Telegram Ads for Real Estate: Selling a 2-Hectare Land Plot

Case study: a client needed to sell a 2-hectare land plot. Traditional marketing channels produced no results. Spilno Agency ran Telegram Ads on a €500 budget — generating 18 enquiries, 11 of which were qualified leads, with a CPC of just €0.36.

About the Client and the Challenge

The client is the owner of a 2-hectare land plot in Ukraine. The goal: find a buyer through digital channels. Previous marketing efforts — Meta targeting and listings on real estate platforms — produced no qualified enquiries.

Together with the client, we decided to test Telegram Ads — a relatively new advertising channel that competitors in the agro and real estate niche had not yet adopted. Target audience: entrepreneurs and investors who follow business, agro-industry, and real estate channels.

Test advertising budget: €500.

Why Telegram Ads for Real Estate?

Telegram is one of the largest messengers in Ukraine, with over 20 million active users. The agribusiness and real estate channel audience is particularly affluent and far less saturated with advertising than Meta or Google Display.

Key advantages of Telegram Ads for land plots and real estate:

1. Precise channel targeting. Show ads to subscribers of specific agro and business channels — an already interested audience.
2. Low competition. Telegram Ads for real estate is still a new tool, so CPM is lower than on Google or Meta.
3. Native ad format. The ad looks like a regular channel post — no intrusive banners.
4. Direct contact. Traffic can be sent directly to a manager’s Telegram account, removing friction for the potential buyer.

Targeting Options in Telegram Ads

Telegram Ads offers 8 targeting types for flexible audience configuration:

• By channel topic — business, agro, real estate, news, and more. 41 topics available at the time of publication.
• By channel language — unlimited number of languages.
• By phone number — any +380 number to reach users in Ukraine.
• By specific channel audience — any public channel.
• By channel list — up to 100 channels at once (or exclusions).
• By region — determined by IP address.
• By device type — iOS, Android, Desktop.
• By interface language — the language set in the user’s Telegram app.

For this case study, the primary targeting was: agro-industry and business channels, Ukrainian language, region — Ukraine.

Where to Send Traffic from Telegram Ads

Telegram Ads supports 5 ad destination types:

1. Website — external link to any page.
2. Telegram channel — link to a public channel.
3. Telegram bot — automated enquiry handling via a bot.
4. Mobile app — app promotion with iOS/Android tracking.
5. Account or business profile — direct link to a manager’s personal account.

In this case study, traffic was directed to the manager’s personal Telegram account — this minimises steps for an interested buyer and speeds up communication.

Campaign Setup and Launch

Registering the ad account via the official Telegram representative in Ukraine (with all taxes paid locally) took 5 days. Campaign preparation and configuration took another 2 days. Total time from start to launch: 7 days.

Telegram Ads operates on a CPM model — cost per 1,000 impressions. The minimum CPM at launch was €0.005 (0.5 euro cents). Actual CPM varies depending on targeting settings and competition in the selected channels.

The Spilno Agency team created 5 campaigns with different targeting setups to identify the most effective audience segment:

1. Agro-industry channels (topic targeting)
2. Business and investment channels (topic targeting)
3. Specific listed agro channels (up to 100)
4. Real estate and land-related channels
5. Combined: business + region (Ukraine)

Campaign Results

For context: in real estate and land sales, a CPL of €45–50 for a qualified enquiry is highly competitive, given that the average transaction value for land plots starts at €30,000+.

Results Analysis and Key Takeaways

1. Telegram Ads works for agro and real estate niches. The target audience — entrepreneurs and investors — is active in agro and business Telegram channels.
2. CPC €0.36 is an excellent result. For comparison, Google Search CPC for real estate typically runs €2–8.
3. Click-to-enquiry conversion ~1.3% (18/1,387). Acceptable for a cold audience with no prior brand awareness.
4. Enquiry-to-qualified conversion — 61% (11/18). This confirms the targeting accuracy: the audience was genuinely interested.
5. Best-performing segment: agro-business channels with specific channel list targeting delivered the lowest CPL.

The channel passed the test. With a doubled budget of €1,000/month, the projected number of qualified leads is 20–25 per month.

Checklist: Telegram Ads for Real Estate and Land Sales

1. Identify target channels. Create a list of agro, business, or investment channels where readers are likely to be interested in buying.
2. Set a minimum test budget of €500. This gives you enough data to evaluate performance.
3. Direct traffic to a Telegram manager account. For real estate, direct contact converts better than a landing page.
4. Launch 3–5 campaigns with different targeting. Don’t rely on a single audience segment — compare results.
5. Monitor budget allocation daily. Redistribute budget to campaigns with the lowest CPL.
6. Track lead quality separately. Distinguish between all enquiries and qualified ones — critical for high-ticket niches.
7. Allow 5–7 days for account registration. Plan this into your campaign timeline.
8. After testing, scale the best-performing segment. Increase budget gradually — by 50% every two weeks.

Which Industries Work Well with Telegram Ads

Telegram Ads is effective beyond real estate. Other niches with proven results:

• Agribusiness — machinery, seeds, fertilisers, agro-consulting services
• B2B services — legal, financial, logistics
• Education and courses — where subject-specific channels exist
• Crypto and investments — one of Telegram’s most active segments
• Media and personal brands — channel subscriber growth

Frequently Asked Questions

How much does it cost to launch Telegram Ads?

The minimum recommended test budget is €500. The minimum CPM is €0.005 (0.5 euro cents), but actual costs depend on competition in your selected channels. For a meaningful test with reliable data, we recommend a budget of €500–1,000.

How quickly can you see results from Telegram Ads?

Account registration takes 5 days; campaign preparation takes 2 more. First clicks and enquiries arrive within the first days after launch. A full test on a €500 budget typically completes in 2–4 weeks.

Is Telegram Ads suitable for selling land plots and agro real estate?

Yes — and this case study proves it. The agro and business channel audience in Telegram is active and financially capable. With the right targeting (specific channels + agro topic + Ukraine region), CPL for land plots can reach €27–50, which is competitive for a high-ticket asset class.

Can you send Telegram Ads traffic directly to a manager’s account?

Yes, Telegram Ads supports directing traffic to a personal account or business profile in Telegram. For real estate, this is often the most effective option: an interested buyer can ask questions immediately, without visiting a website or filling out a form.

How do you measure lead quality in Telegram Ads?

We recommend distinguishing between total enquiries (everyone who messaged the manager) and qualified leads (those with genuine purchase intent). In our case, 61% of enquiries (11 out of 18) were qualified. Tracking quality requires only a simple log in a CRM or Google Sheets.