Last updated: 29 September 2026
Results-focused Twitter Ads management for X
Twitter is now called X, but many businesses and marketers still know its advertising platform as Twitter Ads. Whatever you call it, X advertising gives brands the opportunity to reach relevant audiences, join conversations and generate measurable results through paid social campaigns.
Koozai is a paid social media agency helping businesses plan, manage and optimise Twitter advertising and X Ads campaigns around commercial objectives including leads, sales, website traffic and brand awareness.
Whether you’re already running Twitter Ads and want to improve performance, or you’re considering advertising on X for the first time, our paid social specialists can help you decide whether the platform is right for your audience and build campaigns designed around the results that matter to your business.
Twitter is now X: what does that mean for Twitter advertising?
Twitter was rebranded as X in 2023. The advertising platform is now officially associated with X, which is why you’ll see terms such as X Ads and X advertising alongside the older Twitter Ads and Twitter advertising terminology.
For businesses, the principle remains familiar: advertisers can pay to put promoted content in front of selected audiences on the platform.
Throughout this page we use both Twitter Ads and X Ads because businesses still commonly use both names when discussing advertising on the platform.
What is Twitter advertising?
Twitter advertising, now known as X advertising, is paid social media advertising that allows businesses to promote content to audiences using the X platform.
Instead of relying solely on your existing organic followers, paid campaigns can help extend your reach to other relevant users based on the targeting options available within the advertising platform.
Businesses can use Twitter or X advertising for objectives such as:
- Generating leads
- Driving website traffic
- Supporting sales and conversions
- Building brand awareness
- Promoting products and services
- Reaching relevant audience groups
- Remarketing to existing website visitors
- Promoting content and campaigns
- Testing messages with different audiences
The important question isn’t simply whether you can advertise on X. It is whether X is the right platform for your audience, objectives and budget.
Is Twitter advertising right for your business?
X won’t be the right paid social platform for every organisation.
Before recommending investment, we consider your target audience, commercial objectives, existing marketing activity and the opportunities available on the platform.
Twitter or X advertising may be worth considering if:
- Your target audiences are active on X.
- Your industry has an active community or conversation on the platform.
- You want to reach people beyond your existing followers.
- You have content, products or services that suit the platform’s audience.
- You want paid social campaigns to support lead generation or sales.
- You want to promote timely content, announcements or campaigns.
- You need another channel for reaching or remarketing to relevant audiences.
- You already advertise on X but aren’t confident your campaigns are performing efficiently.
- You want to test X alongside other paid social platforms.
If another platform offers a stronger opportunity for your audience or objective, we’ll tell you. Our aim is to allocate paid social budgets where they have the strongest commercial rationale rather than recommend a platform simply because it is available.
Our Twitter Ads and X advertising services
Twitter and X advertising strategy
Effective paid social starts with the objective, not the ad format.
We begin by understanding what your business needs the campaign to achieve and where X fits within your wider marketing strategy.
Our paid social specialists can help establish:
- Campaign objectives
- Target audiences
- Campaign structure
- Budget allocation
- Creative requirements
- Landing-page requirements
- Testing priorities
- Performance measures
This gives the campaign a clear commercial purpose before budget is committed.
Audience research and targeting
The quality of a paid social campaign depends heavily on who sees it.
Our team researches your target customers and uses the targeting options available through X Ads to build relevant audience groups.
Depending on the platform options available and your campaign requirements, targeting can consider factors such as:
- Location
- Demographics
- Interests
- Keywords and conversations
- Relevant audience characteristics
- Existing customer or website audiences
- Remarketing opportunities
We then use campaign data to understand which audiences are responding and where budgets may be better allocated.
Twitter Ads campaign setup
A well-structured account makes campaigns easier to measure, test and optimise.
Our paid social specialists can set up and structure your X advertising campaigns around your objectives, audiences and available budget.
This can include campaign creation, audience setup, ad configuration, tracking considerations and the structure required for meaningful testing.
Twitter and X ad creative
The right audience still needs a reason to stop and pay attention.
We can help develop advertising messages and creative approaches designed around your campaign objective and the way people use X.
Depending on your campaign, this can include:
- Ad copy
- Calls to action
- Creative concepts
- Image-based ads
- Video-led creative
- Multiple message variations
- Campaign-specific messaging
Rather than assuming one message will work for everyone, we can test different approaches and use performance data to guide subsequent optimisation.
Promoted posts
Paid promotion can extend the reach of your content beyond the people who already follow your account.
Promoted posts can be used to put relevant messages, content, products or campaigns in front of selected audiences.
