Telegram Ads Abroad: Europe, the US and Other Countries

You can run Telegram Ads in Europe, the US and other countries either from a euro account opened through a reseller, with targeting by country and language, or from a TON account at ads.telegram.org, with targeting by specific channels. The right choice depends on where you send traffic, whether you need invoices and closing documents, and which countries the ads have to reach. This guide is written mainly for advertisers working from Russia through Russian resellers, and covers account types, geo and language settings and prices based on public data as of October 2026.

Which account types work for foreign audiences

Telegram Ads has three payment methods and, in practice, three account types: euro, TON and Telegram Stars. For international campaigns they differ in whether you can pick a country, where you can send users and in which countries ads are shown at all. Each payment option is covered in Paying for Telegram Ads: Euro, TON or Stars.

To promote a website, online store or app in a specific country, the euro account is effectively the only option: TON and Stars accounts don’t allow external links or country selection.

Euro account: targeting by country and language

The euro account offers Target Users mode, which reaches people by interests, subscriptions, country, language and device in any channel they read. Country and city come from the user’s current IP address, and language comes from the Telegram interface language. All settings are explained in Telegram Ads Targeting.

Euro accounts are issued by resellers. According to published rates as of October 2026, large Russian resellers usually require 250–500 € to start and charge a 15–30% fee depending on the niche (plus Russian VAT on the fee). Some resellers focus on foreign markets: for example, PressAff reported in June 2026 that eProfit.me euro accounts for foreign traffic cost from 500 € to open, with top-ups from 150 € and a separate account for each country. Terms change, so check current rates; resellers are compared in our reseller directory.

TON and Stars: when they suit foreign audiences

A TON account is opened on your own at ads.telegram.org, with a minimum bid of 0.1 TON per 1,000 impressions. Targeting is limited to specific public channels with 1,000+ subscribers, and only Telegram resources can be promoted. So you choose a country indirectly, by picking channels your audience reads, such as Spanish-language channels for Spain and Latin America.

Sources disagree on which countries TON ads skip: Adsly (October 2026) lists Russia and Ukraine, while other agencies mention additional exclusions. Check current restrictions in the account before launch. A Stars account fits only if you promote your own channel or bot: you can’t choose a country there, and by our data ads are shown everywhere except Germany.

What advertising costs in different countries

Telegram doesn’t publish average prices by country, so rely on agency and analytics data and treat it as a rough guide. You pay for impressions (CPM); cost per click is a calculated figure.

For comparison, the Adsly index for the same period shows an average TON-account CPM of about 0.57 TON for the US, 0.33 TON for the UK and 0.59 TON for Spain. How price depends on bids and the auction is covered in How Much Does Telegram Ads Cost.

Ad language and channel selection

Write the ad in your audience’s language, not in Russian. A useful example is a B2B freight marketplace case published on ppc.world in February 2025: Russian-language ads in Russian-speaking logistics channels produced subscribers above the target cost who quickly unsubscribed. After switching to ads in local languages and interest targeting filtered by country and language, subscriptions in September–November 2024 grew 3.2 to 7.3 times compared with August.

If you target Russian speakers living abroad, combine the country with Russian as the interface language. When picking channels for a foreign market, check their statistics and audience geography in analytics tools; you’ll find a list in our services section.

Step-by-step launch in another country

1. Decide where users go: a website or app (you need a euro account) or a channel or bot (euro or TON both work).
2. Choose the account type and intermediary; for a euro account, compare minimums, fees and available countries across several resellers.
3. Prepare a landing page or channel in the local language: a Spanish ad leading to a Russian-language channel makes little sense.
4. Write the ad in the local language (up to 160 characters) and prepare several variants to test.
5. Set country and language in Target Users or build a channel list in Target Channels; don’t mix countries in one ad, so you can see each market’s stats.
6. Add UTM tags, bid with headroom over the country benchmarks, then adjust based on actual CTR and cost per action.

Restrictions, laws and common mistakes

• VPN and IP. Geo is based on IP, so some impressions may reach VPN users, and some of your real audience may drop out.
• Telegram rules and local laws. Telegram Ads moderation applies everywhere, while finance, crypto and gambling are also regulated by the laws of each target country. Check the requirements in advance; this is not legal advice.
• Labeling is Russia-specific. The ERID token and reporting to an ad data operator (ORD) are required for ads distributed in Russia. If impressions go only to other countries, ask your reseller and a lawyer whether creatives still need registration; see Telegram Ads Labeling in Russia.
• One campaign for all countries. Prices and CTR vary several-fold between countries, so a combined campaign blurs the stats and drains budget into expensive markets.
• Seasonality. In the same ppc.world case, the Uzbekistan campaign was paused in January 2025 because of holidays and a seasonal slowdown.

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