In 2025, TikTok remains the leader in short-form video, emerging as a strong platform for brands, businesses, and content creators to connect with huge audiences. Powered by its sophisticated algorithm and innovative ad offerings, TikTok Ads present a unique opportunity to drive traffic, sales, and engagement. Regardless of whether you are an inexperienced marketer or an experienced one, this post will guide you through conducting TikTok Ads, all the ad types that are available, and educating you on important policies that you need to abide by in order to remain compliant.
Why Use TikTok Ads?
TikTok is more than a dance fad and lip-sync venue — it’s a rapidly expanding advertising medium with over 1.5 billion monthly active users worldwide. TikTok Ads work well for:
Growing brand awareness
Driving app installs and website traffic
Driving leads and conversions
Reaching younger audiences (Gen Z and Millennials)
Step-by-Step: How to Run TikTok Ads
Create a TikTok Business Account
Go to TikTok Ads Manager
Sign up with your email or TikTok account.
Select your billing country and business type (Business or Individual).
Set Up TikTok Pixel (For Website Tracking)
If you’re driving traffic or conversion campaigns, place the TikTok Pixel on your site. It monitors user behavior and assists in optimizing campaigns on actions such as purchases, sign-ups, or page views.
Create a Campaign
In TikTok Ads Manager:
Click on “Campaign” > Create
Choose your campaign objective:
Traffic
Conversions
App Installs
Video Views
Reach
Lead Generation
Set Up Ad Group
Specify the targeting, budget, schedule, and placements:
Targeting: Select by age, gender, location, interests, device type, behavior, etc.
Placements: TikTok (and as an added option, other platforms such as Pangle and News Feed apps)
Budget & Schedule: Daily or lifetime budgets, and select your start/end dates.
Create Your Ad
Upload your video creative or take advantage of TikTok’s Smart Video or Video Templates to easily build compelling ads. You can also leverage Spark Ads to amplify organic posts straight from your or another creator’s profile.
Select a call-to-action (CTA) like “Shop Now”, “Learn More”, “Download”, etc.
Preview your ad and send it to be reviewed.
Types of TikTok Ads (2025)
TikTok supports several ad formats specific to various marketing objectives:
- In-Feed Ads
Show up in users’ “For You” feed
Can have CTA buttons and direct links
Ideal for: Traffic, conversions, engagement
- Spark Ads
Amplify your own or creators’ native videos
Preserves original engagement (likes, comments, shares)
Ideal for: UGC-based marketing, influencer marketing
- TopView Ads
Full-screen video ads that pop up when the app is opened
Gives highest visibility and reach
Ideal for: Brand awareness, product launches
- Brand Takeover
Full-screen video or static ad that appears as soon as TikTok is opened
One-time-only deal — one brand per category per day
Ideal for: Huge impressions within a short duration
- Branded Hashtag Challenge
Invite users to create content around a given hashtag
Has the potential to go viral with the right creative idea
Best for: UGC, brand interaction, viral promotion
- Branded Effects
Make your own stickers, filters, or AR effects
Encourages users to engage with your brand in creative ways
Best for: Interactive advertising, brand entertainment
TikTok Ads Policy: What You Need to Know
Before running ads, make sure you adhere to TikTok’s advertising guidelines. TikTok enforces strict policies around content, targeting, and data usage. Adverse action against these rules can result in ad rejection or account suspension.
- Prohibited Content
Adult content or nudity
Tobacco, weapons, drugs
Deceptive or misleading advertising
Political rhetoric or hate speech
- Regulated Categories
These are subject to pre-approval or regulation by country:
Financial products (loans, crypto, forex)
Health supplements or products
Dating sites
Alcohol (geography-specific)
- Creative Rules
Keep the ad brief (9–15 seconds optimum)
Add subtitles or captions
Do not overlay screen with too much text
Make sure audio and visuals are good quality
No clickbait images or deceptive titles
- Privacy & Targeting Guidelines
Respect users’ privacy (no sneaky data gathering)
Don’t target children with offensive content
Comply with GDPR and regional data regulations if advertising in Europe or other regions
Best Practices for TikTok Advertising
Utilize Vertical Videos (9:16) to take up full screen
Engage viewers within the first 3 seconds with action or emotion
Tap into trends and sounds to have a native feel on TikTok
Test several creatives to find out what will perform well
Partner with creators through Spark Ads or TikTok Creator Marketplace
Monitor performance metrics (CTR, ROAS, CPM, etc.) and optimize on a regular basis
My Last opinion
TikTok Ads aren’t merely another platform for advertising — they are a creative-driven performance beast. Learning to execute campaigns, selecting the right ad formats, and adhering to platform policies can unlock enormous potential for your business or brand in 2025.