The creative and targeting should be shaped around the campaign objective rather than simply boosting content because it already exists.
Twitter remarketing and retargeting
Not everyone who visits your website is ready to convert immediately.
Where the required data, tracking and platform functionality are available, remarketing can help you reconnect with relevant audiences who have previously interacted with your business.
This can allow X to form part of a wider multi-touch customer journey rather than operating as an isolated advertising channel.
Campaign testing
Paid social performance improves when decisions are based on evidence rather than assumptions.
We can build structured testing into your campaigns to compare variables such as:
- Audience groups
- Advertising messages
- Creative approaches
- Calls to action
- Campaign structures
- Landing pages
Tests should have a clear purpose. We use the resulting data to understand what is contributing to performance and where changes may be worthwhile.
Twitter Ads management and optimisation
Launching a campaign is only the beginning.
Our paid social specialists monitor performance and make ongoing optimisation decisions based on your agreed objectives.
Depending on the campaign, this can include reviewing:
- Budget allocation
- Audience performance
- Ad performance
- Creative performance
- Click-through rates
- Conversion performance
- Cost per lead
- Cost per acquisition
- Return on advertising spend
The metrics that matter will depend on what the campaign is supposed to achieve.
Twitter Ads reporting
Reporting should explain what happened, why it matters and what we recommend doing next.
We measure campaigns against the objectives agreed at the start and use those results to inform future optimisation.
Where the necessary tracking is available, we focus on meaningful commercial outcomes rather than treating impressions or engagement as the final measure of success.
What can Twitter Ads be used for?
Lead generation
X Ads can be used as part of a paid social lead-generation strategy where the platform provides access to a relevant audience.
We consider the entire journey from audience targeting and advertising message through to the landing page and conversion point.
Sales and conversions
For businesses selling products or services online, campaigns can be designed around conversion objectives where appropriate.
Performance should ultimately be judged against commercially relevant measures rather than engagement alone.
Website traffic
Twitter advertising can put content, product pages and commercial landing pages in front of selected audiences and encourage relevant users to visit your website.
We look beyond the click itself and, where tracking allows, analyse what those visitors do after reaching your site.
Brand awareness
X can help put your brand in front of audiences who may not already know your business.
For awareness campaigns, we can consider reach and engagement alongside the wider role the activity plays in your marketing strategy.
Content promotion
If you’ve invested in useful articles, research, guides, campaigns or other content, paid promotion can help extend its reach to relevant audiences.
This can complement your wider content marketing and Digital PR activity.
Remarketing
X can potentially provide another touchpoint for audiences who have already encountered your business elsewhere.
This can be particularly useful when the buying journey involves multiple interactions before somebody is ready to enquire or purchase.
How our Twitter Ads management process works
1. Understand your objectives
We start with what you need paid social to achieve.
That could mean leads, sales, revenue, website traffic, brand awareness or another measurable business objective.
We also consider your margins, customer journey, audience and wider marketing activity so that campaign targets are grounded in the reality of your business.
2. Evaluate the X advertising opportunity
We assess whether X offers a credible opportunity to reach the audiences relevant to your objective.
If the audience or opportunity is stronger elsewhere, we can consider X alongside other paid social platforms.
3. Build the campaign strategy
We define the audiences, campaign structure, budget, creative requirements, landing-page journey and measurement approach.
This gives us a clear framework for launching and testing activity.
4. Create and launch campaigns
Our specialists build the campaigns and advertising variations required for the agreed strategy.
We aim to give testing enough structure to produce useful evidence rather than continually changing campaigns without learning from the results.
5. Measure and optimise
Once campaigns are running, we analyse performance and make optimisation decisions based on the data.
This could involve adjusting budgets, audiences, creative, messaging or other campaign variables.
6. Report and refine
We report against the objectives that matter to your business and explain what the performance data is telling us.
Those findings then inform the next stage of campaign activity.
Twitter Ads as part of a wider paid social strategy
X doesn’t exist in isolation.
Your potential customers may encounter your business across several social platforms, search engines and other digital channels before converting.
Koozai manages paid social campaigns across platforms including X, Facebook, Instagram, LinkedIn and Pinterest.
Our paid social media services are built around the fact that each platform has different audiences, behaviours, advertising formats and strengths.
We don’t simply duplicate the same campaign everywhere. We consider which platforms make sense for your audience and how they should work together.
Twitter Ads and Paid Search
Twitter Ads are a form of paid social advertising, not Paid Search.
The distinction matters because the channels usually reach people in different contexts.
