Marketing · TikTok Ads
Video that earns the first two seconds.
TikTok is not Facebook with younger people on it. The ad is a video in a feed of videos, and it has a second or two to give someone a reason not to swipe. We write the hooks, direct video that looks like it belongs there, and count every lead back to the ad that produced it — the same way we count every other channel.
Never run TikTok? That is normal. We will tell you on the call whether your buyer is on it.
- How it is sold
- One channel
- priced by its own spend, separate from Meta
- Time to judge it
- 90 days
- hooks need rounds to find the one
- Counted as
- Cost per booked job
- not views
- In your name
- The ad account
- and the pixel
What it is for
The ad is the video. Everything else is setup.
On Google the words do the work. On TikTok almost nothing matters except the opening seconds of the video. A polished brand spot looks like an ad and gets swiped like one. A phone video of a crew finishing a job, with someone saying something true in the first breath, looks like the platform and gets watched.
That makes TikTok the channel where testing matters most. We run several hooks against each other on small budgets, keep the ones that book, cut the rest, and make more like the winners. Expect most of the first round to lose. That is how the winner is found, and it is why the channel needs the full 90 days.
It is also the channel most likely to be wrong for you, and we would rather say so on the call than after a quarter of spend. If your buyer is a facilities manager at a hospital, TikTok is a long way round. If your buyer is a homeowner in their thirties, it may be the cheapest attention you can buy.
What we do
What we build and run
Campaign build and management, ad copy and creative direction, landing pages, tracking and the monthly report come with every channel. On TikTok, that means this.
The video
- Hooks written first — the opening line decides the rest
- Shot lists for video you can film on a phone at a job
- Direction on captions, on-screen text and pacing for vertical video
- Several versions of every ad, so there is something to test
- Fresh hooks before the winners wear out
Targeting and testing
- Location targeting drawn to the area you serve
- Audiences built from site visitors and people who engaged
- Hooks tested against each other on small budgets
- Spark Ads, where a post of yours is already working
Leads and tracking
- TikTok lead forms, or a landing page when the offer needs one
- The TikTok pixel set up and tested
- Booked jobs counted with you, not just form fills
- A monthly report that leads with cost per booked job
The first 90 days
TikTok punishes guessing and rewards volume. The first month is for finding the hook.
- 01
Is your buyer here?
Before anything is spent: who buys from you, and whether they are on TikTok in numbers worth paying for. If not, we say so and the channel does not start.
- 02
Month one: hooks
Several hooks, several videos, small budgets. Most will lose. The point is to find the one or two that book.
- 03
Month two: more of what worked
Budget goes to the winners and new videos are made in their image. The losers are cut, not tweaked.
- 04
Month three: judge
What a booked job costs on TikTok, next to every other channel you run. If it is the expensive one, it goes.
Fit
Who TikTok ads are for
Worth it when
- Your buyer is a consumer — homeowners, families, people who scroll
- The work looks good on camera: before and after, a finished job, a crew that knows what it is doing
- Someone can film a few minutes of phone video at jobs every month
- You want to test a channel your competitors are not on
Skip it when
- You sell to procurement departments and facilities managers
- Nobody will appear on camera or film the work
- You need the phone to ring next week. Start with search
- You want awareness with nothing counted. That is a different kind of agency
TikTok Ads: questions people actually ask
Isn’t TikTok just for teenagers?
No, though the honest answer depends on your buyer, not on the headlines. We will look at who buys from you on the call and tell you whether they are reachable there in numbers worth paying for.
Do we have to do trends and dances?
No. The ads that book are usually plain: a real job, a real person, one clear reason to call. Looking at home on the platform is not the same as doing whatever is trending.
Who films the videos?
Usually you or someone on your crew, on a phone, with a shot list from us. Phone video of real work tends to look more at home on TikTok than a produced spot, which is good news for your budget.
Is TikTok part of the Meta channel?
No. It is its own channel, priced by its own spend. Google, Meta and TikTok together are three channels.
Do you mark up the ad spend?
No. It goes to TikTok on your own card, in your own ad account, at cost.
Pricing
Pricing is published
TikTok is one channel on the four packages, priced by its own monthly ad spend, and separate from Meta. The spend goes to TikTok on your own card.
Also on the marketing side
Everything else we run
- Google AdsOne channel, priced by its spend
- Meta AdsOne channel, priced by its spend
- WebsitesFixed price, yours at launch
- SEOOne channel, content and links included
- Google Business ProfileOne channel, local search
- ContentPart of the SEO channel
- BacklinksPart of the SEO channel
- Social postsOne channel, separate from ads
- Landing page funnelsIncluded with every channel
Find out if your buyer is on TikTok
Twenty minutes. If they are not, we will tell you and save you the test.