How an EdTech Brand Reached 1 Million Users Using Telegram Ads

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We are an international programming and mathematics school that teaches children aged 8 to 17 essential IT skills. Our courses are available in over 90 countries, with a student base exceeding one million.

The unique educational platform combines innovative technologies, including real-time code checking tools, a video platform, and a learning management system.

Goals and Objectives of Promotion

For promoting educational programs on Telegram, three key objectives were defined:

⚡️Attract parents interested in supplementary education for their children.
⚡️Simplify the advertising placement process through automation.
⚡️Reduce lead cost to improve the ROI of ad campaigns.

Target audience: parents of children aged 8–17 seeking modern and affordable additional education.

An important focus was not only attracting new audiences but also optimizing ad buying. The team aimed to test various hypotheses, reduce lead cost, and simplify ad placements using automation on the Telega platform.

Why Telegram?

Telegram was chosen as the main promotion channel due to its high audience engagement and wide reach. A key advantage was the ability to deliver ads even to users with premium accounts, who can block ads on other platforms.

“Telegram proved ideal thanks to its combination of reach and engagement. With Telega platform, we automated part of the placements, significantly speeding up the process and avoiding lengthy negotiations with channel admins and complicated paperwork.”

Campaign Preparation

Before launch, careful channel selection was prioritized. Exclusive channels from the Telega.io catalog and a variety of topics were tested to identify the best audience fit for course promotion.

The main focus was on the Education category, reflecting the target audience’s interests. Channels with predominantly female audiences were selected, along with additional topics including:

Discounts and promotions
News and media
Events and announcements
Neurogames and children’s entertainment
Economics

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Campaign Launch

Ready-made ad posts were used to promote a free educational course, directing parents of children aged 8–17 to a landing page.

⚡️ Over two months, multiple campaigns ran in more than 800 Telegram channels with diverse topics.

Posts emphasized strong calls to action and urgency elements, adapted geo. Headlines mentioned specific cities to increase local relevance.

“We aimed for our ads to blend organically into selected channels, often adapting style and tone to match regional media, so posts wouldn’t stand out as ads but rather as part of the content.”

Each campaign included several posts, enabling testing across channels and scaling reach.

Results

In two months, the online school ran ads in over 800 channels.

Automation via Telega enabled:

⚡️ Faster project execution: automated processes allowed simultaneous ad launches across hundreds of channels, freeing resources for strategic tasks.

⚡️ Easier interaction with micro-influencers: convenient reports and integrations reduced bureaucracy and sped up payments.

The average cost per mille (CPM) was approximately $15, considered a good market rate. The News and Media category showed impressive reach, with up to 100,000 views per post.

“The Education category performed as expected, but we were pleasantly surprised by the effectiveness of author channels.”.

The campaign ensured a steady flow of leads and increased engagement. During testing, lead costs were initially above target, but final results met expectations.

Thus, placements in 800+ Telegram channels, automated buying through Telega.io, and testing different ad formats allowed rapid campaign scaling and achievement of lead goals.

Author channels demonstrated high efficiency due to active and loyal audiences, while working with channels of various topics expanded reach and identified new growth points.

🎓 Promoting an educational project? Check out the Telega.io channel selection in the “Education” category → [Explore the catalog]