X is not an easy platform to advertise on anymore. Between leadership controversies, public criticism, and frequent product changes, many brands walked away—and some had good reasons. But writing X off completely ignores one important fact: people still use it, and they use it intensely. Live events, breaking news, sports, politics—X owns those moments. If your brand fits into fast-moving conversations, there is still opportunity here. Just not the lazy kind.

Choosing the Right Objective Matters More Than Ever

On X, objectives aren’t suggestions. They are instructions. If you want sales, run a sales campaign. If you want installs, choose app installs. Trying to “hack” conversions through traffic campaigns usually ends in disappointment. The system optimizes exactly for what you tell it to do and nothing more.

Why Broad Targeting Is No Longer Optional

This is where many advertisers go wrong. Over-targeting feels safe, but it limits performance. X’s ad system now depends heavily on its AI learning who responds to your creative. Broad targeting gives it room to learn. Narrow targeting chokes it. The creative does the filtering now, not your interest list.

Creatives Win or Lose in Seconds

People scroll X fast. Your ad needs to make sense immediately. One message. One visual idea. No hashtags. No mentions. Clear action. The ads that work don’t try to be clever—they try to be understood. Strong visuals matter more than long copy, and urgency works only when it’s honest.

Sales Campaigns Need Time, Not Panic

X sales campaigns need space to learn. Cutting them early or changing settings every few days resets progress. Most stable results come after several weeks, once the system has enough data. Impatience is one of the biggest budget killers on this platform.

App Campaigns Depend on Clean Signals

For app installs, tracking is everything. If your conversion data is messy or incomplete, performance drops fast. Multiple creatives help, but clean signals matter more than design tricks.

Conclusion: X Rewards Discipline, Not Noise

X ads aren’t for every brand—and that’s okay. But if your product fits live moments, fast reactions, and high attention environments, the platform still has value. Success here comes from clarity, patience, and restraint. Ignore the drama, understand the mechanics, and X can still deliver real results.