Create a reach campaign

Reach campaigns increase a brand's awareness by getting as many users to see your ad as possible. Post impressions are the only thing you pay for, but people are also likely to follow, repost you, and visit your website after discovering your posts.


Setting up your reach campaign

1. Log into your X Ads account

2. Click "Create campaign" in the top right corner of your Ads Manager

3. Choose "Reach" from the list of campaign objectives

4. You'll be brought to the “Campaign details” page in the campaign setup form. Here you will name your campaign and choose your funding source. By default, campaign dates and budgets are set at the ad group level. Learn more about dates and budget

5. Click “Next” to set up your first ad group and give it a name

6. Set your ad group’s budget and schedule. Learn more about dates and budget

7. Select one of the two available Ad group goals: 

  • Maximum reach (recommended): this option will maximize the unique reach of your campaign. Choose this option if you're looking to reach the widest audience possible (within your targeting parameters)
  • Reach with engagement: this option will seek to maximize the reach of your campaign while still maintaining engagements

8. Select the bid strategy you’d like to use in your campaign:

  • Autobid (recommended): your bid will auto-optimize to get the best results at the lowest price (within your budget). An automatic bid is the easiest way to quickly get your campaigns live and serve impressions on the platform
  • Target cost: you can name the bid you’d like to pay per 1,000 post impressions. Your campaign will then auto-optimize your bids to achieve a daily average cost that meets or beats your target. You will pay the actual average cost for 1,000 impressions during the day. If you change your bid over the course of a day, it will average to the highest target cost you set
  • Learn more about auction bidding

9. For Reach campaigns, your ‘Pay by’ setting will default to “Impression”

10. Optionally, set a custom frequency cap

11. Select the audience you'd like your ads to serve to. Learn more about our targeting options

12. Select the placements where your campaign will serve. The more ad placements you select, the greater your potential reach. Home Timelines are selected by default and cannot be removed. See more about placements below

13. Click “Next” to set up your first ad and give it a name. If you want to use an existing ad, click “Use existing ad” at the top of the Ad details section. Learn more about X’s promoted ads and specs  

14. Click “Next” to review your final campaign setup. If you'd like to add additional ad groups to your campaign, you can do so here

15. Launch your reach campaign!



Placements are where your campaign will serve, and the more ad placements you select, the greater your potential reach. In the Reach objective, Home timelines are selected by default and cannot be removed

More information about placements:

  • Home Timeline: Promote posts on the timeline of the people you’re targeting
  • Profiles: Promote posts to people when they visit profiles
  • Search Results: Promote posts in people’s search results

Viewing your results

Navigate to your Ads Manager to see your results. Filter the date range in the top right corner to see key metrics such as total spend, results (1,000 impressions), cost per result (cost per 1,000 impressions), and result rate

An impression is anytime your ad is shown to a user

Total audience reach is the number of users who saw your ad. Reach is an estimated metric


Frequently asked questions

The reach campaign objective is designed to maximize the unique reach of your posts. Choosing this campaign is the perfect way to drive overall awareness for your brand among a wide audience, while still being able to control the cost-per-impression. You'll have the option to choose between optimizing purely for unique reach, or reach with engagements. This objective also offers no targeting or creative restrictions.

Post impressions are the only thing you pay for. But because the reach objective puts your X presence in the spotlight, you could acquire followers, website visits, likes, and reposts too. Because of this, we recommend the reach objective as your "always-on" X solution or the starter campaign for when your goals are more general. Choose this objective if you're looking to drive general brand awareness.

If your main measure of success is engagements or video views, we recommend you run campaigns under those objectives.

There are no technical limitations on the post types you can use in the reach objective. However, if you're running video creative, you may achieve lower video view rates than with a video views campaign. Check out our specs page to see all available post types.

Remember, no matter what type of post you use, you'll always be charged for every 1,000 post impressions in this campaign objective.

All advertisers and their Promoted Ads content must comply with our X Ads policies.

When you run a reach campaign, you will only be charged for every 1,000 post impressions you acquire from that campaign. Any post engagements that occur as a result of these impressions are free.

The cost you pay per 1,000 post impressions depends on the budget and bid you set for your campaign, as well as the targeting you select. You'll receive bid guidance based on your targeting in your campaign setup. More on X Ads pricing.


When setting up your reach campaign, you can select between automatic or target cost as your bid type. We suggest selecting target cost since this will give you the flexibility to successfully bid on 1,000 impressions from users who fit your targeting criteria, while staying near or below your target cost per 1,000 impressions. When you set up your campaign and input your bid, think of your target bid as how much you're willing to pay for every 1,000 impressions.

It's important to think carefully about the value every 1,000 post impressions bring to your business and brand awareness. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal.


Additional reading

Ready to get started?