How Telegram Ads Drove 18,000+ Conversions: A Case Study

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When PropellerAds launched Telegram Ads, it sparked a lot of curiosity. Marketers wanted to know:

• How effective are these ads?
• Do they actually convert?
• What’s the cost of running a campaign?
• How do they compare to the official Telegram Ads platform?

Instead of answering these questions with just theory, we’re going straight into a real case study. A case study that proves how Telegram Ads helped an advertiser drive over 18,000 conversions.

By putting this format up against In-Page Push Ads (IPP), we got a side-by-side look at performance, targeting capabilities, and overall impact. The results? You’ll want to see them for yourself.

How Do Telegram Ads Work?

PropellerAds’ Telegram Ads operates within Telegram Mini Apps, a growing ecosystem of in-app games and tools. These mini-apps keep users engaged for extended periods, making them a prime placement for non-intrusive advertising.

Here’s what the user journey looks like:

1. A user opens a Telegram Mini App, usually a game where they interact regularly.
2. In most cases, an ad is triggered after a specific action, ensuring the ad appears naturally.
3. The user either engages with the ad or dismisses it. Since the ads are expected and sometimes incentivized, interaction rates are much higher than with traditional push formats.
4. Advertisers can retarget users who engage with the ad through Popunder or Push ads, reinforcing their messaging and increasing conversions.

This predictable and seamless ad experience is a major advantage – users don’t feel disrupted, and advertisers get higher engagement rates as a result.

PropellerAds Telegram Ads vs. Official Telegram Ads

If you’ve used Telegram’s official advertising platform before, you might be wondering: how are PropellerAds’ Telegram Ads different? While both allow you to reach Telegram users, they take very different approaches in terms of placement, targeting, and accessibility.

Official Telegram Ads: Channel-Based Promotion

The official Telegram Ads platform allows advertisers to place ads in Telegram channels, where they appear at the bottom of the feed. While this works well for branding, the lack of precise targeting means advertisers often pay for broad, less engaged audiences.

PropellerAds Telegram Ads: Mini App Integration

PropellerAds takes a more dynamic approach, placing ads inside Telegram Mini Apps, which are interactive platforms where users are already engaged. Since these ads appear at natural breakpoints (like game pauses or reward screens), they feel less intrusive and generate higher engagement rates.

But that’s not the only difference. Let’s look at a direct comparison:

With lower entry costs, advanced targeting, and a more interactive ad experience, PropellerAds Telegram Ads offer a flexible, high-performance alternative that advertisers can scale easily.

Case Study: Scaling a Mini-App with Telegram Ads

For this case study, we’re looking at an advertiser who owns a Telegram Mini App blending elements of Finance and Gaming. The app had a simple yet engaging premise – users would grow virtual plants to earn tokens.

Mini Apps like this have gained massive popularity on Telegram, attracting users who enjoy interactive and rewarding experiences. However, with competition growing, the advertiser needed a smarter way to scale. And that’s where PropellerAds came in.

The advertiser’s goals:

• Increase user acquisition by expanding app visibility
• Drive more conversions (app installs and in-app actions)
• Compare different ad formats to find the best-performing one

To achieve this, we ran a side-by-side test of two advertising approaches:

1. In-Page Push Ads (IPP) Only: A proven format known for delivering consistent conversions.
2. In-Page Push + Telegram Ads: A mixed strategy that introduced Telegram Ads alongside IPP.

Would the new Telegram Ads format outperform traditional push ads? Let’s find out.

Campaign Setup & Targeting

The advertiser initially tested In-Page Push Ads (IPP) to drive traffic. While it delivered steady results, they wanted to scale further.

This led to a dual-strategy approach, where we launched:

1. Campaign 1: In-Page Push Ads only
2. Campaign 2: In-Page Push Ads + Telegram Ads

By running both campaigns simultaneously, we could accurately compare the impact of Telegram Ads on engagement and conversions.

