How to Use TikTok Lead Generation Ads: Complete Setup Guide

Setting Up Your TikTok Lead Generation Campaign

Step 1: Access TikTok Ads Manager and Create Account

Head to ads.tiktok.com and log in with your credentials. If you don't have a business account yet, you can create one here without needing a personal TikTok profile. 

Fill in your business information, add billing details, and upload any required documents like business registration or ID verification.

Once your account is approved, you'll land in TikTok Ads Manager. This is your command centre for all lead generation campaigns, performance tracking, and audience targeting. Make sure your account is verified properly before spending money.

Step 2: Launch Your Campaign and Select Lead Generation Objective

Click the Campaign tab, then hit Create. You'll be prompted to choose between Simplified Mode and Custom Mode. Go with Custom Mode for maximum control over targeting options, bidding strategies, and optimization settings.

Next, choose your advertising objective. Look for Lead Generation under the Traffic category. This specific objective is designed for capturing form submissions, calls, and user data directly on TikTok or your website.

Step 3: Set Campaign Name and Budget

Give your campaign a descriptive name up to 512 characters. Something like “Q4 Email Leads Campaign” works better than generic names because it helps you stay organized.

Now set your budget. Choose between:

Step 4: Create Ad Groups with Precise Targeting

Each lead generation campaign can have up to 999 ad groups. Create your first one by naming it something specific like “US Leads 25-40 Female.”

Under Optimization Location, choose Instant Form if you want leads captured natively, or Website if you're sending traffic to your site.

For placements, select TikTok to ensure ads appear in-feed on users For You pages. Turn on Automated Creative Optimization to let TikTok automatically show your best performing creative variations.

Step 5: Target Your Ideal Audience

This is where you define who sees your lead ads. Select Custom Targeting and refine your audience by:

Start broad rather than hyper-specific. TikTok's algorithm performs better with room to explore, so don't lock yourself into one narrow segment. You can always refine later based on performance data.

Step 6: Set Bidding Strategy and Daily Budget

Choose your bidding approach. TikTok offers Cost Cap (maximum price you'll pay per action) or Lowest Cost (TikTok optimizes for cheapest leads).

Set your ad group budget and scheduling. This allows you to control spending for each audience segment independently. You can also schedule when ads run—mornings, evenings, weekends, etc.

Step 7: Create Your Lead Ad and Instant Form

Upload your lead generation video or choose from TikTok's templates. Keep it vertical, snappy, and authentic. Real people perform far better than polished corporate footage. Add subtitles since most users watch without sound.

Your video copy should avoid hard sells. Instead, frame the value proposition first. “Struggling with project management?” beats “Sign up now.”

For your Instant Form, keep it short. Ask only for essential information like email, name, and phone number. Every additional field drops conversion rates. Make sure field labels are clear and the form looks professional on mobile devices.

Step 8: Add Call-to-Action (CTA) and Review

Select your CTA button text. Popular options include “Sign Up,” “Get Offer,” “Learn More,” or “Book Now.” TikTok offers Dynamic CTA (changes per user) or Standard CTA (fixed text).

Choose a thumbnail image for your ad. This appears before the video plays. Select something eye-catching but relevant. Preview everything once more, then click Submit for TikTok's ad review process.