TikTok ads that feel like TikTok and sell like ads.

TikTok’s UK audience is much broader than teenagers. People in their thirties, forties and beyond use it every day for recipes, home ideas, money tips and product reviews. It tends to work best for businesses whose product or service is easy to show on camera: e-commerce, beauty, food and drink, hospitality, fitness, education and lifestyle brands.

It’s a harder sell for niche B2B, or when your buyers simply aren’t on the platform. Under-18s in the UK don’t receive personalised ads, so youth-focused brands have less targeting to work with. We’ll check audience fit with TikTok’s own estimates in your free TikTok Ads audit, before you spend anything.

TikTok’s own minimum daily budgets are modest, but a budget that small rarely gives the algorithm enough conversions to learn from. For most UK brands we’d suggest at least £1,500–£3,000 a month in media spend for a meaningful test, plus a realistic allowance for creative and creator fees. Our management fee is fixed and quoted after the audit, and your ad spend is paid directly to TikTok with no mark-up from us.

No dancing required. You can run in-feed ads without a big organic following. That said, an active account helps: Spark Ads run from real posts, and anyone who taps through to your profile should find something credible. Trends are optional. What matters is the native format: talking to camera, showing the product in use and answering the questions customers actually ask. We can suggest a light posting rhythm that doubles as a free testing ground for ad ideas.

Usually a mix. We write the hooks and scripts, source and brief UK creators (through TikTok One, home of the Creator Marketplace, or by direct outreach) and edit everything for the feed. Founder- and staff-led videos shot on a phone often perform just as well, and we’ll brief your team on exactly what to film.

TikTok’s Symphony generative AI tools can help with variations, captions and quick edits, but we treat them as an assist, not a replacement for real people. Paid creator content is always clearly labelled as an ad, in line with ASA and CAP Code rules.

Spark Ads put ad spend behind an organic TikTok post, either from your own account or, with their permission, a creator’s. The ad keeps the original handle, likes, comments and shares, so viewers see a real account rather than a faceless brand ad, and the engagement it earns stays on the post.

For creator posts, the creator authorises your ad account to use the video for an agreed period. We agree fees and usage rights in writing up front, and make sure the post is clearly labelled as an ad (#ad) under UK advertising rules.

We set up the TikTok Pixel and the Events API, which sends conversions server-side so fewer are lost to browser restrictions, with consent handled properly under UK GDPR and PECR. Sales, leads and bookings from your CRM can be sent back too, so TikTok learns which viewers become customers.

The caveat: TikTok also counts view-through conversions, meaning people who watched an ad and bought later without clicking. Some of that influence is real, but it can over-claim. We report click-through and view-through separately, check both against GA4, Shopify or your CRM, and watch branded search and direct traffic for the knock-on effect. Where budgets allow, holdout or lift tests show what’s genuinely incremental.

For most direct-response goals, Meta Ads is the steadier first step: mature targeting, catalogue ads and more predictable conversion volume. TikTok is often better at reaching people who’ve never heard of you, but it needs a faster supply of new creative. Many brands end up running both: TikTok to find new audiences and winning hooks, Meta to retarget and scale them. If people already search for what you sell, Google Ads usually comes before either.

Campaigns usually start spending within a day or two of ad approval, but expect a learning phase of roughly two to four weeks before judging cost per result. Creative fatigue is fast on TikTok (winning ads often slow down within a few weeks), so we keep new hooks and edits going into testing every week, with fresh concepts every month. We’d judge a new TikTok programme over 90 days.