The complete guide to TikTok advertising (with examples)

TikTok is a video-sharing social networking service that enables users to make videos in different genres, such as dance and comedy. 

Whether you want to sell more of your products or services or drive targeted traffic to your website, TikTok advertising campaigns can give you good returns on your ad spend. 

TikTok launched its lead generation tool to help businesses generate more leads. Wondering how to run ads on TikTok? 

We have put together this complete guide to show you how to create ads on TikTok, make the most out of it, and boost your ROIs. 

In addition, we’ll talk about some of our popular TikTok integrations that you can try for free.

TL;DR

• TikTok ads work best when you want attention, engagement, and discovery fast.
• The platform gives you several formats, each built for a different goal.
• Strong performance usually comes from matching the right objective, audience, and creative.
• Native, creator-style ads tend to land better than overly polished brand content.
• TikTok shines at top- and mid-funnel marketing, especially with younger audiences.
• Good tracking, smart targeting, and fast lead follow-up are what turn reach into results.

What is TikTok advertising?

TikTok advertising is the platform’s paid system that helps businesses get in front of the right people. Brands can choose from a few ad types, including: 

• In-Feed Ads
• Brand Takeover Ads
• TopView Ads
• Branded Hashtag Challenge
• Spark Ads
• Branded Effects

Picking the right ad format matters, so does your timing. Posting at the best time on TikTok can help both your ads and your regular videos get more views and engagement.

When you build a campaign on TikTok, you can set budgets at both the campaign level and the ad group level. A single campaign can include multiple ad groups.

TikTok offers two budget options: daily budgets and lifetime budgets.

Why TikTok advertising?

Most of the TikTok audience is Gen Z. This generation is expected to add nearly $9 trillion in global spending by 2034, surpassing any other generation. 

• TikTok has an impressive average engagement rate of 2.5%. Trailing behind, Instagram nabbed second place, but with a significantly lower average engagement rate of just 0.50%. 
• Video marketing is on the rise, and TikTok and its users are completely video-centered, making TikTok video ads one of the most effective ways to engage modern audiences. Also, a study found that viewers retain 95% of a message when it is delivered via video. 
• The platform offers various TikTok ad formats to improve user engagement. For instance, In-Feed ads enable users to like, comment, share, follow, and shoot video.
• TikTok is available in 154 countries with 75 different languages. If your business operates internationally, TikTok advertising lets you reach audiences in other markets.

Learn more about why you should use TikTok ads here.

Types of TikTok ads

TikTok gives brands a few different ways to advertise, and each format does a different job. 

Some ads are great for getting quick attention, while others are better for driving clicks, sales, or user-generated content. 

The right one depends on what you want people to do after they see your ad.

Format	Best use case	Placement	Goal
In-Feed Ads	Promoting products, offers, or content in a natural way	Inside the For You feed	Drive views, clicks, and engagement
Brand Takeover Ads	Big launches and instant visibility	Full screen when users open the app, plus For You Page placements	Grab attention fast and boost awareness
TopView Ads	High-impact brand awareness without feeling too disruptive	First In-Feed post after a few seconds	Increase reach, views, and awareness
Branded Hashtag Challenge	Encouraging users to join a challenge or trend	Discovery page and hashtag landing page	Boost engagement and user-generated content
Branded Effects Ads	Interactive campaigns with filters, stickers, or effects	TikTok camera and effect panel	Make the brand more fun and memorable
Collection Ads	Showcasing multiple products for shopping	In-Feed ad linked to an Instant Gallery Page	Drive product discovery and purchases
Spark Ads	Turning organic content into paid ads	In-Feed, Detail Page, Post-roll, and Story.	Increase trust, engagement, and conversions

1. TikTok In-Feed ads

TikTok In-Feed ads are video ads that show up in the For You feed as people scroll. They blend in with regular TikTok posts, so they feel more natural than traditional ads.

Users can like, comment, share, and interact with them just like they would with any other video. That makes them a solid option for brands that want reach without being too in-your-face.

Here is a good example of a TikTok In-Feed ad video.

2. TikTok Brand Takeover ads

Brand Takeover ads appear the moment someone opens TikTok. They take over the screen for a few seconds, which makes them hard to miss.

They can also appear on the For You Page as an image, video, or GIF with a clickable link. These ads are best for brands that want instant attention and lots of visibility in a short amount of time.

A great example of a Brand Takeover ad is from Ora, achieving outstanding results. 

