X (Twitter) advertising
Stage: Be bookedX (Twitter) advertising
X ads for launches, events and real-time moments, with targeting and creative that turn reach into measurable traffic.
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Campaigns · last 12 weeks
Cost per qualified lead$34
High-intent search46%
Meta prospecting26%Retargeting14%Broad and wasted14%Qualified leads a month162Wasted spend14%Return on ad spend3.8x
Illustration. Share of monthly spend by campaign type.Trusted by partner brands
Why it matters now
Built for the moment
X works best around news, launches, live events and conversations your audience already follows. We use it where timing matters and measure it on traffic and leads, not impressions.
Then
Always-on promoImpressionsEngagementUnclear value
Spend ran all year with little link to results.Now
Key momentsTimely creativeKeyword and follower targetingTraffic and leads
Budget concentrated on launches and events, measured on what it drives.What’s included
Everything a campaign needs to scale
Six parts of every X program.
How we do it
Five steps, one owner
Part of your first 90 days. Every step has a date, an owner and something you can see.
Week 1Account and tracking auditReview structure, spend, search terms and conversion tracking, and agree targets.You get an audit with quick wins
Week 1 to 2Fix measurementSet up or repair conversion tracking, offline conversions and CRM links.You get numbers you can trust
Week 2 to 4Rebuild campaigns and audiencesRebuild what is wasting budget and launch the new structure.You get a cleaner account
Week 3 to 12Creative testsTest creative, audiences and landing pages, and move budget to what wins.You get tested winners
Every weekOptimize and reportAdjust bids, budgets and tests, and report cost per lead and revenue.You get a Monday report
What moves results
Creative is the new targeting
With automated targeting, the ad itself decides who sees it and who responds. We test new creative every week and keep the winners running.
- Step 1: HypothesisOne idea per test: hook, offer, format or audience
- Step 2: LaunchFresh creative into a test budget
- Step 3: ReadCost per lead and quality after enough spend
- Step 4: ScaleWinners get budget, losers get cut
How we measure it
Every week, tied to revenue
Spend, leads, pipeline and revenue by campaign, from X and your CRM and your CRM, in one weekly report, next to your organic search results in Surface.
Weeklybudget and bid reviews1report with paid and organicCRMleads tracked to revenue
- Cost per lead and cost per qualified lead
- Return on ad spend and revenue
- Conversion rate by landing page
- Spend by campaign against target
Your options
Four ways to run X ads
Run it in-house, use a freelancer, hire a channel specialist, or run it with your search partner.
One team, no handoffs
Twitter / X Advertising works best with the rest of search
The same team runs every service that feeds AI answers, so nothing waits on another vendor.
Questions
What people ask about Twitter / X Advertising
Is X still worth advertising on?
For some audiences and moments, yes: tech, media, finance, sports and live events. We test before committing a larger budget.
How do you protect our brand?
With placement controls, keyword exclusions and close monitoring during campaigns.
Do you create the posts?
Yes, ads and supporting posts written for the moment.
How do you measure X ads?
Website traffic, leads and sales through the X pixel, not impressions alone.
Can X ads support a launch?
Yes. Short, concentrated bursts around a launch or event usually work better than always-on spend.
What is the minimum engagement?
We work in 90-day blocks with a 6-month minimum.
The full guide · 5 min readX ads: when real-time advertising pays off
When X is the right channel, how to plan around moments and how to keep your brand safe.
- 01When X works
- 02Planning around moments
- 03Creative and targeting
- 04Brand safety
Get more from X
Talk to a partner about a review of your X campaigns and tracking.