In 2026, official Telegram Ads became a key performance marketing tool in Uzbekistan. This article is a detailed analysis of the ecosystem from a practicing specialist. We'll explore the targeting architecture, compare payment methods in euros and Toncoin, reveal the secrets of integration with Telegram Mini Apps, and explain how to legally pass the strictest moderation on the market to reduce the final cost per lead.
Confessions of a Performance Marketer: Why We're Saying Goodbye to Wild Seeds for Good«
Over my 15 years in digital marketing, I've seen numerous paradigm shifts: from the era when SEO and local search were the only sales drivers (and they're still critical for building an organic foundation) to the golden age of targeting on now-banned social media. But what's happening now in the Uzbek market is unprecedented. Telegram is no longer just a messenger. In 2026, it's a full-fledged operating system inside your smartphone, where people read the news, buy cars, make doctor's appointments, and transfer money.
For many years Promoting the Telegram channel in Tashkent Or trying to extract leads from Messenger was like playing roulette. We called it "wild seeding"—buying ad posts directly from admins. It was an exhausting process. You negotiate a price, transfer the money to your card (often without any supporting documents), and then sit and hope the admin remembers to post on time, that they won't delete it an hour later, and, most importantly, that the channel's audience isn't comprised of 80%-inflated Arab bots.
Businesses are tired of chaos. Company owners, marketing directors, and top managers crave predictability. They need clear unit economics: invest €100, get 10,000 targeted impressions, convert them into 50 clicks, and receive 5 leads at €20 each. It's precisely this transparent, engineering-grade precision that the official tool brought to the market— telegram ads Uzbekistan.
Telegram Ads isn't a magic "make sales" button. It's a complex, highly precise microscope. If you set it up incorrectly, you'll be scrutinizing the wrong audience, rapidly burning through your budget. But if you build the right architecture, this tool becomes your company's greatest asset.
In this article, I'll explain, without embellishment or fluff, how we build advertising funnels today. No theoretical reasoning—just hard-core experience working with real budgets, moderation, and analytics.
The Anatomy of Telegram Ads: More Than Just the Text Below a Post
For many Telegram users, advertising appears as a small, unobtrusive message at the bottom of a public channel's feed. But for us marketers, it's an interface to a colossal database. The platform operates on a cost-per-thousand-impression (CPM) auction model. You compete with other advertisers for a user's attention at a specific moment in time.
Battle of the Financial Models: Euro vs. Toncoin (TON)
In 2026, the landscape for refilling advertising accounts finally split into two camps. The platform allows advertising to be launched both through traditional fiat gateways (in euros) and through the TON blockchain ecosystem. And herein lies the first pitfall for businesses.
When Alena Bondareva and I conduct regular reviews of project documentation and strategies for corporate clients, the first issue we address is the legalization of expenses. Large businesses cannot transfer funds to anonymous crypto wallets.
| Evaluation criteria | Euro Accounts (Agency) | Accounts in Toncoin (TON) |
| Legal transparency | 100% "in the clear." Closing acts, invoices. Ideal for LLCs. | «Gray area. Expenses cannot be officially recorded in accounting records. |
| Risk management | The euro exchange rate is stable. The budget is firmly fixed. | The coin's volatility is extremely high. The coin's value could depreciate overnight. |
| Entry threshold | High (from €1500-3000 through authorized resellers). | Minimal (it is enough to buy a few coins on the exchange). |
| Technical support | Priority support through agency managers. | Exclusively robotic Telegram support. |
| Who is it suitable for? | Systemic medium and large businesses, developers, banks. | Microbusiness, self-employed, solo infopreneurs. |
My expert verdict: if you're building a long-term business in Uzbekistan and planning to scale, forget about cryptocurrency accounts. They're a great toy for testing with $50, but for systematic performance marketing, you need stable fiat budgets through agencies.
Targeting Architecture: Finding a Needle in a Haystack
When businesses ask me what the situation is today Targeted advertising in Telegram: price, I always answer: the price depends on how accurately we can aim. Telegram doesn't have the deep pixel that tracks users on third-party websites, as is common in other social networks (and thank goodness, given the trend toward privacy). We work with what's happening within the ecosystem.
1. Target Channels: Working in a competitor's territory
This is the most aggressive and warmest type of targeting. Imagine hanging your advertising banner right inside your main competitor's store.
