How Much Are TikTok Advertising Costs? 2025 Pricing Guide

TikTok advertising cost isn’t a flat price tag. Costs change based on who you’re targeting, how competitive your niche is, and how well your creative performs — for example, cost per click (CPC) can be between $0.17 to $1.00, depending on your targeting and location. 

This guide covers how TikTok’s ad pricing really works, what each format costs, and practical tips to make sure your budget goes further.

In this article, we’ll cover: 

• How TikTok ads work
• TikTok ad pricing and what impacts it
• Ad formats and cost efficiency
• How TikTok ads compare to other platforms
• Tips for making your ads more cost-efficient
• Common questions

Let’s dive into how TikTok ads work.

How TikTok ads work

TikTok ads are run through TikTok Ads Manager, which gives you the tools to plan, launch, and optimize your campaigns. Whether you're promoting a product, collecting leads, or building brand awareness, the platform gives you full control over budget, creative, and audience targeting.

TikTok Ads Manager is designed to work for both beginners and seasoned advertisers. If you’ve used Meta’s ad platform, the setup will feel familiar.

Auction-based model explained

TikTok uses an auction system to decide which ads get shown. You're not just paying for a spot, you’re bidding against other advertisers for your audience’s attention.

When multiple advertisers go after the same group, the cost goes up. But it’s not only about who bids the most, because TikTok also weighs how relevant and engaging your ad is. Ads that perform better can win auctions with a lower bid.

Key performance signals like click-through rate (CTR), conversion rate (CVR), and cost per action (CPA) all factor into whether your ad wins placements.

You can choose between two main bidding strategies:

• Cost Cap: Tries to keep your average CPA close to your target. This is useful if you’re working with strict cost-per-result goals.
  
  
• Maximum Delivery: This tries to get as many conversions as possible within your budget, even if the CPA varies a bit more.

Campaign structure: campaign > ad group > ad

TikTok has a structure that makes it easy to test different audiences or creatives under the same campaign and see what performs best. The setup has three levels:

• Campaign: Choose your objective (like traffic, conversions, or app installs).
  
• Ad group: Set your targeting, budget, placements, and schedule.
  
• Ad: Upload your creative (the video users will actually see).

You can run up to 999 ad groups within one campaign, which makes it easy to test different creative styles, audiences, and placements without starting from scratch.

Ad formats overview

TikTok offers a few different ad types, and each one serves a different role depending on your campaign goals. These types include:

• In-feed ads: These appear in the "For You" feed, right between regular TikToks. They blend in with the platform’s native style and are skippable. In-feed ads are great for performance-focused campaigns when combined with a scroll-stopping creative.
  
  
• TopView ads: These are full-screen videos that appear when someone first opens the app. They can run up to 60 seconds, are sound-on by default, and are designed for big impact. They’re much pricier but are great for reach and brand awareness.
  
  
• Spark ads: Instead of uploading a new video, you can boost content that already exists (either your own or a creator’s). These typically feel more authentic and often drive higher engagement.
  
  
• Branded effects: These are interactive elements like filters or AR experiences that users can engage with in their own videos. They usually run for up to 10 days and are meant to drive creative participation around your brand.

TikTok advertising cost in 2025 — key numbers

The TikTok ads cost depends on your ad format, targeting, creative performance, and even the time of year. That said, most advertisers fall into a fairly predictable range, unless you’re working with high-end formats or running during peak seasons.

Here’s what the numbers typically look like in 2025:

What these numbers actually mean

If the costs are a bit unclear to you, here is a quick explanation:

• Minimum daily budget: If you're using TikTok’s self-serve ad platform, you’ll need to spend at least $50 per day on campaigns, and $20 per day per ad group. If you're working directly with a TikTok rep (managed service), the minimum spend is typically much higher, starting around $500.
  
