TikTok has quickly become one of the most powerful advertising platforms for UK businesses, with its short-form video content, highly engaged audience, and advanced targeting options. TikTok ads are no longer just for Gen Z — brands across industries are driving sales, generating leads, and building awareness using TikTok’s unique creative formats.
In this guide, we’ll explore exactly how UK businesses can use TikTok advertising to grow, what formats and targeting options deliver results, the latest trends like TikTok Search Ads and Spark Ads, and practical tips to maximise your return on ad spend (ROAS). Whether you’re an e-commerce brand, a local service, or a large-scale advertiser, this is your roadmap to success.
Contact us today to get your tailored TikTok advertising strategy.
Why TikTok Ads Work So Well in the UK
TikTok’s user base in the UK is large and growing, with millions of active monthly users who spend an average of over 45 minutes per day on the app. More importantly, TikTok users are buyers:
- 92% of TikTok users globally take action after watching a TikTok video.
- TikTok ads consistently outperform other social platforms in engagement and conversion rates, especially in retail, fashion, beauty, and travel sectors.
The secret? TikTok’s algorithm surfaces content — including ads — based on user interests, not just followers. That means even small UK businesses can reach huge audiences without massive budgets.
Formats to Know
TikTok offers a variety of ad formats, each with unique benefits.
1. In-Feed Ads
Appear within the For You feed and blend naturally with organic content. They’re perfect for direct response campaigns with clickable CTAs.
Secondary keyword integration: TikTok advertising UK, TikTok ad cost UK.
2. Spark Ads
These allow you to boost existing organic TikToks — either from your account or a creator’s — turning high-performing content into paid ads. Ideal for influencer partnerships.
3. TikTok Search Ads (new feature)
Ads appear in search results when users look for specific products or services, offering high-intent targeting. Example: A UK skincare brand can target “best moisturiser for dry skin” searches.
4. Branded Content
Includes Branded Hashtag Challenges and Branded Effects, perfect for building awareness and encouraging UGC (user-generated content).
Contact us today to launch a TikTok Ads strategy.
Step-by-Step: Setting All Up
- Create a TikTok Business Account – Go to business.tiktok.com and sign up.
- Access TikTok Ads Manager – This is your campaign control centre.
- Define Your Goal – Choose from awareness, consideration, or conversion objectives.
- Target Your Audience – TikTok allows demographic, interest, behaviour, and location targeting, including UK-specific regions.
- Set Your Budget – Daily or lifetime budgets; even £20/day can deliver results with the right creative.
- Design Your Creative – Keep videos short (9–15 seconds), hook viewers in the first 2 seconds, and add captions.
- Launch & Monitor – Use TikTok Analytics to optimise.
See Our Related Blog “TikTok Shop UK: How British Businesses Are Turning Views into Sales”
Trends and Creative Tips for UK Businesses
TikTok’s fast-moving trends can make or break a campaign. Here’s how to stay ahead:
- Use TikTok Creative Center to find trending sounds and hashtags in the UK.
- Incorporate UK cultural references — holidays, humour, sports, slang.
- Test multiple creatives and hook styles to see what resonates.
- Blend entertainment and information — educational TikToks with humour work well.
Emerging Opportunities
- TikTok Shop UK – Integrate your e-commerce store directly, allowing viewers to buy without leaving TikTok.
- Search Ads – High-intent targeting for people actively looking for what you sell.
- AI-Generated Spark Ads – Leverage AI tools to produce quick, trend-ready ad variations.
Measuring and Improving ROAS
Track metrics like CTR, conversion rate, and cost per acquisition. Use A/B testing for:
- Different hooks and CTAs.
- Testing influencer vs brand-produced ads.
- Analysing performance by UK region.
Call to Action
Ready to see real results from TikTok ads? We help UK businesses plan, create, and optimise campaigns that convert.
Contact us today to get your tailored TikTok advertising strategy.
FAQS
Q1: How much do TikTok ads cost in the UK?
TikTok ads in the UK typically start from around £20/day, but the actual cost depends on your targeting, bidding, and competition. The platform operates on a bidding model, so highly competitive industries may pay more per click or view.
Q2: Are TikTok ads effective for small businesses in the UK?
Yes. TikTok’s algorithm can deliver large reach and engagement even for small budgets. With the right targeting and creative, small UK brands can compete with larger advertisers.
Q3: What’s the difference between TikTok ads and TikTok Spark Ads?
Spark Ads boost existing organic TikToks, often from influencers, while regular TikTok ads are created specifically for campaigns. Spark Ads tend to feel more native and authentic.
Q4: How do I target only UK users on TikTok ads?
In TikTok Ads Manager, you can set geographic targeting to “United Kingdom” or narrow further to specific cities or regions.
Q5: What industries see the best results from TikTok advertising in the UK?
E-commerce, beauty, fashion, travel, and food brands tend to perform well, but any industry with a creative approach can succeed.