Telegram Ads ROI Calculator: Benchmarks & Budget Planning for 2026

To calculate Telegram Ads ROI: subtract ad spend from the revenue it generated, divide the result by ad spend, then multiply by 100. The cost side is measurable: the average across all campaigns on our Euro accounts is €2.97 CPM and 0.85% CTR over 257.7M impressions, so a €1,000 budget buys about 337,000 impressions and about 2,860 clicks. The revenue side is yours — conversion rate and customer value come from your own tracking, and we do not publish an average ROI because Telegram does not show us advertisers’ revenue.

Table of Contents

1. 1. How Much Does Telegram Advertising Cost?

2. 2. How to Calculate Your Expected ROI

3. 3. Benchmark Data: Measured CPM, CTR and Cost per Click

4. 4. Budget Planning: How Much Should You Spend?

5. 5. What Affects Your Telegram Ads ROI?

6. 6. ROI Comparison: DIY vs Managed Service

7. 7. FAQ

TL;DR — Key Numbers: The measured average across all campaigns on our Euro accounts is €2.97 CPM and 0.85% CTR (257.7M impressions) — roughly €0.35 per click, so €1,000 buys about 337,000 impressions and 2,860 clicks. By vertical on self-service Euro accounts (3 October 2026), CPM runs from €1.41 in binary options to €2.61 in VPN, and cost per click from €0.019 in gambling to €0.374 in binary options. Country moves the price more than niche: €0.20 in Uzbekistan and €0.25 in India against €2.68 in Russia and €2.92 in Turkey. We do not publish CPA or ROI benchmarks — conversion rate and customer value are the two inputs you bring to the formula below.

1. How Much Does Telegram Advertising Cost?

Telegram Ads pricing is based on CPM (cost per 1,000 impressions). Unlike Google Ads or Meta, there is no CPC bidding model — you pay for impressions, and your CTR determines your effective cost per click. The actual Telegram Ads cost varies significantly by niche, cabinet type, and targeting strategy.

Measured CPM by Vertical (3 October 2026)

Source: self-service Euro accounts on ADSLY, all countries blended, as of 3 October 2026. The base is thinner than our country data, so read the impressions column.

Vertical	Measured CPM	Impressions
Binary options	€1.41	1.35M
Forex	€1.88	418k
Crypto	€1.91	821k
Gambling	€2.55	175k
VPN	€2.61	203k
All Euro campaigns, average	€2.97	257.7M

We have no measured figure for other niches — news, education, e-commerce, SaaS, gaming, dating and the rest — so we do not print a range for them. Plan those with the Euro average and the price of the country you target: on Euro accounts Uzbekistan measured €0.20 and India €0.25, against €2.68 in Russia and €2.92 in Turkey. The full country table, in euros for Euro accounts and in TON for TON accounts, is in the CPM by country guide.

Minimum Budgets by Cabinet Type

Telegram offers three cabinet types, each with different entry requirements and pricing dynamics:

Minimum budget requirements by cabinet type, March 2026

Cabinet Type	Currency	Min. Deposit	Min. CPM	Payment Methods
TON	TON (crypto)	No minimum (self-serve); from €500 via ADSLY	0.1 TON (~$0.50)	TON wallet, exchanges
Euro	EUR	~€500 via resellers	Not published; the lowest we measured is €0.20 (Uzbekistan)	Bank transfer, card via reseller
Stars	Telegram Stars	No minimum	50 Stars (~$0.92)	In-app purchase, Apple/Google Pay

Key insight: Since 22 August 2026 TON and Stars cabinets have the same country, language and topic targeting as Euro, so targeting is no longer the reason to pick one over another. What stays Euro-only is a website as the ad destination, in-stream video and billing in euro — and TON-funded ads are not served in Russia, Ukraine, Israel or Palestine. That is why we recommend a Euro World account.

2. How to Calculate Your Expected ROI

Calculating your expected Telegram Ads ROI before you spend a dollar requires five numbers: your budget, your niche’s average CPM, expected CTR, your conversion rate, and your customer lifetime value (LTV). Here is the step-by-step formula.