  
• CPM: For most in-feed campaigns, expect to pay anywhere between $2.62 and $3.21 per 1,000 impressions, but this can swing in either direction. CPMs as low as $0.50 have been reported for niche audiences, while premium ad types like TopView or Branded Effects can push CPMs well past $100.
  
  
• CPC: Click prices range widely depending on targeting and where the campaign was run. Most fall between $0.17 and $1.00, but if your creative performs well or if you're targeting a less competitive audience, you might be able to bring your costs even lower.
  
  
• TopView: This premium placement puts your ad front and center the moment someone opens the app. TikTok no longer offers fixed pricing for TopView. Costs now depend on region, targeting, and expected reach. In smaller markets, pricing may start around $30,000, while campaigns in larger or more competitive regions can go well beyond $100,000.

What impacts TikTok ad costs?

Even with the same budget, two advertisers can see totally different results depending on how they set things up.

Here’s what really affects what you’ll pay:

Audience targeting complexity

The more specific your audience is, the more you might pay to reach them. Narrow targeting (like a particular age group in one city with a specific interest) may cost more than broad targeting. That’s because you’re bidding against others who want that same niche audience.

Time of year

TikTok ad costs often rise during busy marketing seasons like Black Friday, back-to-school, or year-end holidays. Demand spikes, so prices go up. If you're planning a seasonal campaign, build in some extra budget for higher CPMs.

Bidding type: manual vs. automatic

TikTok lets you choose how hands-on you want to be with your bids. You can choose:

• Automatic (Maximum Delivery): TikTok optimizes delivery to get as many results as possible within your budget. Costs might fluctuate more, but it can save you time.
  
  
• Manual (Cost Cap): You tell TikTok the max average you’re willing to pay per action, and the system tries to stick close to it. This gives you more control, but it can limit delivery if your bid’s too low.

Ad quality and performance

If your ad performs well and people watch it, click it, or interact with it, TikTok typically rewards you. Strong performance signals (like high click-through rates or long watch times) can reduce what you pay to show your ad. On the other hand, poor performance can raise your costs or limit your reach altogether.

Engagement metrics

Metrics like watch time, shares, comments, and saves all feed into your ad’s relevance score. The higher the engagement, the more likely your ad is to win placements at a better rate. TikTok wants to keep its users entertained, so ads that act more like content tend to get better treatment. Consider creating helpful content or using user-generated content (UGC) to increase the chances of engagement.

TikTok ad formats and cost efficiency

We’ve touched on the topic of TikTok ad formats, but let’s break them down in more detail. Here’s how the different formats stack up:

In-feed ads

These are video ads that show up naturally in a user’s "For You" feed as they scroll. They look like regular TikToks and are skippable after a few seconds. These are the most flexible and widely used TikTok ad type. Because they blend into the feed, they work best when they don’t feel too polished or scripted. 

Here’s what you need to know:

• Average cost: $10 to $20 CPM for most standard campaigns
• Good for: Performance marketing, product launches, or testing multiple creatives on a budget

TopView ads

TopView ads are full-screen video ads that appear as soon as someone opens TikTok. These are high-impact, sound-on placements that can last up to 60 seconds. TopView is TikTok’s most premium format. Because you’re the first thing a user sees when they open the app, you get guaranteed impressions, but you’ll pay a premium for it. 

Here’s what you need to know:

• Average cost: Starts around $30,000 for a one-day buy
• Good for: Mass brand awareness, big campaigns, new product drops

Spark ads

Spark ads let you boost existing TikTok posts — either your own or a creator’s. Because they keep the original likes, comments, and shares, they often feel more authentic than traditional ads. That native feel can lead to better engagement, but results really depend on the strength of the content. 

If the post already has solid organic traction, Spark ads can amplify it. If not, they may struggle to perform compared to ads built specifically for conversions.