3. TikTok TopView ads

TopView ads appear the moment someone opens TikTok, before any other video plays. It starts with a 3-second full-screen takeover, then naturally shifts into the in-feed experience.

They can run up to 60 seconds in full-screen mode with autoplay and sound. This format works well when you want strong visibility but still want the ad to feel more native to the platform.

Below is an example of a TikTok TopView ad:

4. TikTok Branded Hashtag Challenge

Branded Hashtag Challenge invites users to join a challenge and post their own videos using a specific hashtag. These ads usually appear at the top of the Discovery page.

When users click the hashtag, they’re taken to a landing page that features the challenge and other videos using that tag. This format is great for boosting engagement, building awareness, and getting people involved with your brand.

Below is an example of TikTok’s branded hashtag ad from K18 Hair.

They started the #K18HairFlip challenge. Participants in the TikTok challenge stood to win a $1,000 Sephora gift card and a K18 salon service.

5. TikTok Branded Effects ads

Branded Effects let businesses create custom filters, stickers, or visual effects for TikTok users to try. These effects can stay live for up to 10 days.

This format is a smart pick for brands that want users to interact with the campaign in a fun, creative way. It can help your brand feel more playful and easier to remember.

A good example of TikTok branded effect ads is from Ristorante Pizza.

Colgate created a hashtag challenge #Colgatekiss, to produce an aesthetic for the brand in Thailand. They used a clickable branded effect with a ‘kissy face’ to complement the challenge.

6. TikTok Collection ads

Collection ads were built for shopping. They let users discover and browse products in full-screen mode on mobile.

Collection Ads’ core functionality is now part of Video Shopping Ads under the Product Sales objective.

When someone taps the ad, they’re taken to an Instant Gallery Page where they can explore more items. This format works especially well for ecommerce brands that want to turn interest into action fast.

Here’s an example by beauty brand E.L.F., which has made good use of TikTok Collection Ads. With the full screen, their products are at center stage, making it harder for cosmetic lovers to pass them up. 

7. TikTok Spark Ads

Spark Ads is a native ad format let brands boost existing organic TikTok posts instead of making ads from scratch. That’s what makes them feel more real and more native to the platform.

Users can still like, comment, share, and even visit the brand’s profile from the ad. Spark Ads are a great choice when you want the reach of paid media with the trust and authenticity of organic content.

Spark Ads are built from organic posts, not created by blending TopView with In-Feed.

Looking for inspiration? Here are some high-performing TikTok ad examples. 

The difference between TikTok’s ad placements

TikTok ad placements are options that enable businesses to reach their target audience effectively. These placements vary in where the ads appear on the app and how users interact with them. The main TikTok ad placements include:

• Spark Ads: Boosted organic posts from real TikTok accounts, preserving all engagement (likes, comments, shares) as part of your brand’s social proof and format.
• In-Feed ads: Skippable videos (up to 60 sec) shown in the “For You” feed. Users can like, share, or comment.
• TopView ads: Shown when users open TikTok, before any other video.
• Brand Takeover ads: Interactive full-screen ads shown on app launch, available to one brand per day, with clickable elements (e.g., app download, website).
• Branded Hashtag Challenges: UGC-driven campaigns inviting users to create content around a branded hashtag, often with music and effects.
• Branded effects: Custom AR filters or stickers featuring brand elements, designed for user interaction and viral exposure.
• Collection ads: In-Feed ads linked to an instant in-app storefront, enabling users to browse and shop without leaving TikTok.

Placement	Where it appears	Best for	Key trait
Spark Ads	Boosted organic TikTok posts	Social proof	Keeps likes, comments, shares
In-Feed Ads	“For You” feed	Engagement	Skippable video ads
TopView Ads	On app open	Awareness	High visibility placement
Brand Takeover Ads	App launch screen	Reach	Full-screen, one brand per day
Branded Hashtag Challenges	Hashtag challenge page/feed	UGC	Encourages user-created content
Branded Effects	TikTok camera or effects	Interaction	Custom AR filters or stickers
Collection Ads	In-Feed + in-app storefront	Shopping	Browse products without leaving TikTok

How to run ads on TikTok

So, how to run ads on TikTok? It is easier than you think, almost as easy as setting up a VPN.

The TikTok advertising platform, like Meta Ad Manager, automates the ad creation process, including creation, delivery, and optimization. For businesses managing multiple ad accounts or client campaigns, using a dedicated cloud phone for TikTok ensures each account operates from a clean, isolated mobile environment with a unique device fingerprint and residential IP, reducing the risk of restrictions or account linking.