The ROI Formula

Step-by-step calculation: Impressions = (Budget / CPM) × 1,000

Clicks = Impressions × CTR

Conversions = Clicks × Conversion Rate

Revenue = Conversions × Customer LTV

ROI = ((Revenue − Ad Spend) / Ad Spend) × 100%

Worked Example: SaaS Product (€1,000 Budget)

We have no measured CPM for SaaS, so this example takes the cost side from the Euro-account average. Conversion rate and LTV are assumptions for the arithmetic — replace them with your own numbers:

Step	Metric	Value	Calculation
1	Monthly Budget	€1,000	—
2	Average CPM	€2.97	Measured Euro-account average
3	Impressions	336,700	(€1,000 / €2.97) × 1,000
4	CTR	0.85%	Measured Euro-account average
5	Clicks	2,862	336,700 × 0.0085
6	Conversion Rate	2.8%	Assumption: click → trial signup
7	Conversions	80	2,862 × 0.028
8	Customer LTV	€25	Assumption: value of one trial signup
9	Revenue	€2,000	80 × €25
10	ROI	100%	((€2,000 − €1,000) / €1,000) × 100%

Quick ROI Estimates by Budget Level

Using the measured Euro-account average, here is what different budget levels buy:

Estimates based on the measured Euro-account average: €2.97 CPM, 0.85% CTR. The 2.5% conversion rate is an assumption; actual results vary by country, niche and creative.

Monthly Budget	Impressions	Clicks	Est. Conversions (2.5% CVR)	Cost Per Conversion
€500	168,350	1,431	36	€13.98
€1,000	336,700	2,862	72	€13.98
€2,500	841,751	7,155	179	€13.98
€5,000	1,683,502	14,310	358	€13.98
€10,000	3,367,003	28,620	716	€13.98
€50,000	16,835,017	143,098	3,577	€13.98

Important: Cost per conversion stays constant in this model because CPM and CTR are fixed. In practice both move with the country you target, the channels you pick and the creative: on our Euro accounts a click measured €0.022 in India and €0.415 in Russia. Treat the table as a starting point and replace the inputs with your own numbers after the first week.

3. Benchmark Data: Measured CPM, CTR and Cost per Click

These are the Telegram Ads benchmark figures we can stand behind: measured on our own accounts, with the volume behind every row. Use them to set expectations for the cost side of your ROI.

Measured Vertical Benchmarks (3 October 2026)

Source: self-service Euro accounts on ADSLY, all countries blended, as of 3 October 2026.

Vertical	CPM	CTR	Cost per click	Impressions
Binary options	€1.41	0.38%	€0.374	1.35M
Forex	€1.88	1.89%	€0.102	418k
Crypto	€1.91	0.53%	€0.358	821k
Gambling	€2.55	13.19%	€0.019	175k
VPN	€2.61	1.06%	€0.246	203k
All Euro campaigns, average	€2.97	0.85%	≈ €0.35	257.7M

Read the gambling CTR with caution: 13.19% on 175k impressions is high even after we drop campaigns reporting impossible click rates. The crypto row is the crypto vertical as a whole, not any one sub-niche.

We do not publish conversion rate, CPA, LTV or ROI by niche. Telegram reports impressions, clicks, joins and bot starts — not your sales — so those inputs have to come from your own tracking. For niches outside these five there is no measured row: use the Euro average and the CPM by country guide.

Benchmarks by Cabinet Type

Each cabinet type is billed in its own currency, and the numbers cannot be mixed. Understanding the differences is essential for Telegram Ads budget planning.

Source: ADSLY accounts. Euro average as of 7 September 2026; TON single-country campaigns, 22 August–3 October 2026; approval rates, September 2026.

Metric	TON Cabinet	Euro Cabinet	Stars Cabinet
Billed in	TON	EUR	Stars
Measured CPM	In TON, by country: USA 0.39, India 0.42, Germany 0.27	€2.97 average across all campaigns	No measured figure published
Measured CTR	USA 1.97%, India 1.77%, Germany 2.86%	0.85% average	No measured figure published
Approval Rate	86.8%	95.6%	99.9%
Country, language and topic targeting	Yes (since 22 August 2026)	Yes	Yes (since 22 August 2026)
Website as ad destination, in-stream video	No	Yes	No
Best For	Crypto and Telegram-native products, self-serve entry	Website traffic, video, billing in euro	Easy entry, high approval rates

Data point: A TON price is not a euro price. A CPM of 0.39 on a TON account means 0.39 TON, not €0.39, and converting it at one day’s rate turns a measurement into an estimate — compare TON with TON and euro with euro. Countries we measured on both account types: India €0.25 on Euro and 0.42 TON on TON, Turkey €2.92 and 0.42 TON, Brazil €2.22 and 0.61 TON. TON-funded ads are not served in Russia, Ukraine, Israel or Palestine.

4. Budget Planning: How Much Should You Spend?

Your ideal Telegram Ads budget depends on your goal: testing a new channel, growing a proven one, or scaling aggressively. Here is how we would split it — planning guidance, not a measured benchmark.

