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X AdsJoin the conversation while it's live.

Campaigns that join the conversation your audience is already having on X.

Discuss X Ads See how it works
  • Promoted Posts
  • Keyword & Conversation Targeting
  • Follower Lookalikes
  • Website Traffic

01 Conversation, content & workflow

Pick a goal. See the conversation it joins.

On X, timing and context matter as much as targeting. Choose a campaign goal to see the post, the replies it invites, how it's targeted and the workflow behind it.

Example Brand @examplebrand · Promoted

Launch day: our new release is live. Three things changed — thread below.

Reply

Finally — been waiting for the second one.

Reply

Does this work with the older version?

Targeting
Interests: tech & softwareFollower lookalikes of industry accountsEvent keywords during launch week
Workflow
  1. Plan around the launch moment
  2. Prepare the thread and visuals in advance
  3. Promote the opening post at launch
  4. Answer replies in real time
  5. Report on reach and engagement quality

Illustrative posts for a fictional brand — not client content or engagement.

02 Formats

Formats for a real-time feed.

Every X format sits inside the timeline. Select one to see how it appears and what it needs.

@examplebrandSponsored

Launch day: our new release is live. Three things changed 🧵

Post image
Illustrative mock-up

Promoted post

A regular post, promoted to a chosen audience.

Best for
Joining conversations and driving engagement or clicks.
What it needs
  • A post that reads like the brand's voice
  • A strong visual
  • A team ready to reply

03 Conversion journey

From conversation to customer.

Select a stage to see how a promoted post turns into a measurable outcome.

Engagement quality and on-site actions feed back into keywords, topics and the next post.

Stage 1 of 6

Conversation

Find where your audience is already talking.

  • Keyword and topic research
  • Event and launch moments
  • Accounts your audience follows

04 Strategy to launch

Planned in advance. Run in real time.

X moves fast, so preparation is what makes real-time execution possible.

  1. Audit & setup

    X Pixel, conversion events and account access checked and set up.

    Output Verified X Pixel

  2. Conversation map

    Keywords, topics, accounts and moments your audience engages with.

    Output Conversation & keyword targeting map

  3. Content plan

    Posts, threads and visuals planned around launches and live moments.

    Output Content plan

  4. Creative

    Promoted post creative written in the brand's voice, with visuals and video.

    Output Promoted post creative

  5. Launch & engage

    Posts promoted at the right moment, with replies handled in real time.

    Output Launch & reply plan

  6. Optimise & report

    Budget shifted toward the conversations that convert, reported monthly.

    Output Monthly performance report

05 Alignment

Conversation, post and page — one thread.

A promoted post should feel like part of the conversation it appears in. Compare aligned and misaligned versions.

Conversation / keyword

People discussing the new release

Repeats the intent
Promoted post

Our release is live — three things changed

Repeats the intent
Landing page

Release notes and what's new

Repeats the intent

Why this works: The post speaks directly to what people are already talking about, and the page continues it.

Illustrative examples — fictional businesses, not client work.

06 Measurement

Engagement that leads somewhere.

Likes are easy to count and easy to misread. Select a metric to see what it tells you.

Report anatomyIllustrative layout · no account data
ImpressionsEngagementsLink clicksConversions
Reading the report

Engagement rate

Engagements ÷ impressions

Question it answers
Whether the post resonates in the timeline.
Watch out for
Controversy can drive engagement that doesn't help the brand.

07 Deliverables & onboarding

What you get, and how we get started.

A clear scope from day one, and a phased start so nothing goes live before tracking and approvals are in place.

What you get

  • X Pixel and conversion setup
  • Conversation and keyword targeting map
  • Content plan around key moments
  • Promoted post creative
  • Launch and reply plan
  • Monthly performance report
  1. Phase 1

    Setup & mapping

    We handle

    • Set up the X Pixel and events
    • Map conversations and keywords
    • Agree goals

    We need from you

    • X Ads account access
    • Brand voice guidance
    • Upcoming launches and events
  2. Phase 2

    Plan & create

    We handle

    • Plan content around moments
    • Write and design posts
    • Prepare the reply plan

    We need from you

    • Approve posts and tone
    • A contact for real-time questions
    • Product details
  3. Phase 3

    Run & refine

    We handle

    • Promote at the right moments
    • Optimise targeting
    • Report monthly

    We need from you

    • Help with replies needing expertise
    • Feedback on results
    • Monthly review

08 FAQ

X Ads questions, answered.

Is X right for our brand?

It suits brands whose audience follows news, launches, events or industry conversation in real time. We check during setup whether your audience is active there.

How is X managed with LinkedIn?

For B2B, X often runs alongside LinkedIn using the same targeting logic — LinkedIn for precise role targeting, X for faster-moving conversation.

Who replies to comments?

We plan a reply approach with you in advance and can handle routine replies; questions needing product expertise are passed to your team.

What does an X campaign need from us?

Account access, brand voice guidance, and visibility of upcoming launches or events — timing is a big part of what makes X work.

Ready

Ready to grow with X Ads?

Tell us where you're stuck — we'll map the fastest path forward.

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