- How does this work: We compile a database of 50-100 URLs of public channels (with at least 1,000 subscribers) read by your target audience. Are you opening a barbershop? We include the channels of all major competitors in the city. Do you sell auto glass? We include channels of car enthusiasts, local auto markets, and mechanic blogs.
- Depth of customization: We can not only show ads to everyone in a channel, but also narrow the impressions. For example, we can show an ad only to users who read this channel, but at the same time Not subscribed to it (came to it by accident through a search), or vice versa - only to the loyal core.
- Weakness: Audiences burn out quickly. Your competition isn't infinite, and if you keep running the same text for months on end, your CTR (click-through rate) will drop to zero.
2. Target Users: Big Data Games
This is where the platform's algorithms really shine. We target people, not sites, based on their behavior patterns.
- Geolocation: Today Setting up Telegram ads in Tashkent It's become incredibly accurate. The system determines the user's location based on their IP address (when they're active in the app). While using a VPN introduces some error, geotargeting works perfectly for mass-market B2C products (food delivery, clinics, local services).
- Interests: Telegram analyzes the channels on which topics a user spends the most time. We can select the "Real Estate" category, and our ads will reach people even when they're reading a news channel or a meme channel.
3. Custom Audiences: CRM Marketing at its Finest
This is what separates the professionals from the amateurs. If you have your own CRM system, you're sitting on a gold mine.
We take your phone number database (for example, customers who haven't made a purchase in the last six months), hash it (convert it into secure cryptographic code to comply with privacy laws), and upload it to your Telegram Ads account.
The platform finds these people within the messenger. You can show them a highly personalized offer: "Haven't had your car serviced in a while? We're giving away a free chassis diagnostic until the end of the week." Conversion rates from such campaigns are sky-high.
The Era of Telegram Mini Apps (TMA): The End of Classic Landing Pages
If you're driving ad traffic from Telegram to an external website in 2026 (even the most beautiful and optimized one), you're voluntarily burning through about 40-50% in conversions.
Why is the classic web losing?
Modern users are lazy. Any friction in the UX (user experience) leads to abandonment. When someone clicks an ad, the built-in browser opens, a cumbersome website starts loading, cookie consent boxes pop up, and then they have to enter their phone number… At each of these stages, we lose people.
Solution: Seamless Funnels Within Messenger
Telegram Mini Apps (TMA) are fully-fledged web apps that instantly open over chats right inside the messenger. This is a revolution in lead generation.
Funnel architecture for local businesses
Let's take a classic example of a complex niche: detailing or the sale and installation of protective car screens. The client needs to select the car make, type of film, and find out the price.
- Advertising: «"Body armoring and installation of protective screens. Prices and an online calculator are available at this link.".
- Transition: The user clicks and is instantly taken to the Mini App.
- Interaction: The interface loads in milliseconds. A user scrolls through the catalog (swipe-based, like on Tinder or Instagram Stories), selects their Toyota Prado, and sees the price.
- Lead generation: He clicks "Sign Up". no need Enter the phone number manually. TMA requests permission to retrieve the number directly from the Telegram profile. One click, and the lead is in your CRM.
We implement similar integrations across KelyanMedia. Using TMA reduces CPA (cost per action) by 2-3 times compared to traditional websites.
Unlocking the Black Box: How Telegram Ads Moderation Really Works
If you're new to Telegram, its moderation will make you cry. That's not just a figure of speech. It's the most rigorous, uncompromising, and meticulous ad verification system in the world. Pavel Durov and his team built a clean messaging app, and they won't let it become a visual cesspool.
Many clients complain, "Why can't I write DISCOUNT in capital letters?" Because the platform respects its users' vision and peace of mind. To successfully launch ads, you must embrace the platform's philosophy: Advertising must be native, respectful and transparent.
The Top 5 Deadly Sins of Copywriting That Can Get Your Ad Blocked
- Imperative mood (command verbs): Forget words like "Click," "Go," "Buy," or "Subscribe." Telegram considers this aggressive marketing. You have no right to order the user around.
- Wrong: Subscribe to our channel about investments!
- Right: A channel about investing in Tashkent real estate.
- Emoji and visual clutter: No check marks, lights, or downward-pointing fingers. Just clear text, just classic punctuation.
- Caps Lock: Capitalizing words is strictly prohibited. Only commonly used abbreviations (B2B, CRM, ERP, IT) are allowed.
