How promotion campaigns work on Facebook and TikTok

What are „promotional campaigns” on Facebook and TikTok?

„Promotional campaign” means an organized set of paid advertisements created to achieve a specific objective (e.g., sales, leads, traffic, or awareness). Both Facebook Ads (which includes Facebook, Instagram, Messenger and Audience Network) and TikTok Ads use an auction system to display ads to the right audiences based on budget, relevance and likelihood of conversion.

How Facebook Ads works (Meta Ads)

Campaign structure

• Campaign: you choose the objective (Conversions, Leads, Traffic, Awareness etc.).
• Ad SetDefine audiences, budget (ABO/CBO), placements, optimization and scheduling.
• Announcement (Ad): the creative itself - images, video, text, title, CTA, URL.

Important campaign objectives

• Sales / Conversions: optimization for purchases, leads, add to cart (requires Pixel).
• Leads: native forms (Instant Forms) or website leads.
• Traffic: website visits (when you can't optimize for conversions).
• Engagement, Video Views, Reach: increasing interactions and coverage.

Targeting and audiences

• Interests and demographics: hobbies, jobs, education, age, location.
• Custom Audiences: website visitors, customer list, page/Instagram interactions, video viewers.
• Lookalike Audiences: similar audiences based on your existing customers (1-10%).
• Broad targeting: no interest - let the algorithm find the customers (efficient when you have enough signals).

Placements and ad formats

• Please: Facebook/Instagram Feed, Reels, Stories, Explore, Messenger, Audience Network.
• Formats: image, video, carousel, collection, Instant Experience.

Tracking: Facebook Pixel and Conversions API

Facebook Pixel tracks users' actions on the site (view content, add to cart, purchase). API Conversions Complements server-to-server data, providing more robust metrics and better optimization in the context of tracking limitations (e.g. iOS 14.5+). Set the correct events and prioritize them in Events Manager.

How TikTok Ads works

Structure and objectives

• Campaign: choose objectives like Traffic, Leads, Conversions, App Promotion, Reach.
• Ad Group: targeting (interests, behaviors, broad), budget, placements (In-Feed), optimization, bidding.
• Ad: 9:16 vertical video, short text, CTA, link. You can use Spark Ads (promote existing organic posts).

Targeting and signals

• Interests and behaviors: types of content consumed, recent interactions.
• Broad/Automated: letting the algorithm find the right audience based on signals from the Pixel.
• Video Viewers/Engagers for retargeting; customer lists for lookalike.

Popular formats

• In-Feed Ads: appear in the feed, look like native content.
• Spark Ads: promote organic videos (including from creators, with permission), keeping comments and shares.
• TopView/Brand TakeoverPremium formats (usually with big budgets, for brand awareness).

Tracking: TikTok Pixel and Events API

TikTok Pixel and Events API Track conversions and allow optimization for „Complete Payment” or other relevant events. Make sure you use UTM parameters and check attribution in Ads Manager and Google Analytics.

Facebook vs TikTok: which platform is right for you?

KPIs and measurement: what you track and why they matter

Set KPIs according to the campaign objective. Don't optimize on all of them at once; choose 1-2 primary and 2-3 secondary indicators.

Budgets and auction strategy

• Learning phase: budget for ~50 conversions/week per ad set if you optimize on „Purchase/Lead”.
• ABO vs CBO (Meta): CBO (Campaign Budget Optimization) distributes the budget automatically; ABO provides granular control. Test both.
• Bidding: „Lowest cost” for volume, „Cost cap/Bid cap” for CPA stability (requires consistent signals).
• Daily vs Lifetime budget: „Lifetime” helps more flexible delivery; „Daily” provides predictable pacing.
• Start smart: start with 2-3 ad sets, 2-4 ads/Ad Set, then scale what performs.

Creative that sells: recommendations for Facebook and TikTok

• Hook in the first 2 seconds: question, problem, clear promise.
• UGC and authenticity: review videos, before/after, unboxing, POV.
• Video structure: Hook → Problem → Solution/Benefit → Social Proof → CTA.
• Format: 9:16 for Reels/Stories/TikTok; 1:1 or 4:5 for Facebook/Instagram feed.
• Subtitles: many users watch without sound; add captions.
• CTA clear: „Buy now”, „Try for free”, „Find out more”.
• A/B testing: test first frame, message angle, thumbnail, length (15-30s vs 45-60s).
• Music & licenses (TikTok): uses Commercial Music Library for business accounts.

Retargeting and funnel: from awareness to conversion

Create a simple funnel: TOFU (Top of Funnel), MOFU (Middle), BOFU (Bottom). Messages and audiences differ at each stage.

Common mistakes to avoid

• Targeting optimism: too narrow audiences without signal volume.
• Too many changes: reset learning; group changes.
• Pixel neglect: incorrect or missing CAPI/Events API events.
• Creativ static: don't rotate ads; decrease optimal frequency and increase CPA.
• No good landing page: slow loading, misaligned messages, lack of trust signals.

Quick launch checklist

• Meta Business Manager / TikTok Business Center correctly configured
• Pixel + CAPI/Events API installed and tested
• Clear objective + defined main KPI
• 3-5 initial creatives (video + image/carousel), 9:16 and 1:1/4:5 formats
• Funnel structure: TOFU, MOFU, BOFU
• UTMs and reporting dashboards (GA4, Looker Studio)
• 2-week A/B testing plan

Frequently asked questions about Facebook and TikTok promotional campaigns

What minimum budget do I recommend to get started?

Start with 20-30 €/day per platform to gather signals and get out of learning. If you optimize on „Purchase”, aim to reach 50 conversions/week per ad set.

Which performs better: Facebook or TikTok?

It depends on the industry, creative and offering. In e-commerce, TikTok can excel at demand generation (lower CPM) and Facebook at retargeting and consistent conversions. Ideally, use both in tandem.

How long should an ad video be?

15-30 seconds is often the sweet spot. Test shorter (7-12s) and longer (45-60s) formats depending on the message and complexity.

What is Spark Ads on TikTok?

A format that allows you to promote organic posts (your own or those of your partner creators) while keeping all the social signals (comments, shares, likes).

Do I need licensed music on TikTok?

Yes, for business accounts use only Commercial Music Library or audio content owned by your brand.

Benefits and practical tips

• Omnichannel mix: Use TikTok for awareness and Meta for intent capture and retargeting.
• Responsible scaling: when ad set is profitable 3-5 days, increase budget by 15-30% incrementally.
• Catalog + Advantage+ (Meta)For e-commerce, the product feed and ASC can speed up purchases.
• Creator economy: works with micro-creators; UGC content increases conversion rate.
• Post-campaign analysis: compares Ads Manager vs GA4 attribution; uses unique codes and post-purchase surveys.

Promotion campaigns on Facebook and TikTok work great when you combine a solid technical setup (pixel, events, budgets) with creative native and a clear funnel structure. Facebook/Instagram gives you mature tools for targeting and retargeting, while TikTok opens the door to cold audiences with an appetite for authentic video content. The key is systematic testing: clear goals, 2-3 hypotheses per week, rigorous KPI analysis and rapid iteration. By following the recommendations in this guide, you'll be able to build Facebook Ads and TikTok Ads campaigns that increase visibility, lower your cost per conversion, and increase your long-term profits.