What Really Works in Telegram Ads in Uzbekistan

Telegram is a key digital platform in Uzbekistan. It is home to an active audience with real purchasing power, and advertising in channels and through Telegram Ads has become a full-fledged performance tool for brands, services and experts.

However, before launching campaigns, businesses face two strategic questions:

1. Where should the traffic go?
   
   • to an external website (URL)
   • to a Telegram channel (Channel)
   • to a Telegram bot
2. Which format should you use?
   
   • image
   • video
   • text

In this article, we analyzed Telegram Ads benchmarks for the Uzbekistan market for two types of landing destinations and also factored in real commercial conditions:

• +50% markup on image
• +70% markup on video

This makes it possible to assess performance under real market conditions, not just in theory.

Three promotion models

The choice between a website, a channel and a bot as the landing destination depends on your business goal: if you need sales here and now, send traffic to a website or a bot; if the goal is to build trust and long-term communication, it is more effective to direct users to a Telegram channel.

URL — traffic to an external website

Landing on a website is the classic performance model. It suits companies that need measurable results in the form of leads, sign-ups, purchases and completed forms. This approach is especially relevant for e-commerce, fintech, service products and online platforms.

The main advantage of URL campaigns is high lead value. A user who has visited the website and left a request is usually closer to making a purchase. This makes such traffic more expensive, but also higher quality.

That said, the model has its limitations. The user has to wait for the website to load, figure out the interface and fill out a form, and part of the audience drops off at every step. As a result, these campaigns have a lower CTR and a higher cost per click than clicks that lead into Telegram.

💡URL is a tool for businesses focused on direct sales and lead generation, where what matters is not reach but a concrete financial result.

Channel — traffic to a Telegram channel

Landing in a Telegram channel follows a different logic. The task here is not to sell a product in one click. The main goal is to build an audience, establish communication with it and gradually lead it to a purchase.

Joining a channel requires minimal effort from the user: one click and they are already inside the Telegram ecosystem, with no websites to load and no forms to fill. That is exactly why these campaigns show a higher CTR and a lower cost per click.

This format is ideal for experts, educational projects, bloggers, media and brands with a long decision-making cycle. The channel becomes the brand's own asset, where you can:

• share expertise
• publish case studies
• handle objections
• build trust

The main caveat is that monetization is delayed. For a channel to start generating revenue, you need a well-thought-out content strategy and consistent audience engagement.

💡 Channel is a tool for long-term growth, nurturing and building loyalty, which over time lowers customer acquisition costs.

Bot — traffic to a Telegram bot

Landing in a bot is a hybrid model between a website and a channel. The user enters an interactive environment where they can:

• ask questions
• choose a product
• leave their contact details
• take a quiz
• get a consultation

According to Uzbekistan market benchmarks, bots show:

• a higher CTR than URL
• but lower than channels
• while lead quality is higherthan with a channel click

A bot removes some of the barriers that websites have: there is no need to wait for pages to load, as all the logic is built right into Telegram.

💡Bot is the best option for: quizzes, consultations, lead generation and automated funnels.

Ad formats: the real economics

1. Image — the core performance tool

Actual figures for the Uzbekistan market:

• CPM before markup: €1.30 – €1.70
• CTR: 0.40% – 2.95%

After the +50% markup

• final CPM: €1.95 – €2.55

Click economics

• at 1% CTR → CPC ≈ €0.22
• at 2.95% CTR → CPC ≈ €0.07

What this means

• even with the markup, image remains the most cost-effective format
• clicks are 4–10 times cheaperthan with video
• the format is stable and scales well

Recommendations

• use it as the main format for:
  • lead generation
  • channel growth
  • hypothesis testing
• focus on:
  • native visuals
  • emotional triggers
  • large headlines

Video — a format for branding, not for performance

Metrics:

• CPM: €2.72 – €3.91 (after markup)
• CTR: 0.08% – 0.39%
• CPC: €0.82 – €1.60

Video:

• the most expensive format
• weak click-through
• low ROI

Use it only when:

• you are building a brand
• you are explaining a complex product
• you are running an image campaign
• you are working on long-term awareness

❌ Not recommended as the main format for leads and sales.

Text — a supporting format

Metrics

• CPM: €0.50 – €1.10
• CTR: 0.04% – 0.55%
• CPC: €0.40 – €1.60

Key features

• can be cheap
• but:
  • unstable results
  • wide variance
  • scales poorly

Recommendations

Use it:

• for retargeting
• for a loyal audience
• as an additional format, not the main one

Topics: where advertising works best

The most effective niches in Uzbekistan

Why they win

• emotional content
• high interest
• the format fits Telegram well
• visuals make the difference

Weak verticals

Reasons:

• overheated market
• low trust
• “banner blindness”

Link to an external website vs. a channel: which pays off more

Practical recommendations for the Uzbekistan market

1. Bet on the image format

Images remain the most effective format in Telegram Ads. They deliver the best CTR and the lowest cost per click, even with the markup. Start your tests with image creatives and scale the ones that perform best. Keep visuals native, with a clear offer and an emotional trigger.

2. Use a Telegram channel as the first touchpoint

For most niches, it pays off more to send the audience to a channel first rather than to a website. This lets you build a subscriber base more cheaply, nurture it with content and only then convert it into sales via retargeting or a bot.

3. Actively build bots into your funnel

Bots help automate lead generation: quizzes, contact collection, consultation bookings. In terms of economics, they often outperform websites and deliver higher-quality leads than direct traffic to a channel.

4. Use video for branding only

Video is an expensive format with low click-through. Use it for image-building goals, product launches and explaining complex services, but not for performance campaigns.

5. Build a systematic funnel

The most effective model: ad → channel → nurturing → bot → sale. This approach lowers the cost per lead and increases conversion.

6. Test and adapt to the local audience

Regularly refresh your creatives, test formats and adapt your messaging to the Uzbekistan market, including language and local insights.