TikTok now recommends using both Pixel and Events API for web data connections. Setting up the Pixel or Events API is now required for web conversions. That said, take this with a grain of salt since this is not a universal first step for every advertiser or every campaign type.

How to set up a TikTok Ads Account

To advertise on TikTok, you have to create a TikTok Ads Account first. 

1. Sign up on TikTok Ads

2. Add your email address, where you’ll receive a verification code.
3. Click Sign up.
4. On this new page, fill in the required information, like brand name, industry, country, etc.

5. Then click Register.

If you own a regular TikTok account already, use that account instead to sign up for the TikTok Ads Account.

Learn how to install TikTok Pixel and implement better conversion tracking.

Setting up a TikTok campaign

Now, let’s go through the step-by-step process of creating a TikTok ad.

1. Go to the ad sign-up page and register your business. Provide your business location and select the appropriate account type (business or personal). Then click Next.

2. Fill out your email address and password, ensuring that your password is strong and secure to protect your account, and enter the verification code. Then click to agree to TikTok’s terms and conditions for ads.

That is all you need for now to start setting up your TikTok campaign.

Creating a TikTok ad

Creating a TikTok ad requires three stages. First, create a campaign, an ad group, and then the real ad, with many advertisers also exploring new creative formats.

1.  Setting up a campaign

The campaign level is the first step you need to follow to create your TikTok ads. Here, specify the campaign objectives, campaign name, and campaign budget. Your campaign objectives could be app installation, reach, conversions, video views, and traffic.

Here’s what you need to do to set up a TikTok ad campaign:

a.  Log in to your TikTok Ads Manager and find the Campaign at the top of the page and click on it.

b. It’s time to choose the objective of your campaign. This signifies the action you want people to take when they see your ads. Accordingly, you must choose the right objective in order to generate the desired result for your campaign. 

For instance, if your objective is to generate more traffic to your website, the right objective to choose will be Traffic.

Here are two of our most popular TikTok communication integrations: a marketing system via LeadsBridge to make the most of lead generation efforts on TikTok. 

A powerful yet simple complement to ad campaigns is to make use of the link in bio TikTok, allowing incoming traffic from organic posts or ads to land on a unified page (your website, product shop, or lead-capture form).

All campaign objectives are categorized into three rubrics—awareness, consideration, and conversion. There is a limit of 5,000 campaigns per ad account, and 999 ad groups per campaign.

Now that we are done with the campaign level, the next step is the ad group.

2.  Creating an ad group

Under the ad group level, you specify the ad placements, audiences, target audiences, campaign budgets, optimization goals, schedule, and bids for your ad group. The first step to creating the ad group is selecting the placements.

a.   Select the ad placements

Ad placement refers to the location where your ad will appear on TikTok. You have the option to choose where TikTok places your ads or let TikTok select the best placement for you.

Leaving ad placement selection to TikTok or using automatic ad placement will help optimize your ad delivery across placements, helping you achieve your specified campaign objective.

The blocklist (pangle) feature is available to advertisers in select countries and is used to block undesired ad placements. Read the block list article to learn more.

b.   Choose the desired creatives

The automated creative optimization feature will automatically generate combinations of your creative assets to deliver only the best-performing ones. For example, the campaign’s ad creative assets include images, explainer videos, and ad copy.

c.    TikTok ads targeting

At this point, you need to choose the audience you want to target with your campaign. TikTok allows you to create both Custom Audience and Lookalike Audience. 

Using TikTok ad targeting, you can target your audience based on their demographics and device preferences to narrow down your audience segment. This includes age, gender, interest, operating system, location, language, behavior, device price tier, and mobile carrier.

Custom audience targeting on TikTok allows you to target your audiences based on customer data files (a list saved in a CSV, TXT, or ZIP file) and previous interactions with your ads: 

• Who has seen your ads before (impressions)
• App activity (e.g., sign up, activate, purchase, etc.)
• Website traffic actions (e.g., view content, button click, purchase, form submission, etc).

Similar to Meta’s custom audiences, TikTok Custom Audiences enable you to target individuals who have interacted with your business. 

The most interesting part is that you can integrate TikTok custom audiences with different tools through LeadsBridge to automate the entire data management process. 

d.   Set the budget and the schedule

In this section, specify your ad budget. There are different options here, as shown below.

