How to Make Ads on TikTok in 2025

The marketing landscape shifts fast, but TikTok isn’t a passing trend. It’s a platform reshaping how people discover and buy products.

With over a billion active users spending nearly 95 minutes a day scrolling, TikTok is now one of the most powerful engines for brand awareness, community building, and sales.

If you’ve wondered how to make ads on TikTok that actually work (not just rack up views, but drive revenue), this guide is for you.

We’ll cover everything from setting up your TikTok Ads Manager account to creating scroll-stopping video ads, structuring campaigns, and optimizing performance.

By the end, you’ll have a step-by-step framework to boost sales, grow your customer base, and engage audiences in the UAE where they already spend their time.

This isn’t about chasing vanity metrics but building ad campaigns that convert casual viewers into loyal customers.

Why TikTok Ads Matter for Your Business in 2025

Before we dive into mechanics, let’s address the “why.” Why should TikTok ads be a serious line item in your marketing budget?

Here’s what makes TikTok different:

1. Scale + Attention

TikTok has more than 1.5 billion monthly active users globally, with engagement numbers that surpass Instagram and Snapchat. People don’t just browse—they like, comment, share, and most importantly, buy. Research shows 39% of TikTok users have purchased a product after discovering it on the app.

2. Virality Built In

Unlike other platforms where reach is throttled by followers, TikTok’s algorithm is designed to push engaging content (ads included) to huge audiences fast. That means a well-crafted video ad can rack up millions of views in days.

3. Creative-First Ad Formats

TikTok isn’t about polished, traditional ads. It’s a playground of interactive video, UGC, branded hashtag challenges, and TikTok Shop integrations that make buying frictionless. The more your content feels native, the better it performs.

4. Laser-Focused Audience Targeting

Through TikTok Ads Manager, brands can target by demographics, interests, behaviors, or custom audiences. Whether you want to reach Gen Z foodies in Dubai or millennial professionals across the GCC, TikTok makes it possible.

For example, a Dubai-based F&B brand can target diners looking for new brunch spots, while a fintech startup in Abu Dhabi can focus on young professionals interested in mobile banking solutions.

5. Measurable ROI

TikTok Ads Manager gives real-time reporting so you can track impressions, clicks, conversions, and ROAS. You’ll know exactly what’s working, where to adjust, and how to manage spend more efficiently.

6. The #TikTokMadeMeBuyIt Effect

This isn’t just a hashtag, but it’s cultural proof. With millions of videos tagged, TikTok has become a trusted shopping recommendation engine. That kind of organic validation boosts trust in your brand before the first click.

Bottom line: TikTok ads aren’t just another option in your digital toolkit. For businesses serious about growth, they’re quickly becoming a necessity.

Setting Up Your TikTok Ads Manager Account

Every TikTok ad campaign starts with the same foundation: a TikTok Ads Manager account. Think of it as mission control, the place where you’ll create ads, manage budgets, and track performance. Many brands partner with a digital marketing agency to ensure their setup and campaigns are optimized from day one.

Step 1: Sign Up

Head to the TikTok for Business signup page. You’ll need an email address or phone number, a strong password, and agreement to TikTok’s terms.

Step 2: Add Business Details

TikTok requires accurate information for billing and verification. Expect to provide your business name, industry, time zone, and contact details. Accuracy matters, this is the information TikTok uses to verify your account and process payments.

Step 3: Payment Setup

Choose between manual or automatic payments. Automatic is often the simplest way to ensure your campaigns keep running.

Step 4: Approval

Once you submit your information, TikTok reviews your manager account. Most approvals happen within 24 hours. After that, you’re ready to launch campaigns.

Pro Tip: Keep an eye out for signup promotions. TikTok often offers ad credits (e.g., “spend $250, get $150 free in UAE”) to new advertisers. If you’re starting fresh, use a new email to maximize your chances of qualifying.

Bonus for Shopify Users: If you run an online store, TikTok has a direct Shopify integration. With just a few clicks, you can install the TikTok app, connect your catalog, and even add a TikTok Shop tab to your profile making it easier than ever for customers to browse and buy directly from the app.

Installing and Using the TikTok Pixel

With your Ads Manager account ready, the next step is critical: installing the TikTok Pixel. Without it, you’re basically driving blind.

What It Is:

The TikTok Pixel is a snippet of code you add to your website. It tracks what visitors do after clicking your ad whether they viewed a product, added to cart, or completed a purchase.