Here’s what you need to know:

• Average cost: $0.50 to $1.00 CPC, with strong engagement rates
• Good for: Boosting organic posts that are already performing, building trust with native content

Branded effects

These are custom AR filters, stickers, or interactive elements that users can play with in their own videos. These usually run for up to 10 days. Branded effects are all about interaction. They don’t usually drive conversions directly, but they’re great for engagement and getting people to create content around your brand.

Here’s what you need to know:

• Average cost: Varies, often part of larger branded campaigns
• Good for: Community engagement, challenges, and user participation

How TikTok ads compare to Meta and Google

If you’re planning out your ad spend, it’s helpful to know how TikTok stacks up against the other big players like Meta (Facebook and Instagram), Google Display, and YouTube. Each one has its own strengths when it comes to cost, targeting, and creative options.

Here’s how they compare in 2025:

Every platform has trade-offs. That said, let’s break things down in even greater detail:

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• TikTok vs Meta: Meta still leads the pack when it comes to granular targeting. If you rely on remarketing or detailed lookalikes, it’s a solid bet. But TikTok makes up for it with flexible, trend-friendly content that’s ideal for younger users and UGC-driven storytelling.
  
  
• TikTok vs Google Display: Display ads can be cheaper, especially if your goal is general visibility. But they don’t offer the same kind of motion, sound, or cultural relevance that TikTok delivers.
  
  
• TikTok vs YouTube: YouTube gives you room to go deep with your messaging. It’s great for tutorials or demos. TikTok, on the other hand, is built for speed with snappy hooks and visual storytelling that grab attention in the first few seconds.

Realistic budget scenarios

How you use your TikTok budget matters just as much as how much you spend. Here are three realistic budgets and how they might break down in a real campaign:

Example 1: $500/month test budget for lead generation

If you're a small business or just experimenting, this budget is enough to run a few in-feed or Spark ads and see what performs. Here’s what that might look like:

• Daily spend: ~$15
  
• Goal: Drive clicks to a landing page or collect emails
  
• Best formats: In-feed or Spark ads using existing organic content

Expect to gather some early data on which audiences and creatives are clicking. You won’t scale leads at this level, but it’s great for learning what works. Focus on one strong hook and use captions since you're testing for engagement, not production value.

Example 2: $2,000/month full-funnel ecommerce strategy

At this budget, you can run multiple ad groups targeting different stages of the funnel. You’ll have enough room to test different creative angles, track purchase behavior, and refine your ad groups based on performance. Here’s what that might look like:

• Daily spend: ~$65
  
• Goal: Generate awareness, drive site visits, and convert shoppers
  
• Best formats: Mix of Spark ads for top-of-funnel and in-feed retargeting ads for conversion

For this type of campaign, you can consider using UGC-style videos for trust-building and product demos to push conversions.

Example 3: Branded campaign with Spark ads + influencer boost

For a brand investing in visibility and social proof, this combo drives reach and builds authenticity. Here’s what a larger budget campaign might look like:

• Monthly budget: $10,000+
  
• Goal: Raise brand awareness, build engagement, and generate buzz
  
• Best formats: Partner with creators for organic posts, then amplify them with Spark ads

For campaigns like this, you might want to let creators do what they do best and avoid over-scripting. You can also use trending sounds or challenges to drive participation.

How to make TikTok ads more cost-efficient

TikTok rewards ads that feel native, grab attention fast, and keep users watching. That means you don’t always need a massive budget — you just need well-designed creatives and a little structure behind your testing. Here’s what actually helps:

• Hook viewers early: It’s a good idea to get straight to the point in the first 3 seconds. Use motion, bold visuals, or strong statements to stop viewers scrolling.
  
  
• Use captions: Not everyone watches with sound. Captions help get your message across and improve accessibility.
  
  
• Boost content that already performs: If a post is doing well organically, consider running it as a Spark ad. You might just be able to get better results for less money.
  
  
• Lean into UGC-style videos: Content that looks like it was made by a real person (and not a brand) tends to get better engagement. Think low-production, but authentic.
  
