TikTok Ads.

TikTok Ads are booked in TikTok Ads Manager. The basic format is in-feed ads: portrait videos that appear between normal posts and carry a link or button. Spark Ads turn an existing organic post, your own or a creator's with permission, into an ad, keeping its likes and comments. Larger formats such as TopView, shown when the app opens, are aimed at brands with big budgets.

TikTok's algorithm distributes content heavily by interest and behaviour, and less by a person's network. That has two consequences: even new accounts can reach a lot of people, and the quality of the video matters more than the audience settings. Polished commercials are swiped away quickly; direct, fast-cut videos with a clear hook in the first second work better.

An example: a hair salon in Bern shows a before-and-after transformation in 20 seconds, filmed on a phone, with the text 'Book via the link'. The video runs organically first, and only once it lands well is it promoted as a Spark Ad with a small budget in the region. That way you only pay for content that has already proven it works.

To be frank: DLM Digital has no published client case for TikTok campaigns. TikTok suits offers with strong visuals and a younger audience, such as restaurants, beauty, fashion and events. For B2B services that need explaining, other channels are usually more direct. Anyone starting out needs one thing above all: a steady supply of new videos. To measure enquiries from TikTok you need dedicated conversion tracking with the TikTok pixel. For people who are already actively searching, Google Ads usually remains the more direct channel.