X ADS
X Adsbuilt around relevance, timing and clear ideas
X is driven by live conversation, interests, news and opinion. It can be useful for technology, finance, professional audiences and ideas-led products where the message benefits from being timely and concise. This is a text-led, idea-driven platform — people are there to follow conversations and opinions, not to browse products or be entertained by brands — so results are shaped far more by where an ad appears than by how many people see it. We use the platform selectively, with context-based targeting around keywords, conversations or relevant follower audiences, and creative that fits the way people actually consume the feed rather than a generic social template.
What makes X
advertising work
Timing and message clarity tend to carry more weight than production value. Ads that work tend to feel like part of the conversation rather than an interruption — leading with a clear point quickly, explaining an idea or perspective, and avoiding hype or clickbait. If something would make sense as a strong organic post, it's likely to make a stronger ad.
Keep the message direct
X is a fast-moving, text-first platform where people skim quickly. Ads that make one clear point in plain language, with a specific benefit or a strong opinion, outperform vague brand statements. We write copy that earns attention in the first line and makes the next step obvious.
Use topical relevance
X is where people follow news, industries, sport, technology and culture as it happens. Ads that connect naturally to what an audience is already talking about, such as an industry event, a product launch, a season or a relevant trend, feel timely rather than intrusive. We plan campaigns around those moments where it genuinely fits the brand.
Know the audience
X's audience skews toward people interested in news, technology, finance, sport, media, politics and business. Targeting by keywords, topics, interests, follower lookalikes and conversation context lets you reach people based on what they engage with. We define who you actually need to reach and whether they're active on X before recommending spend.
Test copy aggressively
Because X is text-led, small wording changes can make a big difference. We test different hooks, angles, lengths, formats and calls to action, alongside image and video variations, and quickly move budget toward the messages that drive clicks and conversions.
Connect it to the wider funnel
X is rarely a standalone channel. It works best when it supports awareness, thought leadership, launches and retargeting alongside search and other social platforms. We plan how X fits your overall strategy and measure its contribution across the journey, not in isolation.
Case study
Insulation Company of 40+ Years
How a long-established insulation business halved its cost per lead, cut monthly ad spend and grew organic traffic fivefold in two months.
Case study
Water Filtration Company
How a water filtration company generated 53 enquiries worth $145,500 in lead value within 14 days of relaunching its Meta and Google Ads.
Case study
National Door Repair Company
How a national sliding door repair company broke into the Brisbane market, going from a handful of first-page keywords to 16 first-page rankings in just two months.
The four pillars of what we do
Digital
marketing strategy
Every channel should have a reason to exist. We build the strategy around your commercial goals first, then decide where SEO, advertising, content, creative and website improvements fit together.
Digital
Advertising
We plan, build and optimise paid campaigns across the platforms that make sense for your business, with the freedom to shift focus as performance and opportunities change.
Search engine
optimisation
SEO is treated as part of the wider marketing system, not a separate monthly checklist. We focus on site structure, search intent, useful content, local visibility and the work most likely to improve rankings and enquiries.
Marketing
audits
Sometimes the fastest way forward is to understand what is already happening. Our audits pull apart your marketing, tracking, website and campaigns so you can see what is working, what is wasting budget and what should happen next.
Next level
performance
Heat mapping
We use heat mapping and session recordings to see exactly how real visitors move through your most important pages, where they click, how far they scroll, and where attention drops off before they take action. That behavioural evidence replaces guesswork with a clear picture of what's actually happening on the page, not just what the numbers suggest might be happening. It's one of the fastest ways to spot friction on a landing page or website before it shows up as a drop in enquiries.
Creative testing
Ad creative, messaging and offers are tested systematically rather than swapped on instinct, so we can see which combinations of images, headlines and calls to action genuinely move the numbers. Every test runs against a clear hypothesis with enough data behind it to draw a real conclusion, not just a feeling about what 'looks better'. Over time this builds a picture of what actually resonates with your audience, so advertising keeps improving through evidence rather than personal preference.
12-month roadmaps
Every account gets a structured plan covering the next 12 months, so effort stays focused on the highest-impact work instead of whatever feels most urgent that week. That roadmap keeps the bigger picture clear and shows how individual campaigns and channels fit into the wider strategy. It's a living plan rather than a fixed one, though, as priorities shift the moment the data points to a better opportunity.
Reporting & analytics
Reporting is built around the numbers that actually matter to your business, leads, sales, cost per acquisition and revenue, rather than vanity metrics like impressions or clicks that look good but don't pay the bills. Performance across every channel is brought together in one place, so you can see the full picture of what's working and what isn't without having to piece it together yourself. Regular, honest reporting means decisions are always based on what the data is actually showing.
Strategy sessions
We regularly step outside the day-to-day execution to properly review performance, challenge our own assumptions and decide what genuinely deserves attention next. These sessions are where the bigger strategic questions get asked, whether a channel is still the right investment, whether the market has shifted, what should be tested next, rather than just fine-tuning what's already running. It keeps the account moving forward with intent instead of drifting on autopilot.
Dedicated account management
You work directly with people who know your business and understand the history behind your account and the decisions that led to where things stand today, rather than being passed between different points of contact. That continuity means less time re-explaining context and more time acting on it. Your account manager connects the dots across every channel we run, so strategy stays joined up instead of siloed.
Reviews
Real feedback from the businesses we work with, straight from Google.
Ethan has done a fantastic job with the SEO on our website. He took the time to properly work through the site, improve the structure, optimise the important pages and explain what he was doing along the way. Since the work commenced, I’ve already seen some very encouraging improvements in our Google visibility and rankings.
