How to Use Twitter (X) Ads to Reach Your Target Audience

How to Use Twitter (X) Ads to Reach Your Target Audience

As a Social Media Marketing Agency, we appreciate the specific nature of ad campaigns. If you are a US-based CEO, founder, or marketer, X ads provide unique opportunities to connect with your target audience in real-time. This guide will show you the data you haven’t seen before, trends we have uncovered, and some examples you can relate to. Each section offers value, so you are ready to level up your social media strategy.

Why X Ads Matter in 2025

X remains a vital ad platform despite shifts in user sentiment. It reaches around 611 million monthly active users, with Gen Z making up half of vertical video viewers analyzify.com. Users spend approximately 30 minutes daily browsing, 26% more time exposed to ads than on other platforms. This positions Twitter marketing as a high‑engagement, high‑visibility tool during live events, trending conversations, or breaking news.

Latest Stats Marketers Shouldn’t Miss

With insight from recent studies:

• Vertical video ads achieve up to 14% lower CPMs and 7× higher engagement compared to feed placements.
• X’s video engagement grew 35% year‑over‑year, while users consume 2 billion videos daily.
• AI‑driven ad targeting delivers a 10% CTR boost and 16% more conversions.
• Average CTR for X ads is 0.86%; hitting 1% puts you in the top tier.
• CPC sits near $0.58, and CPM is around $5.

These figures matter because they highlight X’s cost‑efficiency and performance strength, especially for brands using social media advertising with a goal for measurable ROI.

Inside X Ad Targeting

X offers deep ad targeting capabilities that go beyond standard options:

• Follower‑based targeting: Zero in on users following your competitors, industry leaders, or influencers.
• Behavior & conversation scenes: Reach users discussing sporting events, tech topics, or entertainment in real time.
• Tailored Audiences: Use your CRM lists or website visitors to create personalized retargeting campaigns.
• AI‑generated lookalikes: Extend your reach to users who mirror your best converters.
• Geographic precision: Target by ZIP code, city, or even during live events using location hotspots.

Combine conversation targeting (like “earnings” or “Super Bowl”) with behavioral triggers for instant relevance and higher CTR.

Types of X Ads & How to Use Them

Here’s an expanded breakdown of X ad formats and effective usage:

1. Promoted Tweets

Use compelling text with single visuals or GIFs. Remove hashtags & tags that distract. Keep messaging sharp to drive immediate clicks.

2. Promoted Video

These clips of 15-30 seconds play automatically in‑feed. They work best for storytelling, featuring product demos or customer testimonials, as studies confirm higher retention with integrated video.

3. Video/Image Website Cards

Card ads include clear CTAs like “Shop Now” or “Learn More, making them ideal for lead generation or product conversions, especially when synced with landing page themes.

4. Carousel Ads

Showcase multiple products or USPs in a swipeable format. This drives up sales by letting users choose what resonates. We’ve seen a jump in revenue by 30% using carousels for flash‑sale promotions.

5. App Cards

Include an install button to streamline mobile acquisition funnels. Data shows X users are 2× more likely to download an app after seeing one.

6. Video DM Cards

Deliver personalized messages and videos via DM. Best used to follow up intent-rich prospects, conversion rates increase when combined with exclusive offers.

7. Influencer & Promoted Account Ads

Marry an influencer’s credibility with a follower‑growth push. One tech brand boosted its audience by 20% using this dual approach compared to using influencers alone.

Campaign Optimization: From Strategy to Scale

Turning budget into results depends on a few expert moves:

      1. Set precise objectives:

• Awareness: Use vertical video or image cards.
• Consideration: lead‑driven website cards.
• Conversion: retargeted carousel or vertical video.

      2. Build layered audiences:

• Start with seed groups (recent visitors, buyers).
• Add lookalikes.
• Refine by topic interest or location.

       3. Test formats:

• Split‑test vertical vs. horizontal video, image vs. GIF.
• Use action‑oriented CTAs early in the creative.

      4. Track metrics weekly:

• Monitor CTR, CPC, CPA.
• Pause low performers. 
• Allocate more spend to high-engaging formats.

      5. Switch on AI optimization:

     X’s default “Optimized Targeting” expands reach intelligently, boosting CTR and conversions by 10%-16 % based on beta tests

      6. Time for live relevance:

     Launch ads during events, sports, earnings, and awards. Ads perform better when aligned with real-time interest spikes.

      7. Ensure brand safety:

    Pre‑approve keywords and block objectionable content. Partner with trusted DSPs to safeguard placements.

      8. Measure with X Pixel & CAPI:

     Install X Pixel and Conversion API to track actual sales, leads, and form submits for accurate campaign optimization.

Real‑Life Campaign Examples

• Flash‑sale eCommerce: Ran carousel ads plus app‑card during Twitter Spaces. Result: +35% CTR and +220% revenue spike.
• Tech‑startup launch: Promoted Video campaigns with influencer shoutouts: 150k views, 4.2% CTR, 10k email sign‑ups.
• B2B SaaS webinar: Targeted industry CRM lists with website cards: 3.5% conversion rate at $12 CPA.

These campaigns highlight the flexibility of X ads from broad awareness to niche conversions.

Best Practices Checklist

Ensure ad quality and performance by following this checklist:

• Image dimension accuracy, like 1200 × 675 px for a single visual, to avoid cropping.
• Use vertical video (9:16) for immersive placements, expect 14% lower CPM and 7× engagement.
• One CTA per ad is clear, concise, and action-oriented.
• Test multiple formats regularly, and switch winners up monthly.
• Start CTA within 3 seconds of the video for mobile viewers.
• Allocate 6-30% of your social ad budget to X ads and shift based on performance.

X Ads in Your Social Media Strategy

Integrate Twitter ads with Meta, LinkedIn, and email for a full-funnel digital advertising approach, awareness on social, engagement on X, and conversions on your site. Trigger X campaigns alongside live events or product launches for amplified impact.

Final Thoughts

Deploying Twitter ads, now X ads, gives US-based business leaders a distinct advantage. With AI-powered ad targeting, video-rich formats, and expert tips, it’s easy to generate ROI that matches or exceeds other channels.

As a Social Media Marketing Agency, we guide brands through savvy paid social campaigns, revealing hidden levers of performance, including live-event syncs and optimized targeting.

By harnessing X’s real-time ecosystem and thoughtful targeting, your competitors aren’t just catching up, they’re chasing you. Team up with a skilled Social Media Marketing Agency in Ahmedabad and let X ads fuel your next level.