According to Forbes Magazine, in 2017 Sobchak is the 10th highest paid celebrity in Russia, as her annual salary from her media jobs is around $2.1 million a year. This is down compared to her 2015 ranking, when she was the 5th highest paid celebrity in Russia. In 2011, her income was $2.8 million a year. The main source of this annual revenue is from advertising contracts.
Sobchak declared her candidacy in the Russian presidential election 2018 on 18 October 2017. Prior to the announcement of her intention to enter the Presidential race in 2018, Sobchak discussed her intention personally with Putin. She said: "With Vladimir Vladimirovich, my family has been associated with a great deal... so I felt it right to say that I made such a decision". Putin, she said, told her that "every person has the right to make their own decisions and must be responsible for them".
In September 2017, prior to her announcement to run, Putin said of Sobchak's presidential intentions to a press conference at the 9th BRICS summit, that "Every person has the right to nominate himself in accordance with the law. And Ksenia Sobchak is not an exception here. I respect her father Anatoly Sobchak, I believe that he was an outstanding figure in contemporary Russian history. I'm saying this without a trace of irony. He was very decent, played a big role in my own destiny. But when it comes to running for presidency, things of a personal nature cannot play any significant role. It depends on what program she's offering, if she'll actually run, and how she'll build her presidential campaign".
On 18 October 2017, she declared her candidacy for the presidency of Russia. In her campaign statements she described herself as someone "outside of ideology" and promised to never criticize Vladimir Putin personally because he had personal connections with her father.