digital · paid advertising
TikTok Ads: enormous attention, honestly assessed.
TikTok sells attention cheaper than almost anywhere, to an audience older and broader than many businesses assume. Whether that attention converts into your kind of customer is a harder question, and it's the one we answer before a dollar moves. Some businesses should be here. Many shouldn't. Both answers are on this page.
the fit test
Three questions before the first campaign.
Is the need scrollable?
TikTok reaches people who weren't looking for you. That works for aspirational, planned or visually surprising products: a kitchen gadget, a skincare range, a holiday, an app that's easier shown than explained. It does little for the urgent replacement, which gets searched, not scrolled.
Can you feed the format?
The platform runs on native vertical video that doesn't look like advertising: someone talking to camera, the product used as it really is. No willing face and no creator budget means the channel starves, however well it's managed.
Can you wait for the maths?
Demand creation pays slower and measures harder than search. If this month's cashflow depends on this month's ads, the budget belongs in Google first.
what we actually do
If the test passes, run it properly.
Creative that belongs
Concepts built around your real product, people and customers, shot for the feed's grammar (fast, vertical, unpolished on purpose) with hooks tested rather than guessed.
Trial windows with exits
A defined test budget, a defined period, and a cost-per-outcome bar the channel has to clear against your incumbent channels. Clear it and scale; miss it and we switch off without ceremony.
Measurement without wishful thinking
Platform-reported conversions treated with appropriate suspicion, sales and sign-ups verified against your own tracking, and view-through claims discounted rather than banked.
straight answers
Asked often.
Isn't TikTok's audience too young for us?
Its audience is older and broader than many businesses assume, but the honest question is intent. TikTok reaches people who weren't looking for you: demand creation, slower to pay, harder to measure, and real mainly when the offer suits aspiration, discovery or planning rather than urgent need.
What does TikTok creative actually demand?
Native, fast, unpolished on purpose: vertical video that looks like the platform, not like an ad. If nobody in the business will get on camera and there's no creator budget, the channel underperforms however well it's managed. We'll say that before you spend, not after.
When would you advise against TikTok?
Urgent needs. A replacement part wanted by tomorrow gets searched, not scrolled. That intent lives on Google. TikTok builds consideration over time; it doesn't answer a problem that has to be solved tonight.