Effective Guide to X Advertising: How to Run X (Twitter) Ads

The Rise of Twitter (X) Ads: 2025 Trends and Opportunities for Canadian Marketers

With over 611 million monthly active users, Twitter (now called X) is a formidable advertising platform in the year 2025, where advertisers pay for ad placements . Especially for Canadian companies looking to interact with customers in real time, Twitter’s advertising potential is on the rise, contributing to increased ad revenue. New ad forms, such as vertical video ads, and targeting techniques driven by artificial intelligence are to blame.

Twitter ad click-through rates increased by 10% and conversions by 16% after AI upgrades in 2024, according to analytics, paving the way for advanced campaigns. You could be losing out on a low-cost and very efficient method of advertising your company if you haven’t started using X advertisements in Canada yet, which can help determine your twitter ads cost while setting your daily budget.

Why Canadian Businesses Should Invest in Twitter (X) Ads

Twitter’s format for real-time updates is great for Canadian events, conversations, and seasonal trends, enhancing overall campaign awareness and helping reach your target audience. 

X lets you effectively reach your target users in Toronto who are interested in your new service, people in Vancouver who want to attend your webinar, and people in Quebec who care about the environment.

• High-intent users engaged in current conversations.
• Geo-targeted ad tools to reach users in specific provinces or cities.
• Culturally relevant targeting, ideal for Canada’s bilingual market.

X also lets local brands promote events, public consultations, and cause-based campaigns in their area, leveraging various ad features while keeping track of clear metrics like clicks, engagement, conversions, and campaign details to maximize ad revenue.

How to Set Up a Twitter (X) Ad Campaign

Here’s how to get started with your first Twitter ad campaign utilizing various ad features to align with your business goals:

1. Visit business.twitter.com and sign in with your Twitter account.

2. Set up your Twitter Ads account by entering billing and business info.

3. Choose a campaign objective, such as:

• Website traffic
• App installs
• Video views
• Lead generation

4. Set your daily or total budget and choose a bidding strategy:

• Automatic bidding: X adjusts bids for best results.
• Target cost bidding: You control how much you want to pay per action.

5. Create your ad group, select placements, and upload creative.

6. Launch the campaign and monitor it via Twitter Ads Manager.

Purpose: Help readers choose the right campaign type and objective by showing the goal + recommended KPI for your first campaign. 

Twitter Campaign Objectives and KPIs focusing on mobile users

Twitter (X) Ad Formats Explained

X offers flexible advertising options and formats to suit every campaign goal and effectively reach your target audience. In 2025, the most effective ad types for Canadian marketers include various x ad formats for better engagement:

• Image Ads: Simple, bold visuals for brand awareness.
• Video Ads: Great for storytelling and product demos. (Vertical video accounts for 20% of total watch time.)
• Carousel Ads: Showcase multiple products or angles in one ad.
• Collection Ads: Combine a hero image or video with thumbnail product images.
• App Install Cards: Drive app downloads directly from the ad.
• Branded Notifications & Hashtags: Increase interactivity with users via replies and hashtag-triggered responses.

Advanced Twitter (X) Ad Formats for 2025

For advertisers looking to scale or diversify their campaigns, X now offers several high-impact formats that go beyond the basics:

• Timeline Takeovers
  This premium option allows your ad to appear as the very first post users see when they open X. Ideal for major product launches, brand awareness blitzes, or nationwide campaigns, Timeline Takeovers deliver massive reach and guaranteed visibility. Brands often pair this with trending hashtags to dominate the conversation.
• Full-Screen Immersive Ads
  These vertical video or interactive formats take over the entire mobile screen, maximizing attention and engagement. Best for storytelling, branded content, or emotional impact campaigns, they function similarly to Instagram Reels or TikTok videos, but within Twitter’s ecosystem. Use them to showcase lifestyle narratives, testimonials, or cinematic brand intros.
• Multi-Destination Links
  Perfect for e-commerce or service-based brands, this format lets you promote multiple CTAs or product categories within a single ad. Users can click different parts of the creative (e.g., carousel images or buttons) to land on different URLs. This is especially effective for service directories, product bundles, or multi-location businesses in Canada looking to tailor experiences by region or need.

