Telegram search ads are a Telegram Ads format that shows your channel or bot as the top result in Telegram’s global search for the keywords you choose, marked as an ad. The format appeared in early April 2025 and is designed mainly for promoting Telegram resources rather than external websites. Below is how it works, how to choose queries and what results to expect.
What a Telegram search ad looks like
The ad appears above global search results in the mobile and desktop apps. According to eLama and ppc.world (April 2025), it consists only of a headline and a link to a channel or bot, with no long text, image or video. An “Ad” label sits next to the name.
By tapping the label, users can hide the ad and see information about the advertiser. Only Telegram Premium subscribers can switch search ads off entirely: as with other Telegram Ads formats, they don’t see them.
What you can promote through search
The search format works only with Telegram resources. According to eLama as of April 2025, these rules apply:
- Allowed: public channels and bots, including bots with a Mini App.
- Not allowed: external websites. For those, use ads in channels or in videos.
- Not allowed: invite links to private channels.
- Not allowed: links with a start parameter and links to individual posts.
The ban on start parameters matters for bots: you can’t use the link to track how many launches came from search. How to tag traffic in other formats is covered in our article on promoting a bot or Mini App.
How keywords work
Targeting is built on keywords entered by the advertiser. According to eLama and ppc.world (April 2025):
- Up to 10 keywords per ad; multi-word phrases separated by spaces are allowed.
- Word length must be 4 to 32 characters. For a three-letter keyword, the recommendation is to add a space.
- One impression per keyword: according to Habr (April 2025), a given channel’s ad appears for a specific query only once.
- Keywords can’t be changed after launch: the ads.telegram.org help page says an ad’s targeting can’t be edited once it’s created. A new set of queries means a new ad.
Telegram doesn’t publish detailed matching rules (exact or broad match), so the real reach of each keyword only shows up in the ad’s statistics.
How much it costs and how to pay
Search ads are sold on a CPM basis (per 1,000 impressions) through an auction, like other formats. According to eLama as of April 2025, the minimum bid in a euro account was €1 per 1,000 impressions. How the final price is set is explained in our article on the Telegram Ads auction and bids.
| Payment method | Where the ad is shown | Note |
|---|---|---|
| Euro via a reseller | all available countries | for Russia: labeling and ERID |
| TON directly | not shown in Russia, Ukraine, Israel or Palestine | according to ppc.world, April 2025 |
| Stars | all countries | suits promoting your own channel or bot |
If you target an audience in Russia, the same Russia-specific labeling requirements (ERID tokens) apply as for other Telegram Ads formats; see our article on Telegram Ads labeling in Russia. Payment currencies are compared in Paying for Telegram Ads: Euro, TON or Stars.
How to launch a search ad: step by step
- Open your Telegram Ads account (your own or a reseller’s) and create a new ad.
- Choose the Search targeting type.
- Enter a link to a public channel or bot, without a start parameter and without an invite link.
- Write a headline that accurately describes the resource the link leads to.
- Add up to 10 keywords grouped around one topic.
- Set the CPM bid, budget, frequency per user and schedule.
- Submit the ad for moderation and track its statistics once approved.
The author of a case study on vc.ru (April 2025) reported that search ads passed moderation in 5–10 minutes, while regular ads in the same account took 2–3 days. That is one advertiser’s experience, not a guaranteed timeframe. General review rules are covered in our article on Telegram Ads moderation.
How to choose keywords
Telegram search is mostly navigational and topical: people look for channels, bots and services by name or subject. So build your keywords around how your audience phrases its need.
- Topic words: the general subject of the channel or bot (“investing”, “recipes”, “English”).
- Tasks and questions: phrases such as “how to invest” or “download VPN”.
- Narrow keywords: specific subtopics, tools or cities.
- Competitor names: use with care, since moderation may reject an ad whose headline is misleading.
With a limit of 10 keywords, it’s convenient to create one ad per keyword group so you can see which group drives clicks. To gauge competition, look at which queries already have ads running: in Daniil Okhlopkov’s study (February 2026) of a sample of about 61,000 purchased queries from more than 3,100 advertisers, for example, 129 advertisers competed for VPN queries. Spy tools help you find competitors’ ads.
Pros and cons of the format
| Pros | Cons |
|---|---|
| Shown at the moment someone is searching for the topic | Channels and bots only, no websites |
| Minimal creative: only a headline is needed | No bot tracking via a start parameter |
| Low minimum bid at launch | Limited search volume for niche topics |
| Helps small channels grow reach | Keywords can’t be changed after launch |
In the vc.ru case, the author saw a CTR of up to 3.5% versus 0.3–0.5% for his regular ads, but described subscription conversion as average and the format as a reach tool rather than a source of cheap subscribers. That’s one test on one channel. Compare the format with others by cost per subscriber and retention; see Telegram Ads metrics. If you don’t have your own account, you can launch through Telegram Ads resellers.
FAQ
Where do Telegram search ads appear?
Above global search results in the Telegram apps on phones and computers. The ad looks like a search result with a headline and an “Ad” label. Telegram Premium users don’t see it.
Can I advertise a website through Telegram search?
No. According to eLama as of April 2025, only channels and bots can be promoted in search. For websites, use ads in channels or the in-video banner.
How many keywords can one ad have?
Up to 10 keywords, including multi-word phrases. Each word must be 4 to 32 characters long. If you need more keywords, create several ads.
How much do Telegram search ads cost?
You pay per 1,000 impressions through an auction. When the format launched in April 2025, the minimum bid in a euro account was €1, according to eLama. The final price depends on competition for specific queries.
Can I change the keywords of a running ad?
No. According to the ads.telegram.org help page, targeting can’t be edited after an ad is created. It’s easier to make a copy with “Create a similar ad” and enter new keywords.
Are search ads good for gaining subscribers?
They work as an additional source, but not always the cheapest one. Advertisers report high CTR and reach growth with average subscription conversion, so decide based on cost per subscriber in your own test.
