- TikTok Ads Manager has three tiers: campaign, ad group, and individual ad. Work top to bottom.
- In-feed video ads require a 9:16 ratio with a minimum resolution of 540 × 960 px.
- Keep your caption to 100 characters before the 'See more' cutoff and pick a CTA button.
- Open with a hook in the first 2 seconds — that window decides whether viewers scroll past.
- Run 3 to 5 creative variants per ad group to fight creative fatigue before performance drops.
- Coinis generates on-brand ad creatives and copy you can export straight into TikTok Ads Manager.
How to Build a TikTok Ad: Step-by-Step
TikTok Ads Manager organizes everything into three tiers: campaigns, ad groups, and individual ads. Work top to bottom and you won't miss a step.
Step 1: Set Up Your Campaign & Ad Group
Log in to TikTok Ads Manager. Click Create. Choose your campaign objective: Traffic, Conversions, App Installs, or another goal that matches your outcome.
Name the campaign and set a budget. Then move to the ad group. Define your audience by age, location, interests, and behaviors. Set your placements, schedule, and bid. One ad group holds multiple ads, so plan your creative variations now.
Step 2: Create or Upload Your Ad Creative
Click into the ad level. Choose your format: single video, carousel, or collection. Video performs best on TikTok. Upload your file. Per TikTok's video ad specifications, the recommended ratio is 9:16 vertical with a minimum resolution of 540 × 960 px.
Keep auction in-feed videos under 60 seconds.
Step 3: Add Text, Display Name, and Call-to-Action
Enter your display name. TikTok allows up to 20 characters for non-CJK languages. Write your ad caption. TikTok recommends staying under 100 characters before the "See more" cutoff. Pick a CTA button from options like Shop Now, Learn More, or Get It Now.
Captions render in a standard white font. Your copy does the heavy lifting, not font styling.
Step 4: Enter Landing URL & Tracking
Paste your destination URL. Install your TikTok Pixel or SDK so conversions register properly. No tracking means no algorithmic optimization.
Step 5: Preview and Submit
Use the in-app preview to check how your ad looks on a real screen. Confirm text and logos are inside the safe zone. Elements near the edges can get cropped on certain devices. Submit. All TikTok ads go through a review process before delivery begins.
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TikTok Ad Specs & Format Requirements
Get these right before you upload. Wrong specs mean rejection or a distorted creative.
Video Dimensions & Duration
Per TikTok's ad specifications, auction in-feed ads require a minimum of 540 × 960 px at a 9:16 ratio. Maximum duration is 60 seconds for standard in-feed placements. Spark Ads, which boost existing organic posts, can run up to 10 minutes with no resolution or file-size restriction.
File Formats & Size Limits
Accepted formats: MP4, MOV, MPEG, 3GP, AVI. Maximum file size is 500 MB. Minimum bitrate is 516 kbps. Export at the highest quality your file size allows.
Safe Zones and Text Placement
TikTok overlays UI elements at the top and bottom of the frame. Keep important text and logos away from the edges. Downloadable safe-zone templates are available inside TikTok Ads Manager.
Spark Ads and Carousel Options
Spark Ads have no restrictions on resolution, ratio, or file size. They inherit the original organic post. Carousel ads support JPG, JPEG, or PNG images at a maximum of 100 KB per image, with 2 to 35 images per ad.
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Creative Best Practices for High-Performing TikTok Ads
TikTok rewards native-feeling content. Polished TV-style ads underperform. Make it feel like a post people chose to watch.
Grab Attention in the First 2 Seconds
Open with motion, a bold question, or an unexpected visual. Per TikTok for Business guidance, the first two seconds determine whether a viewer scrolls past. Don't save the hook for the middle.
Design for Sound-Off Viewing with Captions
Add text overlays for your key messages. Some viewers watch with sound off. That said, TikTok's own creative research shows that ads with songs and lyrics achieve 2% higher ad recall than music-only content. Cover both bases.
Show Your Product in Action
Real-life use beats feature lists. Show the product solving a problem. Side-by-side comparisons, unboxing moments, and customer-use scenarios outperform staged product shots.
Test 3 to 5 Creative Variations per Ad Group
TikTok's guidance recommends running 3 to 5 different creatives per ad group and diversifying across 3 to 5 ad groups per campaign. Creative fatigue hits fast. Rotate variants before performance drops.
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Speed Up Ad Creation with Coinis
TikTok Ads Manager handles publishing. Coinis handles the creative side. Paste your product URL into the Image Ads workflow and generate on-brand ad visuals in minutes. Set up your Brand Profile once so every creative reflects your voice, offer, and audience without briefing from scratch.
Export your Coinis-generated assets and drop them straight into TikTok Ads Manager. Direct publishing to TikTok is on the Coinis roadmap. For now, Coinis cuts the time you spend designing so you spend more time testing.
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Or let Coinis do it.
From a product URL to a live Meta campaign. AI-generated creatives. On-brand copy. Direct publish to Facebook and Instagram. Real performance reporting. All in one platform.
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Frequently Asked Questions
How long can a TikTok in-feed ad be?
Auction in-feed ads can be up to 60 seconds. Spark Ads, which boost existing organic videos, can run up to 10 minutes with no file-size or resolution restrictions. Check TikTok Ads Manager for the latest limits as this spec can change.
What video format does TikTok require for ads?
TikTok accepts MP4, MOV, MPEG, 3GP, and AVI files. The maximum file size is 500 MB and the minimum bitrate is 516 kbps. Use 9:16 vertical orientation with at least 540 × 960 px resolution for the best results.
What is the difference between Spark Ads and regular in-feed ads?
Standard in-feed ads are uploaded directly in Ads Manager. Spark Ads boost an existing organic TikTok post from your account or a creator's account with their permission. Spark Ads have no video duration, file size, or resolution restrictions because they inherit the original post.
How many creatives should I test per TikTok ad group?
TikTok recommends running 3 to 5 different creatives per ad group. Creative fatigue on TikTok is fast, so rotating fresh variations before performance drops is critical to sustained results.