Telegram Ads Accounts Explained: Euro vs. TON

Telegram’s ad platform lets brands reach their target audiences directly inside popular channels and bots, where users already spend over 4.5 hours a month. But here’s the catch: Telegram offers different types of ad accounts. Depending on your goals, you’ll either work through a Euro or a TON account, each with unique features and payment options. In this guide, you’ll learn how they differ and which setup can help you get the most out of your marketing budget.

• Understanding Telegram Ads Accounts
• The Euro Advertising Account
• The TON Advertising Account
• Euro vs. TON: Key Differences at a Glance
• Choosing the Right Account for Your Marketing Campaign
• Expert Tips for Optimizing Telegram Ad Campaigns
• Conclusion

Understanding Telegram Ads Accounts

Telegram Ads are sponsored messages that appear in public and private channels, in bots, and even within Search results. A quick look at the statistics from Magnetto’s Telegram marketing report:

• Over 450 million people worldwide use the app every day.
• Users generate more than 1 trillion channel views each month.
• Over 10 million bots are actively used daily.

Unlike traditional social media ads that interrupt user feeds, Telegram Ads appear only within communities and chatbots where users are already engaged with content. They blend naturally with the surrounding messages and resemble genuine recommendations rather than obvious promotions. This makes the advertising experience less intrusive and more effective. To make your ads stand out even more, you can enrich them with emojis, banners, or short videos.

Telegram Ads in a channel

A Telegram ads account is the control center where advertisers create, manage, and analyze their marketing campaigns. It’s the place where you choose target channels and bots, set budgets, manage payments, and track how your ads perform.

When setting up your account, you’ll also need to decide how you want to fund your campaigns and which features you’ll have access to. That choice comes down to the type of account — Euro or TON — each built to suit different goals and marketing strategies.

The Euro Advertising Account

In the Euro account, all ad payments are made in euros. You can promote your Telegram channel, bot, mini app, or direct users to an external website, depending on your marketing goal.

Euro ad account

Targeting Options in Euro Accounts

There are four target categories in Euro accounts: Search, Bots, Users, and Channels. The Search and Bot options are the simplest to set up — you just specify the search queries you want your ads to appear for and select the bots where your promotion will be displayed. The User and Channel categories, however, offer more depth and flexibility for marketing optimization.

The “Users” group includes:

• Target countries. Customize ad delivery to users in a specific country or region.
• Target locations. Tailor ad placement according to the user’s IP-based country and city for more precise audience reach.
• Target user languages. Display ads based on the language selected by the user in the app.
• Target topics. Adjust ad placement based on audience interests. If a user follows several channels about the same topic, such as finance, they’ll see the ad.
• Target channel audiences. Reach subscribers of specific channels across Telegram. To do this, specify the relevant Telegram channels; their subscribers will see ads in other communities.
• Target device type. Display ads to users based on their device — all devices, Mobile, iOS, Android, or Desktop.
• Exclude specific topics or audiences. Prevent ads from reaching users with certain interests and subscribers of selected channels to refine your marketing spend.

You can target channels using the following options:

• Target channel languages. ​​Focus on channels that publish content in a specific language. 
• Target topics. Select channels based on their content topics.
• Target specific channels. Reach audiences of particular Telegram channels.
• Exclude topics or specific channels. Block ads from appearing in channels covering certain topics or in specific communities.

It is important to note that you cannot combine different options in the same ad. For example, you may choose to target users either by interests or by channels.

Limitations

The Euro account allows you to run precisely targeted campaigns. That means if your business is region-specific and you want to run ads in Spanish, target iOS or Android users, exclude certain audiences, or focus on a niche interest community, this setup gives you the control to do so. However, its availability is still limited — it can only be used in a select number of countries, which may restrict marketing scalability in global campaigns.

Availability by Country

Euro accounts used to be available only in select markets, but that’s quickly changing as Telegram broadens its coverage and introduces access across more regions.

