Run TikTok ads

Before you begin

• Your TikTok account must be connected. See Connect TikTok.
• You'll need a vertical video (9:16 aspect ratio) ready. TikTok's feed is full-screen vertical — horizontal or square videos are not supported for in-feed ads.
• Your TikTok Business account must have a payment method added in TikTok Ads Manager.

Campaign goals available on TikTok

When launching on TikTok, you can choose from the following goals:

• Traffic — drive people to a website or landing page.
• Leads — collect contact details via a native TikTok lead form or a landing page.
• Sales / Conversions — drive purchases or key actions on your website (requires TikTok Pixel installed).

How to launch a TikTok campaign

1. Go to the Advertise tab and click TikTok.
2. Choose your campaign goal (Traffic, Leads, or Sales).
3. Upload your creative:
   • Video must be 9:16 vertical format, recommended resolution 1080×1920.
   • Recommended length: 15–60 seconds. Shorter videos (under 30 seconds) tend to see better completion rates.
   • Add a text overlay or caption — TikTok users watch with sound on, but a hook in the first 1–3 seconds is critical.
4. Set your audience — location, age, gender, interests, or a saved audience.
5. Configure the destination:
   • Traffic: enter the URL you want to send people to.
   • Leads: create or select a TikTok lead form.
   • Sales: enter your destination URL (TikTok Pixel must be tracking conversions on this page).
6. Set your budget and review your campaign settings.
7. Click Launch.

TikTok creative best practices

• Hook in the first 3 seconds: TikTok users scroll fast. Your video needs to grab attention immediately — start with movement, a bold statement, or a question.
• Native-feeling content performs better: Polished brand ads can underperform. User-generated style content — shot on a phone, conversational, less scripted — typically sees higher engagement on TikTok.
• Include a clear CTA: Tell people exactly what to do (tap to shop, learn more, get a quote). TikTok overlays a CTA button on your ad but reinforcing it in the video itself improves results.
• Use music or voiceover: TikTok is a sound-on platform. Trending audio or a direct-to-camera voiceover both work well. Avoid silent or text-only creatives.

Common issues

My TikTok ad was rejected

TikTok has strict content policies. Common rejection reasons include: prohibited industries (crypto, tobacco, financial products in certain regions), claims that violate TikTok guidelines, misleading content, or videos that don't meet technical requirements. Review the rejection reason in your TikTok Ads Manager and edit accordingly before resubmitting.

My video format is wrong

TikTok requires 9:16 vertical video. If your video is horizontal (16:9) or square (1:1), it will either be rejected or display with black bars. Re-export your video in vertical format before uploading.

My campaign isn't spending after approval

Check your audience size — very narrow targeting can limit delivery. Also confirm your daily budget meets TikTok's minimum (typically $20/day per ad group). If targeting is broad and budget sufficient, give the campaign 24–48 hours to exit the learning phase before adjusting.