Telegram ads auction is becoming less predictable in 2026

westondrake

westondrake

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Hey everyone,
Running telegram ads for a while and recently noticing something odd.
Campaign performance feels less stable than before. In some cases, ads that were performing well at a consistent cost suddenly become expensive or inconsistent without any major changes in targeting and creatives.
CTR can stay similar but CPA and conversion fluctuate a lot more than expected.
I am trying to understand if this is due to increased competition in the auction, changes in audience behavior or updates in how telegram distributing impressions.
Has anyone else noticed this kind of unpredictability recently?
Would be great to hear what other are seeing in 2026 campaign and how you are handling it.
 
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westondrake said:
Hey everyone,
Running telegram ads for a while and recently noticing something odd.
Campaign performance feels less stable than before. In some cases, ads that were performing well at a consistent cost suddenly become expensive or inconsistent without any major changes in targeting and creatives.
CTR can stay similar but CPA and conversion fluctuate a lot more than expected.
I am trying to understand if this is due to increased competition in the auction, changes in audience behavior or updates in how telegram distributing impressions.
Has anyone else noticed this kind of unpredictability recently?
Would be great to hear what other are seeing in 2026 campaign and how you are handling it.
Click to expand...
Cost can change pretty quickly even with the same setup. Sometimes i just keep testing new creatives and adjust bids instead of expecting one campaign to stay stable for long.
 
The auction appears to be more competitive and dynamic than it was previously. Even when CTR remains stable, CPA can fluctuate significantly because more advertisers are competing for the same audiences and placements.

sometimes a campaign can perform consistently for weeks and then suddenly become more expensive despite no major changes on the advertiser's side.

My consider would be to focus less on daily CPA movements and more on overall campaign efficiency across several week. The advertisers seeing the most stable results are usually those who adapt quickly , refresh creatives regularly and maintain enough campaign diversity to handle auction fluctuations.
 
I have noticed that sometimes the issue is not ad at all, it's what happens after the click.

I have had campaigns where CTR and CPC stayed almost identical, but conversion rates dropped because user behavior changed. People were still curious enough to click, just not motivated enough to take the next step.

What that happens, I spend more time reviewing the landing experience and traffic quality than the ad metrics themselves
 
I ran ads for my tg channel,two things I noticed,

1.Ads first go under heavy moderation, for this issue ads review takes time.
2.to find the perfect cpm you must needs to create multiple ads with different CPM, by only this you can find the perfect cpm and ads to customer/client conversion ratio.
 
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