X Ads Management, With The Brand Safety Question Answered First

Promoted posts, vertical video, Amplify, and takeovers on the platform that was Twitter, and a senior lead who sets the safety controls before any bid. You own the account and every post.
Komplex is an X ads agency based in Austin, Texas, with a presence in New York City and Reykjavik. X Ads was called Twitter Ads until 2023, and we have run it under both names. We are a Google Partner and have managed paid social since the AdWords era. Our senior led team manages promoted posts, vertical video, Amplify pre roll, and takeovers from one X Ads account. The brand safety and inventory controls get set by hand. X is one line in our wider paid social plan, or its own engagement for the brands that need only that.
Google Partner
Founded In 2014
You Own The Account
No Long Contracts

The First Question About X Is Not Reach, So We Answer It First

Every buyer who asks about X asks the same thing first. Can our ads end up next to something we would not want to be near? It is a fair question. Large advertisers paused spending on the platform after the rename, and the industry's brand safety body dissolved after a lawsuit from X. The platform's ad revenue is still below where it stood before the rename. We do not have an opinion to sell you about any of that. What we have is the set of controls that exist, which we set by hand, and a report that shows where every impression ran. Once that is in place, X does one thing better and cheaper than anywhere else: it reaches people while something is happening.
Isometric illustration of a marketer reviewing keyword research as Komplex ranks number one in search results.

What Changed From Twitter Ads To X Ads

The name, the formats, the auction, and the audience. Promoted Tweets became Promoted Posts, vertical video took the center of the feed, and Amplify pre roll and the takeovers stayed as the reach products. The auction got cheaper as advertisers left and has stayed cheaper as some returned. The audience skews toward news, sport, finance, technology, and live events. That is why the accounts that work here are the ones with something to say on the day.
Ask About Your X Account

X Ads Management Services

Safety setup first, then the moments plan, then the media. The retainer covers all three, in that order.

X Ads Audit

We read the whole account first: the inventory and safety settings, where past impressions ran, the targeting, the creative, the pixel, and the pacing. The inventory setting is nearly always the first fix, since everything else in the account runs under it.

Brand Safety And Inventory Setup

Inventory controls chosen by hand for your brand, with keyword and account exclusions loaded before anything runs. The placement report gets reviewed on a rhythm, so you see where the ads ran instead of trusting that they ran well.

Keyword And Conversation Targeting

Targeting built from what people post about and reply to, as well as who they follow. Follower lookalikes add reach, and exclusions keep the ads out of the conversations to avoid.

Creative And Formats

Posts written the way the feed talks, vertical video cut for the moment, and Amplify and takeover creative built for the days that deserve them. Refreshed fast, because the feed moves fast.

Bidding And Budgets

Auto bids until the account has enough data, then manual bids once it does. Budgets are paced to the calendar, so the spend lands during the event rather than the week after.

Event And Moment Planning

A calendar of the launches, games, releases, and news cycles your audience will be watching. The creative and the budget are ready before the moment rather than after it.

Conversion Tracking

The X Pixel in the browser, the Conversion API on the server, and one order counted once between them, checked against the CRM. X then bids toward customers, not clicks.

Reporting

Reports on the rhythm you choose, with the placement report beside the results: spend, cost per result, where the impressions ran, and what changed.

Start With The Safety Settings

Send us read only access to the account. We show you the inventory settings as they stand, where the last impressions ran, and what the targeting reached. We change nothing until you say.
Get The Free Audit
Get A Quote
THE FORMATS AND THE CONTROLS

Eight X Formats And Controls We Set Before The First Dollar

X's ad platform is smaller than Meta's and simpler than Google's, which means each control does more. Below are the eight, in the order we set them, starting with the ones that keep an ad out of the wrong place.

Promoted Posts

Text, image, video, and carousel ads in the timeline, marked as promoted. The cheapest place to find out whether the brand's voice works before a takeover is bought.