Paid Search can reach people actively searching for relevant products, services or information. Paid social platforms such as X can help businesses reach selected audiences based on the targeting options available on the platform, including people who may not currently be searching for the business.
Used together, paid search and paid social can support different stages of the same customer journey.
Koozai’s paid media specialists can consider both channels as part of a joined-up strategy, helping align audiences, messaging, landing pages and remarketing activity.
Twitter Ads and organic social media
Paid and organic social media can also support one another, but they perform different roles.
Organic social media focuses on the content and conversations you build through your own social presence. Paid social allows you to put advertising in front of selected audiences beyond your existing organic reach.
If you need support beyond advertising, our social media marketing services can help with areas including social strategy and content creation.
Why choose Koozai as your Twitter advertising agency?
Paid social expertise
Twitter advertising is managed as part of Koozai’s specialist paid social offering.
Our approach focuses on matching platforms, audiences, creative and budgets to commercial objectives rather than treating social advertising as a simple exercise in generating reach.
Digital marketing experience since 2006
Koozai has been helping businesses improve their digital marketing since 2006.
We’ve worked with hundreds of brands across sectors including automotive, travel, ecommerce, healthcare, finance, technology and professional services.
Commercial objectives first
We want to understand what a campaign needs to achieve before recommending how it should be built.
That means establishing the relevant measures of success at the beginning, whether those are leads, sales, revenue, cost per acquisition, return on ad spend, traffic or awareness.
Platform-specific strategies
The audience using X is not necessarily the same as the audience you’ll reach through LinkedIn, Instagram or Facebook.
Our paid social approach recognises those differences and develops campaigns around the characteristics and opportunities of each platform.
Testing and optimisation
We build campaigns around testing and evidence.
Audience groups, messages and creative approaches can be compared so that optimisation decisions are informed by performance rather than personal preference.
Paid social that works with other channels
Koozai also has specialists across Paid Search, SEO, content marketing and Digital PR.
That means we can consider how X Ads fit into the wider customer journey rather than treating them as an isolated source of clicks.
Our paid social work
Koozai has managed paid social campaigns for businesses across a range of sectors.
Our work with Holdcroft Motor Group brought paid social activity together with commercial sales objectives across multiple dealership locations.
“These fantastic results required careful attention from both Koozai and Holdcroft, but together we smashed the brief and are delighted at what we achieved as a team.”
Our wider paid media work focuses on the same principle: advertising should contribute to meaningful business outcomes rather than simply generate visibility.
Explore Koozai’s paid social services
Frequently asked questions about Twitter Ads and X advertising
Is Twitter now called X?
Yes. Twitter was rebranded as X in 2023. You’ll therefore see the advertising platform described using terms including X Ads and X advertising, although many businesses and marketers still refer to it as Twitter Ads or Twitter advertising.
Are Twitter Ads now called X Ads?
Yes. Following Twitter’s rebrand to X, paid advertising on the platform is now commonly referred to as X Ads. However, the term Twitter Ads remains widely recognised, so throughout this page we use both names to make it clear that they refer to advertising on the same platform.
What are Twitter Ads?
Twitter Ads, now known as X Ads, are paid advertisements shown to users of the X platform. Businesses can use paid campaigns to reach audiences beyond their existing organic followers and support objectives such as website traffic, leads, conversions, content promotion and brand awareness.
How does Twitter advertising work?
Businesses create paid campaigns through the X advertising platform, selecting a campaign objective, audience, budget and advertising creative. Ads are then delivered according to the campaign settings and the platform’s advertising system. Performance can be measured and campaigns optimised based on the resulting data.
What can you advertise on Twitter or X?
Businesses can use X Ads to promote products, services, content, campaigns, events and other relevant commercial messages, subject to the platform’s current advertising policies. The appropriate approach depends on your objective, audience and offering.
Can Twitter Ads generate leads?
Twitter or X advertising can form part of a lead-generation strategy where the platform provides access to a relevant audience. Successful lead generation depends on more than targeting alone, so we also consider the advertising message, creative, offer, landing page and conversion journey.
Can Twitter Ads drive sales?
X Ads can support sales and conversion objectives where the platform, audience and proposition are appropriate. We recommend judging campaigns using commercially relevant measures such as conversions, cost per acquisition and return on advertising spend where suitable tracking is available.
Can I target specific audiences with Twitter Ads?
X provides audience-targeting options for advertisers. The exact targeting features available can change over time, but campaigns may be able to use factors such as location, demographics, interests, conversations and existing audience data. Koozai builds targeting around your campaign objectives and the options currently available through the platform.
Can you retarget website visitors on X?
