How much budget do you need to start on Telegram Ads?
The €2M official minimum scares brands off. Reseller cabinets let you test from a few hundred euros. Here is what to budget for ad spend, management and a real first test.
The first number brands hear about Telegram Ads is €2M, and it ends the conversation. That figure is real, but it applies to one door into the platform, not all of them. Through a reseller cabinet you can run a serious test from a few hundred euros. Here is how the money actually breaks down.
The €2M myth
The official Telegram Ads cabinet asks for a commitment near €2M. That gate exists to serve enterprise buyers, and it makes direct access pointless for almost everyone else. Reseller cabinets buy that access at scale and resell it in reachable increments, so a mid-market brand runs on the same auction and inventory without the enterprise minimum. When someone tells you Telegram Ads is out of reach, they are quoting the wrong door.
What to budget for a real test
A test needs enough spend to gather statistics, not to win a market. As a starting point:
- Ad budget: around €500–1,000 a month. Enough to collect data on which channels and messages convert. Below that, you are guessing on noise.
- Management: from €500. The work of strategy, creatives, launch and daily bid management, priced separately from the ad spend.
- Time: about a month. First impressions land within 24 to 48 hours, first data on combinations inside the first week, and target CPA usually within the first month.
The exact ad figure comes after an audit, because it depends on your niche, your CPA target and how competitive your target channels are.
Why the fee and the spend are separate
We charge a fixed management fee plus a percentage of ad spend, and we keep the two lines apart on purpose. You always see what went to Telegram and what went to work. That separation is also what keeps incentives honest: the CPA target is agreed up front, and every number lives in a shared dashboard rather than in a monthly story.
Spend more later, not first
The mistake is loading a big budget into an untested account. Start with enough to learn, find the two or three channel-and-message combinations that hit your CPA, then scale spend into the winners. Telegram rewards this order, because the auction data you gather in the first weeks is what makes the later budget efficient.
A realistic first month
For a typical mid-market test, plan for roughly €500–1,000 in ad spend, a management fee from €500, and a month to reach a stable CPA. You come out of it knowing your real cost per lead on the channel, which is worth far more than the spend it took to learn it.
Want a budget sized to your niche? Get a plan and we will model it before you commit a euro.