Advertising on X (formerly Twitter) has long held a special appeal for businesses. Unlike many other social platforms, X thrives on immediacy and real-time interaction. A well-timed post during a cultural moment, product launch, or breaking news cycle can generate visibility far beyond what traditional advertising channels typically allow. Brands are drawn to the idea that, in the span of a few hours, their content can ride a trending hashtag, spark conversation, or even go viral.
This immediacy, combined with relatively low entry costs, has made X ads an attractive option for companies of all sizes—from startups testing the waters of digital promotion to global enterprises looking to complement larger media campaigns. On paper, the promise is compelling: precise audience targeting, scalable budgets, and a global user base that consumes and shares content at lightning speed.
But beneath the shiny surface of impressions, clicks, and engagement rates lies a more complicated story. Many advertisers, after their first few campaigns, quickly discover that the numbers don’t always translate into meaningful outcomes. A tweet might rack up thousands of impressions but yield only a trickle of clicks. A promoted post may generate “engagement,” but much of it could come from bots, inactive users, or irrelevant accounts. For many businesses, the excitement of running their first campaigns is soon replaced by frustration when the ROI doesn’t match expectations.
In short, while X offers unique opportunities, it also carries hidden pitfalls that can quietly drain ad budgets. Understanding these challenges—and learning how to navigate them—is the key to turning X advertising from a gamble into a reliable growth engine.
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Altug Altug
The Reality of X Advertising Costs
Recent survey data offers a revealing snapshot of how businesses approach advertising on X:
- 61% of businesses pay $0–$4 per follower when running promoted account campaigns.
- 54% spend $0.26–$1.50 per action on promoted posts—covering clicks, likes, replies, and retweets.
- 53% invest between $101 and $500 per month in X advertising, positioning it as a modest but consistent line item in their budgets.
- 51% dedicate 6%–30% of their total ad spend to X, showing that while it rarely dominates strategy, it remains a meaningful piece of the mix.
- And importantly, 60% of businesses report being satisfied with ROI, suggesting that X delivers, at least on the surface, a level of value comparable to other digital channels.
Taken together, these figures paint a picture of a platform that is affordable, accessible, and reasonably effective for a majority of advertisers. The entry costs are low enough to attract small and medium-sized businesses, while the performance benchmarks provide enough justification for larger brands to keep X ads as a regular, if secondary, component of their digital strategy.
But numbers in isolation can be misleading. Averages smooth over the outliers—and in digital advertising, outliers often carry the most important lessons. While costs per follower and per action look manageable, and while ROI satisfaction seems respectable, many businesses quietly discover a painful truth after running their campaigns: cheap reach doesn’t necessarily mean valuable reach.
This is the hidden trap of X ads. Impressions can be inflated by bots, clicks can come from irrelevant or low-quality accounts, and engagement may look good on paper while failing to deliver actual business results. Reach without relevance is empty. The real question isn’t how much exposure you buy—it’s whether that exposure connects with the right audience.
The Mirage of Cheap Impressions
For months, I played the game the way everyone else did. I wrote threads, launched polls, tested witty one-liners, even ran promoted campaigns. My impressions looked great—sometimes thousands of people saw my posts. But the engagement was hollow.
- A thread I labored over received just a handful of likes.
- Polls barely got 1–2 votes.
- Links to my blog posts went almost entirely unclicked.
At first, I blamed the algorithm. Maybe shadowbanning. Maybe bad luck. But then I realized something more unsettling: my tweets weren’t reaching the right audience at all.
X Ads algorithms, like most social platforms, optimize for reach and cost efficiency. If you select broad targeting, your ad is delivered to the lowest-cost impressions that meet the criteria. And who are the cheapest audiences? Bots, fake accounts, and inactive users.
Some estimates suggest that 15–20% of X accounts are fake or automated, and in certain industries—finance, crypto, and others—only 5% of engagements may come from real humans. That means a significant chunk of ad spend goes toward non-humans, inflating metrics while draining budgets.
I learned this firsthand:
- Without filters: $100 budget → 25 clicks → 1–2 real people. Effective cost per real click: $80.
- With Circleboom hyper-targeting: $100 budget → 150 clicks → 150 real people. Effective cost per real click: $0.66.
That’s a 99.2% drop in cost per real user.
You can read a real case in which you can find the real applied tactics to decrease the costs of advertising on X. Here is a full-fledged guide to live the experience of an advertiser on X and learn how to publish cheap ads with high targeting!
Kevin O. Frank
Why Circleboom Changed the Equation
The turning point came when I started using Circleboom, an official X Enterprise Client. Unlike Ads Manager, which pushes campaigns toward the broadest (and often cheapest) audiences, Circleboom is designed to help advertisers cut through the noise.
Here’s how it helped:
- Search Tool: I could filter by keywords, hashtags, bios, activity, and location. Instead of chasing generic “interests,” I targeted real users who had tweeted about my topic within days.
- Bot & Fake Removal: Circleboom automatically analyzes accounts and remove bots, inactive users, and newborn (bulk-created) accounts.
- Export Followers Tool: I could export IDs of verified, active accounts into X Ads Manager, ensuring my campaigns targeted people who were genuinely relevant.
- Resurfacing & Timing Tools: By auto-retweeting posts at intervals when my audience was actually online, Circleboom multiplied impressions without extra ad spend.
- Analytics + AI Agent: Weekly analysis let me identify top-performing tweets, then regenerate fresh variations of them to keep content alive longer.
In short: Circleboom gave me precision where Ads Manager gave me averages.
The Bigger Picture: Why This Matters
The difference between an $80 cost per real click and a $0.66 cost per real click isn’t just accounting—it’s survival. For small advertisers with limited budgets, burning $100 for one genuine visitor is devastating. But spending the same $100 for 150 real people? That’s transformative.
This is why the myth of scale is so dangerous. Many advertisers still believe that more impressions equal success. But the reality is clear: a small, engaged audience outperforms a massive, silent one every time.
- A marketing agency should attract founders, marketers, and entrepreneurs—not random spam accounts.
- A crypto trader should be reaching traders and blockchain enthusiasts—not recipe-sharing hobbyists.
- A personal brand should grow with active followers who connect with their story—not dormant accounts that haven’t logged in for years.
It’s not about how many people see your ad. It’s about whether the right people see your ad.
Conclusion: A New Definition of Growth
The data shows that most businesses treat X as a secondary ad channel, allocating modest budgets but still expecting decent ROI. And while costs per follower or per action seem low, the hidden tax of bots and irrelevance is what makes campaigns underperform.
What Circleboom proves is that growth isn’t about bigger numbers.
- Growth = higher density of active followers.
- Growth = ads shown only to real people who care.
- Growth = making every dollar work harder by eliminating noise.
The transformation is both simple and profound: stop paying for impressions, and start paying for relevance.
That’s how you cut ad costs by 99% and finally turn X Ads from a leaky bucket into a true growth engine.
