Step-by-Step Guide on How to Run a TikTok Lead Generation Ad

  • In a world where digital marketing is ruling the advertising space, lead generation has become essential for brands to grow their business and stay relevant. TikTok, which now has over 1 billion active users worldwide, is an incredible platform for lead generation. With its unique algorithm and younger audience, TikTok presents an opportunity for small business owners and content creators to reach a new demographic. In this blog post, we’ll guide you through the process of creating a TikTok lead generation ad.

  • Set up your TikTok Ads account

    The first step to creating a lead generation ad on TikTok is to set up an account. You need to create an Ads Manager account before you start creating ads. Go to TikTok’s Ads Manager website and click on “Create an Ad.” The platform will guide you through the setup process. You must register your account using your business name, business email, and payment details.

  • Create your campaign

    The second step is to create a campaign. It is a mandatory step in creating any ad format on TikTok. Select “Lead Generation” as your campaign objective.

    First, you'll create a new campaign. Then choose 'Lead Generation' as the advertising goal.


  • Select Audience

    The audience you choose is one of the most important of your TikTok campaign. A well-defined audience is crucial for the success of your TikTok lead generation ad. Navigate to the "Audience" section in the ad set level where you can create a new audience or use a saved audience. TikTok allows you to segment your audience based on multiple criteria such as age, gender, location, and interests. Furthermore, you can leverage TikTok’s unique Custom and Lookalike audience features. The Custom Audience feature allows you to target users who have previously interacted with your business, while the Lookalike Audience feature helps you reach new users who are similar to your best-performing audience. Spend time refining your audience parameters to ensure your ad reaches the most relevant users.

    Select the location of users you would like to reach with your ad.


    Choose the 'custom audience' type to optimize your ad spend, or choose 'automatic audience' to minimize the time spend on ad building.

    When you choose the custom audience type you will see several demographic settings.

    Choose each of these to closely resemble your customer.

    • Gender
    • Age
    • Language


    After demographics, you will have the option to set interests you will see a dropdown menu of category types. Take some time to browse them while keeping your customer persona in mind. You can also search for a category if you already know what you're looking for.


    You can use the same category search feature for 'People who've carried out the following interactions with videos'.


  • Set your budget and schedule

    Now you'll set your budget and ad schedule.

    You can toggle between daily and lifetime (total) budget.

    If possible set your ad schedule for at least two weeks. The ad will learn and self-optimize the more time and impressions it's exposed to.


  • Create your ad


    Now you'll create your ad. Before commencing, keep in mind that TikTok has certain video specifications, such as vertical orientation, 9:16 aspect ratio, and a maximum video length of 60 seconds. Ensure your ad content is engaging and creative, and use clear and straightforward written text (copy) on your ad. Your ad copy should be thought through and must align with the call-to-action (CTA) of your lead form.

  • Create your lead form

    Create your lead form. Click on the 'Create' button under 'Instant form' and enter all relevant details:

    • Name
    • Language
    • Logo
    • Display Name
    • Headline
    • Privacy Policy

    Now for the questions. You'll want to reduce the number of questions as much as possible. The more questions you include, the greater chances the user does not complete and submit the form. Only ask for the essentials.

  • Review and launch your ad

    Review and launch your ad. Ensure everything is aligned with your brand voice, and all the elements such as ad creative, copy, and lead form are buttoned up. Preview your ad and then launch it.

  • Congratulations on launching your TikTok lead generation ad! Now what?

    After launching your TikTok lead generation ad, it's critical to manage and follow up with the leads you've generated. These potential customers have shown interest in your brand and could convert into loyal customers if nurtured correctly. Swift and personalized responses can significantly improve conversion rates, creating a positive impression of your brand. Remember, lead generation is just the first step – the real success lies in how effectively you utilize these leads to drive business growth.

  • Automate Google Ads with IFTTT

    IFTTT is a powerful tool that can significantly streamline your lead follow-up process. It's a service that lets you quickly and easily enable pre-build automations for TikTok leads or create your own. IFTTT can be set up in a way that every time a new lead is generated from your TikTok ad, an action is triggered, like an automatic email or a notification to your sales team. This ensures each lead is promptly followed up on, saving you valuable time and increasing your chances of converting these leads into clients. Instant response is the norm in our fast-paced digital world, and by automating the process, you won't miss out on potential business opportunities.

    Here are some of the top Applets for TikTok ads:

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