Now is the time to set a budget for the ad. This can be a daily budget or a lifetime budget. The schedule specifies the start and end times for the ads. 

Choose a range of dates to run your ad, or opt to run it continuously for as long as you want. The day-parting option lets you choose specific time periods throughout the day, ranging from half an hour to 24 hours.

e.   Set up the bidding and optimization

This is the section where you choose your bidding process and optimization options and add third-party tracking links to help monitor the performance of your ad.

The first option here is the optimization goal. There are three types: conversion, click, and reach. 

First, choose the goal for your campaign, then configure the billing event option. The TikTok system automatically sets the billing event based on your selected optimization goal.

Here’s a link to more information on bidding methods on the TikTok Ads Manager.

Next comes smart optimization. This option allows you to choose how the system optimizes conversion events and carries out smart delivery. It is recommended that you activate the smart optimization option to help with your conversions. 

The bid strategy helps control your cost per result when set to “standard bid” mode. This ensures the average cost per result stays within your bid during delivery.

The bidding option helps you set the amount you are ready to pay for a thousand impressions, per click, or per conversion. The TikTok system will deliver the ads as per your bid specification.

The delivery type is available in two formats: standard and accelerated. When you select the standard delivery, your ad budget will be spent evenly during the campaign. The “accelerate delivery” option will spend the budget quickly during the campaign. 

You can find more information on the delivery type here.

Now it is time for the exciting part: creating your ad.

3. Creating your ad

Ad creation on TikTok is easy. All you need to do is upload your images or videos and eye-catching design ads in minutes using the features available on the TikTok ad manager. 

Now, follow the steps below to create your TikTok ad.

a.  Start by entering the ad name in the specified field below. This will help you identify your ads.

b.  Choose the ad format.

• Image Ads (single image) are supported in Ads Manager.
• Carousel Ads let you swipe through multiple images directly in-Feed. TikTok bills them as an alternative when you don’t have a video.
• Shopping/Product ads can pull product images from your TikTok Shop catalog (GMV Max campaigns).

c.  Add your ad details by uploading your creative media. You can upload your media from your computer or use the media from your previous ads. You can also choose to create a new video.

To create a new video, select “use video template” or “smart video“. Select the video thumbnail that will serve as a cover photo for your video ad. You can upload a new one or choose from the images in your video.

Include the text and link that will be shown with your ad. This includes the display name, text, call to action, profile image, and the URL of the website you want to drive traffic to if traffic is your main campaign objective. When you are done, preview your ad on your device. This will show you how the video ad will look after publishing it.

d. Add relevant tracking links to your ad. 

TikTok lets you add third-party tracking URLs and Pixels to track your ad performance. Here is a list of supported third-party measurements and TikTok Pixels.

Click the “submit” button to complete the ad creation process when you are done. This will trigger the ad review process. Once your ad is approved, it will automatically go live.

Selecting TikTok’s objectives for your campaign

TikTok Ads Manager still organizes campaign goals across the marketing funnel, but the objective list has changed since older versions of Ads Manager. 

In 2026, you may see objectives such as Reach, Traffic, Video Views, Lead Generation, Community Interaction, App Promotion, Brand Consideration, and Sales, depending on account eligibility and rollout status.

Awareness

Use Reach when you want maximum exposure at efficient cost.

This objective is ideal for advertisers looking to increase brand awareness and expand their reach on the platform. 

Consideration

The Consideration category offers several objectives to help advertisers drive specific actions and engagement from users. 

Here’s what falls under this category:

• Use Traffic to send people to a website or app
• Video Views to optimize for more attentive viewers
• Lead Generation to collect leads on TikTok or on your own site
• Community Interaction to drive follows or page visits inside TikTok
• App Promotion to drive installs or re-engagement
• Brand Consideration to grow a pool of high-intent users showing clear brand interest 

Once you collect enough data at this stage, you’ll need to process it efficiently.

LeadsBridge automatically sends lead data generated from your TikTok Lead Ad campaigns to your CRM or marketing automation platform. This helps you to follow up with leads on time, which could improve your conversion rate.

Conversion

TikTok now documents Sales as the objective for driving purchases on TikTok Shop, website, app, or website and app. 

TikTok also notes that older Website Conversions and Product Sales objectives are being merged into Sales in a phased rollout, so you may still see legacy naming during the transition.

With LeadsBridge, you can connect your CRM or marketing platform with TikTok Conversions to track your segmented audiences and monitor conversions for a full-funnel measurement.

How to choose the right TikTok campaign objective?

