TikTok is taking the world by storm and it’s quickly becoming one of the biggest social media channels in 2022. So, it’s no surprise that many business owners are starting to use TikTok ads for advertising their business.

In this article, you’ll learn:

  • How to use TikTok ads for your business (step-by-step tutorial)
  • How to get leads with TikTok ads
  • How to find new clients with TikTok ads

Let’s get started!

Why use TikTok ads?

  • Lower ad costs: TikTok ads right now are not as saturated with advertisers compared to other social media platforms such as Facebook, Instagram, Google or YouTube. This means TikTok ads allow you to reach your potential clients at a much lower cost compared to Facebook ads.
  • Powerful Algorithm: One reason TikTok is so popular is because of its algorithm. The TikTok algorithm is desigend to show relevant Tiktok content to the right users. In my experience, TikTok’s algorithm has been as good as (if not better) than Facebook’s advertising algorithm.
  • Easy to use: If you’re familiar with Facebook ads, then you’ll be right at home with TikTok ads. The TikTok ads manager looks almost identical to Facebook’s ads manager. It’s easy to use and support is easy to access if you ever get stuck.
  • Less advertising restrictions: One reason many business owners are flocking to TikTok ads is because of Facebook’s strict restrictions on advertisers. If you speak to most advertisers on Facebook, they’ll tell you how notorious Facebook is for banning or restricting ad accounts for no good reason. On TikTok ads, at least right now, you’re much less likely to run into any problems with running ads or getting ads rejected.

2022 TikTok demographic & statistics

Here are some useful TikTok statistics in 2022:

  • TikTok has over 120 million active users in the USA
  • TikTok has over 50 million active users over the age of 35+ in the USA
  • TikTok has over 24 million active users over the age of 45+ in the USA
  • TikTok has over 9 million active users over the age of 55+ in the USA
  • TikTok allows you to advertise to people based on their household income
  • TikTok has over 3,500,000 users who are listed as “business owners” in the USA
  • TikTok ads allow you to target B2B business owners based on industry
  • TikTok ads allow you to target different job titles
  • TikTok ads allow you to target people based on buyer behavior

How to create successful TikTok ads (step by step)

Here’s a step-by-step tutorial on how to advertise on TikTok:

Before you start… Have the right strategy!

BEFORE you start using TikTok ads for lead generation, be sure to watch this video which explains the best strategy to get 10, 15, 30 or more high-quality appointments with your ideal clients each month.

Without the right lead generation strategy, it will be difficult to get any real tangible results with TikTok (or any other advertising platform!).

Once you have the right lead generation marketing strategy in place, you can follow this guide to start using TikTok ads to get more customers into your business.

Step 1: Create a TikTok Business account

Create a TikTok Business Center account

To start running ads on TikTok, you need to create a business account in TikTok’s Business Center.

You can do this by going to: https://business.tiktok.com/ and then clicking on “Create New” on the top right of the screen.

You will then be asked to create a TikTok account:

Sign up for a TikTok business account


  • You do NOT need a TikTok app account to use TikTok for business
  • You can either sign up with your existing TikTok account, personal or work email
  • If you choose your business location as the USA, you cannot advertise in the UK. Likewise, if you choose the UK, you cannot advertise to people in the USA. TikTok said they will be changing this in the future though so you can soon advertise to people in any location.

Step 2: Create an advertiser account

TikTok Advertiser account

In your TikTok business account, go to “Assets” > “Advertiser Accounts” > “Add Advertiser Account”.

Your TikTok advertiser account is where you’ll go to:

  • Create and manage TikTok ads
  • Create and manage TikTok pixel
  • Manage TikTok ad comments
  • Manage TikTok videos and other assets

Tip: If you’re managing TikTok ads for clients, then ask them to create a TikTok advertiser account and then share access with you

Once you’ve created your TikTok ads manager, click on the “ads manager” button to access it:

Ads manager button

Step 3: Choose the right TikTok campaign objective

Choose the right TikTok objective

For lead generation, I would recommend using either the TikTok “Conversion” or “Lead Generation” objective.

Here’s a summary of these TikTok objectives:

  • TikTok Lead generation objective: This will get form-fills through TikTok ads without them needing to navigate to an external site. Expect to get a lot more leads with this objective, but the quality won’t be as high compared to the “Conversion” objective because the friction to fill in the form is much lower.
  • TikTok Conversions objective: This option sends people to a landing page with an opt-in form on your lead generation funnel. It uses the TikTok pixel to track conversions. Expect to get fewer conversions but much higher quality leads with this option.

