TikTok Ads
Win the first three seconds — or lose the viewer.
TikTok Ads reward organic-feeling creative and punish traditional advertising. We build native-style ads that earn attention, not buy it. Sounds, formats, editing pacing, creators — everything matched to what's actually performing on For You right now.
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Audience retention
100%
at 0.0s
1–3s: Hook or lose them. 44% drop-off industry average.
3–6s: Payoff moment. Deliver on the hook's promise.
6s+: Product intro + CTA. Viewers here are warm.
The formats we use
Not all TikTok ad units work the same.
In-Feed Ads (Spark Ads)
Workhorse format · 95% of our client spend goes here
Ads that look exactly like organic TikToks because they often are — boosted from creators, from the brand's own handle, or bought from creators for use as ads. Spark Ads carry the creator's handle and engagement.
Best for: Direct response, ecommerce, lead gen
TopView
Premium takeover · First video users see when opening app
Expensive, minimum spend thresholds, book directly via TikTok account rep. Useful for major launches, category-defining moments. We'll tell you if you don't need it — most brands don't.
Best for: Major launches, awareness at scale
Branded Hashtag Challenges
Community mobilisation
Pay TikTok to promote a hashtag + provide creative template, viewers create their own. Requires cultural fit and a genuine hook. More misses than hits — we're selective.
Best for: Consumer brands with cultural participation potential
Branded Effects
AR filters as advertising
Face filters, background effects, AR try-ons. Best for beauty, fashion, eyewear. High engagement when done well, irrelevant for most SMBs.
Best for: Beauty, fashion, gaming, try-before-buy verticals
The #1 rule
"Don't make ads. Make TikToks."
TikTok's own motto for advertisers — and it's genuinely the single most important thing. Native-feeling creative beats polished production 3-to-1 in our accounts. Here's how we execute.
Creator-led, not brand-led
Brand-handle ads get lower watch-through. Creator-handle (Spark Ads) feel organic and perform 2–3× better. We source creators via TikTok Creator Marketplace and scriptwrite hooks that don't look scripted.
Trending sounds, not custom audio
TikTok rewards trending audio in ad distribution. We maintain a weekly trend brief and match creative themes to what's currently being used — not what was trending 6 months ago.
Vertical-native editing pace
Cuts every 1–2 seconds. Text overlays that match the rhythm. Zoom-ins, replays, jump-cuts. Horizontal-thinking directors will fail here; we use TikTok-native editors.
Captions always on
80% of TikTok viewing is sound-on (unique among platforms), but the 20% sound-off still matters. On-screen text is mandatory. Burned-in, large enough to read at scroll speed.
Open with a question or claim
"This changed the way I…" / "The $X product every Y needs" / "Nobody told me about…" Open with something that forces the viewer to stop to find out what comes next.
Genuine enthusiasm beats polish
Raw iPhone footage of someone genuinely excited outperforms studio-shot brand content every time. Production value is not the bar — authenticity is.
Honest fit assessment
Not every business belongs on TikTok.
TikTok works
Visual products under €100 (fashion, beauty, home, pet, gadgets)
Young demographic target (15–35 core, extending to 40)
Impulse-purchase fit — can decide and buy quickly
Visual demonstrable transformation (before/after, unboxing)
Founder or team willing to appear on camera
Capacity for weekly new creative (4–8 pieces minimum)
TikTok struggles
Enterprise B2B with long consideration cycles
High-price (€1000+) considered purchase categories
Regulated sectors (alcohol, finance, gambling, health claims)
Older demographic-heavy audience (55+)
Service businesses that can't show visual proof
Brands without capacity to ship weekly creative batches
If your business falls in the "struggles" column, we'll recommend LinkedIn, Google Search, or Meta as primary — and discuss whether TikTok belongs as a brand-side secondary channel, or not at all.
Frequently asked
TikTok Ads questions.
Not strictly required, but it helps. Spark Ads need something to boost — either your own organic posts, or creator posts you've licensed. Brands running TikTok ads without any organic presence can still work, but organic + ads together typically compounds performance.
Related services
Complementary channels
Start where the hooks live.
Share your product and we'll return three hook concepts we'd test in week one — spec'd for TikTok, not repurposed from Meta or YouTube. Plus a no-go/go recommendation for your category.