Purpose: Offer a visual guide to help advertisers choose the most effective format for their campaign.

Twitter (X) Ad Formats Comparison

Targeting and Budgeting Strategies

X allows granular targeting for your ideal Canadian target users, including text ads and other ads that can enhance your reach.

Targeting Options:

• Demographics: Age, gender, location (by province or city).
• Device targeting: Android, iOS, desktop.
• Interest & Behaviour: Based on user activity.
• Keyword Targeting: Reach users who engage with relevant hashtags or phrases.
• Custom Audiences: Import email lists or retarget website visitors.
• Lookalike Audiences: Reach users similar to your existing followers or buyers.

Budgeting Options:

• Total Campaign Budget: Set an overall cap.
• Daily Budget: Control spend day-by-day.
• Lifetime Budget: Ideal for event-based or short-term campaigns.

Tip: Enable Optimized Targeting to let Twitter’s AI auto-expand your reach based on engagement signals, and consider one of three bidding strategies.

Purpose: Clarify when and why to use different targeting methods.

Twitter Targeting Types and Use Cases

Measuring and Optimizing Campaign Performance

Advertisers can see real-time performance data and campaign details on the Twitter Ads dashboard that are necessary for running successful campaigns. For Canadian businesses, looking at this data and doing something with it is a big part of making sure they stay efficient and get a good return on their investment.

Here is a list of each core metric and how to use the information to improve your Twitter ads in Canada.

Impressions

Impressions measure how many times your ad is shown on X. This metric reflects the reach of your campaign but does not indicate interaction or engagement. High impressions with low click-through rates (CTR) often signal that while your ad is visible, it is not compelling enough to drive action, potentially harming your overall campaign performance.

Use impressions data to evaluate:

• The visibility of your ad across different cities or provinces.
• The impact of your campaign’s time of day and frequency settings.
• Whether to adjust audience size or ad placements.

Engagements

Likes, retweets, responses, following, and clicked links are all examples of user engagements. This indicator shows how interesting and relevant your ad content is for your target demographic. Try experimenting with other images, copy, or ad formats, including showcasing up to six products, if interaction rates are poor.

Canadian advertisers would do well to consider running multilingual or trilingual versions of their commercials in Quebec or other bilingual areas wherever possible.

Click-Through Rate (CTR)

CTR tells you what percentage of people who saw your ad clicked on it. It is a very important sign of how well your ad matches what users want. A low CTR could mean that your headlines are weak, your calls to action aren’t convincing, or your creative isn’t working.

To improve CTR:

• Test alternative ad formats (e.g., video ads instead of image ads).
• Strengthen your calls to action.
• Use region-specific references to appeal to local audiences in cities like Toronto, Vancouver, or Montreal.

A strong CTR can also help reduce your cost per click (CPC), making your ad spend more efficient.

Conversions

When people click on your ad and do anything, like fill out a form, buy something, or download an app, that’s called a conversion. You may get more precise conversion metrics by integrating Twitter Pixel monitoring into your app or website.

Understanding conversion performance allows you to:

• Compare cost per lead (CPL) or cost per acquisition (CPA) across regions.
• Identify which campaign types (e.g., website traffic vs. lead generation) are most effective.
• Make data-driven decisions about which ad formats drive the best return.

For Canadian businesses, it’s essential to analyze conversions by province or language group to refine targeting in future campaigns.

Turning Metrics into Actionable Optimizations

Once performance data is available, advertisers should regularly make adjustments based on what the numbers reveal. Below are key optimization strategies for Canadian Twitter advertisers.

A/B Testing Creatives

Split testing different ad creatives is one of the most effective ways to improve performance. Variables to test include:

• Headlines and copy variations.
• Visual formats (image vs. video vs. carousel).
• CTA wording and positioning.