Budget Tiers by Goal

Recommended budget tiers — planning guidance, not a measured benchmark

Goal	Monthly Budget	Duration	What You Learn	Expected Outcome
Testing	$500–$1,000	2–4 weeks	Which channels convert, baseline CTR/CPA, creative winners	Data for optimization, not yet scale
Growth	$2,000–$5,000	1–3 months	Optimal CPM bids, channel portfolio, audience size	Consistent ROI-positive campaigns
Scale	$10,000–$50,000	Ongoing	Scaling limits, diminishing returns thresholds	Maximum volume at your target CPA
Enterprise	$50,000+	Ongoing	Multi-cabinet strategy, market saturation	Dominant channel presence; multi-geography campaigns

Budget Allocation Tips

How you distribute your budget matters as much as how much you spend. Based on the highest-performing advertisers on our platform, here are the allocation patterns that work:

• 70/20/10 rule for testing: Spend 70% of your budget on your top-performing channels, 20% on promising new channels, and 10% on experimental placements. This maximizes ROI while ensuring you are continuously discovering new opportunities.

• Split across cabinets: Run campaigns on two or more Euro World accounts — for example one per product or market — and add a Stars cabinet if your own channel earns Stars (99.9% approval on our accounts). Together they provide more coverage and data.

• Daily budget caps: Set daily caps at 5–10% of your monthly budget to prevent overspending on underperforming days. Telegram Ads is an auction, and CPMs rise on high-competition days.

• Reserve 15% for re-creation: Account for moderation declines. Measured approval is 99.9% on Stars, 95.6% on Euro and 86.8% on TON — on TON roughly one campaign in eight is declined. A decline costs you time rather than budget, but a reserve for quick recreations keeps your pipeline flowing.

Quick Budget Calculator

• Target conversions per month: Your desired number of signups/joins/purchases

• Estimated CPA: Cost per click for your vertical (table above) divided by your own click-to-conversion rate

• Required budget = Target conversions × CPA × 1.15 (15% buffer for rejected campaigns)

Example: crypto at the measured €0.358 per click and an assumed 5% click-to-conversion rate gives a €7.16 CPA; 300 conversions/month × €7.16 × 1.15 = €2,470/month

5. What Affects Your Telegram Ads ROI?

Seven key factors determine whether your Telegram Ads campaign is profitable or not. Understanding these gives you levers to improve performance before increasing budget.

1. Niche and Audience Match

Telegram’s audience skews toward crypto, tech, finance, and media. If your product naturally fits these verticals, you will see lower CPAs and higher engagement. Niches with weak Telegram presence (local services, B2B manufacturing) face higher costs because the audience is harder to reach through channel targeting.

2. Creative Quality

Ad copy is the single biggest controllable factor in your CTR. Telegram Ads are text-first — a photo or video is optional — so your words carry most of the weight. We do not publish a creative benchmark: the same offer earns very different CTRs depending on the copy, so run several variants from day one and let your own numbers pick the winner.

3. Channel Selection

Channel targeting is available on every cabinet type, and since 22 August 2026 TON and Stars also have the country, language and topic targeting that used to be Euro-only. Choosing channels whose audience matches your product is one of the biggest levers on your cost per result. Large channels (500K+ subscribers) often have diluted engagement, while medium channels (50K–200K) can convert better — test both rather than assume.

4. CPM Bid Strategy

Bidding too low means your ads do not deliver. Bidding too high means you overpay. Start near the measured CPM for your country and vertical and move in small steps while watching delivery. ADSLY’s CPM optimization feature adjusts bids automatically within the limits you set, so you are not chasing the auction by hand.

5. Cabinet Type

All three cabinet types now target by country, language and topic, so geography no longer decides the choice. Pick Euro when you need a website as the ad destination, in-stream video or billing in euro. TON-funded ads are not served in Russia, Ukraine, Israel or Palestine. And remember that TON prices are in TON: they cannot be compared with euro CPMs one to one.

6. Time of Day and Day of Week

Engagement and auction pressure change through the day and the week. We do not publish hour-of-day or weekday benchmarks: use hourly analytics on your own campaigns to find the hours where your cost per result is lowest, and schedule or bid around them.

7. Moderation Approval Rate

Every declined campaign costs time and delays your spend. Measured approval is 99.9% on Stars, 95.6% on Euro and 86.8% on TON, and more than 98% of 13,199 campaigns in September 2026 were decided within 3 hours on all three cabinet types. A decline costs you the rewrite, not the budget — so the lever here is copy that passes the first time.

Bottom line: Country, creative and channel selection move your result more than any average on this page. Use the measured CPM and CTR as starting inputs for the formula, then replace them with your own numbers as soon as your campaigns produce them.

6. ROI Comparison: DIY vs Managed Service

Running Telegram Ads yourself saves the management fee; a managed service costs more and has to earn the difference. The fee side is exact. The performance side we do not publish as a benchmark — there is no measured gap between self-managed and managed accounts that we would print — so the table shows what the fee means for your break-even.