  
• Test often and rotate creative: TikTok audiences burn out fast. Refresh your ads regularly to avoid creative fatigue and keep performance steady.
  
  
• Use AI tools to find what’s working: Digital intelligence and AI tools like Bestever can help you spot patterns like which hooks or visuals drive the most conversions so you can scale what works and drop what doesn’t.

Frequently asked questions

What’s the minimum budget for TikTok ads?

If you’re using TikTok Ads Manager, the minimum is $50 per day at the campaign level and $20 per day at the ad group level. If you're working with TikTok's managed service, expect a much higher starting point, usually $500 or more per campaign.

How much do TikTok ads cost per click?

Click costs usually fall between $0.50 and $1.00, but they can go as low as $0.10 if your ad is super engaging and your targeting is on point. Performance, competition, and bid type all play a role in how much you pay.

Are TikTok ads more affordable than Facebook?

It depends on your campaign type and creative. Facebook often has cheaper clicks for remarketing, but TikTok usually wins when it comes to creative engagement and native-style content. If you're targeting a younger audience, TikTok may give you more bang for your buck.

What is the average CPM on TikTok?

Standard CPMs tend to fall between $2.62 to $3.21 depending on the audience, region, and ad quality. Premium formats like TopView can mean CPMs past $100.

Can small businesses advertise on TikTok?

Yes, and many do. A smaller budget is enough to test in-feed or Spark ads to see what clicks. The key is to start simple, use strong ad creatives, and learn from early results.

Are Spark Ads worth the investment?

They can be, especially if you have content that’s already performing well. Spark ads feel more authentic and often get better engagement than traditional in-feed ads. You can also promote creator content, which adds trust.

What’s the best ad format for conversions?

In-feed ads are a reliable choice for driving conversions, especially with a strong CTA and a solid landing page. Spark ads can work too, but their success depends on how well the original post performs and how relevant the content is to your audience. 

If you’re not sure which format to use, tools like Bestever can help you test and improve your ad creatives with helpful creative analytics.

How Bestever can help you improve your TikTok ads 

Understanding TikTok advertising cost is only part of the equation. To really make your budget count, you need to know which parts of your video are pulling weight and which ones are falling flat. Bestever does exactly that, giving you a detailed, frame-by-frame analysis so you can pinpoint what’s driving clicks, conversions, and scroll-stopping moments.

Here’s how Bestever can help:

• Quickly analyze ad performance instantly: Bestever’s Ad Analysis tool provides real-time feedback on your ads' Engagement, Conversion Potential, Budget Efficiency, and Creative Impact. Instead of guessing why an ad isn’t working, you’ll get a clear breakdown of what’s holding it back — whether it’s weak visuals, poor targeting, or budget misalignment.
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• Optimize your ads before you burn budget: Instead of waiting 7+ days and spending thousands to see if an ad works, Bestever pinpoints weaknesses before you waste ad spend. Our AI highlights underperforming elements and suggests improvements — so you can pivot your strategy early and avoid a never-ending learning phase.
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• Review your old ads and get ideas: Bestever can look at historical data in your ad manager accounts and make suggestions based on past performance results. You’ll be able to see the patterns in high-performing ads, whether it’s a carousel format that drove 30% more engagement or a headline variation that boosted CTR by 20%. Use these insights to refine your next campaign and double down on what converts.
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• Know who to target: Not sure if your audience is too broad or too niche? Bestever’s audience analysis tools go beyond basic demographics to uncover key insights. Just enter your website URL and Bestever will analyze your existing traffic to suggest how to refine your ad targeting for higher conversion rates.
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• Generate high-converting ad creatives: Need fresh creatives without hiring a big team? Bestever can look at your site and generate creatives with AI in large volumes. Pull stock images and video clips that fit your brand voice — so you can launch more ad variations quickly.

Ready to make every TikTok ad dollar count? Let our team show you how Bestever turns creative insights into real results.

Try a demo of Bestever for free.