Ensure you isolate one variable at a time to understand what is driving performance differences.

Adjusting Targeting

If some regions are underperforming while others are exceeding expectations, refine your targeting accordingly.

For example:

• Narrow your focus to high-performing cities such as Toronto or Vancouver.
• Use language targeting to segment English- and French-speaking audiences.
• Exclude low-performing demographics to reallocate budget more effectively.

Optimizing Bidding Strategies

X offers multiple bidding options:

• Automatic bidding: X adjusts your bid to get the best available results.
• Target cost bidding: You set your ideal cost per result.
• Maximum bidding: You define the upper limit you are willing to pay.

Test different bidding strategies to see which yields the best balance between reach and cost-efficiency. Monitor how your cost per result changes over time.

Refining Copy and Calls to Action

If your ad generates views but lacks clicks or conversions, the issue may be with your copy. Clear, actionable language tailored to your target audience will often drive stronger results.

For example:

• “Book your consultation in Toronto today” is more effective than a generic “Learn more”.
• “Get your free quote” performs better than “Contact us”.

Consider cultural context and localized language when targeting specific Canadian provinces.

Regional and Language-Based Segmentation

One of the most overlooked strategies in Canadian Twitter advertising is segmenting performance data by region and language. X allows advertisers to view metrics based on user location and language preferences, as well as the effectiveness of branded hashtags which is especially useful in a bilingual country.

Use this segmentation to:

• Serve French-language ads to Quebec users.
• Compare engagement and conversion rates between provinces.
• Customize creatives based on regional values or cultural moments.

You can’t just look at the numbers to see how well your Twitter ads are doing and make them better. You need to understand them, come up with a plan, and do something about it. 

The Twitter Ads dashboard has great capabilities that may help you figure out how well your ads are doing and where they might be better. 

Businesses who want to advertise on Twitter in Canada need to be able to change campaign settings, target particular groups, improve message, and keep track of how well their ads are doing in different regions.

Advanced Twitter (X) Advertising Strategies and Best Practices for Canadian Brands

Once your Twitter ad campaigns are up and running, the next step is to scale performance and maximize return through strategic enhancements. For Canadian businesses, advanced Twitter advertising techniques combined with location-aware best practices can transform a good campaign into a high-converting one.

Amplify Sponsorships with Premium Video Placement

Amplify Sponsorships allow advertisers to place their message in front of high-quality, brand-safe video content such as sports highlights, news segments, entertainment clips, or publisher content, including amplify pre roll ads . These ads appear before or within trusted content from premium partners, giving your brand a halo effect and boosting credibility.

This tactic works especially well for:

• Legal or financial services showcasing authority.
• Event promotions tied to trending moments (e.g., political debates, sporting events).
• National campaigns aiming for broad reach across provinces.

For Canadian marketers, aligning your brand with content from respected Canadian media outlets that features a compelling primary hero image, along with branded notifications, can significantly improve brand lift and trust.

Leverage Custom Creatives to Drive Engagement

Standard image or text ads may not be enough to cut through Twitter’s fast-paced feed. That’s where custom creatives come in. These can include:

• GIF-based ads for lightweight storytelling.
• Twitter Polls to encourage interaction.
• Interactive formats (e.g., reply prompts or hashtag triggers).

Custom creatives are especially effective in engaging mobile-first audiences in Canada, where quick visual consumption is key. For example, a Toronto-based e-commerce brand might use polls to let users vote on product styles, then retarget them with a related offer.

Always A/B test your custom creatives with the help of a marketing agency to see what resonates most with your demographic while also remembering to review campaign settings regularly.

Implement Twitter (X) Pixel for Conversion Tracking and Retargeting

The Twitter Pixel is an essential tool for performance-driven advertisers, allowing you to measure the effectiveness of your ad copy:

• Track actions users take on your website after clicking a Twitter ad (sign-ups, purchases, downloads).
• Build retargeting audiences based on website visits.
• Attribute conversions back to specific ads or campaigns.

