How to Lower Cost per Click in Telegram Ads

You can lower cost per click (CPC) in Telegram Ads in three ways: choose placements more precisely, raise the ad’s click-through rate and manage the bid and frequency correctly. CPC in Telegram Ads is a derived figure: you pay per 1,000 impressions, so every percentage point of CTR directly makes clicks cheaper.

How cost per click is calculated

Formula: CPC = CPM ÷ (1,000 × CTR). Example: at a €2 CPM and 0.5% CTR, a click costs €0.40; at 1% CTR it costs €0.20. The main takeaway: working on click-through rate often does more than lowering the bid.

Market benchmarks for 2026 according to ppc.world and eLama: average CPC fell from €0.33 in January to €0.12 in August. According to Adsly (October 2026), campaigns targeting Russia showed a CPC of €0.415 at 0.65% CTR.

1. Choose placements instead of “everyone”

• Start with specific channels in your niche and their subscribers — the audience is more precise than with broad interest targeting.
• Study competitors in spy tools: ads running for months and the channels they run in are a ready-made list of hypotheses.
• Check channels for fake subscribers: an ERR of 1–3% and “dead” posts usually mean the audience isn’t real.
• Split channels into groups and run one ad per group to see which placements give cheap clicks.

More in our article on Telegram Ads targeting; tools are in the services section.

2. Raise the ad’s CTR

• The first phrase must explain the benefit — people read it in a second.
• Add an image or a short 16:9 video: media makes the ad more visible.
• Test the button label: according to agencies, changing it alone can noticeably raise CTR.
• Refresh the creative when CTR drops: a narrow audience gets tired of it within a few weeks.

How to write texts that pass moderation — see our guide to creatives.

3. Manage the bid and frequency

• Bid. Start slightly above the minimum and raise it in steps until the ad gets steady impressions. A sharp increase makes clicks more expensive without a proportional result.
• Frequency. According to agency data for 2026, one view per person gives the lowest CTR and four views the highest, but CPM is higher too. Use 1–2 views for tests and up to 4 for a warm, narrow audience.
• Schedule. If your audience is active at certain hours, limit impressions by time.
• Devices. Agencies observe that Android often gives a lower CPM with good CTR — worth testing in your niche.

4. Work on conversion after the click

A cheap click is pointless if the person doesn’t subscribe or buy. Check that:

• the channel looks active: profile picture, description, pinned post, fresh posts;
• the first screen of the website or bot immediately confirms the ad’s promise;
• the website loads quickly on a phone.

5. Lower costs at the payment level

• Compare resellers by the final price of €1 of ad spend, including the fee and the rate — see how to choose a reseller.
• For your own channel or bot, consider paying with Stars: Telegram credits 30% more — see paying in euros, TON and Stars.

Weekly optimization checklist

1. Turn off channels and ads with below-average CTR for the campaign.
2. Add 1–2 new text or media variants.
3. Copy the best ad to a new group of channels.
4. Check frequency and the bid.
5. Track cost per subscriber or lead, not just CPC.

Read also: Telegram Ads Metrics: CPM, CTR, CPS and ROI · How to Scale Telegram Ads Campaigns

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