How to Run TikTok Ads: Step-by-Step Guide 2026
Running TikTok ads opens the door to over 1.59 billion users who spend an average of 58 minutes daily on the platform. Whether you're launching your first campaign or looking to improve your approach, this step-by-step guide walks you through everything you need to know to run TikTok ads successfully in 2026.
Setting Up TikTok Ads Manager
Before creating any campaigns, you need to set up your TikTok Ads Manager account properly.
Step 1: Create a TikTok Business Account
- Go to TikTok for Business
- Click "Create Now" or "Get Started"
- Enter your email and create a password
- Verify your email address
- Complete your business profile with company name, industry, and contact details
Step 2: Access TikTok Ads Manager
Once your business account is created:
- Navigate to ads.tiktok.com
- Log in with your business credentials
- Accept the terms and conditions
- Set your time zone and currency (these cannot be changed later)
Step 3: Set Up Payment
Before launching campaigns, add a payment method:
- Go to Payment in the top menu
- Click Add Payment Method
- Choose between credit card, PayPal, or other available options
- Enter payment details and verify
Step 4: Install the TikTok Pixel
The TikTok Pixel tracks conversions and enables retargeting. According to TikTok's official documentation, proper pixel setup is essential for optimization.
Installation steps:
- Go to Assets > Events in Ads Manager
- Click Manage under Web Events
- Select Create Pixel
- Name your pixel
- Choose installation method:
- Manual: Copy and paste code into your website header
- Partner Integration: Use Shopify, WooCommerce, or other platform integrations
- Google Tag Manager: Install via GTM for easier management
Verify your pixel using the TikTok Pixel Helper Chrome extension to confirm it's firing correctly.
Creating Your First Campaign
TikTok uses a three-tier campaign structure: Campaign > Ad Group > Ad.
Understanding Campaign Structure
| Level |
What You Set |
Purpose |
| Campaign |
Objective, budget type |
Define your goal |
| Ad Group |
Targeting, placement, schedule, budget |
Define who sees your ads |
| Ad |
Creative, copy, CTA |
What users actually see |
Step 1: Choose Your Campaign Objective
From Ads Manager dashboard, click Create. You'll see these objective options:
Awareness:
- Reach: Maximize the number of people who see your ad
Consideration:
- Traffic: Drive clicks to your website or app
- Video Views: Maximize video watch time
- Community Interaction: Grow followers and engagement
Conversion:
- Website Conversions: Drive specific actions on your website
- App Promotion: Drive app installs or in-app actions
- Lead Generation: Collect leads within TikTok
- Product Sales: Drive purchases (via TikTok Shop or catalog)
For most businesses, Website Conversions is the best starting point if you want to drive purchases or sign-ups.
Step 2: Name and Configure Campaign
- Name your campaign descriptively (e.g., "Spring_Sale_Conversions_Test1")
- Choose Campaign Budget Optimization (CBO) to let TikTok distribute budget across ad groups, or set budgets at the ad group level
- Set your campaign budget:
- Minimum: $500 total or $50/day
- Recommended starting budget: $50-100/day for testing
Step 3: Choose Campaign Type
TikTok offers two campaign modes:
| Mode |
Best For |
Control Level |
| Smart+ |
Beginners, automated optimization |
Low (AI handles most decisions) |
| Custom |
Experienced advertisers, granular control |
High |
Recommendation: Start with Custom mode to learn the platform, then test Smart+ once you have baseline performance data.
Targeting Options Explained
TikTok offers robust targeting to reach your ideal audience.
Demographics
- Location: Country, state/region, city
- Age: 13-17, 18-24, 25-34, 35-44, 45-54, 55+
- Gender: Male, Female, All
- Language: Based on app settings
Interests and Behaviors
Interest targeting reaches users based on content they engage with:
- Over 15 interest categories (Beauty, Fashion, Food, Tech, etc.)