For Canadian e-commerce, SaaS, and service-based businesses, including those utilizing dynamic product ads stalling the Twitter Pixel enables precise measurement of return on ad spend (ROAS) and facilitates advanced audience segmentation.

Retarget visitors from specific landing pages, such as pricing or contact forms, with tailored messages to re-engage high-intent users.

Use Website Cards to Drive Traffic with Built-In CTAs

Website Cards combine an image or video, a headline, and a prominent CTA button to drive traffic directly to your site. These are ideal for:

• Lead generation campaigns.
• E-commerce product showcases.
• Downloadable offers like eBooks or whitepapers.

You can track click-through rate (CTR), conversions, and engagement, making Website Cards a powerful tool for Canadian businesses seeking low-cost customer acquisition through branded hashtags.

Ensure you localize the CTA — for example, “Book Your Consultation in Montreal” or “Shop Canadian-Made Products” with a compelling single photo to accompany the message.

Deliver Ads in Sequence to Tell a Story

Sequential Ad Delivery enables advertisers to show a series of tweets to the same user in a specific order. This technique is perfect for:

• Educating users about a complex service (e.g., legal or healthcare solutions).
• Launching a new product or app.
• Guiding users through a sales funnel, from awareness to conversion.

For Canadian B2B companies or service providers, this technique can be used to mirror a client journey — beginning with industry insights, followed by a case study, and concluding with a CTA to book a consultation.

This storytelling approach often leads to higher engagement and conversion rates, especially when paired with video ads or carousel formats.

Best Practices for Twitter (X) Advertising in Canada

In addition to implementing advanced campaigns and techniques, following Twitter ad best practices is essential for sustained success. These practices ensure your message is not only seen but acted upon — especially in a diverse and bilingual market like Canada.

Keep Your Copy Short and Focused

X is a fast-scrolling platform. Aim for concise messaging that gets to the point within the first few words. Avoid jargon and keep the value proposition front and center.

Examples:

• “Try Canada’s #1 legal app — free trial today”.
• “Vancouver event? RSVP now for early access”.

Use High-Quality Visuals and Vertical Videos

Strong creative drives performance. Invest in branded imagery, clean design, and vertical videos that fill the mobile screen. Vertical content is especially important as mobile use dominates Twitter engagement in Canada.

Use subtitles in videos to accommodate silent autoplay and bilingual audiences.

Include a Clear, Action-Oriented CTA

Every Twitter ad should have one clear call to action. Multiple CTAs can confuse users and lower click-through rates. Whether you’re driving traffic, generating leads, or encouraging app installs, choose a CTA that aligns with the campaign objective.

Good examples include various formats such as x ad campaigns that effectively engage audiences:

• “Start Your Free Trial”.
• “Download the App”.
• “Book a Free Consultation in Toronto”.

Use Advanced Ad Formats for Multi-Offer Campaigns

For campaigns that involve showcasing multiple products or services, carousel ads and collection ads are highly effective. Carousel ads let you display multiple images or messages, while collection ads combine a hero image with product thumbnails that each lead to separate landing pages.

This format works particularly well for your x ads campaign, especially when targeted effectively:

• E-commerce retailers.
• Franchises with multiple service offerings.
• Educational institutions promoting different programs.

Localize for Quebec and Bilingual Markets

Canada’s linguistic diversity is a major factor in campaign success. Always consider running separate ads in English and French where applicable.

For campaigns targeting Quebec, such as an x ads campaign:

• Use French copy and cultural references.
• Adjust creative to resonate with the local audience.
• Monitor performance separately for French-language campaigns to refine messaging.

Cost of Advertising on Twitter (X) in Canada

Here’s what Canadian advertisers can expect in terms of Twitter ad pricing for their x ads campaign:

Note: Costs vary by audience size, competition, seasonality, and targeting precision.

To optimize costs and enhance purchase intent, consider using optimized targeting strategies and enable optimized targeting , avoiding overly narrow targeting and testing different ad types and ad copy before you launch campaign efforts while setting your daily budget to determine the cost per result early in your campaign cycle.