Campaign parameters:

• Daily Budget: $200
• Bidding Model: CPA Goal
• Duration: Sept 20 – Oct 19, 2024
• Tracking: Internal PropellerAds tracker (to optimize CPA bidding)

Since Telegram Ads offer broader targeting than Telegram’s official platform, we used advanced audience segmentation:

• GEOs: Nigeria (NG), Bangladesh (BD), Pakistan (PK), India (IN), Indonesia (ID)
• Platforms: Android, iOS, Windows, Linux, macOS
• Languages: English
• Device targeting: Kept open to test performance across all devices

Why this setup?

The advertiser wanted to identify the best-performing GEOs and platforms, while PropellerAds’ advanced tracking ensured that bids remained optimized for maximum conversions.

Would adding Telegram Ads make a difference? The results speak for themselves.

Campaign Performance: Telegram Ads vs. In-Page Push Ads

Both campaigns ran for one full month, giving us a clear comparison of how Telegram Ads impacted overall performance.

Results: IPP + Telegram Ads Campaigns

Key takeaways:

• Telegram Ads significantly improved CTR, nearly doubling engagement rates.
• Conversions skyrocketed, with the first campaign version delivering 12x more conversions than IPP alone.
• Despite a slight increase in CPM (cost per thousand impressions), the high-quality traffic justified the spending.

Now, let’s compare these results to the In-Page Push-only campaigns:

Key takeaways:

• Telegram Ads outperformed standalone IPP Ads across the board.
• CTR nearly doubled, meaning more users engaged with the ads.
• Higher conversion rates made the slightly higher CPM worthwhile.

The verdict? Adding Telegram Ads to an In-Page Push campaign strategy proved to be a winning formula.

Best Performing GEOs

As the campaign progressed, we noticed that certain GEOs delivered higher engagement and conversion rates. Here’s how different regions performed:

Key Observations:

• Nigeria led the campaign, generating the highest number of conversions (24,021) while maintaining a low CPM.
• India and Pakistan showed solid CTRs, making them good secondary markets.
• Indonesia and Bangladesh had lower conversion rates but still contributed to overall engagement.

By analyzing GEO performance, the advertiser increased bid rates for high-performing regions, ensuring they could capture even more engaged users.

Why Did Telegram Ads Perform So Well?

The case study showed a clear advantage when using Telegram Ads alongside In-Page Push. But what exactly made this format so effective?

1. High User Engagement by Design

Telegram Ads appear inside Mini Apps, where users are already engaged in an activity. Unlike disruptive pop-ups, these ads feel like a natural part of the user experience, leading to higher click-through rates (CTR) and more conversions.

2. Perfect Audience-Offer Match

In this case, we were promoting a Mini App to users already using Mini Apps. This high audience relevance meant users were more likely to click, install, and engage.

Pro Tip: Telegram Ads work exceptionally well for verticals like iGaming, Finance, Gaming, and Media, where users are highly interactive.

3. Smart Targeting & Scalability

With advanced targeting options, Telegram Ads allowed us to reach the most engaged users while optimizing the budget. The CPA Goal model ensured bid adjustments in real-time, keeping costs under control while scaling traffic.

4. Seamless Ad Experience

Users weren’t bombarded with ads; instead, they saw them at natural breakpoints (like reward screens). This predictability made ads feel less intrusive, which increased CTR and engagement rates.

Final Thoughts

This case study proves that Telegram Ads are a powerful traffic source, offering high engagement, scalable targeting, and impressive conversion rates. By integrating Telegram Ads with In-Page Push, the advertiser was able to drive 18,000+ conversions and significantly increase CTR and engagement.

With up to 100 million daily impressions, Telegram Ads present a unique opportunity for marketers looking to scale their campaigns. Whether you’re promoting Mini Apps, CPA offers, or even your own Telegram channel, this format has the potential to deliver serious results.

Ready to try it for yourself? Launch your first Telegram Ads campaign today and see the impact firsthand!

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