I’ve had an amazing experience working with Ethan. From day one, it’s been obvious that he genuinely cares about helping my business grow and always has my best interests at the centre of every recommendation he makes. His service is incredibly personalised, and his expertise across all areas of digital marketing is outstanding.
Ethan has been fantastic to work with. He’s currently helping us with our marketing, SEO and website landing pages, and the level of effort and knowledge he brings has been outstanding. Highly recommend Ethan and The Digital Marketing Consultants to any business looking for someone knowledgeable, reliable and committed to helping your business grow.
I have always been impressed with Ethan’s analysis and enthusiasm and thoroughness in his work for us. He has definitely made a big difference to our presence.
Where X performance is
won or lost
Audience fit and message clarity matter more than trying to match every trending conversation. Because X can place ads alongside real-time news and debate, brand safety needs deliberate keyword and category exclusions rather than being left to chance. Landing pages also need to match the mindset of someone arriving from a discussion-led platform, prioritising clarity and explanation over a hard sell.
Audience fit
X performs well when your customers are genuinely active on the platform, and poorly when they're not. Checking audience size and engagement for your target keywords, interests and follower lookalikes is the first step before committing budget.
Timing
Conversations on X move quickly. Aligning campaigns with events, launches, news cycles and peak activity for your audience can significantly improve engagement, while mistimed ads are easily ignored.
Message clarity
People scroll fast and read little. Ads that are clear, specific and quick to understand perform far better than those that rely on clever wordplay or long explanations.
Landing page depth
Clicks from X can be curious rather than purchase-ready. Landing pages need enough information, proof and context to convert that interest, and to build trust with people who may be encountering your brand for the first time.
Next level performance starts with a clearer strategy.
Tell us where your marketing is at, what you are trying to achieve and what is getting in the way. We will help you work out the most sensible next step.
Book a strategy callOur process
Discovery call
We learn about your audience, goals and brand, and assess whether your customers are active on X. We'll be honest about the role X should play, whether that's awareness, launches, thought leadership, traffic or conversions.
Account and tracking review
We set up or review your X Ads account, install and test the X Pixel and conversion events, and review brand safety settings. For existing accounts, we audit targeting, creative and results.
Campaign strategy and build
We define audiences using keywords, topics, interests and follower lookalikes, plan the messages and moments to target, and write and produce ads across text, image, video and carousel formats.
Launch and optimisation
Once live, we monitor engagement, click-through, cost per result and brand safety, test new copy and creative, refine targeting and move budget toward what performs.
Reporting and next steps
Reporting covers direct results and X's contribution to awareness and wider conversions, with clear recommendations on whether to scale, adjust or reallocate budget.
Frequently asked
questions
Is X mainly an awareness channel?
It's strongest for awareness, engagement and supporting launches or thought leadership, but it can also drive traffic and conversions when the audience fits. We set objectives based on what X can realistically achieve for your business.
What makes X different from Meta or LinkedIn ads?
X is text-led and real-time, built around conversations, news and topics. Meta is stronger for broad consumer reach and conversion optimisation, and LinkedIn for targeting by job role. X is most useful when your audience is actively discussing your industry or interests on the platform.
Do we need to post organically to run ads on X?
It isn't required, but an active, credible profile helps. People often check your account after seeing an ad, and organic posts that perform well can be promoted as ads.
How important is brand safety on X?
Very important. Because X is a real-time platform, ads can appear near unpredictable content. We use brand safety controls, keyword exclusions and placement settings, and monitor campaigns closely.
What targeting usually works best?
Keyword targeting and follower lookalikes are often the most effective, because they reach people based on what they discuss and who they follow. Custom audiences for retargeting also perform well.
Why do some X campaigns look cheap but perform badly?
Engagement objectives can deliver very cheap likes, clicks or views from people with little interest in buying. If campaigns aren't optimised for meaningful actions and measured on real outcomes, low costs can hide poor results.
Are landing pages really that important?
Yes. X traffic is often curious rather than ready to buy, so the landing page needs to provide context, proof and a clear next step to convert that interest.
Should we expect lots of conversions from X?
It depends on your audience and offer. For many businesses X contributes more to awareness and consideration than direct conversions. We set realistic expectations upfront and measure assisted conversions alongside direct results.
How much budget do we need for X Ads?
X can be tested with a modest budget. It needs to be enough to test a few audiences and messages properly and generate meaningful data. We'll recommend a starting point based on your goals.
How long does it take to see results on X?
Engagement can start within days, but identifying reliable audiences and messages usually takes four to eight weeks of testing.
Can X work for B2B businesses?
Yes, particularly in technology, finance, media and other industries where professionals actively follow news and discussions on X. It works well for thought leadership, events and launches.
When would you recommend not using X?
When your customers aren't active on the platform, when brand safety risks outweigh the benefits for your brand, or when budget would deliver more through channels like Google Ads or Meta. We'll tell you honestly if that's the case.
Latest insights
Practical thinking on digital marketing strategy and channel performance.
Most local businesses are barely using their Google Business Profile. Here's how to optimise it for reviews, rankings, and more customers - starting this week.
The Power Of Good Content To Rank On Google
Lead Generation vs eCommerce Ads on Meta: Structural Differences That Drive Performance in 2026
Understand the structural differences between lead generation and ecommerce campaigns on Meta Ads.
Let's talk about your marketing
Tell us a little about your business, what you are currently doing and where you want to get to. We will come back to you with a clear idea of what the next conversation should focus on.