Lead Generation with Instant Forms
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Advertising · Short video, lead generation
TikTok Ads, measured like any other channel.
TikTok Ads puts short video in front of people in the For You feed, and it now offers lead forms, CRM integrations and server-side tracking like the bigger platforms. Goodish runs TikTok for B2B, fintech and e-commerce brands that want to test it properly: clean conversion data, lead quality fed back from the CRM, and the financial-services rules checked before the first ad.
- 44%
- of US adults aged 30–49 use TikTok (Pew Research Center, 2026)
- $50 / $20
- Minimum daily budget per campaign / per ad group in TikTok Ads Manager
- 18+
- Financial-services ads must be restricted to adults, with licences and disclaimers
- Free
- Audit first; a fixed quote on scope after it
How does TikTok advertising work?
You buy placements in TikTok Ads Manager, and an auction decides which ad each person sees. TikTok says the auction ranks ads on bid price and on how relevant the ad might be to that person, so a better ad can win against a higher bid.
Campaigns start from an objective: awareness, consideration (traffic, video views, community interaction) or conversion (app promotion, lead generation and sales). For most of our clients the useful ones are Lead generation and Sales.
Does TikTok work for B2B and fintech?
Sometimes, and it should be tested rather than assumed. Independent data shows broad reach: Pew Research Center reports that 37% of US adults use TikTok, 44% of those aged 30 to 49 and 30% of those aged 50 to 64.
B2B-specific evidence is weak. The most quoted figure, that 66% of company decision-makers on TikTok use it to discover business products, comes from a 2023 survey TikTok commissioned among people already on the platform. We don’t build a plan on it; we build a test and read the results in your CRM.
For longer B2B funnels, TikTok’s lead quality optimisation helps: you post back which leads progressed, through the Events API or a CRM integration, and delivery shifts toward people like them.
What are TikTok’s rules for financial services ads?
Financial ads need local licences, proper disclaimers and adult-only targeting, and the details change by country.
- United States and Canada: loans, and some crypto products, may be allowed; payday loans, credit repair, bail bonds and initial coin offerings are not.
- Credit offers in the US and Canada must run as a Special Ad Category, which rules out gender, zip-code, lookalike, interest-keyword and automatic targeting.
- Slovenia and its policy group (Croatia, Estonia, Latvia, Serbia, Slovakia): loans and credit cards need a licence and full cost disclosures on the landing page; P2P lending and virtual currencies such as Bitcoin are not allowed.
We check the category against the policy for each target market before any creative is made.
Is TikTok still a safe bet in the US?
For advertisers, yes so far. The TikTok USDS Joint Venture was established on 22 January 2026, and TikTok stated that its global US entities keep managing advertising, e-commerce and marketing. After a turbulent first week, US daily users held at around 95% of their January level, and in March 2026 TikTok presented new ad products to US advertisers.
How do we measure TikTok against pipeline?
The same way as every other channel. We install the TikTok Pixel and the Events API together with deduplication, as TikTok recommends, and connect lead forms to your CRM through the native HubSpot or Salesforce integrations or a webhook.
Then we report TikTok’s cost per lead next to cost per qualified lead from your CRM, beside Google and Meta. If TikTok is not competitive after a fair test, we say so.
TikTok Ads
What we run
Lead quality fed back
Qualified and closed leads posted back through the Events API or the CRM integration, so TikTok optimises for leads that progress, not for form fills.
Pixel plus Events API
Browser and server events together, deduplicated, as TikTok recommends: the measurement survives ad blockers and consent choices.
Spark Ads and creator content
Ads built from your own organic posts or from creators' posts with their permission, so the ad looks like TikTok, not like a banner.
Special Ad Categories and policy
Credit offers in the US and Canada run under TikTok's Special Ad Categories; we set up the restricted targeting and the disclosures from day one.
Creative testing
Hooks, formats and first seconds tested in a structure that shows which idea worked, then scaled while the losers are cut.
Is it the right channel for you?
A good fit when
- Your product can be shown, or explained, in a few seconds of video.
- Conversion tracking and a CRM are in place, so lead quality can be measured.
- You can fund each ad group well enough to learn; TikTok suggests a daily budget of at least 10× your expected cost per action.
- Your buyers include people under 50, where TikTok use is highest in the US.
Not yet, when
- Your financial product is on TikTok's not-allowed list in the target market (for example payday loans or credit repair in the US, P2P lending in Slovenia).
- Nothing downstream of the click is measured yet: fix tracking first.
- Search and Meta are not yet producing qualified leads; TikTok rarely rescues a funnel that leaks elsewhere.
How an engagement runs
Audit & policy check
Your market, your category against TikTok's financial-services policy, your tracking and your CRM: what is allowed, what is measurable, what to test.
Signal & creative
Pixel and Events API with deduplication, the CRM integration, then the first creative set in a testing structure.
Learn, then scale or stop
We read cost per qualified lead against your other channels and recommend scaling, reshaping or stopping. A test that says no is a result too.
How is it priced?
Scoped per account, quoted after the free audit. TikTok's own minimums apply to the ad budget: $50 a day per campaign and $20 per ad group.
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Questions people ask
Does TikTok advertising work for B2B companies?
It can, but the evidence is thinner than for Search or Meta. TikTok's own survey says 66% of company decision-makers on TikTok use it to discover business products, but it was commissioned by TikTok in 2023 and only asked people already on the platform. We treat TikTok as a measured test for B2B, judged on cost per qualified lead from the CRM.
What is the minimum budget for TikTok Ads?
TikTok requires a daily budget above $50 per campaign and above $20 per ad group. For lead generation it recommends at least 10 times your expected cost per action per ad group, which is usually the more realistic floor.
Can fintech companies advertise on TikTok?
Often yes, with conditions. TikTok requires local licences, proper disclaimers and adult-only targeting. In the US and Canada, loans may be allowed while payday loans, credit repair and initial coin offerings are not, and credit offers must use Special Ad Categories, which remove gender, zip-code, lookalike and interest targeting. Rules differ by country, so we check the market first.
Is TikTok advertising still running normally in the US?
Yes. The TikTok USDS Joint Venture was established on 22 January 2026, and TikTok said its global US entities keep managing advertising. CNBC reported in February 2026 that US daily users held at around 95% of their January level, and TikTok presented new ad products to US advertisers in March 2026.
Do we need to produce TikTok videos ourselves?
Not necessarily. Spark Ads can run on your own organic posts or on creators' posts with their authorisation, and we produce and test variations of hooks, visuals and copy. What matters most is the first few seconds, so we test those first.