Hello! I’m Maxim, the founder of the advertising agency SMITLINK.com. In this article, I want to compare two very different advertising platforms — Facebook Ads and Telegram Ads. I’ll break down the advantages and disadvantages of each and help you choose which one is better suited for your business niche and goals.
Telegram Ads
What is this all about? This is Telegram’s official advertising platform. Through the Ton dashboard, you can launch native posts in channels, connect mini-apps and bots, and collect leads without a website. Yes, everything happens right inside Telegram.
What I like:
✅ Traffic cost — CPM (cost per thousand impressions) starts at $0.60, and that’s no joke. In some niches, you can run ads for $0.70 and get dozens of leads per day. Clicks cost around $0.20–$0.50. This gives you a great margin for testing and experimenting.
✅ You can run what Facebook would ban — Crypto, gambling, nutra — Telegram is more lenient. Of course, there are rules, but they’re reasonable.
✅ Mini-apps and bots are awesome — You can do everything within one ecosystem. The user doesn’t leave the platform. They fill out a form in a mini-app, click a button—and boom, you’ve got a lead. Fewer drop-off points, higher conversion.
✅ High engagement — People in Telegram actively read channels, go through bot funnels, and message managers. Engagement on Meta’s algorithmic feed platforms is usually much lower.
But there are some downsides:
❌ Formats are limited — It’s all text and a button. No videos, carousels, or stories. So if your product needs visuals, it’ll be tough.
❌ The ecosystem is young — Analytics are still weak. We have to track some things manually or through CRM workarounds. There’s no automation like on Meta yet.
❌ Reach is niche — TG Ads is a great reach tool, but everything depends on the potential of each specific niche within TG (namely, the availability of relevant placements for advertising). If you’re promoting crypto projects in the CIS, it’s a goldmine. If you’re advertising a restaurant in Paris, this isn’t the place.
Facebook Ads
This is a different league. Facebook + Instagram + Messenger + Audience Network. Global reach, powerful algorithms, tons of formats.
What’s strong:
✅ Scale — Any country, any audience. 3 billion users. You can target Brazil, Japan, or even a narrow audience like ophthalmologists aged 45+, or go broad across an entire city.
✅ Targeting is surgical — Lookalike audiences, pixel tracking, app events, behavioral patterns—you can set it up very precisely. If you know what your buyer looks like, Facebook will find them.
✅ Algorithms work for you — Set your goal— leads, purchases, views. The AI decides where, to whom, and when to show your ad. It works especially well with budgets over $1000+. The Facebook advertising pixel works great, collecting valuable data that is used to implement optimizations.
✅ Creatives have room to shine — Videos, Reels, carousels, Instant Experience—you can really build storytelling. Show a teaser, then a case study, then an offer—like a full-fledged sales funnel.
✅ Analytics are microscopic — There’s Conversion API, CRM events, App Events. You can see exactly where the user journey drops off. Handy when you’re serious about calculating ROMI.
What gets in the way:
❌ Strict moderation — Any crypto, gambling, microfinance is already a risk. They often block accounts, ask for documents, and sometimes ban without explanation. You have to be ready for that.
❌ Creatives burn out fast — On popular audiences, creatives get stale in 5–7 days. You need to constantly produce new content, or CTR drops and costs rise.
❌ Complex interface — For beginners, Business Manager can feel like hell. Too many levels, buttons, event setups, campaign and ad set budgets—it’s not intuitive.
Combining Telegram + Facebook
These platforms are so different that they work great together for best ROI.
For example:
– Telegram as the first touch: cheap quiz bot, lead collection, warming up.
– Facebook for follow-up: video case studies, retargeting, closing leads.
It works. Telegram gives you a cheaper entry, Facebook closes the deal with visuals and precise targeting. You get reach, ROMI, and stability.
Which platform delivers the best ROI?
Depending on the specifics of the project, a higher ROI may be found on either platform, so it is impossible to give a definitive answer.
While both Telegram Ads and Facebook Ads have their strengths, Telegram Ads provides the best ROI for businesses in specific niches. Telegram often enables more cost-effective advertising, especially for startups, crypto projects, and niche info businesses.
The ability to run ads that might be banned on Facebook, combined with high engagement, makes Telegram an attractive choice for those looking to maximize their advertising budget.
However, it’s important to note that Telegram’s limited ad formats and niche audience aren’t suitable for all businesses.
If you’re a startup, in crypto, or a niche info business—start with Telegram. If you’re building a systematic e-commerce or SaaS—definitely go with Facebook.
And if you want to play the long game and build strong marketing—combine them. Telegram and Facebook aren’t competitors; they’re partners. The key is knowing how to use them wisely.
Want to learn more about how to build a truly effective funnel in Telegram that brings 200+% ROI? Then write to us here. We’ll study your project and give you a detailed consultation!