How to advertise on X (Twitter)

• An X account. X says a business or personal account both work
• A finished profile: X suggests adding a bio, photo and link before your first campaign
• A payment method in Ads Manager. X says you're only charged when ads run
• For website sales or sign-ups: the X Pixel base code and at least one event code firing on the page your ad links to

Sources: X Business: Getting started with X Ads, checked 15 October 2026; X Business: Advertising on X, checked 15 October 2026; X Business: Website conversions campaign, checked 15 October 2026

X says campaigns can go live within minutes to hours, after review and approval.

1. Log in to ads.x.com with your X account.
2. Set your country, time zone and currency. You only set these once.
3. Add your billing information.
4. Select Create campaign.
5. Choose your objective.
6. Define your audience and set a budget and timeline.
7. Create your ad: write the copy, choose a format and upload images or video, or promote an existing post.
8. Launch, then watch results in Ads Manager and adjust.

Sources: X Business: Advertising on X, checked 15 October 2026; X Business: Getting started with X Ads, checked 15 October 2026

X campaigns are objective based: X optimises for the goal you pick and bills for actions aligned with it. Reach campaigns are charged per 1,000 impressions (CPM) and engagement campaigns per engagement (CPE). For both reach and engagement, X recommends Auto bid; Maximum bid lets you cap what you pay, and delivery stops once the daily budget is reached.

Sources: X Business: Campaign objectives, checked 15 October 2026; X Business: Reach campaign, checked 15 October 2026; X Business: Engagements campaign, checked 15 October 2026; X Business: Website conversions campaign, checked 15 October 2026

• Location: countries, regions or cities, which you can include or exclude
• Language, gender and age
• Operating system, device model and carrier
• Custom audiences, and retargeting people who saw or engaged with your past posts
• Interests, keywords and follower look-alikes
• Optimize targeting, a setting that lets X refine your audience. X recommends keeping it on

Sources: X Business: Reach campaign, checked 15 October 2026; X Business: Engagements campaign, checked 15 October 2026

• Keep it short. X says its best performing ads are 50 to 100 characters
• Give one clear message and one exit point, such as your website or your app
• Avoid @mentions where you can. X says hashtags and multiple emojis are prohibited in ads
• Use a clear call to action, such as Learn more or Order now
• Use 16:9 or 1:1 images and video, or 9:16 for vertical video ads
• Keep video under 15 seconds, show movement early, add captions and show your brand in the first 3 seconds
• Run two or more ads in each ad group so X can test them and serve the best performer

Sources: X Business: Creative best practices, checked 15 October 2026; X Business: Reach campaign, checked 15 October 2026; X Business: Engagements campaign, checked 15 October 2026

Once ads run, track results in Ads Manager: for reach, CPM, impressions and spend; for engagement, cost per engagement, engagement rate and total engagements.

• It's still in review. X approves campaigns before they go live
• Your business is in a restricted category, such as certain political or financial ads, which can need pre-approval
• The daily budget is spent, so delivery has paused until the next day
• A conversions campaign has no events coming in. Check the pixel with the X Pixel Helper and Conversion Diagnostics
• The account doesn't comply with the X Rules or Ads Policies

Sources: X Business: Advertising on X, checked 15 October 2026; X Business: Reach campaign, checked 15 October 2026; X Business: Engagements campaign, checked 15 October 2026; X Business: Website conversions campaign, checked 15 October 2026

Ads work best on top of steady organic posting. Zolyp plans, writes, designs and schedules your organic X posts, and its Friday report shows which ones people responded to, so you know what's worth putting money behind. There's a 3-day free trial, no card required.