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How to Run Telegram Ads in 2026: Step-by-Step Guide

By SSR Agency · Updated July 2026 · 9 min read

Telegram Ads look deceptively simple — a 160-character message, a link, a bid. Yet most first campaigns waste budget on the wrong channels, get stuck in moderation, or burn out at high CPCs. This guide walks through the exact process we use at SSR Agency to launch profitable campaigns, step by step.

Step 1: Choose Your Account Type

There are two ways into Telegram's ad platform. The TON self-serve platform lets anyone start with a small crypto deposit, but restricts targeting and only allows Telegram links as destinations. A Euro cabinet, accessed through official partner agencies, unlocks all geos, external landing pages and faster moderation. If you're testing a channel with a tiny budget, self-serve is fine; if you're acquiring users for an app, bot or website, the Euro cabinet pays for itself quickly. (Full comparison in our Telegram Ads cost guide.)

Step 2: Research Channels and Audience

Telegram Ads are shown inside public channels with 1,000+ subscribers, so channel selection is your targeting. Build a list of channels your customers actually read: search Telegram directories, study where competitors advertise, and note each channel's language and topic. Then decide your targeting mix — you can target by channel topics, specific channels, user language and country, and exclude anything off-brand with negative lists.

Step 3: Write Creatives That Pass Moderation and Convert

You get roughly 160 characters and one link — every word matters. Three rules we've learned from thousands of campaigns: lead with the concrete benefit, not the brand name; use one clear call to action; and write in the language of the channels you're targeting. Moderation rejects superlatives it considers misleading, restricted verticals without proper framing, and low-quality landing pages — so prepare 3–5 creative variations and A/B test from day one.

Step 4: Set Bids and Budget

Telegram Ads run on CPM auctions. Start near the recommended bid for your selected channels, with a test budget large enough to gather real data — for most niches that means enough impressions to compare your creative variations honestly. Don't judge a campaign on day one; early CPMs settle once the auction learns your creative's CTR.

Step 5: Optimize Daily

This is where campaigns are won. Every day, review CTR, CPC and downstream conversions per channel and per creative. Pause the bottom performers, shift budget to winners, refresh creatives before fatigue sets in (typically every 1–2 weeks), and tighten your channel list as data accumulates. On our managed campaigns, daily optimization is routinely the difference between ₮0.6 and ₮0.18 CPC on identical offers.

Common Mistakes to Avoid

• Targeting only the biggest channels — mid-size, high-engagement channels usually deliver cheaper conversions.
• One creative, no testing — you can't optimize what you haven't compared.
• Ignoring the landing experience — a slow or mismatched landing page wastes every click you paid for.
• Setting and forgetting — Telegram auctions shift fast; weekly check-ins aren't enough.