Pick the objective based on the action you actually want:

• Want more people to see the campaign? Choose Reach.
• Want clicks to a site or app? Choose Traffic.
• Want stronger viewing behavior? Choose Video Views.
• Want leads? Choose Lead Generation.
• Want more followers or profile-page activity? Choose Community Interaction.
• Want installs or app re-engagement? Choose App Promotion.
• Want purchase outcomes? Choose Sales.
• Want to build a stronger mid-funnel audience? Choose Brand Consideration if your account has access to it.

TikTok campaign objectives vs. TikTok advertising objectives

TikTok’s advertising objectives and campaign objectives are both important components of a successful TikTok ad campaign. While the two terms are sometimes used interchangeably, they have different meanings and functions.

You can differentiate the two with a simple definition: 

• Advertising objectives are your specific business goals (e.g., increase brand recognition, drive traffic, get installs, grow views, collect leads).
• Campaign objectives are the setting you choose in Ads Manager to make that goal happen (Reach, Traffic, Video Views, Lead Gen, Community Interaction, App Promotion, Sales).

It’s essential that you keep them aligned. This means one clear KPI, matching the campaign objective with that KPI, and adjusting your optimization event throughout.

TikTok ad targeting

TikTok ad targeting dimensions are parameters advertisers use to reach specific audiences on the platform. Here are standard TikTok ad targeting dimensions:

• Demographics: Age, gender, location, language, and spending power/household income (availability varies by market).
• Interests and behaviors: Hobbies, topics, industry interests, and past ad or content interactions.
• Device and connection type: Device model, operating system, and connection type (Wi-Fi or mobile data).
• Custom audiences: Use your own data (e.g., email lists, website/app visitors) to retarget users. TikTok’s server-side Events API strengthens this by capturing more reliable event data.
• Lookalike audiences: Reach new users who share traits with your existing audience.
  

Why audience targeting matters on TikTok

Targeting focuses delivery on people most likely to be interested, boosting engagement and conversions. This is why reaching the right audience minimizes waste and improves ROI.

Relevant targeting also drives higher CTRs, conversions, and overall campaign performance. 

Based on that, you can send tailored messaging to increase the impact of your campaign and improve the user experience.

TikTok ad policy in 2026

TikTok’s ad policy is designed to keep ads safe, accurate, and consistent with the platform experience. It covers ad eligibility, creative compliance, targeting, and landing page quality.

What TikTok reviews?

TikTok checks whether:

• Any product or service can be advertised
• Creative follows policy
• Targeting is appropriate
• Landing page matches the ad and works properly

What is prohibited and restricted content on TikTok?

TikTok prohibits or heavily restricts content such as:

• paid political ads
• political figures and entities
• tobacco and nicotine
• weapons and explosives
• illegal drugs
• misinformation
• deceptive or fake UI elements

Creative Requirements: They should match the offer

Ads must clearly reflect what is being promoted. The ad, CTA, display name, and landing page should all align.

Ads should not include deceptive tactics

TikTok does not allow:

• bait-and-switch messaging
• fake buttons or close icons
• unsupported claims
• broken or misleading landing pages

TikTok Ad Specs

For most non-Spark video ads:

• Aspect ratio: 9:16 preferred; 1:1 and 16:9 supported
• Resolution: minimum 540×960
• File types: .mp4, .mov, .mpeg, .3gp, .avi
• Max file size: 500 MB
• Profile image: 98×98 px, under 50 KB

Captions and naming in TikTok ads

• Non-Spark captions use TikTok’s default styling
• Clickable links, @mentions, and hashtags are not supported in Non-Spark captions
• Character limits vary by format and language
• Put key information early to avoid truncation

Spark Ads requirements

Spark Ads use an existing TikTok post. They have the original:

• caption
• display name
• emojis
• hashtags
• mentions

Because Spark Ads rely on the original post, formatting is more flexible. These ads now support any video length that has been successfully published on TikTok, with no restriction.

Identity requirements for marketers

A key 2026 update is that new campaigns are shifting away from Custom Identity. Brands should run ads from a verified TikTok profile.

Creative Tips at TikTok Ads Creative Center

TikTok Ads Creative Center is a free resource with guidance and inspiration. You can browse without a Business Account, though logging in gives deeper insights.

It’s useful because it provides:

• Best practices for building better-performing TikTok ads.
• Up-to-date insights on trends across industries.

Use Top Ads to see high-performing ads in your category: Filter by campaign objective to find examples that match your goals. 

