Paid Advertising / TikTok Ads
TikTok Ads Management
TikTok ads that sell before the viewer realises they are watching an ad.
The problem
TikTok's advertising platform is still two to three years behind Meta in sophistication — which means the opportunity for brands that move early is significant. CPMs are lower. Competition is lower. Audiences are engaged. But the creative demands are completely different.
Most brands try to run their Meta creatives on TikTok and wonder why performance is poor. TikTok is a native video platform. Produced ad creative gets scrolled past. What converts is content that looks like it belongs on the For You Page — fast, authentic, and built for mobile consumption.
Our approach.
Creative-first, always
On Meta, targeting and structure carry a large share of performance. On TikTok, creative carries almost all of it — the algorithm finds the audience if the video earns attention. So our engagement is structured around creative from day one: before any campaign settings are touched, we define the hook frameworks to test, the angles that fit your product, and the formats (talking-head, demonstration, before-and-after, reaction) most likely to convert for your category.
Every brief specifies the first two seconds precisely, because that is where TikTok ads live or die. A video that has not earned the viewer's attention by second two never gets the chance to sell.
How UGC production is managed
When creator content is required, we run the full pipeline: sourcing creators whose audience and style fit the brand, negotiating usage rights so the footage can legally run as paid media, writing briefs that give creators structure without making them sound scripted, and quality-checking deliverables against the brief before anything is paid for or published.
Each production round delivers multiple hook variations of the same core video, because in our testing the hook — not the body of the video — is usually what separates a winner from a loser. One shoot, many testable assets.
The testing and refresh cycle
TikTok punishes stale creative faster than any other platform: a winning video can fatigue in two to three weeks. We plan for this instead of reacting to it. The account runs on a continuous cycle — a batch of new creative enters testing while the current winners carry the budget, and the next brief is already in production. Testing follows defined decision rules: minimum spend thresholds before judging, and clear metrics for advancing a video from test budget to scaling budget.
The learnings compound. Every test feeds a documented record of which hooks, angles, and formats work for your brand, which makes each successive creative batch cheaper to produce and more likely to win.
What the reporting pack contains
Monthly reporting covers ROAS, CPM, CTR, and cost per purchase — trended, not just snapshotted — plus a creative leaderboard ranking every active video by result. Because TikTok's view-through attribution flatters itself, every report reconciles platform-claimed conversions against your actual sales data, so you always know the real return rather than the platform's version of it.
Each report closes with the next month's creative plan: the hooks going into testing, the videos being retired, and what the learnings log says we should try next.
Deliverables.
TikTok Business account setup
TikTok Ads Manager, TikTok Pixel, and events API configured correctly from the start.
Creative strategy
UGC-style brief development, hook frameworks, and format testing plan. We define what needs to be tested before any budget is committed.
Campaign structure
Awareness, consideration, and conversion campaigns structured appropriately for TikTok's algorithm and auction dynamics.
Creator sourcing (if required)
We identify and manage TikTok creators for UGC production. Creator brief, contracts, and asset delivery handled in full.
Weekly optimisation
Creative rotation, audience adjustments, and bid management weekly. TikTok's algorithm rewards fresh creative — we plan for this in the content calendar.
Monthly reporting
ROAS, CPM, CTR, CPP (cost per purchase), and creative performance breakdown. TikTok and platform-reported data reconciled against actual sales.
What happens when.
Month 1 — Setup & Creative
- Account setup and pixel verification
- Audience research and segmentation
- Creative brief development
- UGC production or creator sourcing
- First campaign live in week 3
Month 2 — Test
- Creative hook testing (5–8 variants)
- Audience targeting refinement
- Budget reallocation to winning creatives
- Mid-period review
Month 3 — Scale
- Scale top-performing creatives
- Introduce retargeting audiences
- New creative batch briefed
- Cross-channel attribution check
Pricing
Every engagement is scoped to the account. What you pay depends on the number of markets, products and campaigns in play, and on how much needs rebuilding before we start. You get a number on the first call, in writing, before you commit to anything.
Get a scoped quoteTikTok Ads questions answered.
Yes. TikTok Ads Manager is fully operational for the audiences most of our clients target, and account setup — billing, pixel, and events API — is handled as part of onboarding.
No. TikTok Ads can be run from a brand new account with zero followers. Organic audience size does not affect ad performance.
D2C consumer products, food and beverage, fashion, beauty, and entertainment perform extremely well. B2B works on TikTok but requires a different creative approach — thought leadership and behind-the-scenes content rather than product demonstrations.
We manage UGC creator briefs and production coordination. Full in-house video production is available as an add-on. We can also work with your existing video assets and repurpose them for TikTok format.
TikTok's attribution is similar to Meta's view-through model — it claims credit for sales that happen after a video view, even if the viewer did not click. We reconcile platform data against actual sales data to give you the real number.
Plan for a fresh batch of three to five videos entering testing every three to four weeks. That cadence keeps winners in rotation while their replacements are being validated, and it is the single biggest predictor of stable TikTok performance in our accounts. We manage the production pipeline so the account never runs dry.
ROAS varies significantly by product and creative quality. Our client average on TikTok is 2.8× — lower than Meta, but improving rapidly as we accumulate creative learnings. New TikTok accounts typically require 60 days to find the winning creative format.
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