Be part of the moment, on your own terms.

An X Ads agency helps brands reach people through paid advertising on X, formerly Twitter. At Vertical that covers strategy, copy and creative, audience targeting, campaign timing, brand safety settings, tracking and reporting. Because X moves quickly and conversations can change in minutes, we combine media, creative and monitoring in one team. Agents help us analyse performance and watch placements at speed, while experienced specialists make the judgements about what to say, where to spend and when to pause.

X can work well for brands that want to be part of live events, news in their industry, launches or conversations their audience follows closely. Technology, media, sport, entertainment and some B2B categories often find relevant audiences there. It can be a poorer fit for brands with strict sensitivities about context or audiences that are less active on the platform. We look at your goals, customers and comfort with risk, then give you an honest recommendation, including when we think budget belongs elsewhere.

We agree your boundaries before anything launches, covering topics, keywords and types of content you do not want to appear near. We then apply the placement and safety controls available on the platform, add keyword exclusions and review delivery regularly. If the context around your ads changes, for example during a fast moving news story, we can pause activity quickly. No setup removes every risk, so we explain clearly what the controls can and cannot do.

The main option is promoted posts, which appear in timelines and can include text, images, video or carousels. Campaigns can be set up to drive awareness, engagement, video views, website visits, app installs or sales. The formats and objectives available change from time to time, so we confirm what suits your goals during planning. We usually start with a small set of clear formats, test what your audience responds to and build from there.

X lets advertisers reach people based on factors such as location, interests, keywords they use or engage with, accounts they follow and your own customer lists. That makes it possible to reach people who are actively interested in a topic right now. We build audiences carefully, test them against each other and move budget towards the ones that deliver results. Targeting is always combined with brand safety settings, so relevance never comes at the expense of context.

It depends on your goals, the audience you want to reach and how central X is to your wider plan. Many brands start with a focused test around a specific launch, event or audience, then decide whether to scale based on results. We set budgets around the outcomes that matter to you, such as visits, leads or sales, rather than engagement alone. You will always know what you are spending, what it is delivering and whether we think more budget would pay off.

We set up the X Pixel and server side conversion tracking, so campaigns can optimise towards the actions that matter to your business. Reporting covers reach, engagement, clicks and conversions, and we compare those figures with your own sales or lead data to see the real contribution. Because platform reporting can differ from what you see in your own systems, we always show both and explain any gaps, so decisions are made on a fair picture.

X works best as one part of a joined up plan. It can add timely reach around launches and events, while paid social, search and display carry steady demand and conversion. We plan X alongside your wider media, keep messages consistent and share what we learn about your audience across channels. If X performs less well than other channels for your goals, we will tell you and move budget to where it works harder.

Start with a conversation about your goals and whether X suits your brand and audience. If you already run X Ads, we usually begin with a review of your account, creative, brand safety settings and tracking, then share a prioritised plan. If you are new to the platform, we agree your boundaries and scope a focused first campaign. Either way, we will tell you plainly what we think and how we would approach it together.