Creating an Outstanding TikTok Ad Strategy

Published on 30.06.2026 by Chizoba T

No matter the size of your TikTok account, you have the same chance to go viral as the more established accounts do. Instead of considering the follower count, the TikTok algorithm usually prioritizes content based on the user’s interest, providing businesses of all sizes with an opportunity to reach a large audience.

Additionally, the platform has one of the highest engagement rates, making it perfect for growing your brand. However, one of the most important TikTok growth strategies is using ads. This can provide great results when combined with a good TikTok growth blueprint for 2026.

Benefits of Using TikTok Ads

Are TikTok ads helpful for your growth strategy? There are several reasons to consider using them:

Ability to Reach a Diverse Audience

While Gen Z is the largest audience demographic on TikTok, there are other demographics on the platform. According to one study, the number of U.S. adults on TikTok has increased in recent years. As of early 2026, the percentage of TikTok users aged over 25 was over 40%, with 34% aged 25-34. Through TikTok ads, you can easily reach this demographic.

Perfect for Storytelling

TikTok allows users to create ads that tell a story in a way that captures the audience’s attention and enhances engagement. You can use the ad format to keep viewers in suspense as they await the next episode, while subtly promoting your products or services.

Affordable and Easy to Set Up

The ad setup process can be a hindrance, especially for small businesses that find it complicated. The good news is that setting up TikTok ads can be a fairly straightforward process. Additionally, the cost of setting up TikTok ads is quite affordable, costing as little as $1. 

Steps in Leveraging TikTok Ads

To start marketing your products or services using TikTok ads, follow these steps:

Creating a TikTok Business Account

You will need a TikTok business account to start running ads. Even if you already have a personal account, you need to separate personal affairs from business ones. On top of running ads, a business account will enable you to track the performance of your campaigns and determine if there are opportunities for influencer partnerships. 

Here are the steps to follow when creating a TikTok business account.

  • Go to the TikTok profile account page.
  • Tap on Settings & Privacy.
  • Tap Manage Account.
  • Go to Account Control, and tap on Switch to Business Account.
  • Select a category for your business, such as Fitness, Personal Blog, or Arts & Crafts.

Choose a Marketing Objective

After creating a TikTok business account, you need to determine what you want to achieve on the platform. Is it to increase brand awareness or to convert prospects into customers? Is your goal to expand the reach of your current market after launching a product line? Do you want to consistently drive engagement using your current fan base? When you understand your goals, you can easily create a plan to get there effectively and efficiently.

Understand How to Use the App

You need to familiarize yourself with the app's popular features, such as sound, filters, branded hashtags, and effects. It will be easier for you and your brand to join a trend that aligns with your goal.

Understand Different Types of Ads

When you understand the different kinds of TikTok ads, you can choose one that works best for your target audience. 

Let us now look at the different kinds of TikTok ads to consider:

  • In-feed ads. If you want a TikTok ad option that lets you add a link, consider the in-feed video ad. This ad option lets you add a CTA to your website's home page or landing page. 
  • Spark ads. With these ads, you can boost your current organic content, resulting in a higher conversion rate than the traditional in-feed ads. These ad formats can help you tap into the social proof and authenticity of the user-generated content, making them perfect for your TikTok audience.
  • Top-view ads. This ad format usually appears within the first few seconds and works in the same way as the brand takeover ad. Its main benefit is that it doesn't feel as intrusive as the brand takeover.
  • Brand Takeover. This type of ad is an option that usually appears when a TikTok user opens their app. The ad option displays on the full screen and can be displayed on the FYP. These ads can be animated GIFs, still images, or videos, each with a clickable link. It can, therefore, be an important tool for directing users to a site or a landing page. The video format can also be a good choice for increasing engagement by encouraging users to join a certain hashtag. This is essential as hashtags are important for B2B brands on TikTok.
  • Hashtag challenges. These ads often appear on TikTok’s discovery page, allowing users to engage with organic posts without needing sponsored content. When you buy sponsored ads, you can then create a paid hashtag trend.
  • Branded effect. These ads use 3D objects to enhance your TikTok videos. The ad format can, therefore, be a good option for increasing brand awareness.

Best Practices When Using TikTok Ads

To make the most out of your TikTok ad strategy, follow these best practices:

Open with a Hook

TikTok ads usually last up to 60 seconds. However, the first few seconds will determine if people continue watching the ad or swipe away. Statistics indicate that 25% of users watch only the first 5 seconds, with an average watch time of 5-6 seconds. This is why it helps to start with an attention-grabbing element to entice users to watch. 

Some of the most effective hooks include:

  • Adding an exciting audio for maximum engagement.
  • Adding an interesting headline, such as "This tip will transform your life.”
  • Starting with a provocative or unusual visual that adds an element of intrigue.

If you don't include a thumb-stopping hook, you can try different headlines, video openers, and angles to determine what is working best.

Leverage Storytelling

No matter what you are marketing, storytelling is one of the most effective strategies you can use because it ensures you have a cohesive narrative for your products. With stories, you can create a cohesive story for your product as viewers immerse themselves in it. 

Remember that TikTok users value authenticity. For people to buy on TikTok, you need to share a story that resonates with them while selling the benefits they will get from your products. A good way to craft a compelling product story is to think about the problem the product is meant to solve.

Make the Ad Brief, Lean, and Fast

Statistics indicate that 60% of videos with a high CTR tend to deliver their messages within the first 3 seconds and create ads with a maximum of 30 seconds. You can increase watch time by continuing to create several videos with one- or two-second cuts at different speeds and camera angles. If there are unnecessary lulls and pauses, you can trim them.

Leverage the Built-in TikTok Tools

Videos that are made natively on the TikTok platform tend to perform better than those made outside. The same can be said of ads, as those made natively will perform better. Having a variety of audiovisual elements can be stimulating; therefore, you can include as many audiovisual effects as possible to achieve native-looking ads. Consider adding various elements such as Greenscreen, time wraps, subtitles, background music, video reversals, and more.

Emphasize Special Offers and Discounts

If you got a good offer, make sure it’s prominently displayed in the headline copy and the copy itself. While TikTok has low buyer intent, you can improve your conversion rate by offering discounts. If you have an exclusive offer for your TikTok audience, make sure you make it clear.

Add a Goal-Matching CTA

Many people use TikTok to be informed and entertained; therefore, including a CTA that guides buyers toward their next action can be helpful. Make sure your CTA is clear about what you are promoting. For instance:

  • You can use the Shop Now button to drive traffic to your product pages.
  • You can use CTAs such as "Play game" or "Download" to drive app installations.
  • If your goal is a free trial or email signup, you can add a Sign Up CTA.

According to TikTok, the most effective CTA is "Learn More." However, this can be vague; be specific and choose a CTA that matches your ad goal. CTAs can be a good choice for B2B brands using TikTok to drive sales.

Experiment and Iterate

If you are just getting started with a TikTok ad account, you can experiment with different ad creatives to find one that works best for your audience. After you get the data, you can drop those not performing well and focus on those showing traction.

Leave the Comments On

TikTok has some of the most vocal users, who will share their thoughts in the comments on your ad creative. They also use the section to drop feedback and ask questions concerning your products. Ensure that the comment section remains open, as this can improve the ad’s performance in the auction, thus increasing the ad’s reach.

Additionally, positive comments serve as social proof for potential customers. You can set a filter to filter out negative comments.

In Conclusion

TikTok ads are an effective marketing tool because they give users access to a highly engaged audience. With Gen Z users having high search intent, the platform can be a great choice for marketing your products or services. You can take your campaigns to the next level by leveraging TikTok ads.