How to Use TikTok Ads for Small Businesses: A Step-by-Step Guide
TikTok’s explosive growth means it’s now a must-have platform for small businesses wanting to reach new customers. While organic content is powerful, TikTok Ads offer targeted ways to accelerate growth and boost sales.
This guide will walk you through how to create effective TikTok ads for your small business in 2025.
Step 1: Create a TikTok Ads Manager Account
Start by going to TikTok Ads Manager and signing up. You’ll need basic business info, such as company name, website, and payment method.
Once registered, you’ll access the dashboard where you can create campaigns, set budgets, and analyze results.
Step 2: Choose Your Campaign Objective
TikTok offers various ad objectives depending on your goal:
Traffic: Drive users to your website or app.
Conversions: Encourage purchases or actions on your site.
App Install: Promote app downloads.
Reach: Maximize the number of people who see your ad.
Video Views: Increase views on your video content.
Choose the one that matches your marketing goals.
Step 3: Define Your Target Audience
TikTok Ads allow you to target users based on:
Demographics: Age, gender, location.
Interests: Hobbies, favorite content types.
Behavior: Interaction with ads or content.
Custom Audiences: Upload your customer list for retargeting.
Lookalike Audiences: Reach new users similar to your existing customers.
Narrow your audience to maximize ad efficiency and budget.
Step 4: Set Your Budget and Schedule
Choose between:
Daily budget: How much you spend per day.
Total budget: How much you spend over the whole campaign.
Set start and end dates or run your ads continuously.
Step 5: Create Your Ad
TikTok ads can be videos or images. Here are best practices:
Keep videos short (9–15 seconds).
Use vertical format (9:16 aspect ratio).
Grab attention in the first 2-3 seconds.
Include a clear call to action (CTA).
Use trending music or sounds if possible.
You can upload your own creative or use TikTok’s Video Creation Kit to make ads.
Step 6: Optimize with TikTok Pixel
Install the TikTok Pixel on your website to track actions like purchases or sign-ups. This data helps optimize your campaigns for better results.
Step 7: Launch and Monitor Your Campaign
Once your ad is live, monitor performance using Ads Manager:
Check metrics like impressions, clicks, CTR, and conversions.
Pause or adjust underperforming ads.
A/B test different creatives or audiences for improvement.
Tips for Small Businesses Using TikTok Ads
Start small: Test with low budgets before scaling.
Use engaging, authentic content rather than hard selling.
Leverage TikTok trends and popular music to boost ad appeal.
Regularly analyze data and refine targeting.
Combine ads with organic TikTok content for best results.
Final Thoughts
TikTok Ads offer small businesses an affordable, powerful way to connect with an engaged audience in 2025. With the right strategy, you can grow brand awareness, increase sales, and compete with larger brands.
Take it step-by-step, test your ads, and stay creative to make the most of TikTok’s unique platform.