- Hundreds of sub-interests for granular targeting
Behavior targeting reaches users based on actions:
- Video interactions (liked, shared, commented)
- Creator interactions (followed creators in specific categories)
- Hashtag interactions
Custom Audiences
Create audiences from your own data:
| Audience Type |
Source |
Use Case |
| Customer File |
Email/phone lists |
Target existing customers |
| Website Traffic |
TikTok Pixel |
Retarget visitors |
| App Activity |
SDK events |
Retarget app users |
| Engagement |
TikTok interactions |
Target video viewers |
Lookalike Audiences
Expand reach by targeting users similar to your best customers:
- Select a source audience (custom audience with 1,000+ users)
- Choose similarity level: Narrow (1%), Balanced (5%), or Broad (10%)
- TikTok finds similar users based on behavior patterns
Targeting Best Practices
- Start broad: Let TikTok's algorithm find your buyers initially
- Layer gradually: Add targeting constraints as you gather data
- Avoid over-targeting: Too narrow limits TikTok's optimization ability
- Test multiple audiences: Create separate ad groups for different targeting approaches
Budget and Bidding
Understanding budgets and bidding maximizes your ad spend efficiency.
Budget Types
| Budget Level |
Minimum |
Best For |
| Campaign Budget |
$500 total or $50/day |
Automatic distribution across ad groups |
| Ad Group Budget |
$20/day |
Manual control per ad group |
Bidding Strategies
Cost Cap: Set maximum cost per result
- TikTok optimizes to get results at or below your cap
- Good for controlling CPA
Bid Cap: Set maximum bid per auction
- More control over individual auction bids
- Requires experience to set effectively
Lowest Cost (Recommended for beginners): No bid limit
- TikTok gets the most results for your budget
- May have variable costs
Budget Recommendations by Goal
| Monthly Ad Spend |
Strategy |
| $1,500-$3,000 |
Test 2-3 products/offers with basic targeting |
| $3,000-$10,000 |
Scale winners, test more audiences |
| $10,000+ |
Full-funnel campaigns, advanced optimization |
According to industry experts, allocate $2,000-5,000 minimum for meaningful learning and data collection.
Creating Effective Ad Creative
Creative is the most important factor in TikTok ad success.
TikTok Creative Principles
- Native feel: Ads should look like organic content
- Hook immediately: Grab attention in first 1-3 seconds
- Sound on: 93% of TikTok users watch with sound
- Vertical format: 9:16 aspect ratio required
- Authenticity over polish: Raw, genuine content outperforms slick production
Ad Formats Available
| Format |
Description |
Best For |
| In-Feed Ads |
Appear in For You feed |
Most campaigns |
| Spark Ads |
Boost organic posts as ads |
Authenticity, UGC |
| TopView |
First ad when opening app |
Maximum reach |
| Branded Effects |
Custom AR filters |
Engagement, brand awareness |
Creating Your Ad
- Upload your video: 9-60 seconds (15-30 seconds optimal)
- Add display name: Your brand or account name
- Write ad text: Up to 100 characters, include clear value proposition
- Add CTA button: Shop Now, Learn More, Sign Up, Download, etc.
- Enter destination URL: Your landing page
Creative Best Practices
Video structure that works:
| Timeframe |
Element |
Example |
| 0-3 seconds |
Hook |
"POV: You just found the best..." |
| 3-10 seconds |
Problem/Context |
Show the pain point |
| 10-20 seconds |
Solution |
Demonstrate your product |
| 20-30 seconds |
CTA |
"Link in bio" or "Shop now" |
What to avoid:
- Overly polished, "ad-like" content
- Long intros before showing value
- Silent videos (sound is expected)
- Horizontal or square formats
- Hard-sell messaging without value
Launching Your Campaign
Before hitting publish, run through this checklist:
Pre-Launch Checklist
- [ ] Pixel installed and verified
- [ ] Conversion event set up (purchase, lead, etc.)
