You can advertise real estate with Telegram Ads: the platform’s rules have no specific ban on the category, but in Russia ads for new builds must meet special requirements of the Law “On Advertising”, and Telegram’s rules prohibit misleading promises and “empty” pages built to collect contacts. Below are the restrictions that apply, how to choose an audience and how to build the path from ad to lead.
Can you advertise real estate with Telegram Ads?
Yes. Telegram Ads policies (ads.telegram.org/guidelines) have no separate section on real estate, so the general requirements apply: the text must match the product, with no clickbait or absolute claims, and the landing page must work and match the ad. Developers have used the platform for years: according to an eLama study for the AGM agency, in the “Construction and interiors” category in Russia the number of advertisers grew from 103 in June to 160 in August 2023, with an average CPM of about €2.6–2.8.
General review rules are covered in Telegram Ads moderation.
Legal requirements in Russia
This section is Russia-specific. For ads that raise funds from participants in shared-equity construction (the standard way new builds are sold off-plan in Russia), Article 28 of the Law “On Advertising” sets special rules. According to an explanatory letter from Russia’s Federal Antimonopoly Service (FAS) dated 30 December 2016 (the rules apply from 1 January 2017):
- Mandatory information (Part 7). The ad must state where the project declaration is published and the developer’s company name or commercial designation.
- Ban before documents are in place (Part 8). Shared-equity construction cannot be advertised before a building permit is issued, the land rights are registered, and the regional authority confirms that the developer and project declaration comply with Federal Law No. 214-FZ.
- Project name. A residential complex’s commercial name may be used if it appears in the project declaration.
If the ad mentions mortgage terms (for example, an interest rate), Part 3 of the same article applies: if at least one condition affecting the cost of credit is stated, all other conditions that determine its full cost must be stated too. That does not fit into a 160-character ad, so the rate is usually moved to the landing page. Ads in Russia also require labeling — see Telegram Ads labeling in Russia. Check the current version of the law before launch; this is not legal advice. In other countries, local advertising and property-sales rules apply.
Platform restrictions
- No guaranteed returns. Telegram Ads rules prohibit offers with a “guaranteed return” and get-rich-quick schemes. Ads for “income-generating apartments” should avoid promising profit.
- A working landing page. The site must work, with no automatic redirects and no required login. Mock pages built only to collect contacts through a “call me back” form are prohibited.
- Ad and page must match. If the ad is about a specific development, the link must lead to information about it, not a general catalog or another landing page.
- Honest prices. Purchase terms must be clear: “apartments from X” when no such units exist risks rejection and complaints.
How to choose the audience and geo
Real estate is a local product, so region and purchasing power matter most. Approaches that work:
- City and region geo. Location-based user targeting suits new builds and resale in a specific city — see Telegram Ads for local business.
- Topical channels. Channels about real estate, mortgages, personal finance and investing, city channels and channels of completed developments.
- Phone-number audiences. Upload your CRM base (hashed) to reach people who have already left an inquiry.
- Regular rotation. Refresh offers and channel lists: a narrow audience burns out quickly.
A practical example: according to a case study on ppc.world (December 2025), a St. Petersburg real estate agency hand-picked about 200 channels a month and got 260 contacts with phone numbers and 6 deals in four months, at about 20,000 rubles per qualified lead. That is one case, not a market benchmark.
Which creatives and offers work
People read on Telegram, so text matters more than images. According to a Cloud Buying study of Q1 2025 (covering Russian developers’ placements in Telegram channels), text posts had an engagement rate of about 0.95% versus 0.57% for posts with images and video, even though they made up only 6% of placements. For Telegram Ads this means one concrete offer per ad, a clear benefit and a clear next step.
- Property specifics: district, completion date, apartment types, the key advantage.
- A separate ad for each development or unit type — this makes cost per lead easier to track and compliance easier to manage.
- Test wording: compare 2–3 text variants on the same audience.
The path from ad to lead
Real estate deals take a long time, so ads rarely sell on the first touch. Common setups: the ad leads to the developer’s or agency’s channel, which warms up the audience; to a bot that asks qualifying questions; or to the development’s website with an inquiry form. To see which channels bring deals, tag links with UTM parameters and pass the lead source into your CRM. An account is easiest to open through a reseller — see Telegram Ads resellers.
FAQ
Is real estate advertising allowed on Telegram Ads?
Yes, there is no specific ban. Ads must follow the platform’s general rules and the law of the country where they are shown. In Russia, new-build ads are subject to special requirements under Article 28 of the Law “On Advertising”.
What must a new-build ad include in Russia?
According to the FAS explanation, an ad for shared-equity construction must state where the project declaration is published and the developer’s name or commercial designation. Check the current version of the law before launch.
Can I mention a mortgage rate in the ad?
Under Russian law, if at least one condition affecting the cost of credit is stated, all other conditions determining its full cost must be stated too. That rarely fits into a short ad, so mortgage terms usually go on the landing page.
Can I promise returns on apartment investments?
Telegram Ads rules prohibit offers with guaranteed returns. Describe the property and its features without promising profit.
Where should traffic go: website, channel or bot?
It depends on the sales cycle. A channel helps warm up the audience, a bot qualifies leads, and a website shows floor plans and prices. What matters is that the landing page matches the ad and works without registration.
How much does a real estate lead cost on Telegram Ads?
There is no general benchmark: cost depends on the city, segment and funnel quality. In one published case of a St. Petersburg agency, a qualified lead cost about 20,000 rubles, but that figure does not transfer to other projects.
