TikTok Ads: How to Choose the Right Ad Format for Your Goals
TikTok Ads are no longer just a trend—they’re one of the most effective digital advertising tools for increasing reach, engagement, and sales. But not every ad format works for every goal. So, which one should you choose to get the most out of your campaigns?
With over 21 million active users in Germany, TikTok offers a unique opportunity for businesses to reach new audiences. The platform thrives on short, creative, and entertaining videos—traditional ads don’t perform well here. Instead, TikTok Ads blend seamlessly into users’ feeds as native content, driving high engagement rates.
In this guide, we’ll break down the different TikTok ad formats and how to use them strategically for your brand.
Why TikTok Ads? Key Benefits at a Glance:
Massive reach thanks to TikTok’s powerful algorithm
Higher engagement rates than other platforms
Authentic ads that feel organic, not overly promotional
Direct integration with TikTok Shop for instant purchases
Flexible budgets—achieve results even with small investments
But to truly maximize your campaign’s success, choosing the right ad format is crucial. Here’s a breakdown of the top TikTok ad formats and how to leverage them effectively.
1. In-Feed Ads – Best for Traffic & Engagement
What are In-Feed Ads?
IIn-Feed Ads appear in users’ "For You" feed, blending seamlessly with organic TikTok content. These ads can include call-to-actions (CTAs) like “Shop Now” or “Learn More.”.
When to use In-Feed Ads?
To drive traffic to your website or TikTok Shop
For promoting products, services, or offers
To boost engagement through contests or interactive content
Pro Tip: Use short, engaging clips with trending sounds and fast cuts to grab users’ attention.
2. Spark Ads – Leveraging Viral Content
What are Spark Ads?
Spark Ads allow you to promote existing organic TikTok videos—either from your brand or creators..
Why are Spark Ads so effective?
Boosts content that’s already performing well
Leverages creator trust and user-generated content (UGC)
Feels more authentic than traditional ads
When to use Spark Ads?
To amplify viral content for even greater reach
To scale influencer and creator collaborations
To drive more likes, comments, and shares on organic videos
Pro Tip: Identify your top-performing organic posts and turn them into Spark Ads for maximum impact.
3. TopView Ads – Maximum Visibility
What are TopView Ads?
TopView Ads are the first thing users see when they open the TikTok app, taking over the full screen for several seconds.
When to use TopView Ads?
For brand awareness campaigns that need maximum reach
To launch a new product or collection
To target a large audience in a short period
Pro Tip: Since these ads are highly visible, invest in high-quality production and a strong, clear message.
4. Live Shopping Ads – Sell in Real-Time
What are Live Shopping Ads?
Live Shopping Ads promote products during a TikTok Livestream, allowing users to purchase instantly without leaving the app.
Why are Live Shopping Ads so powerful?
Combines entertainment with direct selling
Encourages impulse purchases by showcasing products in action
Perfect for limited-time offers, product demos & community engagement
When to use Live Shopping Ads?
To showcase products live in real-time
For exclusive live promotions and flash sales
To build a strong, engaged community
Pro Tip: Engage with your audience live, answer questions, and offer exclusive discounts to drive conversions.
5. Retargeting & Lookalike Audiences – Higher Conversions through Smart Targeting
What are Retargeting & Lookalike Audiences?
Retargeting Ads allow you to re-engage users who have already shown interest in your product but haven’t made a purchase yet. Lookalike Audiences help you reach new customers who resemble your existing buyers, increasing the chances of engagement and conversions.
When to use this strategy?
To recover abandoned cart users
To drive hesitant users toward finalizing their purchase
To find new, highly relevant customers
Pro Tip: Create a retargeting campaign with a special offer to win back undecided users.
Conclusion: Choosing the right TikTok Ad format for your brand
Every campaign needs the right ad format. Here’s how to align TikTok Ads with your business goals:
More reach & brand awareness → Use TopView Ads and In-Feed Ads
More sales & product showcasing → Use Live Shopping Ads and Spark Ads
Win back existing customers & target new audiences → Use Retargeting and Lookalike Audiences
Our tip: A combination of different ad formats yields the best results. Test, optimize, and scale your campaign based on data-driven decisions.
Want to leverage TikTok Ads for your business?
As TikTok advertising and performance marketing experts, we help brands develop the right strategy, create high-performing creatives, and optimize their campaigns for maximum ROI.