Use Trend Discovery to track what’s trending (hashtags, songs, creators, videos), then apply those insights to your creative tests and strategy. 

TikTok Lead Generation

Similar to Facebook lead ads, TikTok Lead Generation uses a pre-filled form with the user’s name, email, phone number, and other requested details

Brands can use the TikTok Lead Generation to reach and engage with their prospects and customers and collect their data directly on in-stream ads on TikTok. You have a higher chance of conversions if your profile has likes and a high number of views. 

TikTok Lead Generation forms are built for mobile and keep users on the platform. The form includes a customizable background image (great for branding), your profile image, and a question section you can tailor to collect the info you need.

As an official TikTok partner, LeadsBridge offers integrations with TikTok Lead Generation that facilitate seamless and automated data management. 

Automated data bridges help connect your TikTok lead ads with your favorite tools, such as Salesforce®, Google Sheets, Klaviyo, etc.

Another great feature is TikTok Custom Audiences, which was designed to perform as a TikTok targeting option. Besides building audience segments, it enables you to connect with individuals who have previously engaged using:

• Interest Targeting: Reaches users based on their personal interests and the content or brands they engage with.
• Behavioral Targeting: Targets users based on how they interact with your brand over time.
• Retargeting: Re-engages users who have already interacted with your content or ads.
• Demographic Targeting: Targets audiences by age, gender, location, language, and other characteristics.

You can upgrade your TikTok advertising by integrating TikTok Custom Audiences with your favorite marketing tool.

How to track TikTok campaigns

TikTok Ads Manager offers a comprehensive dashboard where you can monitor ad performance, spend, and delivery status across campaigns, ad groups, and individual ads. 

You can track key metrics like CPM, CPC, CPA, CTR, and conversions, and filter results by audience data such as gender, device type, and time of day. 

TikTok also offers customizable report templates that make it easy to build detailed performance reports. You can download them on demand or schedule automatic delivery. It can be daily, weekly, or monthly. TikTok server-side tracking helps strengthen this by capturing more accurate event data for these audiences.For a better understanding of performance across campaigns and channels, some businesses also partner with a marketing analytics agency to connect the data and optimise their overall strategy

To access the data, navigate to the Campaign page, select the campaign, ad group, or use ad tags, and then click “View Data” to view performance metrics and audience insights.

TikTok ads vs. other platforms

TikTok is a strong advertising channel for brands that want attention, engagement, and creative momentum. 

But it is not always the best fit for every campaign. 

Some platforms are better for high-intent conversions, some for polished brand storytelling, and others for retargeting or product discovery. 

The best choice depends on your audience, creative style, funnel stage, and campaign goal.

The table below gives a quick snapshot of how TikTok compares with other major ad platforms.

Platform	Best for	Content style	Targeting strength	User intent	Best funnel stage
TikTok	Engagement, virality, creator-led campaigns	Short-form, vertical, trend-driven video	Good interest, behavior, and lookalike targeting	Discovery and entertainment	Top to mid funnel
Facebook	Lead generation, retargeting, and broad campaign control	Mixed media: video, image, carousel	Very strong	Lower browsing intent but strong conversion support	Full funnel
Instagram	Visual branding, polished creative, lifestyle campaigns	Reels, Stories, images, carousels	Strong	Discovery with stronger brand intent	Top to mid funnel
Google	High-intent traffic and conversions	Search, display, shopping, video	Very strong intent-based targeting	Active search and action	Mid to bottom funnel
YouTube	Video storytelling, education, product explainers	Short- and long-form video	Strong	Active viewing and search	Top to mid funnel
Snapchat	Younger audiences, AR campaigns, immersive mobile ads	Vertical video, Stories, AR formats	Solid	Fast, private, mobile-first interaction	Top to mid funnel
Pinterest	Product discovery, planning, and purchase consideration	Static and video creative, shopping-focused visuals	Strong for intent and interests	Planning and inspiration	Mid funnel

TikTok ads vs. Facebook ads

TikTok and Facebook remain top choices for digital advertisers, but they serve different strengths.

Facebook still leads in detailed targeting, diverse ad formats, and full-funnel marketing across both Facebook and Instagram.

The right platform depends on your campaign goals, creative style, and target demographic.

