TikTok · Spark Ads · Instant Forms
TikTok lead generation run by the two founders, with the creative cadence and server-side tracking the channel genuinely needs — fixed fee from £995 a month per platform, no contract, and a straight answer if it is wrong for you.
No pitch. No obligation. We reply within one business day.
TikTok is a demand-creation channel: nobody opens the app looking for you, so it suits consumer services with something to show and someone willing to make content weekly. We run Smart+ campaigns, Spark Ads and Events API tracking. If TikTok is the wrong channel for you, we say so first.
TikTok is a demand-creation channel. Nobody opens the app looking for you. That single fact decides whether it works for your business, and it is why we turn down more TikTok enquiries than we take.
First, the correction most people still need. TikTok is not a teenagers’ app any more. Ofcom puts 37% of UK TikTok users in the 35–54 bracket, almost level with the 39% aged 18–34. The demographic argument against TikTok is weaker than it was five years ago. The rest of the arguments are not.
It tends to work when:
It does not work when:
If you are in the second list, we will say so on the first call rather than take a fee for twelve weeks and blame the creative.
There are two ways to collect a lead, and the choice matters more than anything else you decide here.
Instant Forms open inside the app, pre-filled from the user’s profile. Friction is almost zero, so cost per lead is low — often dramatically lower than search. Low friction cuts both ways. A form completed in two taps without leaving a video carries far less intent than one filled in on your website.
Website conversions send people to a landing page. Fewer leads, higher cost per lead, better qualified. For anything with a meaningful ticket value this is usually right, even though the dashboard looks worse.
Either way, the same rule applies: TikTok optimises towards whatever event you give it. Ask for form fills and it finds the cheapest form fills on the internet, which is not the same as customers. The fix is to feed the outcome back — which enquiries became appointments, which appointments became sales — so it learns what a good lead looks like rather than a cheap one. TikTok holds Instant Form leads for exactly 90 days then deletes them, so a CRM sync is a requirement, not a refinement.
Structure stays simple. Smart+ is TikTok’s AI-automated buying experience, their Performance Max equivalent, and it covers lead generation. Since the 2026 update it is unified with the manual flow, so you choose how much to automate rather than picking a separate campaign type. We start automated: broad audiences, few ad groups, meaningful budget in each. Interest targeting is a test against broad, not a starting point — the creative is the targeting, and the algorithm reads the video to decide who sees it. The most common failure we are handed is eight ad groups on £15 a day, none ever leaving the learning phase, all bidding against one another.
Creative is the real cost of TikTok, and the part most agencies quietly leave to you.
Four things are non-negotiable. The hook has to land in the first one to three seconds. It has to be sound-on, because TikTok is audio-first and silent captioned video under-delivers. It has to look native — filmed on a phone, in the format people already watch, not a polished brand film lifted from your website. And there has to be a queue of it. TikTok publishes no refresh calendar; its own guidance is to refresh when delivery starts declining or new-user reach drops. In our experience at meaningful spend that comes round roughly weekly, not because a video broke, but because the audience has seen it.
Spark Ads — running real organic or creator posts as ads rather than building studio ads from scratch — are our default. They carry an authenticity paid creative cannot fake.
The metric to watch first is hook rate: three-second views divided by impressions. It moves before click-through rate and before cost per lead, which makes it the earliest honest signal a concept is dying.
What we do and do not do, plainly. We write the scripts and hooks, direct the concepts, brief creators, decide what gets tested and call when something has fatigued. We are not a video production company. If you need four to eight new videos a month and have nobody to make them, that is a real cost on top of media and management — plan for it before you start.
The browser pixel alone is not enough in 2026. Ad blockers, browser restrictions and iOS privacy controls remove a meaningful share of events before they reach the platform, and every missing event is a signal the algorithm never gets.
The working setup is the pixel and the Events API sending the same events server-side, deduplicated on a shared event ID so nothing counts twice. The pixel still has to fire on your landing page to capture the click identifier, or server-side events cannot be matched back to the campaigns that caused them. Match quality — how well TikTok ties your events to real people — decides whether Smart+ can optimise at all, and hashed email, phone and first-party identifiers lift it. It is covered on our conversion tracking page.
Two warnings about the numbers. TikTok self-attributes and counts view-through conversions, so reported results overstate what the channel genuinely caused. And attribution settings are chosen per ad group and locked once it is published — 1, 7, 14 or 28-day click, view-through off, 1 or 7-day — so they must be right at launch and recorded on every report. Never add TikTok’s conversions to another platform’s and call the total truth.
From £995 per month, per platform. Fixed, never a percentage of your ad spend, no contract. There is a one-off charge for the tracking build where one is needed. Full detail is on our pricing page.
Budget for TikTok in three parts, not two: media, management and creative. Most disappointing TikTok accounts funded the first two and hoped the third would happen on its own.
On media, what decides whether it works is not the total but the concentration. A budget spread thinly across several ad groups never gathers enough conversions for the algorithm to learn, and an account that never learns never improves.
And the usual caveat. If TikTok is the wrong channel for you, a fixed fee does not make it right. We would rather say so on the first call than take twelve weeks of fees for a channel that was never going to work.
Sometimes, using paid creators or customer footage. Be realistic though: creators cost money, and accounts where nobody connected to the business appears on video underperform those where someone does. No face and no creator budget usually means a different channel.
At meaningful spend, plan for four to eight new concepts a month plus variants of whatever is winning. TikTok gives no refresh schedule, only advice to refresh when delivery declines, and in practice that comes round about weekly. Have the next concept ready before the current one fades.
Occasionally, and only under narrow conditions: a large addressable market, a low-friction offer, and a team willing to make content. For most B2B — long cycles, few buyers, committee decisions — paid search produces better leads for the same money.
Around four to six weeks at sufficient spend, assuming tracking is clean and creative is genuinely being refreshed. Judging TikTok on two weeks and three videos tells you about those videos, not the channel.
Tell us what you sell and we will tell you straight whether TikTok suits it. We’ll come back with a free tracking audit and a straight answer on whether we can help — usually within one business day.