Why It Matters:

This data fuels TikTok’s algorithm. The more signals you feed it, the better it gets at finding the right audience. A properly installed pixel doesn’t just help you measure results; it helps optimize campaigns for more conversions at lower costs.

How to Set It Up:

1. In Ads Manager, go to Assets → Events.
2. Under Web Events, choose Set Up Web Events.
3. Select TikTok Pixel and give it a name.
4. Define the events you want to track. Common ones include View Content, Add to Cart, Complete Payment.
5. Install the pixel manually on your site or through integrations like Shopify, WooCommerce, or Google Tag Manager.

Once installed, test your setup to confirm the pixel is firing correctly. From there, every visitor interaction becomes part of your data set letting you target smarter, spend wiser, and boost sales with precision.

Understanding TikTok Ad Structure: The Campaign Pyramid

Before you dive into creating ads, you need to understand TikTok’s structure. Think of it as a pyramid with three levels:

1. Campaign (Top Level)

This is where you set the objective: sales, traffic, app installs, or awareness. Your campaign tells TikTok what result you want most.

2. Ad Group (Middle Level)

Within each campaign, you can create multiple ad groups. Here’s where you define audience targeting, budget, placement, and schedule. For example, you might run one ad group aimed at Gen Z gamers and another at millennial professionals.

3. Ads (Bottom Level)

At the base are your individual ads. The actual videos, images, captions, and calls-to-action that viewers see. Testing multiple creatives within one ad group is standard practice, since performance can vary widely.

Why This Matters:

Understanding this structure makes campaign management easier. It also lets you test systematically. Want to compare two different creative concepts? Test them at the ad level. Want to compare audiences? Test at the ad group level. Clear hierarchy = clear insights.

Creating Your First TikTok Ad Campaign

With your Ads Manager account and pixel in place, it’s time to launch. TikTok’s campaign builder gives you a clear workflow, but knowing what to choose at each step can make the difference between wasted spend and winning ads.

Step 1: Choose Your Objective

This is where you tell TikTok the end goal. The platform offers objectives like:

• Conversions (most common for e-commerce)
• Traffic (drive visitors to your site or landing page)
• Lead Generation (capture customer info with forms)
• App Promotion (installs or engagement)
• Video Views (expand reach)
  Your choice here determines how TikTok optimizes delivery, so align it with your business goal.

Step 2: Build Your Ad Group

Here you’ll define who sees your ads and how much you’re willing to spend.

• Placements: Automatic is recommended when you’re starting, but manual lets you hand-pick TikTok or partner apps.
• Audience Targeting: Select demographics, interests, or behaviors. UAE example: target shoppers during Dubai Shopping Festival.
• Budget & Schedule: Choose daily or lifetime budget, set start and end dates, and decide whether ads run all day or during specific hours. TikTok requires a minimum campaign-level budget of AED 185/day and an ad group-level minimum of AED 75/day in the UAE.
• Optimization & Bidding: Decide if you want TikTok to optimize for clicks, views, or conversion events like “Complete Payment.” Leaving cost caps open at the start often gives the algorithm more flexibility to learn.

Step 3: Create Your Ads

Now comes the fun part: uploading your creative.

• Format: TikTok supports single video ads, image carousels, and collection ads.
• Creative: Upload your new video (vertical, 9:16 ratio) or image. Keep videos short, 9 to 15 seconds works best.
• Caption & CTA: Add a compelling caption under 100 characters and choose a clear call to action like “Shop Now” or “Learn More.”
• Destination URL: Link directly to your product page or landing page. Always test your links before submitting.
• Submit for Review: TikTok’s review process typically takes less than 24 hours.

Crafting Scroll-Stopping TikTok Ad Creatives

On TikTok, creative is king. A smart strategy and a perfect budget won’t save an ad that doesn’t capture attention. For many UAE businesses, working with a content marketing agency can help produce authentic, localized creatives that resonate with audiences.

1. Make It Native

Your ads should blend into the TikTok community. Shoot vertically, use trending sounds, and don’t overproduce. Ads that look like organic content often outperform polished, brand-heavy videos.

2. Lead With a Hook

You have seconds (sometimes less) to convince a viewer not to swipe away. Hooks like “I can’t believe more people don’t know this trick…” or quick, surprising visuals are proven to stop thumbs mid-scroll.

3. Tell a Quick Story

The most effective TikTok ads follow a simple arc:

• Hook (grab attention)
• Problem (relatable pain point)
• Solution (your product/service)
• Call to Action (next step)

4. Use Emotion and Benefits

Focus less on specs, more on outcomes. Don’t just say “this app has a loyalty program.” Show how it helps customers save money, discover new experiences, or feel more confident.

