.
Violations of media technical requirements.
Content that does not follow platform rules.

Plan your launch with time buffer. Moderation can take hours or days, especially during high load periods.

Conclusion: testing and constant improvement

Why testing different approaches matters

There is no single formula for success in Telegram Ads. What works for competitors can fail on your audience. Each niche, product, and target group needs a tailored approach found only through systematic testing.

What to test first:

Text length: short versus expanded ads.
Delivery style: formal versus conversational.
Offer structure: benefit at the start versus at the end.
Calls to action: different wording within the rules.
Cost per thousand impressions bids and their impact on traffic quality.

How to run tests:

Change only one element at a time.
Test on equal budgets and time periods.
Collect stats for at least a week for meaningful conclusions.
Track not only click through rate but also final conversions.
Record results in a table for later analysis.

Metrics to track:

Click through rate of ads.
Cost per click.
Conversion to the target action.
Customer acquisition cost.
Lifetime value of acquired users.

Remember: even failed tests provide valuable information. Knowing what does not work saves budget and time in future campaigns.

How to build your approach on other experience

Studying other campaigns is a starting point, not a ready solution. Use others as templates for your own unique approaches.

How to use other ideas correctly:

Analyze principles, not copy text.
Adapt successful mechanics for your product.
Combine elements from different sources.
Test adapted versions on your audience.

What to take from competitors:

Information structure.
Ways to phrase benefits.
Urgency creation techniques.
Ways to bypass call to action restrictions.

What not to copy:

Exact wording and texts.
Approaches specific to another niche.
Style that does not match your brand.
Tactics without understanding their logic.

Algorithm for using others experience:

Study 10 to 15 ads in your niche.
Identify common patterns and approaches.
Decide which elements fit your product.
Create your own variants based on the principles.
Test and optimize for your audience.

The main rule: get inspired by others but create your own solutions. Telegram Ads rewards understanding of your audience and continuous improvement.

Start with small budgets, test different approaches, analyze results, and scale what works. Success in Telegram Ads comes through practice, not theory.

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