Telegram, the fast-growing messaging platform with over 800 million monthly active users, has just rolled out a powerful new feature for advertisers — contextual search ads. This update allows marketers to target users based on what they’re searching for within Telegram, opening up exciting new possibilities for brand visibility and engagement.
In this article, we’ll explore what contextual search ads on Telegram are, how they work, and what this means for your digital marketing strategy.
📢 What Are Contextual Search Ads on Telegram?
Until recently, Telegram Ads primarily allowed placement in large public channels with more than 1000 subscribers. Now, with contextual ads, Telegram enables advertisers to reach users through search results — the area where users actively look for channels, bots, or topics.
For example, if a user types “fitness tips” into the Telegram search bar, they might see sponsored results relevant to that query, such as a promoted fitness channel or bot offering workouts and meal plans.
This functionality mimics traditional search engine advertising, like Google Ads, where ads appear based on user queries. The difference? These ads are now appearing within a messenger app that blends privacy, utility, and community.
🔍 How Telegram Contextual Ads Work
Here’s how advertisers can leverage the new search ads feature:
- Keyword Targeting
Advertisers choose relevant keywords related to their niche or product. When users search using those keywords, the advertiser’s content can appear in a sponsored slot at the top of the results.
- Channel Promotion
Just like in Google Ads or Microsoft Ads, advertisers can directly promote their Telegram channels or bots — increasing followers, engagement, and brand awareness organically over time.
- 3. Transparent and Privacy-Friendly
Ads in Telegram do not rely on invasive user data tracking. Telegram maintains its privacy-first approach by focusing on contextual rather than behavioral targeting, aligning with user expectations.
📈 Why Contextual Ads Matter for Telegram Marketers
This new update marks a significant shift for Telegram as an advertising platform. Here’s why marketers should care:
🔹 Increased Visibility at the Right Moment
Search ads appear when users are actively looking for something specific — making it an ideal moment to introduce your product or service. These users already show intent, increasing the chances of click-throughs and engagement.
🔹 Improved Relevance
Contextual ads are highly relevant to the user’s current needs. Instead of interrupting a content stream, these ads are integrated naturally into what the user is already searching for.
🔹 Cost-Efficient Exposure
Because ads are based on keyword targeting, advertisers can focus budgets on high-intent search terms. This reduces wasted impressions and increases return on ad spend (ROAS).
You can quickly and cheaply gain subscribers. The minimum CPM bid is just 1 euro. And since competition is still low—because most advertisers haven’t yet mastered contextual ads on Telegram—you can launch a campaign even with a small budget and see your channel outperform competitors in search results.
Target ads towards Competitors
Entrepreneurs looking to poach competitors’ audiences (launch ads targeting competitor-related queries and attract their audience). ” Even if you’re not planning to steal users, running your own campaign can prevent others from stealing yours.
🛠 How to Set Up a Contextual Search Ad on Telegram
Setting up a contextual ad on Telegram is straightforward via the Telegram Ads platform. Here’s a quick overview:
- Create an Advertiser Account
Sign up on the Telegram Ads platform and verify your account.
- Select ‘Search Ads’ Campaign Type
Choose this new ad format during campaign creation.
- Input Target Keywords
Add search terms relevant to your audience and niche.
- Maximum 10 keywords allowed per campaign. Upto 32 characters each
- Promote a Channel or Bot
Link your channel, group, or bot as the destination URL.
- Launch & Monitor
Once live, you can track engagement and performance. If you plan to add new keywords, setup a new campaign.
🤖 Use Cases: Who Benefits Most?
Telegram’s contextual search ads are ideal for:
- Content Creators & Influencers: Promote new channels to grow subscriber bases.
- E-commerce Brands: Direct users to Telegram bots for instant shopping or support.
- Media Outlets & Publishers: Drive traffic to news channels.
- Online Educators: Promote educational channels with niche keywords like “learn Python” or “IELTS tips.”
- Travel Brands : Direct users to Telegram channels bots for instant selection of packages or support.
The flexibility and reach of Telegram ads make them suitable for small businesses and global enterprises alike.
🔮 The Future of Advertising on Telegram
Telegram is rapidly evolving into more than just a messaging app. With the addition of contextual ads:
- The platform becomes a discovery tool for content, services, and communities.
- Advertisers get access to intent-driven visibility, similar to search engines.
- Users benefit from non-intrusive, relevant advertising that respects privacy.
This shift is particularly important in a digital era where users are increasingly wary of data tracking and where privacy-first platforms are gaining traction.
✨ Final Thoughts
Telegram’s move to support contextual search ads is a bold and exciting step toward redefining advertising in private messaging environments. It blends the precision of search marketing with the engagement of social platforms — all while upholding a strong commitment to user privacy.
As of today there are three formats of Telegram ads
1. Telegram ads in Channels
2. Ads in Telegram Mini Apps through Ad-networks
3. Telegram Contextual Search Ads.
With reporting being very basic, Telegram ads in some situations need to be executed as print ads, a separate campaign for each channel or each set of keywords.
Since there is a limitation in GEO targeting in Telegram ads, a detailed understanding of each channel is required.
We recommend that all entrepreneurs test this new promotion method as soon as possible. Right now, you have a unique opportunity to collect the cream of the crop while your competitors are still figuring it out. The auction is heating up fast, but there’s still room to maneuver!
💬 Ready to give contextual ads a shot on Telegram? Contact Trilokana Marketing we can help you.
Want to know more about Telegram Ads, Read our latest articles on Telegram Advertising
— Contextual Search Ads Are Now Available in Telegram Ads: A Game-Changer for Marketers – Trilokana Marketing.
— How to get Channel Statistics for Telegram ads – Trilokana Marketing
— Advertising-on-telegram-from-india-a-comprehensive-guide
— Telegram Ads Agency – Trilokana Marketing