- Familiarity and informal address: You can't approach a user as if you were having coffee with them. "Tired of working for the man?" or "Looking for an apartment?" are automatic rejections.
- Unclear meaning: One of the most common reasons for rejection is that the text must perfectly match what the user will see after clicking. If you advertise building material prices, but the link leads to a post about how to build a house, you'll be blocked for clickbait.
Language Barrier: Uzbek Language in Advertising
A particular pain point for many local agencies is moderation in the Uzbek language. In 2026, moderators are well-versed in the local context.
The main rule: use standard Uzbek (Adabiy til). Mixing Cyrillic and Latin characters in the same sentence (for example, when a word is written in Cyrillic and a brand name in Latin without quotation marks) often results in a "Declined" status. Also, avoid street slang—algorithms and raters regard it as a decrease in content quality.
Copywriting: Engineering Meaning in 160 Characters
A classic text ad in Telegram is limited to 160 characters (including spaces). That's the length of one short SMS. Within that space, you need to include a unique selling proposition (USP), audience filter, and a call to action. Long storytelling doesn't work here. Sniper-precision words are key.
Hook-Value-Soft CTA Formula
My personal development, which we implement at the agency for all copywriters, consists of three elements:
- Hook (Hook-filter): The first 30 characters. We need to immediately make it clear who this ad is for, so that non-target users will either scroll past it (we save money on impressions) or, conversely, pay attention.
- Example: «"Restaurant equipment." (Clearly excluded everyone except HoReCa).
- Value (Meat/Value): Specifics. No "fast, high-quality, inexpensive" kind of stuff. Just facts and figures.
- Example: «"Industrial furnaces from 50 million soums. In stock in Tashkent.".
- Soft CTA: An impersonal invitation to review information.
- Example: «"Catalogue and terms of installment payments in the channel.".
Final announcement (147 characters):
Restaurant equipment. Industrial ovens starting from 50 million soums. In stock in Tashkent. The catalog and installment plans are available on our channel.
Is it dry? Yes. Is it boring? For the average person, yes. Will it generate qualified leads for a B2B business owner? Absolutely.
Budget Analysis: How to Avoid Wasting Money
Launching an ad on Telegram is a 10% success rate. 90% success rate is achieved through obsessive daily analytics. If you've blown your budget and gone out for coffee for the week, consider yourself broke. The auction is dynamic. A competitor's channel could suddenly gain popularity, and your CPM will skyrocket.
Metrics that really matter
Business owners need to stop focusing on metrics like "Impressions" or "CTR." These are vanity metrics. You should only care about business-related metrics:
- CPL (Cost Per Lead) / CPF (Cost Per Follower): How much does it really cost to send someone a request or subscribe to a channel?.
- Cohort analysis of unsubscribes: People unsubscribe—that's normal. The question is, what percentage of your audience stays with you after 7, 14, and 30 days. We always target a churn rate of around 15-20% in the first days after an advertising campaign. If 50% unsubscribes, it means your content on your channel doesn't live up to your advertising promise.
- ROMI (Return on Marketing Investment): Calculating this metric requires end-to-end analytics.
How we build end-to-end analytics
We don't work blindly. For each ad, we generate a unique invite link if traffic flows into the channel. We know for sure: Ad A brought 100 subscribers at €1, and Ad B brought 50 subscribers at €3. Ad B is immediately disabled.
If traffic goes to TMA or a bot, we use deep links with embedded utm_source and utm_campaign parameters. When a user makes a purchase or submits a request, this tag is passed directly to your CRM system (Bitrix24, AmoCRM). You can see that a customer who purchased a product worth 10 million soums came from a specific ad displayed on a specific competitor's channel. This is absolute control over the numbers.
Behind the Scenes of KelyanMedia: Your Trusted Guide to the Ecosystem
Setting up Telegram Ads is an engineering challenge. It requires a keen eye, budgets for testing, and a deep understanding of the platform's psychology. You can try to navigate this path yourself, learning the hard way from rejected ads and frozen crypto wallets. Or you can entrust this task to those who do it every day.
IN KelyanMedia We don't just "run ads." We integrate into our clients' businesses. From creating the right web app architecture to navigating complex language moderation, we provide fully transparent agency accounts, handle all technical integration with CRM databases, and guarantee transparency of every penny spent. This is a senior-level approach, and in 2026, it's the only one that can survive in the Uzbek market.
