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News + Insights

TikTok: Mastering Your Paid Ads Strategy in 2024

Social Media Marketing Trends for 2021

In 2024, TikTok has truly emerged as a powerhouse. Younger generations are increasingly turning to the platform for search, challenging the conventional dominance of Google.

You must recognise the unique opportunities that TikTok presents in the current digital landscape, particularly with the shifting preferences of younger demographics.

Launching New Ad Accounts

When initiating a TikTok ad campaign, we recommend starting with a single adset budget campaign, steering clear of Campaign Budget Optimisation (CBO) at launch.

Prioritise conversion optimisation, targeting broad audiences with stacked interests and Lookalike Audiences (LAL).

A daily budget formula [(50 x Average CPA) / 7] aims to expedite the learning phase.

Launch campaigns at midnight, focusing on 2-3 ad groups for a balanced audience size of 20 to 50 million.

Ad-Level Strategies

Craft 4-8 starting creatives, utilising Automatic Creative Optimisation (ACO) for extensive creative testing. For smaller budgets, consider alternative campaign objectives to build warm custom audiences quickly.

Post-launch, maintain a hands-off approach during the 7-day learning phase. Monitor ad group performance closely, identifying top-performing creatives, ages, genders, and interests.

Audiences & Lookalike Audiences

Explore diverse audience sources, with customer files primarily on device IDs. While customer phone numbers and email lists are not widely available yet, the imminent release suggests upcoming opportunities for Lookalike Audiences.

Premium audiences, akin to Facebook's engaged shoppers, offer highly targeted options. Lookalike Audiences require a source of 1000+ people, with options for Narrow, Balanced, and Broad audiences.

Testing Strategies

Post-launch, focus on testing different captions on the opening scene. Higher funnel events like 'Add to cart' or 'Submit form' often outperform 'Complete payment,' emphasizing the need for strategic event selection. Test the effectiveness of ACO versus non-ACO by duplicating adsets with and without dynamic ads.

Scaling Tactics

Effective scaling demands an exit from the learning phase. The top three scaling methods involve incrementally increasing the budget, duplicating winning ad groups with competitive cost caps, and narrowing in on top age ranges or genders for broad-targeted campaigns.

Retargeting Strategies

Distinguish retargeting efforts into Middle of Funnel (MOF) and Bottom of Funnel (BOF). Tailor creative content closer to the 60-second mark for BOF campaigns, where product reviews prove highly effective. Implement discounts and deals at the BOF level to enhance engagement and drive conversions.


In conclusion, mastering TikTok ads requires a dynamic approach, incorporating meticulous planning, strategic testing, and effective scaling. By adopting these insights, marketers can navigate the complexities of TikTok advertising and elevate their campaigns to new heights.

Need some help mastering your TikTok Paid Ads?

Get in touch, we're more than happy to help!


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