Where the appropriate tracking, audience data and platform functionality are available, X can be used as part of a remarketing strategy to reach relevant people who have previously interacted with your business. We assess the available setup and privacy requirements before recommending a remarketing approach.
How much do Twitter Ads cost?
There isn’t one fixed cost for advertising on X. Campaign costs depend on factors such as your audience, objective, competition, bidding, creative and budget. Koozai will discuss your commercial objectives and available budget before recommending an appropriate campaign approach.
How much should I spend on Twitter Ads?
The right budget depends on your objectives, audience size, commercial model and the level of data needed to evaluate performance. Rather than applying the same minimum budget to every business, we consider what the campaign needs to achieve and whether the available investment gives it a realistic opportunity to do so.
Are Twitter Ads worth it?
Twitter or X Ads can be worthwhile when the platform provides access to an audience relevant to your business and campaigns can be measured against meaningful objectives. X will not be the right advertising platform for every organisation, which is why we assess the audience and commercial opportunity before recommending investment.
What is the difference between Twitter Ads and promoted posts?
Promoted posts are one way of using paid advertising to increase the distribution of content on X. A broader X advertising strategy can involve multiple campaigns, audiences, creative approaches and objectives rather than simply paying to increase the reach of an individual post.
Are Twitter Ads Paid Search or Paid Social?
Twitter Ads are Paid Social. Paid Search advertising appears within search advertising environments and typically targets users based on active searches. Twitter or X advertising reaches users through a social platform using the targeting options available within that platform. Koozai offers both Paid Social and Paid Search services.
What is the difference between Twitter Ads and Facebook Ads?
X and Facebook are different social platforms with different audiences, behaviours, advertising environments and targeting options. The right choice depends on where your customers are, what you’re promoting and what you want the campaign to achieve. Koozai can assess platforms individually or as part of a wider paid social strategy.
What is the difference between Twitter Ads and LinkedIn Ads?
LinkedIn is built around professional identities and B2B networking, while X is structured around real-time public conversations, interests, communities and content. This can make the platforms suitable for different audiences and objectives. If you’re targeting professional or B2B audiences, our LinkedIn advertising specialists can help determine whether LinkedIn, X or a combination of platforms is more appropriate.
Can Koozai manage our existing Twitter Ads account?
Yes. If you’re already advertising on X, we can review your existing campaigns, targeting, creative, account structure and performance before recommending what should happen next. We can then provide ongoing campaign management and optimisation where appropriate.
Can Koozai set up Twitter Ads from scratch?
Yes. If you’re new to X advertising, we can help plan and set up campaigns from the beginning. We’ll first establish your objectives, audience, budget, creative requirements and measurement approach before launching activity.
How do you measure Twitter Ads performance?
Performance should be measured against the objective of the campaign. Depending on your goals and tracking setup, that could include website traffic, leads, conversions, cost per lead, cost per acquisition, return on advertising spend, reach or other relevant measures. We agree the important metrics before evaluating campaign performance.
How long does it take for Twitter Ads to work?
There isn’t a universal timeframe because performance depends on factors such as your objective, audience, budget, creative, offer and customer journey. Campaigns also need enough useful data before meaningful optimisation decisions can be made. We’ll set expectations according to the specific campaign rather than promise an arbitrary timeframe.
Explore our other paid social advertising services
Paid Social Media Advertising
Build a joined-up paid social strategy across the platforms most relevant to your audiences and commercial objectives.
LinkedIn Advertising
Reach professional and B2B audiences using LinkedIn’s professional targeting and advertising formats.
Instagram Advertising
Reach relevant audiences through visual paid social campaigns on Instagram.
Paid Search
Reach potential customers who are actively searching for relevant products, services and solutions.
Social Media Marketing
Develop your wider social media strategy, content and organic presence alongside paid social advertising.
Ready to improve your Twitter Ads?
Whether you call them Twitter Ads or X Ads, what matters is whether the platform can help your business reach the right people and generate meaningful results.
If you’re already advertising on X, we can review your current activity and identify opportunities to improve it. If you’re starting from scratch, we’ll help determine whether X belongs in your paid social strategy and build the campaign around your objectives.
Get in touch with Koozai or call 0330 353 0300 to discuss your Twitter advertising requirements.
Taking leads into fifth gear with social media for the UK’s largest vehicle retailing group
Growing leads with PPC for a leading artificial grass brand
These fantastic results required careful attention from both Koozai and Holdcroft, but together we smashed the brief and are delighted at what we achieved as a team.
Kelly-Anne CreanHoldcroft Account Manager
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Call us on 0330 353 0300, email info@koozai.com or fill out our Contact Form.
