What should your first Telegram ad offer?

Choose something useful enough to justify the next click. Try a practical resource, a clear product selection or an easy way to request help. Avoid sending people to a channel whose purpose they must work out themselves.

The setup documented here accepts links to Telegram channels or bots, rather than external websites. A bot is an automated Telegram account that can guide a conversation or task; test your chosen bot's actual responses before advertising it. Destination requirements.

Hypothetical example: a freelance bookkeeper wants enquiries from independent retailers. Prepare a channel explaining the service, who it suits and how to ask about availability. A free shop bookkeeping checklist could be the entry offer, provided it is actually available when visitors arrive.

Write the promise before writing the ad. Use the questions in the value proposition guide to make it specific. If a downloadable resource is the offer, the lead magnet guide can help you decide what to include.

If you are comparing Telegram ads vs Facebook ads, start with your intended customer journey. For this Telegram route, prepare the channel or bot first. Avoid choosing a platform simply because someone describes its advertising as cheap.

How do you open and organise the advertising account?

Use an existing Telegram account to sign in. Enter its phone number on the platform, then confirm access through the message sent inside Telegram. You can continue with a personal account or create an organisation. Login and account options.

Choose who should control the ads

An organisation connects to a Telegram group or channel. Only its owner can create that organisation, and the associated chat's administrators can manage its ads. Review that administrator list before choosing this option for a team. Organisation permissions.

1. Name the person responsible for spending decisions.
2. Choose the channel or bot you will promote.
3. Write the offer, audience and spending limit in a shared note.
4. Give each draft an internal name that identifies its purpose.
5. Ask a colleague to follow the destination path before launch.

“Create a new ad” opens fields for the title, text and URL, meaning the destination link. “Manage Budget” and “Add Funds” handle funding. If the balance is insufficient, the guide describes saving the ad as a draft while adding funds. Creation and funding instructions.

You do not need to turn this into a large campaign document. A short note should tell a colleague what you are testing, what you will spend and what to check before adding more money.

How do you choose channels that fit your customers?

Build a shortlist around the reason someone would want your offer. Telegram lets advertisers specify channels by entering their unique links. Its guide describes placements in public broadcast channels with at least 1,000 subscribers. Target channel instructions.

Targeting means choosing where the ad appears. For your shortlist, record the channel's subject, language and relevance to your offer. Read recent posts rather than relying on the channel's name alone.

Hypothetical example: a remote design tutor considers a broad entertainment channel and a channel discussing portfolio work. Start by investigating the portfolio channel's recent content. Treat relevance as a reason to test, not proof that enrolments will follow.

Check the shortlist carefully before submission. Targeting parameters cannot be edited after creation; Telegram directs advertisers to “Create a similar ad” when they need different targeting. Changing targeting.

Keep distinct audience ideas separate in your planning. Otherwise, when enquiries arrive, you may struggle to decide which audience deserves another test.

How much do Telegram ads cost, and what does minimum CPM mean?

Separate the price of exposure from your spending limit. Telegram's guide defines CPM as the cost of one thousand views and lists a minimum of 0.1 Toncoin. That figure is a CPM floor, not a stated minimum total campaign budget. CPM and budget explanation.

Set a limit you can make a decision with

Choose an amount you can afford to spend without a sale. Then write what you want the test to teach you: whether the offer attracts relevant subscribers, starts useful conversations or produces genuine orders.

For planning, use this calculation: intended views divided by 1,000, multiplied by the chosen CPM. Treat the result as an exposure budget scenario. It does not promise delivery, enquiries or sales.

Keep any payment charges shown during funding separate from ad spend in your records. Avoid converting the documented minimum into a fixed local-currency price without checking the actual transaction.

Submitted ad budgets cannot be reduced directly. Telegram describes using a similar ad for a smaller budget; stopping and deleting an ad returns its remaining funds to the overall balance. Set the initial limit deliberately. Budget management.

What should you write in the sponsored message?

Write one promise and one next action. The homepage describes a text limit of 160 characters. Use the ad form to check your final wording rather than judging its length by eye. Sponsored message format.

Hypothetical ad: “Run a small shop? Get our weekly bookkeeping checklist in Telegram. Open the channel to see the checklist and service details.” Use this only if that resource and those details are present.

Make the destination match the sentence

Remove claims such as “guaranteed results” unless you can support them. Prefer saying exactly what the visitor can inspect, request or use. Ask someone unfamiliar with your business to read the message and describe what they expect next.

Links in the text and URL field must lead to the same Telegram destination. The URL becomes the button beneath the message, and “Preview Ad” lets you inspect the presentation. Link and preview rules.

If you choose a bot, walk through its opening conversation yourself. Check the product options, questions and handover to a person. The Telegram order-taking guide is a useful next step when the destination needs work.

After submission, “In Review” means the ad is being checked. “Declined” means changes are required; open the explanation before rewriting. “Active” means it is running. Ad status definitions.

How should you judge the first test?

Judge the campaign against the action you chose before launch. Telegram's Statistics tab includes views and the number of people who joined the channel or started the bot after viewing the message. Record confirmed orders separately. Available statistics.

• No views: inspect status, funding and the placement choices.
• Views without useful responses: review the offer and destination together.
• Subscribers without enquiries: check whether the next step is obvious.
• Enquiries without orders: read the conversations and record objections.

These are investigation prompts, not diagnoses. Do not rewrite every part of the campaign at once. Choose one plausible problem, make one change and keep a note of what changed.

For measurement discipline, use the small business KPI guide. KPI means a measure you use to judge progress. Choose a business measure, such as relevant enquiries, alongside the platform's activity figures.

Before the next test, explain the route from ad to order on one page. The customer journey guide helps you check what visitors need at each step. End the review with a decision: continue, revise the offer or stop this test.