How does advertising on X (formerly Twitter) work? Here’s a complete step-by-step guide for businesses: ad formats, pricing, targeting, optimization, and campaign setup.
X is a powerful marketing platform for driving traffic and generating leads. With 63% of users following small businesses, it provides an attractive space for brands of all sizes. Thanks to its advanced targeting options and newly introduced ad formats, a well-optimized campaign can significantly boost your return on investment (ROI) and accelerate business growth.
The platform allows businesses to connect with users in real time. That means most users visit X to stay informed with up-to-date and relevant content. Here are some key benefits of advertising on X:
With advanced targeting and analytics tools, X gives businesses deep insights into their audience’s interests, behavior, and preferences. Advertisers can react to current trends and tailor campaigns to what truly resonates.
With over 586 million monthly active users (as of 2025), X offers massive advertising potential. Paid campaigns can achieve high levels of impressions and engagement—both from existing followers and new potential customers.
Ads on X can be optimized for immediate responses—whether it’s clicks, replies, or comments. This gives businesses fast feedback they can use to improve campaign performance on the go.
Even paid communication on X can feel authentic when properly targeted and formatted. The ability to interact directly with users helps brands appear more open, trustworthy, and human.
One of the key factors to consider when planning a campaign on X is, of course, the advertising cost. Thanks to a variety of ad formats and flexible budgeting options, the platform is accessible to both small businesses and large brands. Ad pricing depends on several variables and operates on a bidding and performance optimization model.
Automatic Bidding: X automatically optimizes your campaign to achieve the best results within your set budget.
Maximum Bidding: You set the maximum amount you’re willing to pay for a given action (click, view, or conversion).
Target Bidding: You define a target average spend per action, and X adjusts delivery accordingly to stay close to that amount.
Ads on X are displayed based on an auction system. Your ad’s placement depends on:
Your bid amount
The ad’s quality score (relevance, engagement rate, timeliness)
Overall user impact (engagement, click-through rate)
Awareness: Pay per 1,000 impressions (CPM)
Consideration: Pay for clicks, interactions, video views, or app installs
Conversion: Pay for specific actions—purchases, sign-ups, etc.
Target audience (e.g., B2B vs. B2C)
Ad placement (within or outside the feed)
Creative quality and message relevance
Seasonality and competition in your market segment
Cost per Click (CPC): Typically ranges between CZK 6–12
Cost per 1,000 Impressions (CPM): Around CZK 144–288
Cost per Engagement (likes, replies, retweets): Approximately CZK 1–7
To understand the cost-effectiveness of advertising on X, it’s helpful to compare it with other popular social media platforms.
| Platforma | Avg. CPC | CTR (%) | Engagement Rate | ROAS / Konverze | Vhodné pro... |
|---|---|---|---|---|---|
| X (Twitter) | $0.18–1.09 | 0.86 % | 0.59 % | ROAS $2.70 | Real-time campaigns, tech-savvy audiences |
| $0.26–0.97 | 1.5–3 % | 0.9 % | Most consistent results | Mass reach, broad targeting | |
| $1.10 | 0.22–0.88 % | 0.5–1.8 % | Visual-first strategy | Younger audiences, lifestyle brands | |
| TikTok | $0.80–1.00 | 0.8 % | 2.0–7.0 % | Fast growth | Viral content, Gen Z |
| $4.42 | 0.66 % | 0.30 % | Conversions up to 32% | B2B, lead generation, professional reach | |
| YouTube | $0.20 | ~0.65 % | – | Strong brand building | Video content, long-form branding |
Advertising on X offers a wide variety of formats tailored to different marketing goals — whether you're aiming to build brand awareness, increase engagement, or drive performance-driven conversion campaigns.
Your ad format should reflect the core goal of your campaign:
Want to boost brand awareness? → Use video ads, Takeover formats, or vertical video.
Looking to drive product sales? → Go for DPAs, Collection Ads, or Carousels.
Need more traffic or specific actions? → Try Promoted Tweets or Text Ads.
Launching a new product or service? → Trend Takeover or Amplify Ads will grab attention.
Launching a successful campaign on X isn’t complicated — just follow these 7 steps to unlock the full potential of the platform’s advertising tools. Thanks to modern features and AI integration, you can easily optimize your ads for peak performance.
Once you log in to X Ads Manager, the system will prompt you to enter your basic account information.
These details are essential, as they determine your billing currency and local time settings for campaign scheduling.
Note: After confirmation, you won’t be able to change the country or time zone.
