TikTok Ads.
A short-video platform that works like a discovery engine. Creative is everything here: native-looking content that hooks in the first two seconds, with sound. Pixel + Events API are a must for measurement.
TikTok Ads ManagerCampaign management
In-feed video ads, Spark Ads (turning organic content into ads), collection and lead forms. Targeting works with interest/behaviour and lookalikes; creative fatigue comes fast.
- Organic–paid bridge with Spark Ads
- Weekly creative refresh cadence
- Smart Performance / automated bidding tests
TikTok Pixel · Events APISignal infrastructure
Sending web events from browser and server; required for conversion optimisation and remarketing.
- Setup via GTM template
- Server-side event mapping
- Audiences: video viewers, site visitors
Creative Center · Trend toolsCreative research
Top-performing ads by industry, trending sounds and hashtags. The first stop for a creative brief.
- Competitor and industry creative analysis
- Tracking trending sounds/formats
- Creative brief preparation
When it is the right channel
On TikTok the account that wins is not the one that targets well, it's the one that can produce creative. Opening this channel without the capacity for several new videos a week is pointless — creative fatigue is the fastest way to die here. Strong with a showable product and a young audience; forced without both.
How I set it up
I bridge organic and paid with Spark Ads — turning content that already holds attention organically into an ad is cheaper and more effective than shooting one from scratch. A weekly creative refresh rhythm goes into the calendar from the start. Pixel and Events API are set up together for measurement.
What I don't do
I don't crop a TV spot or a horizontal video into vertical; creative that doesn't look native doesn't get watched. And I don't read attribution here with the same confidence as Meta — TikTok's measurement is weaker, so the channel's contribution needs an incremental view.
Want to talk about a topic?
I'll walk you through how the approaches in these posts work on real accounts.