Feature	TikTok ads	Facebook ads (Meta)
Content Style	Short-form, video-first, music-driven	Mixed content (video, image, carousel)
Best For	Engagement, virality, younger audiences	Targeting depth, lead gen, retargeting
User Base	2B+ MAUs, mostly Gen Z & Millennials	3B+ MAUs, broader age range
Ad Formats	In-Feed, TopView, Spark ads, Branded effects	Video, Image, Carousel, Instant Experience
Creative Approach	Trend-driven, native-feel, UGC-style	Structured, CTA-driven, varied formats
Targeting	Interest, behavior, lookalikes	Demographics, behaviors, custom audiences
Analytics	TikTok Ads Manager, real-time trends	Meta Ads Manager, detailed reporting
Average CPM	~$3–10 (2025)	~$8–14 (2025)
Average CTR	~0.7–1.5% (higher for TopView)	~0.9–2% depending on format

Learn all about TikTok ads vs. Facebook ads here. 

TikTok ads vs. Instagram ads

TikTok and Instagram are both powerful visual platforms, but they serve slightly different purposes. Instagram ads stand out due to their advanced targeting and a more established ad ecosystem.

Your platform choice should match your audience and brand. Here’s what to look for: 

Feature	TikTok ads	Instagram ads
Content Style	Short-form, full-screen video	Photos, Stories, Reels, carousels
Best For	Virality, Gen Z engagement	Brand polish, broad reach, retargeting
User Base	2B+ MAUs, mostly Gen Z	2.5B+ MAUs, strong Millennial and Gen Z mix
Ad Formats	In-Feed, Spark Ads, TopView, Branded Effects	Feed ads, Reels, Stories, Carousels
Engagement Rate	Higher (especially for UGC + creators)	Moderate, varies by format
Targeting	Interest, behavior, lookalikes	Advanced: interest, behavior, retargeting
Analytics	TikTok Ads Manager	Meta Ads Manager (Instagram via Facebook)
Average CPM	~$3–10 (2025)	~$7–12 (2025)
Average CTR	~0.7–1.5%	~0.9–2%

Take a look at some of our popular Instagram integrations:

TikTok ads vs. Google ads

TikTok ads are ideal for engaging younger audiences (Gen Z and Millennials) through visually creative videos. Google advertising is built for intent-based marketing. 

The strongest strategies in 2025 often combine both platforms: TikTok for discovery, Google for intent.

Here’s how they compare:

Feature	TikTok ads	Google ads
Primary Strength	Engagement, awareness, and cultural relevance	Intent-driven targeting, conversions
Best For	Gen Z & Millennials, viral reach	High-intent users ready to act
Content Style	Short-form, creator-led, trend-driven	Text search, display banners, product listings, video
Ad Formats	In-Feed, TopView, Spark, Hashtag Challenges	Search, Display, Shopping, YouTube (Video)
Audience Targeting	Interest, behavior, lookalikes	Keyword, demographic, remarketing, custom intent
Engagement Style	Scroll-based discovery, entertainment-first	Action-based search, direct navigation
Average CPC (2025)	~$0.50–$2.00	Varies widely (~$1–$10+ depending on competition)
Conversion Strength	Low to mid-funnel	Mid to bottom-funnel

Check out these integrations that help you leverage your Google lead generation:

TikTok ads vs. YouTube ads

TikTok is built for trend-driven content with a strong emphasis on creativity and viral potential. 

YouTube supports both short- and long-form content, with deeper viewer intent and longer attention spans. It’s better suited for storytelling.

The choice very much depends on how you want your message consumed.

Feature	TikTok ads	YouTube ads
Content Style	Short-form, vertical, sound-on	Short- and long-form, horizontal or vertical
User Intent	Discovery, entertainment	Active watching, intentional search
Top Ad Formats	In-Feed, Spark ads, TopView, Branded Challenges	Skippable/Non-skippable Video, Bumper, Shorts
Best For	Awareness, engagement, trend participation	Education, deep storytelling, high-retention ads
User Base (2025)	2B+ MAUs, Gen Z & Millennials	2.7B+ MAUs, across all age groups
Engagement Style	Fast, scroll-based, community-driven	Longer view sessions, more deliberate attention
Targeting Options	Interests, behaviors, lookalikes	Keywords, demographics, in-market, custom intent
Avg CPM (2025)	~$3–10	~$5–15
Avg CTR (2025)	~0.7–1.5%	~1–2.5%

Take a look at some of our popular integrations:

Snapchat ads vs. TikTok ads

Both Snapchat and TikTok are strong platforms for reaching Gen Z and younger millennials. Snapchat mostly focuses on private sharing and immersive ad formats like AR Lenses, Filters, and Stories.