Vertical Video Ads

Full screen video in the immersive feed, the placement X has pushed hardest since the rename. Cut for sound off first and for the moment second.

Amplify Pre Roll

Video ads that run before content from publishers and creators X has vetted. The safest placement on the platform, and where a brand that leads with the safety question usually begins.

Timeline Takeover

The first ad every user sees when they open X for a day. Priced by X as a fixed buy, used for launches and events, and scored on the searches and mentions that come after it.

Trend Takeover

A sponsored place in the trending list. Reserved for the days the brand has something to say, and measured the same way as the timeline takeover.

Keyword And Conversation Targeting

Reaches people by what they post about, search for, and engage with. The control that makes X useful during live events, paired with exclusions for the conversations to stay out of.

Follower Lookalikes

Reaches people who behave like the followers of accounts you choose. Good for reach and risky on its own, so it always runs under the safety settings and next to keyword targeting.

Brand Safety Inventory Controls

Adjacency settings, keyword blocklists, and account exclusions that decide what your ads can sit beside. Set by hand, checked against the placement report, and never left at the default.

Not Sure Where Your X Ads Have Been Running?

The free audit lists every setting as it stands and shows where the last impressions ran.
Check My Settings
WHAT WE RUN ON X

Reach, Live Moments, Video Views, Website Traffic, App Installs, And Leads

X sells by objective, and the objective decides the auction the ad enters. We start with the objectives that match what X does well and add the direct response ones where the offer earns them.
Isometric illustration of a marketer reviewing keyword research as Komplex ranks number one in search results.

Reach

Impressions bought cheaply among a live audience. The objective for launches, events, and the days something is happening, and the one X still does better than most.

Large SEO letters with target, analytics charts, magnifying glass, and user icon, representing search engine optimization and targeted traffic growth.

Live Moments

Campaigns built around a game, a release, a keynote, or a news cycle. Creative is ready in advance, and budget is paced to the hours the conversation runs.

Computer screen displaying PPC management dashboard with paid search platforms and rising performance graph, representing paid search advertising.

Video Views

Vertical video and Amplify pre roll, judged on completed views and the branded searches that follow rather than on last click.

Email marketing illustration with inbox notification, newsletter, and megaphone, representing automated email campaigns and communication strategy.

Website Traffic

Promoted posts with a link, targeted by keyword and conversation. Works for content, offers, and events, and less well for cold direct response.

Smartphone displaying analytics charts and graphs with a magnifying glass, surrounded by icons for email, engagement, and performance, representing mobile first analytics and optimization.

App Installs

Install campaigns for apps whose users already talk on X: finance, media, sport, and creator tools. Measured through the X Pixel and the app partners X supports.

Laptop and mobile device displaying social media icons with a megaphone, representing paid social advertising, content distribution, and audience engagement.

Lead Generation

Lead forms and landing page campaigns for B2B and events. Run with tight keyword targeting and judged on qualified leads rather than volume.

Which Objectives Fit What You Have To Say?

Tell us what is on your calendar and when your audience is watching. We will match an objective to each date and say what it should cost.
Map My Campaigns

What Does An X Ads Agency Do?

An X ads agency plans and runs advertising inside X Ads for a business, on the platform that was called Twitter until 2023. Most buyers still search for a Twitter ads agency, and the work is the same. The work covers brand safety and inventory settings, keyword and conversation targeting, and creative for promoted posts and vertical video. It also covers Amplify and takeover buys, bidding and pacing, conversion tracking through the X Pixel, and reporting. The business reaches a live audience without running the account itself.

The work is run from Austin, Texas, with people in New York City and Reykjavik. X tends to join a LinkedIn or Reddit engagement rather than start one, and the senior lead on those accounts picks it up.

