X Ads Manager

X Ads Manager is the self-serve dashboard where you build, target, fund, and measure ad campaigns on X, formerly Twitter.

You log in with the X account you want to advertise, set up billing, and run everything through three levels: the campaign, the ad groups under it, and the individual ads. You pick an objective, set a budget, choose targeting, attach your posts as ads, and X's auction decides who sees them and what each result costs you.

Say you run one campaign with a single ad group targeting the followers of three competitor accounts, budget capped for the day. Ads Manager shows you impressions, results, and cost per result per ad group as the day runs, so you can pause the group that spends without converting and push more into the one that works.

It is not the same as the promote button on a post. That quick boost gives you almost none of the targeting or bidding controls, and people mistake that stripped-down flow for the real platform.

If you cannot see an ad group column, you are not in the tool that matters.