By clicking the “Create your first ad” button, you agree to X Ads’ MSA terms. Your campaigns will be billed in EUR, and all pricing will appear in that currency.
Click on “Create Campaign”, and choose between two modes:
Simple Mode – Automated targeting and basic setup for a fast start
Advanced Mode – Full control over structure, targeting, budget, and bidding
Select your main marketing goal — this will define how your campaign is optimized:
Reach – Maximize visibility and awareness
Video Views / Pre-roll Views – Promote a video or your brand
Website Traffic – Drive visits to your site
Engagements – Get likes, replies, or retweets
Sales (NEW) – Drive actions like purchases or registrations
App Installs – Promote downloads of your mobile app
App Re-engagements – Re-activate users who already have your app
Keywords (BETA) – Target based on interest in specific topics (experimental)
Tip: Choose an objective that aligns with your buyer journey stage — see our article on “Content Marketing by Buyer Stage” for more insights.
In this step, you decide who will see your ads. X Ads offers Auto Targeting powered by AI, which automatically identifies the most relevant audience for your campaign — reducing the need for manual setup.
Here, you define how much you’re willing to spend and which action counts as a conversion (e.g., purchase, sign-up).
Daily Budget
Enter the amount you want to spend per day, e.g., €86.50. This amount acts as a spending cap that won’t be exceeded.
Pick an Action
Choose the main goal that will be tracked as a conversion. For example: Purchase Tracker – Tracks purchases
(Other options like sign-ups or clicks may be available depending on your account.)
Target Cost Per Action (Optional)
Specify your target CPA — how much you’re willing to pay per conversion. If left blank, X will optimize this automatically.
Tip: Entering a CPA gives you a weekly conversion estimate (Target Bid Estimate), helping you better plan your ROI.
Now it’s time to build your actual ad content — this is the most important part for engagement and overall success.
Post Text: Write a clear and concise message. Let users know why they should engage.
Media Format: Choose from:
Single Media – one image or video
Carousel – 2–6 swipeable cards (ideal for multiple products)
Call to Action (CTA): Pick a strong CTA like “Shop Now,” “Learn More,” or “Sign Up”
Media: Upload your visual — a high-quality image or video is crucial for performance
Headline: A short, compelling title that appears beneath your media
Website URL: Set the destination your ad should link to
Ad Preview
On the right side, you’ll see a live preview of your ad in the X feed — perfect for fine-tuning before launch.
Once your ad is finalized and campaign settings are complete, the final step is to add your payment details and launch the campaign.
Launching the Campaign
After saving your payment method, click “Launch”. Your ad will enter review mode, where it undergoes approval by X Ads (usually within minutes to a few hours).
Once approved, your ad will begin running based on your defined budget and targeting.
Use X Ads Analytics to monitor your campaign’s performance. Key metrics include:
Impressions – How many times your ad was shown
Clicks – Number of times users clicked your ad
Conversions – Number of completed actions (e.g., purchase, registration)
CPA – Cost per acquisition
ROAS – Return on ad spend
Thanks to real-time AI optimization, your ad performance will improve automatically over time. Still, regular performance evaluation remains essential for long-term success.
Advertising on X is a powerful tool for businesses to build brand awareness, reach their audience, and drive conversions. With a wide variety of ad formats, advanced targeting options, and AI-powered optimization, brands can create campaigns that align with their goals — and deliver real results.
Book a free consultation with our advertising specialists. We'll help you design a custom strategy, optimize your budget and ad formats, and turn X into a true growth channel for your business.
Contact us today — and take your campaigns to the next level.
Yes. X allows businesses to reach users in real time. With over 586 million monthly active users, it's a powerful platform for building brand awareness and driving conversions.
Costs vary based on targeting, competition, and ad format. In 2025, the average cost per click (CPC) ranges from CZK 6 to 12, and the cost per 1,000 impressions (CPM) is approximately CZK 144 to 288.
Key ad formats include:
Promoted Tweets, Accounts, and Trends
Image and Video Ads
Carousel and Text Ads
Vertical Video, Amplify, and Takeover Ads
AI-optimized campaigns, Dynamic Product Ads, and Collection Ads
X offers targeting based on demographics, interests, behavior, keywords, device types, and location. It also supports custom and lookalike audiences powered by AI for enhanced precision.
The key performance metrics to track include:
Impressions (how often your ad is shown)
Engagement (likes, retweets, clicks)
Clicks (e.g., to your website or CTA)
Conversions (purchases, sign-ups)
ROAS (Return on Ad Spend)