How to launch Telegram Ads and what to know before you start

In 2025 Telegram became a key platform for advertisers, beating many competitors in audience engagement. Unlike overloaded social networks, users still accept ads here, and cost per thousand impressions remains lower than at major competitors. The main advantage of Telegram Ads is precise access to an active and financially capable audience. The messenger offers native ad formats that do not cause rejection, and correct settings reduce waste on irrelevant contacts.

What to know before launching ads

Before you open the ad dashboard, understand the basics that define Telegram Ads strategy. Ads work in most countries, but Russia uses a separate placement mechanism through an intermediary. All ad materials pass two stage moderation and the requirements are stricter than on many other platforms.

Key points to know:

• You can advertise only three objects: Telegram channels, bots, and external websites.
• Financial products without licenses, betting, gambling, political content, and pharmaceuticals are prohibited.
• Moderators check both the ad and the promoted resource.
• The minimum ad budget starts at 2 tokens of The Open Network, about 7 to 8 United States dollars.
• Cost per thousand impressions varies significantly by topic and channel quality.

Knowing these limits helps avoid rejection and saves time.

Choosing the ad dashboard: options

There are two main paths to access Telegram Ads. The choice depends on geography and technical constraints.

Parameter	Through The Open Network token	Through OneSpot
Geography	Worldwide except the Russian Federation	Includes the Russian Federation
Payment method	The Open Network cryptocurrency	Fiat, rubles
Minimum budget	From 2 tokens	From 30,000 rubles
Launch speed	Within a day after moderation	Two to three days including paperwork
Fee	No	10 to 15 percent
Technical complexity	Medium, requires cryptocurrency	Low, standard payment
Additional reporting	No	Yes, acts and invoices

For small tests or foreign audiences, a token wallet is optimal. You avoid fees and keep full account control. If you need the Russian audience or official documentation, OneSpot is required despite the extra fee.

Funding through The Open Network token

To use a token wallet, create a standard wallet in the Telegram app under Wallet settings. After activation, transfer The Open Network tokens from any exchange or exchanger. Then go to the ad dashboard at ads.telegram.org and authorize with your Telegram account. In the Balance section select funding through the token wallet and confirm the transaction in the app. Funds usually arrive within minutes, after which you can create campaigns.

Dashboard access through OneSpot

Connection through OneSpot starts with registration on their platform and a Telegram advertising request. A manager will request company data, including legal details, and offer a contract. After signing, you receive an invoice for the minimum amount, from 30,000 rubles. Once funded, OneSpot creates your Telegram Ads access with the balance already credited. Communication with Telegram moderation goes through the agency, which can slow the process but simplifies compliance for Russian advertisers.

How moderation works: steps and tips

Moderation in Telegram Ads is a two stage process that often blocks beginners. Understanding it increases your chance of approval on the first try.

Moderation steps:

1. Initial review by the intermediary.
   • Through The Open Network token, this is an automated check for prohibited topics.
   • Through OneSpot, it is a preliminary review by the agency manager.
2. Main moderation by Telegram.
   • Review of the promoted resource, channel, bot, or website.
   • Content analysis of the last three months.
   • Check of the ad materials for compliance.
3. Notification of the result.
   • Approval or rejection with a reason.
   • If rejected, you can fix issues and resubmit.

Approval time depends on account history. For new accounts the first launch may take two to five days. After a few successful campaigns, approval often drops to hours or even 10 to 15 minutes.

Common rejection reasons:

• Channel or bot description does not match the content.
• Prohibited content in publication history.
• Low quality creatives or spelling errors.
• No clear target page when promoting a website.
• Use of copyrighted images without rights.

Tips for approval:

Audit the promoted resource before submission. Remove questionable content, update descriptions and design. Use high quality images and clean text without aggressive calls for immediate action. If you promote a website, ensure it is mobile friendly and that Contacts and About sections are current.

First campaign launch: where to start

A successful first launch requires a systematic approach. Here is a step by step guide:

Step one: prepare creatives Create at least three to five ad variants with different visuals and headlines. Optimal image size is 1080 by 1080 pixels. Text should be one or two sentences that clearly state value. Avoid templates like "Best product" or "Click here" because moderation often rejects them.

Step two: define the target audience Unlike other platforms, Telegram Ads does not provide detailed interest targeting. Focus on:

• Relevant channels by topic.
• Geographic targeting by country and city.
• User language preferences.
• Device types, such as Apple iOS devices, Android devices, and desktop computers.

Step three: set up the campaign In the dashboard create a new campaign with a goal, such as brand awareness or traffic. Set a daily budget and start with low values for testing. The cost per click is auction based, so start with medium values for your niche and adjust after the first data.

Step four: launch and monitor After approval, launch during off hours such as evenings or weekends. Competition is usually lower then. In the first two to three hours watch stats closely and be ready to adjust settings or pause if metrics are far from expectations.

For the first launch do not spread budget across too many variants. Test methodically, changing one parameter at a time and collecting enough data for conclusions.

What to do after launch: analysis and optimization

After launch, analysis and adjustments become critical. Systematic work with metrics improves results and reduces acquisition cost.

Key metrics to track:

• Click through rate should be above 1.5 percent for most niches.
• Cost per click should be compared to planned benchmarks.
• Audience activity time shows when your ads get the strongest response.
• Conversion by placement channels shows which placements bring quality traffic.
• Depth of view shows how long users stay on your resource after the click.

Campaign optimization:

1. Work with placements. After initial data, disable low conversion channels and reallocate budget to high performers. Often 20 percent of channels bring 80 percent of results.
2. Test creatives. Replace ads with below average click through rate. Use insights from the best creatives but do not copy them exactly.
3. Adjust targeting. Narrow geography to top performing cities. If one operating system dominates, move budget toward it.
4. Work with the budget. Using time of day data, adjust the schedule and focus spend on peak activity.

Do not apply too many changes at once. It makes it hard to tell what caused improvement. A good initial analysis window is three to five days of active campaign data.

Conclusion: why Telegram Ads is worth testing

Telegram Ads remains one of the few channels with growing effectiveness and a relatively low entry threshold. By testing this platform you access a concentrated audience with high engagement and purchasing power. Telegram algorithms are less prone to ad fatigue than overloaded social networks.

After the first moderation and a few campaigns, the process becomes easier. New creatives pass faster, and accumulated data enables more precise targeting. The Telegram Ads market is still less saturated than other platforms, which helps find underpriced channels with low contact costs.

The main advantage is precise access to niche audiences that are hard to reach through traditional channels. Direct placements in thematic channels provide high relevance and reduce waste on broad reach impressions.