Telegram Ads Playbook
The anatomy of a winning Telegram ad
Every proven winner in the swipe file shares the same three moving parts. Here is how to read them — and write your own.
The hook
The first line earns the next one. Telegram’s sponsored format gives you one short line before the fold — it has to name the reader’s problem or promise in plain words, not brand fluff.
Lead with the outcome or the tension, not your product name.
The offer
The offer is the trade: what the reader gets, and why now. Winning creatives make it concrete and low-friction — a number, a free step, a deadline — instead of a vague “learn more”.
Make the value specific and the first step small.
The call to action
One button, one verb. The strongest CTAs say exactly what happens next and match the offer above — no surprises, no second ask.
One clear action that mirrors the offer — “Start free”, “Open the bot”, “Get the list”.
From the swipe file
Where winners send traffic
From 1,500 proven winners — the destination split and top external sites.
Top external destinations
Which ad cabinet winners pay with
Of 1,500 winners with a known cabinet — the Gram cabinet (formerly TON, self-serve) vs the EUR cabinet (usually via resellers).
What winning copy looks like
Across 1,500 proven winners — the measured shape of the copy that survives.
Colors winning ads use
Across 1,500 proven winners — the accent colors behind the longest-running creatives.
The buttons winners use
Across 1,500 proven winners — the CTA button text that survives.
From the swipe file
Real hooks from proven winners
“Клышин Алексей юрист по недвижимости”
716 days in rotation · Real estate
“Мебель из Китая | MBL”
399 days in rotation · Retail
“ФАРMКвартирник”
386 days in rotation
Found a structure worth borrowing?
Research any competitor in the full archive, or hand the campaign to G.MEDIA — the team behind the Telegram Ads Spy archive.
One dataset — many tools
Pick the tool for your job
Each domain is built around a specific job: finding a single creative, tracking launches live, building a market deck, or piping data into your BI. Same database, tailored UI per role.
Flagship search across the whole Telegram Ads database — filters by niche, country, advertiser, payment rail.
Best for: deep competitive research; scouting working offers and funnels for your own campaigns.
tgadsspy.comEvery ad ever served on Telegram Ads, browsable by day, with a permanent URL per creative.
Best for: finding an ad you saw yesterday; checking what competitors ran a week or a month ago.
telegramadsarchive.comNew creatives land in real time — 20-second refresh, plus RSS and webhook delivery.
Best for: tracking competitor launches as they happen; catching a new ad format the moment it airs.
telegramadsfeed.comPublic market reports: niche trends, advertiser growth, splits by country and payment rail.
Best for: spotting where demand is growing; building a Telegram Ads market deck for your team or investor.
telegramadsanalytics.comTop-of-funnel explainer for the whole Telegram Ads ecosystem — archive, agency and API in one place.
Best for: first-time visitors learning what Telegram Ads is; comparing the three official cabinets at a glance.
tgads.netDone-for-you Telegram Ads — run by the team behind the Telegram Ads Spy archive, on whole-ecosystem data.
Best for: mini-app founders and funded teams who want experts to plan and run the ads end-to-end.
g.media