X Ads (formerly Twitter Ads) lets you promote posts, videos and app cards in the timeline, search results, profiles and replies. Campaigns run on an auction, like other social platforms: you choose an objective, set targeting and a bid, and X shows your ads to people likely to take that action. Its strength is real-time, interest-based conversation — tech, crypto, finance, gaming, sport and news audiences that are active on the platform.
Campaign objectives
X groups objectives into awareness, consideration and conversion. The main options include reach, video views, engagement, followers, website traffic, app installs, app re-engagement and website conversions. Choose the objective that matches the event you actually want; optimising for engagement will not find buyers.
Targeting options
- Keywords: people who recently posted or searched specific terms — useful for intent.
- Follower look-alikes: people similar to followers of chosen accounts.
- Interests and conversation topics.
- Location, language, device, platform and carrier.
- Custom audiences: your lists, website visitors (via the X Pixel) and app users (via your MMP).
Keyword and follower look-alike targeting is where X differs most from other platforms: you can reach people talking about a topic right now.
Grok-powered tools
X has added AI features from its Grok model to the ads product. Since 2025, advertisers can use Prefill with Grok to draft ad copy, images and calls to action from a website URL, and Analyze Campaign with Grok to review live campaigns and suggest targeting and creative changes. Further Grok features inside Ads Manager have been reported in 2026 — check X's Ads Help Center for what is available in your account.
Treat AI-generated copy as a draft. For regulated offers you remain responsible for every claim.
Measurement
- X Pixel for website events, plus the Conversion API for server-side events.
- Mobile measurement partners (AppsFlyer, Adjust, Singular and others) for app installs and in-app events.
- Use UTM parameters and your own tracker to compare X traffic quality with other channels, since platform-reported conversions use X's own attribution windows.
Policies
X restricts or requires approval for financial services, crypto, gambling, political content, adult content and health claims, with rules that vary by country. Misleading claims and deceptive landing pages lead to disapprovals and suspensions. Brand-safety controls let you exclude sensitive content adjacency and specific accounts.
When X makes sense for performance campaigns
Good fit:
- Crypto, fintech, trading and B2B tech audiences who are active on X.
- Launches, events and time-sensitive promotions.
- App re-engagement for audiences already on X.
Weaker fit:
- Mass-market e-commerce where Meta and TikTok usually deliver lower costs.
- Offers that rely on strict brand-safety guarantees.
Run X as a measured test: one clear conversion event, a fixed budget, and comparison against your other channels in your own tracker or MMP.
FAQ
Is Twitter Ads now called X Ads?
Yes. The platform rebranded to X in 2023; the ads product is now X Ads, managed at ads.x.com.
What is Grok in X Ads?
Grok is X's AI model. In ads, it powers tools that draft ad creative from a URL and analyse running campaigns with suggestions.
Can I track app installs from X Ads?
Yes. Connect X as an integrated partner in your mobile measurement partner so installs and events are attributed and reported.
Are X Ads good for crypto?
X has a large crypto audience, but crypto advertising is restricted and requires compliance with X's policies and local laws in each target country.
Sources
- X Business — Ads Help Center (opens in a new tab)
- Search Engine Land — X launches Grok-powered ad tools (opens in a new tab)
- Social Media Today — X adds Grok-powered insights to Ads Manager (opens in a new tab)
Published 25 October 2026 by the ClickSpero Editorial Team. Platform features, fees and policies change often — check the provider’s current terms before you rely on a number. Third-party names are trademarks of their owners; no endorsement is implied.