WHO RUNS X ADS WITH US

X Ads For Media, B2B Tech, Finance, And Events

X pays for brands with something to say while people are watching, and it wastes the money of brands with nothing to say. The four groups below have a calendar full of moments. Consumer electronics, telecom, music tech, and software have all run through our accounts.
See If We Fit
Media And Entertainment

Releases, premieres, and live shows, with reach and takeover campaigns paced to the day and vertical video cut for the moment.

B2B Tech

Developers, founders, and operators still argue about tools on X. Keyword and conversation targeting, promoted posts with a real point of view, and leads judged on pipeline.

Finance And Crypto

The audience that lives on X, with the tightest safety settings on the platform and creative that respects the rules for financial products in every market.

Events And Sports

Games, conferences, and launches, with campaigns built around the hours the conversation runs and Amplify pre roll on the publishers covering them.

THE NUMBERS

Where X Stands, Stated Plainly

X is smaller than it was and cheaper than it was, and both facts matter to a buyer. The audience is still large and still live, the auction is quieter, and the brand safety history is public. The figures below come from industry forecasts, a marketer survey, and the platform itself, each labeled for what it is. X's figures have moved a long way since the rename and may move again.
Get A Quote
eMarketer estimates X's global ad revenue at about $2.3 billion for 2025, still below its level before the rename, a forecast rather than a reported figure.
In Kantar's 2025 survey, about a quarter of marketers said they planned to cut spending on X, the largest planned pullback of any major platform.
X reports about 600 million monthly users, a platform figure rather than an audited one.
Third party trackers put X's cost per thousand impressions among the lowest of the major platforms, with a wide range by format and market.
HOW WE WORK

Audit, Set The Safety Controls, Build The Moments Plan, Then Scale

The safety controls come before the campaigns because nothing else on X matters if the first placement report has a surprise in it. The moments plan is set before the budget, because on X the brand that is ready on the day wins.

Audit The Account

Inventory settings, placement history, targeting, creative, the pixel, and pacing. Anything that could put an ad in the wrong place goes first.

Set The Safety Controls

Adjacency settings, keyword blocklists, and account exclusions set by hand, and the placement report checked before any spend.

Build The Moments Plan

The launches, games, releases, and news cycles your audience watches, mapped to objectives, with creative and budget ready before each one.

Test, Cut, Scale

Objectives and formats tested by moment, losers cut on cost per result and placement quality, and budget moved to the moments that produced customers.

See Where Your Last Impressions Ran

First the audit, which is free. It checks the safety settings, the targeting, the creative, and the pixel in your own account and tells you what to fix first.
Start With The Free Audit
FREE X ADS AUDIT

Get A Free X Ads Audit

We go through your X Ads account, the safety and inventory settings, the placement history, and the pixel behind it. You see where the ads ran, who the targeting reached, where the budget leaked, and which fix comes first. It is free, the findings are yours to keep, and it is the audit at the heart of our free growth plan.
Your X ads auditFree
  • Brand safety and inventory settings
  • Placement report and adjacency history
  • Keyword and conversation targeting
  • Creative and formats
  • X Pixel and Conversion API dedupe
  • Pacing against the calendar
  1. 1
    Tell us about your business

    Your product, the moments your audience shows up for, the current X budget, and the number a good month has to hit.

  2. 2
    We read the account

    Read only access to X Ads. Nothing moves, and we sign an NDA on request.

  3. 3
    You get the scorecard and a call

    A written scorecard, ranked by impact, and a call to go through it.

Ready To See Where Your Ads Have Been?