Full functionality (Target Users). This setup allows detailed audience segmentation — by country, language, device type, and interests. It’s available in several fast-growing advertising markets with highly competitive CPM rates:

• India: from €0.03 
• Indonesia: from €0.03 
• Brazil: from €0.35 
• Mexico: from €0.35 
• UAE, Qatar, Saudi Arabia, Georgia, Azerbaijan, Armenia, and Turkey: from €1 

Channel targeting (no topic selection). For broader campaigns or when full functionality isn’t available, you can target specific channels or languages. Approximate CPM rates by language include:

• Hindi: from €0.03
• Portuguese (Brazil): from €0.35
• Indonesian, Spanish, Turkish, Chinese (Simplified & Traditional), Malay, Vietnamese, Thai, Arabic, Bengali, Serbian: from €1

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The TON Advertising Account

The TON account operates on Telegram’s blockchain-based infrastructure. Instead of paying in euros, advertisers fund their marketing campaigns with Toncoin, the cryptocurrency native to The Open Network. This makes it easier for businesses in countries where fiat-based accounts aren’t supported and aligns Telegram’s ad system with its broader blockchain vision.

TON ad account

Targeting in TON Accounts

Advertising through these accounts mainly happens via channels and bots. The only eligibility requirement concerns audience size: each channel must have at least 1,000 subscribers, and bots need more than 1,000 monthly active users to qualify for ad placements. This standard applies to Euro accounts as well. The current minimum bid is 0.1 TON, which is roughly €0.20 — a cost-effective entry point for marketing tests.

You can also display ads to users who type specific keywords into Telegram’s search bar. This option, available exclusively for chatbots and channels, functions much like contextual advertising.

Telegram Ads in Search

Limitations

TON accounts currently don’t provide detailed per-channel analytics — performance data is shown at the campaign level rather than for each individual placement. That’s why one of the common mistakes when running Telegram Ads is grouping many channels into a single campaign. When that happens, it becomes almost impossible to see which placements deliver quality traffic and which simply drain your marketing budget.

Another key limitation is that TON campaigns can direct users to Telegram objects only — such as channels, bots, or mini apps — not to external websites. This keeps campaigns contained within the Telegram ecosystem, so your conversion strategy needs to work entirely inside the platform.

Availability by Country

Because TON runs on a blockchain, payments are processed via a decentralized network. This is a key driver behind the growing popularity of cryptocurrency-powered ad accounts globally. However, there are still some restricted countries where TON-based advertisements are not displayed. As of now, users in the Russian Federation, Ukraine, Israel, and Palestine do not see ads delivered through these accounts.

Euro vs. TON: Key Differences at a Glance

Here’s a quick table that sums up the main differences between the two types of Telegram ad accounts, so you can easily see which one fits your marketing goals best:

Choosing the Right Account for Your Marketing Campaign

The choice between a Euro and a TON account depends on several key factors, such as your target markets, languages, campaign objectives, product or service you want to promote, and more. At Magnetto, we can help you analyze your audience, marketing goals, and budget to determine which option best fits your strategy. Contact us today to get expert assistance with launching or scaling your Telegram Ads — in euro or TON.

Expert Tips for Optimizing Telegram Ad Campaigns

Running a successful ad campaign takes more than just setting up your audience parameters and pressing “start”. Below are a few practical steps that can help you reduce wasted spend and improve overall marketing performance:

• Prepare your channel. Once your ads go live, even small edits in your channel can trigger re-moderation. Make sure you finalize your channel’s title, description, profile picture, and username before launching ads to keep things running smoothly.
• Create separate campaigns for each channel. This will help you identify high-performing channels and disable those that bring in irrelevant traffic or inflate marketing metrics. 
• Begin with a low CPM. Start small and see how your ads perform before spending more. Begin with the lowest CPM bid and give your campaign a bit of time to gather data. If you’re not getting enough impressions, increase the bid slightly — no more than 20% at a time — and wait about half an hour before making another change.
• Run A/B tests. Test creatives (at least 4 ones), run ads across multiple channels, target different user interests to understand what works best.
• Show ads in your own channel. Running promotions in your own community not only protects your space from competitors but also allows you to share special offers, highlight new features, and test different messages. 

Every Telegram ad is a data point. Use that data to learn, tweak, and optimize. Over time, the small improvements you make add up to big wins.

Conclusion

Whichever account you choose, make sure you define your marketing campaign objective clearly, understand the tools and limitations each one offers, and monitor performance to optimize and improve your campaign along the way.  Moreover, Telegram’s ad ecosystem is continuously developing — integrating blockchain technology, updating ad policy, and expanding global availability. Staying informed will help you adapt, remain compliant, and get the most from every campaign you run.