Purpose: Provide advertisers a better breakdown by ad type.

Cost Benchmarks by Ad Type in Canada (2025)

Do You Need a Twitter (X) Advertising Agency in Canada?

While Twitter Ads Manager is self-service, many Canadian businesses turn to a marketing agency for:

• Campaign strategy and creative development
• Ongoing optimization and A/B testing
• Performance analysis and reporting
• Cross-platform alignment (Google, Meta, LinkedIn)

Social media platforms are a practical tool for internet advertising for lawyers, helping firms connect with potential clients and build trust. Twitter allows for real-time interaction and is a simple way to share updates, legal tips, and industry news. Working with a marketing agency for Twitter advertising in Canada will help you optimize your campaign settings and review them regularly to get the most out of promoted posts and branded hashtags, while also staying informed about policy changes and algorithm updates. With the right strategy, law firms can strengthen their presence online and reach the audiences that matter most.

Twitter (X) Ads for Canadian Industries: Tailored Strategies

Legal Services

Twitter (X) is a great platform for Canadian legal businesses to engage with the public, disseminate up-to-date legal information, and showcase their community involvement. A company may get to the top of their industry by using dynamic product ads, Promoted Tweets, and hosting watch parties with full screen videos to disseminate blog articles and legal updates.

Healthcare Providers

During public health events, healthcare organizations can employ X to inform the public about new services, provide health tips, and to launch campaign efforts more effectively. Make sure your communications reach the appropriate individuals by tailoring them to their location and interests.

E-commerce Businesses

Canadian e-commerce firms may use dynamic product ads, Carousel Ads, and up to 6 products in Collection Ads, enhancing their ad creative to show off up to six products with multi destination functionality and clickable functionality in a way that makes purchasing more exciting. Putting X and retail sites together can make it easier for customers to find what they want.

Educational Institutions

Academically speaking, Video Ads and Event Ads can assist colleges and universities in disseminating information about their programs, virtual excursions, and open houses to prospective students based on their interests and demographics, especially when using a primary hero image.

Purpose: Show how different sectors can use Twitter (X) effectively.

Industry-Specific Ad Approaches in Canada, including how to utilize the explore tab effectively. 

Integrating Twitter (X) Ads with Other Marketing Channels

For a cohesive marketing strategy, integrating Twitter Ads with other channels is crucial, as it brings together all the elements necessary for success.

• Email Marketing: Retarget users who have engaged with Twitter Ads through personalized email campaigns.
• Content Marketing: Promote blog posts or articles via Twitter to drive traffic and establish authority.
• SEO: Use X to share content that supports SEO efforts, increasing visibility and backlinks.
• Analytics Tools: Utilize platforms like Google Analytics to track user behavior post-click, refining campaign strategies.

Staying Updated with Twitter Advertising Policies

Twitter’s advertising policies can evolve, impacting campaign performance:

• Ad Content Guidelines: Make sure your ads follow Twitter’s rules for content so they don’t get turned down.
• Privacy Regulations: To stay compliant with data handling laws, keep up with Canadian privacy laws like PIPEDA.
• Platform Updates: Check X’s official channels for updates on ad formats, targeting options, or changes to the algorithm.

Final Thoughts

Twitter ads in Canada are a cheap, relatively cost-effective, flexible, and very targeted way to reach both local and national audiences, particularly with compelling ad creative. 

Should you become familiar with the platform’s ad formats, including pre roll ad ad copy AI-powered tools, hands-on experience and performance data, you can create campaigns that really do work. Mond you, this is very true regardless of your goals or plans: generating leads, increasing revenue, or boosting brand recognition.

However, it is worth bearing in mind that should you want to take your Twitter campaigns to the next level, you might want to work with a digital marketing partner who knows how to advertise on Twitter in Canada and also has a comprehensive review page of best practices to share.

Need expert help with Twitter ads in Canada?
Let dNOVO Group guide your strategy from campaign launch to conversion success, especially if you are targeting premium subscribers.