No fee, no obligation, and the findings stay with you.
Get My Free X Ads Audit
PRICING

How X Ads Management Pricing Works

Komplex most often works on a base retainer plus a share of ad spend, and we are open to other formats if one fits you better. Most X programs sit on top of a LinkedIn or Meta retainer for a smaller fee, and takeovers are priced by X outside the auction. Ad spend goes from your account straight to X and never passes through us. The fee is set after the free audit.
Agencies price X management the same three ways they price search. That means a flat amount, a percentage of spend, or a retainer with a smaller share on top. After a short initial term the engagement runs month to month, with no long contract.
Get A Quote

What Clients Say About Working With Us

Client logo 2 - Shark/Ninja
The Komplex team helped us reach new audiences and drive higher conversions.
Client logo 2 - Hush Puppies
Strategies that delivered results beyond our expectations.
Client logo 2 - Saucony
Their expertise helped us scale efficiently, attract more customers, and drive measurable growth.
Client logo 2 - Blayze
Komplex played a key role in growing our user base and optimizing our marketing efforts.

Common Questions About X Ads Management

Is X brand safe for advertisers?

It can be, with the controls set by hand and the placement report read every time. X offers adjacency settings, keyword blocklists, account exclusions, and vetted inventory through Amplify, and we set all of them before any spend. The history is public: large advertisers paused after the rename and the industry safety body dissolved the year after. We state that plainly and let the settings and the report answer the rest.

Is it worth advertising on X now?

For brands with something to say while people are watching, yes, because the reach is cheap and the audience is live. For a cold direct response offer with no moment behind it, usually not, and the audit will say that before any budget does.

How much do X ads cost?

You pay per impression, engagement, or click in an auction. Third party trackers put X’s prices among the lowest of the major platforms, with a wide range by format. Takeovers are priced by X as fixed buys. Our fee is separate and follows the model in the pricing section.

How do you charge for X ads management?

Komplex most often works on a base retainer plus a share of ad spend, and we are open to other formats if one fits you better. For most clients X is an add on to the LinkedIn or Meta work rather than a retainer of its own. The fee is fixed after the free audit.

What changed from Twitter Ads to X Ads?

The name, the formats, the auction, and the audience. Promoted Tweets became Promoted Posts, vertical video took the center of the feed, and the reach products stayed. The auction got cheaper as advertisers left, and the audience now skews toward news, sport, finance, technology, and live events.

What are Amplify and Takeover ads?

Amplify runs your video before content from publishers and creators X has vetted, which makes it the safest placement on the platform. Timeline and Trend Takeovers put your brand in the first ad slot or the trending list for a day. X prices them as fixed buys, and they are bought for launches and events.

What is the minimum spend on X?

X sets its own minimums for the auction and prices takeovers as fixed buys, and both are published by X. We do not add a Komplex minimum on top; the audit says whether the budget you have can do anything useful here.

Should a B2B company advertise on X?

If its buyers argue about the category on X, yes. Developers, founders, and operators in software, finance, and media still do. Keyword and conversation targeting reaches them mid discussion, and leads are judged on pipeline. If your buyers are not there, LinkedIn is the better spend, and we run both.

How do you track conversions on X?

The X Pixel goes on the site and the Conversion API runs beside it, with each order counted once and matched to the CRM. The report then uses X’s own numbers, and we check them against your order system.

Do you also manage our organic X account?

This page is about paid. Organic posting and community work belong to our social media team. The two share the same calendar of moments, because an ad on X works best when the account is already talking.

Who owns the account and the creative?

You do. The X Ads account, the pixel, and every post sit under your business, and we work through access you can remove at any time. If we part ways, you keep everything, including the placement reports.

Do you work with companies outside Austin, Texas?

Yes. Komplex is based in Austin, has people in New York City and Reykjavik, and works with most clients remotely across the US. X’s audience is global, so a company that sells in more than one country gets a moments calendar for each market.

Tell Us What You Would Need To See To Feel Safe On X

Read only access to the account is enough, and without an account, your calendar and your audience's habits will do. Back comes the audit, the settings as they stand, and what X could add once they are set right.
Get My Free Audit

Get in Touch

Let's discuss how we can work together to achieve your goals.      Provide your name, email and website, and one of our team members will reach out to learn more about your business, understand your unique needs, and explore how our tailored marketing solutions can drive your success.     We're excited to partner with you and help take your business to the next level.
+1 737 737 1000