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Telegram Ads cost is set in a CPM auction: you pay for every 1,000 impressions, and you choose the bid. The minimum CPM is about €1 in a Euro account and 0.1 TON in a TON account. Through Evido by Aitarget, a Euro account starts with a €500 deposit, and a TON account starts with 20 TON.
The real price of Telegram Ads depends on your niche, ad format and competition. Below we explain how pricing works, what minimum budget you need for each account type, what a month of ads costs at real CPM benchmarks, and what pushes the price up.
How Telegram Ads pricing works (CPM)
Telegram Ads is the official ad platform of the messenger. An ad looks like a native post: up to 160 characters of text with a CTA button, plus an optional image or video. Ads appear in public channels with 1,000+ subscribers and are shown to users without Telegram Premium.
You pay per 1,000 impressions (CPM). When you set up an ad, you set the CPM you are ready to pay, and the ad enters an auction. With other conditions equal, the higher bid wins the impressions. Clicks and subscriptions are not billed separately: you only pay for impressions.
The CPM you set stays fixed while the ad runs. To check what you actually paid, use the formula:
A bid that is too low means the ad barely gets impressions. A bid that is too high burns the budget faster than needed. Most advertisers start near the niche benchmark and adjust the bid based on delivery.
Telegram Ads minimum budget: Euro vs TON
Telegram Ads has two account types, and each has its own minimums. A Euro account is billed in euros and supports links to external websites, Telegram Pixel and audience targeting. A TON account promotes channels, posts and bots only, and its ad balance is in Toncoin.
If you need traffic to a website or conversion data, choose the Telegram Ads Euro account. A TON account works for testing, soft launches and channel growth in markets where Euro accounts are not available yet. How to open either one, we explain in the guide on how to create a Telegram Ads account.
On top of the ad budget, plan for these costs:
- card processing fee when you top up the balance (Stripe, from 2.9%);
- the reseller fee when funds move to the ad account (10% for TON accounts; for Euro accounts it depends on the account terms);
- VAT for companies on Euro accounts, and advertising tax in some countries.
Telegram Ads CPM benchmarks by niche
To plan a budget, start with the CPM in your niche. Below are median CPM values from aggregated data across real ad accounts, in euros, for three creative formats:
In broad niches, text CPM stays around €1.2–€1.7. Competitive niches such as investments, real estate, jobs and catalogs reach €2.4–€3.2. Text is cheaper than image and video in almost every niche.
For TON accounts, the benchmarks start from 0.1 TON for CPM and from 0.01 TON for a click.
These numbers are a market guide. Your actual CPM depends on the creative, the niche, competition at the moment and the launch timing.
Telegram Ads price per month: examples
Telegram Ads has no fixed monthly price. The monthly cost is the budget you decide to spend, and CPM decides how many impressions it buys:
Here is what a month looks like at the median text CPM:
The same budget buys almost twice as many impressions in a cheap niche as in an expensive one. Fees and taxes come on top of these amounts.
For most advertisers, €500 is a fair first month: it is the minimum Euro deposit and enough to test several creatives. Scale up once you see which niche and format bring results. In our case for a financial brand in Uzbekistan, image and video formats cut CPC in half compared with text ads, even though their CPM is higher.
What affects Telegram Ads cost
- Niche. Investments, crypto, real estate and jobs attract more advertisers, so the auction is more expensive.
- Format. Image and video usually cost more per 1,000 impressions than text, but can bring a cheaper click.
- Targeting. Narrow audiences and specific channels have less inventory and more competition. Which countries and settings are available, see the guide to Telegram Ads targeting.
- Country. Markets with many advertisers have higher CPM.
- Season. Before holidays and sales, competition grows and the price follows.
- Your bid. You set the CPM yourself: a higher bid buys faster delivery and more impressions.
If a campaign is active and approved but does not spend, the most common reason is a CPM that is too low. The ad does not win the auction, and Telegram does not send a notification about it. Watch impressions in the first days and raise the bid if delivery is slow.
Step-by-step setup is covered in the guides on creating an ad in a Euro account and in a TON account.
FAQ
How much do Telegram Ads cost?
Telegram Ads charge per 1,000 impressions. The minimum CPM is about €1 in a Euro account and 0.1 TON in a TON account. Median text CPM in most niches is €1.2–€1.7, and up to €3.2 in competitive niches.
What is the minimum budget for Telegram Ads in 2026?
Through Evido by Aitarget, a Euro account starts from €500 plus fees and taxes, paid by card or invoice. A TON account starts from 20 TON, paid in USD.
How much do Telegram Ads cost in India?
Pricing in India follows the same CPM auction and the same minimums: about €1 CPM and a €500 deposit in a Euro account. India is available for country targeting in Euro accounts. Your final CPM depends on the niche, format and competition in the auction.
Can I pay for Telegram Ads in TON?
Yes. In a TON account, the ad balance and bids are in Toncoin, and through Evido you pay for it in USD. The minimum CPM in a TON account is 0.1 TON.
Where can I buy Telegram Ads?
Telegram Ads are bought through official resellers. To buy Telegram Ads, sign up on the Evido by Aitarget platform, choose a Euro or TON account, top up the balance and launch campaigns in the Telegram Ads interface.
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