You should take your pick based on important markers of both platforms:

Feature	TikTok ads	Snapchat ads
Content Focus	Short-form, trend-based video	Private, immersive, and AR-driven content
User Base (2025)	2B+ MAUs, mostly Gen Z & young millennials	750M+ MAUs, strong among ages 18–34
Top Ad Formats	In-Feed, TopView, Spark ads, Hashtag Challenges	Snap Ads, Story Ads, Lenses, Filters, Collection Ads
Creative Strength	Viral, sound-on, creator-driven content	AR, sequential storytelling, interactive formats
Targeting Options	Interests, behaviors, lookalikes, retargeting	Demographics, behaviors, custom audiences
Engagement Style	Public, trend-based discovery	Direct, 1:1 or group-based interaction
Best Use Case	Brand awareness, cultural engagement, UGC	Product try-ons, location-based or AR campaigns
Avg CPM (2025)	~$3–10	~$3–8
Avg CTR (2025)	~0.7–1.5%	~0.6–1.2%

Check out these integrations to automate your campaigns’ data management:

TikTok vs. Pinterest ads

Pinterest is intent-focused, mostly used for planning and inspiration. 

Choosing between them depends on your campaign goals: TikTok is best for cultural impact and virality, while Pinterest excels at influencing purchase decisions and long-term planning.

Feature	TikTok ads	Pinterest ads
Content Focus	Entertainment, trends, short-form video	Inspiration, planning, and evergreen content
User Intent	Passive browsing, entertainment	Active searching, high purchase intent
Top Ad Formats	In-Feed, Spark Ads, TopView, Hashtag Challenges	Promoted Pins, Idea Ads, Shopping, Carousel
User Demographic	Mostly Gen Z & Millennials	Broad age range, strong female audience
Engagement Style	Trend-driven, creator-led, fast-paced	Visual discovery, slower-paced, save-first
Best For	Awareness, engagement, UGC	Product discovery, planning, and purchase intent
Targeting Options	Interest, behavior, lookalikes	Keywords, interests, custom, act-alike audiences
Avg CPM (2025)	~$3–10	~$2–5
Avg CTR (2025)	~0.7–1.5%	~0.9–2.2%

Here are some helpful resources to help you learn more about Pinterest ads:

• The ultimate guide to Pinterest Lead Ads
• A step-by-step guide to Pinterest Audience Targeting

FAQs

1. Are TikTok ads for all businesses?

TikTok is suitable for most businesses, but not all. If you are targeting young audiences, you should be running ad campaigns on TikTok now. Learn more about how to use TikTok for Small Businesses.

2. How effective is TikTok advertising?

Quite effective for discovery, awareness, and social commerce. 

TikTok says businesses advertising on the platform generated €31 billion in economic value across the EU in 2025, and EMARKETER says TikTok Shop sales will surpass $20 billion in 2026.

TikTok’s own trend reporting also keeps stressing authentic, creator-style content over polished brand ads.

3. What is TikTok’s advertising revenue?

There is no single official 2026 reported number publicly decided on. But current forecasts put TikTok at about $14.5 billion in U.S. ad revenue in 2026. 

WARC says that is 38% of TikTok’s global ad revenue, which implies roughly $38 billion worldwide.

4. How to get ad revenue on TikTok

For creators in 2026, the main entry point is Creator Rewards, which replaced the old Creator Fund. TikTok’s official eligibility includes being 18+, having 10,000 followers, 100,000 video views in the last 30 days, and posting original videos at least 1 minute long.

Other monetization routes include TikTok One brand deals, Series, and Video Gifts.

5. How much does TikTok advertising cost?

TikTok’s official minimums are more than $50 at the campaign level and more than $20 at the ad-group level, and it supports CPC, CPM, oCPM, and CPV bidding. In the 2025–2026 benchmark guides, advertisers often see roughly $4–$15 CPM and about $0.17–$1.50 CPC. But the actual costs move a lot based on country, audience, creative, and objective.

Takeaways

TikTok is a leading ad platform for brands targeting global, mobile-first, and younger audiences. Its high engagement and mobile-optimized lead generation tools allow marketers to collect user data directly through in-stream ads. 

For best results, your incoming leads should be synced for further nurturing via automated integrations.

Discover our TikTok Lead Generation integrations and join the TikTok Custom Audiences waiting list to take full advantage of your TikTok advertising campaigns.