ADSLY Managed Service pricing: $1,000/month plus 10% of ad spend (20% for high-risk niches)

Metric	DIY (Self-Managed)	Managed Service	Difference
Monthly Ad Spend	$5,000	$5,000	—
Management Fee	$0	$1,000 + 10% ($500) = $1,500	+$1,500
Total Cost	$5,000	$6,500	+30%
Conversions needed for the same cost per conversion	Baseline	Baseline × 1.3	+30%
Your Time (hours/mo)	40–60 hrs	2–5 hrs	−90%

At $5,000 of ad spend the fee adds 30% to your total cost. On cost per conversion alone, the managed service comes out ahead only if it delivers at least 30% more conversions from the same ad spend; below that, what you are buying is your time back. Where the extra conversions can come from:

• CPM bidding adjusted through the day instead of set once

• Creatives written for each channel’s audience and tested in parallel

• Declined campaigns rewritten and resubmitted without waiting for you

• Optimization outside business hours, when underperforming campaigns would otherwise keep spending

The breakeven point: The fee can pay for itself in two ways: your time and extra conversions. If the hours in the table are worth more to you than $1,500 a month, the service pays for itself at this spend before any performance gain. If they are not, it needs the 30% lift above — and the required lift shrinks as spend grows, because the $1,000 base is fixed: at $20,000 of ad spend the fee is $3,000, or 15% (the percentage is 20% for high-risk niches). Below a few thousand dollars a month, DIY with automation rules is usually the cheaper route. The full break-even arithmetic is in Managed Service vs. SaaS Platform.

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7. Frequently Asked Questions

What is the average ROI for Telegram Ads?

We do not publish an average ROI. Telegram reports impressions, clicks, joins and bot starts, not advertisers’ revenue, so any “average ROI” would be a guess rather than a measurement. What we do measure is the cost side: €2.97 CPM and 0.85% CTR on average across our Euro accounts (257.7M impressions), which is about €0.35 per click. Put your own conversion rate and customer value into the formula above to get your ROI.

How much does Telegram Ads cost per click?

Telegram Ads bills per thousand impressions, never per click, so your cost per click is CPM divided by click-through. Measured on self-service Euro accounts (3 October 2026): gambling €0.019 (its 13.19% CTR is unusually high — treat it with caution), forex €0.102, VPN €0.246, crypto €0.358, binary options €0.374. By country on Euro accounts it runs from €0.022 in India to €0.415 in Russia.

What is the minimum budget for Telegram Ads?

The minimum budget for Telegram Ads depends on the cabinet type. Self-serve TON cabinets have no minimum deposit requirement and campaigns can start from as little as 5 TON ($25). Euro cabinets typically require a minimum deposit of €500 ($540) through resellers; through ADSLY that is a World account with every available country, and it is the one we recommend. Stars cabinets have the lowest entry barrier. For meaningful testing, we recommend a minimum budget of $500–$1,000 over 2–4 weeks to gather enough data for optimization.

How do I calculate Telegram Ads ROI?

To calculate Telegram Ads ROI: (1) Start with your monthly budget, (2) Divide by CPM and multiply by 1,000 to get impressions, (3) Multiply impressions by your expected CTR to get clicks, (4) Multiply clicks by your conversion rate to get conversions, (5) Multiply conversions by customer lifetime value to get revenue, (6) ROI = ((Revenue − Ad Spend) / Ad Spend) × 100%. For example: $1,000 budget at $2 CPM = 500,000 impressions. At 0.8% CTR = 4,000 clicks. At 2.5% conversion rate = 100 conversions. At $30 LTV = $3,000 revenue. ROI = 200%.

Is Telegram Ads cheaper than Facebook or Google Ads?

On impressions, often yes: a CPM of €0.20 in Uzbekistan and €0.25 in India on our Euro accounts has no equivalent on Meta or Google search, though Russia costs €2.68, Turkey €2.92, and the average across all our Euro campaigns is €2.97. On results, it depends on whether your audience sits in Telegram channels — true for crypto, iGaming, trading and most of the CIS and South Asia, much weaker for local services. Targeting is no longer the gap it was: since 22 August 2026 TON and Stars cabinets have the same country, language and topic targeting as Euro.

What CPM should I expect on Telegram Ads in 2026?

Measured, not estimated: the average across all campaigns on our Euro accounts is €2.97 CPM at 0.85% CTR (257.7M impressions). By vertical on self-service Euro accounts: binary options €1.41, forex €1.88, crypto €1.91, gambling €2.55, VPN €2.61. By country the spread is far wider — €0.20 in Uzbekistan and €0.25 in India against €2.68 in Russia and €2.92 in Turkey. TON cabinets are priced in TON (0.39 TON per thousand impressions in the USA, 0.27 in Germany, 0.42 in India, 22 August–3 October 2026) and cannot be compared with euro CPMs one to one. For niches outside those five verticals we have no measured figure.

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