Since I prefer better quality leads over quantity, I’ll typically use the “Conversion” objective when advertising on TikTok. So, in this TikTok tutorial, I’ll be using the “Conversion” objective.

Step 4: Turn campaign budget optimization on

TikTok Campaign budget optimization

Campaign budget optimization allows TikTok to use your budget on the ad sets that are most likely to convert. I highly recommend you turn this on to lower your cost per lead and get better results, as seen in the following example:

TikTok CBO on vs off

For your daily budget, $50/day to $100/day would be a good amount to start testing with.

Step 5: Choose your TikTok pixel

Choose TikTok pixel

After choosing your TikTok campaign goal, click on “Website” and select your pixel. If you’re familiar with Facebook ads, then the TikTok pixel works in practically the same way.

Tip: If you don’t yet have your TikTok pixel created, you can create one by going to “Assets” > “Events” in your TikTok ads manager, as seen here:

Create TikTok Pixel

Step 6: Choose your targeting options

Choose your TikTok targeting mode

Here you can select whether you want to point TikTok in the right direction (custom targeting) or just let TikTok’s algorithm work out which audience is best for you (automatic targeting).

In some cases, I’ve found automatic targeting works better. In others, I’ve found “Custom Targeting” works better. So you’ll need to split-test both to see which option works best for you.

In the beginning, I recommend starting with “Custom Targeting” and then split test it with “Automatic targeting” after your TikTok pixel has gathered more data.

Step 7: Choose placements


Here you can select which TikTok owned assets you’d like to appear on. I normally just select TikTok for this option.

Step 8: Choose your target audience

TikTok demographics

Choose the demographics of your potential clients. TikTok allows you to target potential clients based on:

  • Age
  • Location
  • Income level

When selecting interests, you can choose almost everything imaginable including interests such as:

  • Business industries
  • Buyer behavior
  • Business owners
  • Hashtag interactions
  • And more
TikTok Interest targeting

The best thing to do is to type in relevant interests related to your business and see what comes up!

How do I target B2B Business Owers on TikTok Ads?

Here are the best ‘interests’ to target (b2b) business owners on TikTok ads:

Business Owners: You can target both ‘business owners’ in general and ‘small business owners’ using TikTok’s interest targeting

Business Services: You can target ‘business services’ in general, ‘professional services’ or other specific services related to YOUR business (e.g. insurance services if you’re an insurance agent).

Business Industries: You can target specific business industries on TikTok. For example, if you’re an accountant looking for leads that works exclusively with marketing agencies, you can select “marketing and advertising” as an industry.

B2B: You can target people based on the ‘business-to-business’ interest in TikTok to target other business owners that are likely to be business owners.

Business publications: You can target people who read specific business online publications such as Inc, Entrepreneur magazine, Forbes, etc. You can also search for online publications specific to your target audience’s niche.

You can search for all of the above interests in your TikTok ads manager.

Call-out business owners: Another effective way to target business owners on TikTok is to make sure that your ad specifically calls out the type of business owner you’re looking to target in the first 10 seconds.

This will make it so that anyone who is NOT a business owner keeps scrolling past your ad. Anyone who is a business owner can keep watching your ad.

This helps TikTok’s algorithm show your ad to more like-minded business owners who are interested in your content.

Step 9: Upload your TikTok video ad

TikTok video

Here you can upload your TikTik video ad. Here are a few rules about TikTok video ads:

  • TikTok ads dimension size in pixels must be 1080px by 1920px (or any other vertical dimension)
  • TikTok ads video length must be under 60 seconds

If you don’t feel comfortable being on camera, you can pay people on Fiverr to record a video for you.

Here’s an example of a TikTok video ad for one of my clients which was recorded using someone from Fiverr:

Here are a few more examples of top-rated Fiverr actors who can record a TikTok selfie-style video for you (some of these I’ve hired myself and they’ve been great!)

Step 10: Select your landing page website URL

Website URL for tiktok ads

Finally, the last step is to select your landing page website URL. This should be some kind of lead magnet where people enter their name & email to learn more about how you can help them. I recommend using a video sales letter as a lead magnet because it converts best in my experience.

It’s also recommended you host your sales funnel on funnel building software. Click here to see my list of the best all-in-one funnel builders.