When it comes to token presales, they can either be a great success or a flop, and surprisingly, the token itself often isn’t the deciding factor. What truly matters is how the token is presented during the presale and how effectively it’s advertised to the target audience.

One advertiser understood this well, which is why he chose to leverage Telegram Ads, a powerful yet often underutilized tool for reaching highly engaged audiences. Over just 20 days, the campaign generated more than 900 conversions while maintaining a low acquisition cost.

Once users became familiar with the project, they were directed to the presale site, significantly increasing the likelihood of purchase. The outcome was clear: a low CPA of $5.80 and a highly efficient conversion path.

So, how did it all pan out?

Engaging users through a Telegram group

The idea behind the first strategy was to create a sense of community and familiarity with the token early on, without being pushy. The advertiser did this by directing traffic to a dedicated Telegram group.

The move was simple but effective. It gave potential buyers the opportunity to connect with one another, ask questions, learn about the token, and build excitement organically. It created a genuinely community-driven environment.

With this approach, the advertiser was able to “warm up” the users. They built trust and sparked interest in the token before delivering the actual sales pitch.

Directing traffic to the token presale website

Once the token had gained some familiarity and excitement was building, it was time to move on to the second strategy—a more direct approach. The advertiser now focused on sending users straight to the presale website with the goal of converting them into buyers.

This phase of the campaign targeted users who had already interacted with the community and were more likely to make a purchase. Ads were tailored specifically for this warmed-up audience and directed them directly to the presale site.

Creatives and community engagement

The success of this campaign wasn’t based solely on targeting or specific traffic strategies. It was also heavily influenced by the creative approach and the strength of community engagement within the Telegram group.

The role of ad creatives

The ad creatives were designed to reinforce the token’s branding and messaging, ensuring consistency across both traffic strategies. By using matching visuals and clear, concise messaging, the advertiser built strong brand recognition, making it easier for users to identify and connect with the token.

  • Consistent branding: Visual consistency across both phases of the campaign helped solidify the token’s identity within the Telegram ecosystem. This made the token more recognizable and trustworthy.
  • Engaging messaging: The ads highlighted the token’s value proposition and encouraged users to first engage with the community, building interest and excitement before any call to action.
  • Clear call-to-action: Each ad included a direct and compelling call to action, prompting users to either join the Telegram group or visit the presale site, depending on where they were in the funnel.

By maintaining a clear and consistent brand presence, the campaign made it easier for potential buyers to see the token’s value and take action—whether by joining the community or making a purchase.

Community engagement in the Telegram group

The Telegram group played a key role in building trust with potential buyers. Before directing users to the presale site, the advertiser gave them a chance to learn more about the token in a low-pressure, community-driven setting.

The group created an environment where users could interact, ask questions, and share thoughts with others who were also interested. This community-first approach helped build credibility, spark enthusiasm, and ultimately drive more conversions.

Performance analysis

It’s clear that both strategies have their merits, but we can’t determine which one is more effective just because it makes sense from an advertising perspective. To truly evaluate their success, we need to look at the results and compare the metrics for each approach.

The first strategy: Sending traffic to the Telegram group

The first strategy focused on building community engagement and trust before encouraging users to purchase the token. Below are the key performance metrics:

  • Budget spent: $5,450
  • Total clicks: 728,000
  • Cost per click (CPC): $0.0075
  • New Telegram subscribers: 38,300
  • Conversions (token purchases): 940
  • Cost per acquisition (CPA): $5.80
  • Target regions: CIS countries, Europe, Asia, LATAM

The strategy proved to be highly cost-effective. With a modest budget of $5,450, the campaign generated over 728,000 clicks, resulting in 940 conversions at a CPC of just $0.0075.

The CPA of $5.80 shows that the advertiser spent under $6 to acquire each customer—an impressive result for a token presale campaign.

By prioritizing trust and community before making a sales pitch, this strategy established a more organic conversion funnel. It led to higher-quality leads and lower acquisition costs.

Additionally, the 38,300 new Telegram subscribers created a strong foundation for ongoing engagement and future marketing efforts.

The second strategy: Sending direct traffic to the token presale website

This strategy focused on driving immediate conversions by sending users directly to the token presale website. Below are the key performance metrics:

  • Budget spent: $9,600
  • Total clicks: 1,080,000
  • Cost per click (CPC): $0.0089
  • Conversions (token purchases): 406
  • Cost per acquisition (CPA): $23.64
  • Target regions: CIS countries, Europe, Asia, LATAM

While still effective, the second was less cost-efficient. With a higher budget of $9,600, the campaign generated over 1,080,000 clicks but only 406 conversions, leading to a CPC of $0.0089. The CPA of $23.64 was significantly higher than the first strategy, meaning it cost nearly four times as much to acquire each customer.

This strategy was more direct but lacked the engagement phase that the first benefited from. Users who were sent directly to the presale site were likely less familiar with the token and its value, leading to fewer conversions at a higher cost.

Summing up

From the comparison, it’s clear that the first strategy was far more cost-efficient, generating more conversions at a significantly lower CPA. The lower acquisition cost and higher conversion volume underscore the importance of community engagement in regard to the Telegram Ads format.

While the second strategy still generated results, it wasn’t as optimized as the first, which proves that a well-thought-out conversion funnel and community-driven approach can significantly reduce costs while boosting conversions.

For advertisers looking for fresh scaling opportunities with highly engaged traffic, PropellerAds’ Telegram Ads format is definitely worth checking out. It offers a powerful platform for not only driving conversions but also fostering a loyal audience.