Telegram Search Ads in 2026: How to Launch Ads in Global Search, Step by Step
Since April 2025 Telegram sells ads above global search results. Keywords, limits, what you can promote, where the ads are not shown, the §4.8 keyword rule, minimum CPM and a launch checklist.
Contents
When someone types a query into Telegram's global search, the first thing they may now see is not an organic result but a promoted channel or bot. Search ads launched in April 2025 and are sold through the same Telegram Ads platform as channel ads, with their own rules. For advertisers who grow a channel or a bot, it is the closest thing Telegram has to search marketing.
How search ads work#
- Where they show: above the global search results, marked as an ad, on mobile and desktop (ppc.world). In Telegram's API they sit between the user's own chats and the global results (Telegram API).
- What you can promote: only Telegram channels and bots. Websites cannot be promoted in search.
- Keywords: up to 10 per ad, each 4–32 characters long. For a three-letter word, resellers suggest adding a space to reach the minimum.
- Pricing: CPM auction, like other Telegram Ads. At launch the starting bid in euro cabinets was €1; for Russian accounts resellers quote €0.75 for channel, bot and search targeting since 28 August 2026 (eLama).
Where search ads are not shown#
This is the most important rule to check before you pay. According to Telegram's announcement relayed by tginfo, search ads bought with TON — now Gram — are not shown to users in Russia, Ukraine, Israel and Palestine. Search ads bought with Stars are shown to everyone (tginfo, 08.04.2025).
In practice:
- Advertising to Russian-speaking users in Russia → buy through a euro-cabinet reseller or with Stars, not with Gram.
- Promoting your own channel or bot worldwide → the Stars cabinet is an option: Stars on your channel's balance buy ad credit at $0.02 per Star (Telegram API).
The keyword rule (§4.8)#
Telegram's ad policies were rewritten in May–August 2026, and search got its own clause: keywords "must not exploit harmful, prohibited or sensitive topics to attract clicks or bait users" (guidelines). Bidding on tragedies, trending scandals or a competitor's brand to steal attention is the kind of thing this clause is meant to stop. The general rules apply too: the promoted channel needs a profile photo, a description and a post published in the two weeks before review, and the ad's language must match the destination.
Launch checklist#
- Prepare the destination. Profile photo, clear description, fresh posts. A bot must actually work and respond.
- Collect queries. Think of what people type when looking for a channel like yours: the topic ("crypto news", "english lessons"), the format ("daily digest"), the region. Keep each keyword between 4 and 32 characters.
- Choose up to 10 keywords per ad. Split broad and narrow queries into separate ads so you can compare them.
- Write the text. Up to 160 characters, no superlatives or exaggeration, in the language of your audience.
- Pick the cabinet and currency with the geo rule above in mind.
- Set a bid above the floor. Search inventory for popular queries is limited, so bids at the minimum may win few impressions.
- Check results after a day. Bid and budget changes take effect after 15–60 minutes (ToS).
Search ads vs channel ads#
| Search ads | Channel ads | |
|---|---|---|
| Intent | The user is looking for something right now | The user is reading a channel |
| Can promote | Channels and bots | Channels, bots, accounts, websites (per policy) |
| Targeting | Keywords | Channels, or geo/language/interests in euro cabinets |
| Geo limits by currency | Gram-bought ads not shown in RU, UA, IL, PS | Depends on cabinet |
The two work well together: channel ads build awareness in your topic, search catches the people who then go looking.
Common mistakes#
- Paying in Gram for a Russian audience. Gram-bought search ads are not shown in Russia.
- Too many broad keywords in one ad. You will not know which one worked.
- Keywords of three characters. They are below the minimum length.
- Trying to promote a website. Search ads promote only channels and bots.
- An empty channel. Moderation checks for a recent post and a complete profile.
FAQ#
When did Telegram launch search ads? In April 2025.
How many keywords can one ad have? Up to 10, each 4–32 characters long.
Can I advertise a website in Telegram search? No, only channels and bots.
Why are my search ads not reaching Russia? If they were bought with Gram (TON), Telegram does not show them to users in Russia, Ukraine, Israel and Palestine.
Sources: Telegram API: sponsored messages, Telegram API: Stars, ad policies, Telegram Ads ToS, tginfo, ppc.world, eLama.
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