For example, a UAE fashion retailer could highlight how its abaya collection helps customers look elegant at Ramadan gatherings. A Dubai café could showcase how its mobile loyalty app saves regulars money on their daily coffee runs. A fintech brand in Abu Dhabi might demonstrate how its payment app helps users split bills seamlessly during group outings.

5. Leverage UGC and Influencers

User-generated content feels authentic. Hire creators or incentivize customers to produce testimonial-style videos. Spark Ads let you take high-performing organic posts and promote them directly, adding credibility through existing likes and comments.

6. Refresh Often

Ad fatigue on TikTok is real. Even strong creatives can decline after a week. Keep new video ads in the pipeline and rotate them regularly. Refresh creatives around Ramadan, Dubai Shopping Festival, or back-to-school campaigns, when engagement spikes locally.

Measuring Performance and Optimizing Your Campaigns

Launching ads is only half the job. The real wins come from monitoring performance and making data-driven optimizations. This is where conversion rate optimization becomes critical, and refining your campaigns so every dirham spent produces measurable ROI.

Track the Right Metrics

• CTR (Click-Through Rate): Tells you if your creative is engaging enough. Aim for 1% or higher.
• CPC (Cost Per Click): In the UAE, expect AED 0.40–0.75
• ROAS (Return on Ad Spend): The ultimate measure of profitability.

A/B Test Relentlessly

Test different hooks, CTAs, or offers one at a time. Small tweaks can move the needle. TikTok’s Smart Creative tool can also mix and match assets automatically to find winners.

Scale Smartly

If a campaign is working, increase the budget slowly by 20–30% every couple of days. Scaling too aggressively can throw off the algorithm’s learning phase.

Combat Ad Fatigue

When engagement drops, don’t scrap everything. Swap in new creative or tweak targeting while keeping proven structures intact.

Learn and Iterate

Optimization isn’t a one-time fix but it’s a continuous cycle of testing, learning, and improving. The more feedback loops you create, the faster you’ll reach profitability.

Troubleshooting Common TikTok Ad Issues

Even with the right strategy, TikTok ads can hit roadblocks. The good news? Most problems have clear fixes once you know what to look for.

1. Ad Rejections

TikTok’s review process can be strict. Common rejection reasons include:

• Prohibited industries (alcohol, adult products, weight loss supplements).
• Misleading claims or “before and after” language.
• Low-quality visuals or non-vertical formats.
• Broken landing page links.

Fix: Always review TikTok’s advertising policies before submitting. If you think your ad was flagged by mistake, appeal directly in Ads Manager. Otherwise, adjust your creative and resubmit.

2. High Clicks, Low Conversions

You’re getting traffic but no sales. This usually points to problems after the click.

• Weak offer: Discounts, bundles, or social proof can increase conversions.
• Poor landing page: Slow load times, cluttered layouts, or unclear CTAs kill momentum.
• Wrong traffic: Your targeting may be too broad. Tighten your audience or test a new ad group.

3. Low CTR (<0.5%)

If nobody’s clicking, your creative isn’t resonating. Test new hooks, try UGC-style videos, or align with trending sounds and hashtags.

4. High CPM ($15+)

When costs spike, TikTok is signaling that your ad quality is low. Refresh creatives, use clearer CTAs, or make your videos feel more native to the platform.

The key is not to scrap campaigns at the first sign of trouble. Identify the weakest link: creative, offer, audience, or landing page, and test one change at a time.

Ready to Launch?

You now have the complete playbook for making TikTok ads that don’t just get views, but actually drive business results.

We’ve covered everything: setting up your Ads Manager account, installing the TikTok Pixel, structuring campaigns, creating scroll-stopping video ads, optimizing performance, and troubleshooting when things go off track.

The truth is, TikTok isn’t just another social media app. It’s a discovery engine where brands of every size can engage new customers, build communities, and boost sales at scale.

The formula for success isn’t complicated:

• Create ads that feel authentic.
• Target audiences strategically, but let TikTok’s algorithm work.
• Test, learn, and optimize relentlessly.

Treat every campaign as a chance to learn. The more you experiment, the faster you’ll understand what resonates with your audience and the faster you’ll see results.

If your business is serious about growth in 2025, TikTok ads belong in your marketing mix. Set up your account, launch your first campaign, and start turning attention into action. The future of advertising is already here.

For tailored strategies, explore our TikTok advertising services designed to help businesses in the UAE grow faster.