- [ ] Creative meets TikTok ad specs
- [ ] Landing page is mobile-optimized and loads under 3 seconds
- [ ] Budget is at least $50/day per ad group
- [ ] Targeting isn't too narrow (audience size 1M+)
- [ ] Multiple creatives ready for testing (3-5 minimum)
Launch Steps
- Review all campaign settings
- Click Submit to send for review
- TikTok reviews ads within 24-48 hours
- Once approved, ads begin serving
Common Rejection Reasons
- Prohibited content: Tobacco, weapons, adult content
- Misleading claims: Unsubstantiated promises
- Landing page issues: Broken links, mismatched content
- Video quality: Too blurry or pixelated
- Audio issues: Copyrighted music without rights
Monitoring and Optimization
Launching is just the beginning. Ongoing optimization determines success.
Key Metrics to Track
| Metric |
What It Means |
Target Range |
| CTR |
Click-through rate |
1-3% |
| CPC |
Cost per click |
$0.50-$1.50 |
| CPM |
Cost per 1,000 impressions |
$3-$10 |
| CVR |
Conversion rate |
2-5% |
| ROAS |
Return on ad spend |
2x+ |
| Frequency |
Times each user sees your ad |
Under 3 |
Daily Optimization Tasks
Days 1-3:
- Monitor for ad approval and delivery issues
- Check for technical problems (pixel firing, landing page)
- Don't make changes—let data accumulate
Days 4-7:
- Evaluate performance by ad group and creative
- Pause underperforming ads (low CTR, high cost)
- Note winning elements for future creative
Week 2+:
- Scale winners by increasing budget 20-50%
- Launch new creative variations
- Test new audiences based on learnings
When to Kill vs. Scale
| Situation |
Action |
| No conversions after $50 spend |
Pause and evaluate |
| CTR under 0.5% |
Refresh creative |
| Positive ROAS for 3+ days |
Scale budget 20-50% |
| Frequency above 3 |
Add new audiences |
| Declining ROAS |
Refresh creative or pause |
Advanced Optimization Tips
- Creative refresh: Plan for new creatives every 1-2 weeks
- Audience expansion: Build lookalikes from converters
- Retargeting layers: Create audiences for different funnel stages
- Dayparting: Test running ads during high-engagement hours
- A/B testing: Test one variable at a time for clear learnings
Frequently Asked Questions
How much does it cost to run TikTok ads?
TikTok requires a minimum of $500 per campaign or $50 per day at the ad group level. Average costs include CPM of $3-$10 and CPC of $0.50-$1.50. For meaningful testing, budget $2,000-$5,000 to gather enough data for optimization. Actual costs vary by industry, targeting, and creative quality.
How long does it take for TikTok ads to work?
TikTok ads typically require 3-7 days of learning phase before you can evaluate performance accurately. During this period, TikTok's algorithm is testing your ad with different audiences. Avoid making major changes during the learning phase, as this resets the process.
Can I run TikTok ads without a TikTok account?
Yes, you can run ads through TikTok Ads Manager without having a TikTok profile. However, having an organic TikTok presence helps you create Spark Ads (boosting organic content) and builds credibility with users who click through to your profile.
What's the best budget for starting TikTok ads?
Start with $50-100 per day across 2-3 ad groups testing different creatives. This gives you enough data to evaluate performance within 5-7 days while keeping risk manageable. Once you identify winning combinations, scale budgets by 20-50% every few days.
Key Takeaways
- Set up properly first: Install the TikTok Pixel and verify it's tracking before launching campaigns
- Start with Website Conversions: This objective works best for most businesses seeking measurable results
- Create native content: TikTok ads should look like organic TikTok videos, not traditional ads
- Give campaigns time: Allow 3-7 days of learning before making optimization decisions
- Plan for creative refresh: TikTok creative fatigues faster than other platforms—have new content ready
Need help running your TikTok ads? Contact us for expert campaign management, or schedule a free consultation to discuss your advertising goals.
