With over 1.5 billion active users worldwide, TikTok has established itself as an essential lever for brands seeking to capture the attention of consumers, particularly the younger generation. But one question frequently comes up among advertisers: how much does it cost to advertise on TikTok?
In 2025, advertising costs on TikTok vary greatly depending on the formats chosen, campaign objectives, content quality and targeting optimization. This article gives you an overview of TikTok Ads rates, the factors that influence performance and best practices for maximizing your return on investment. To fully understand these costs, it’s essential to know how advertising works on TikTok, including the available formats and targeting options.
What is the budget for a TikTok Ads campaign?
The monthly budget for a TikTok campaign can start at €1,000 for simple tests on 2 or 3 formats, but for significant results, an investment of at least €3,000/month is recommended. Some major brands can spend upwards of €50,000 per month for maximum visibility.
TikTok offers formats accessible to all via the Business Manager, as well as customized devices purchased directly from its sales teams. Here’s an overview of the options available and their respective costs. Because mastering pricing is an essential first step to building a truly effective TikTok Ads strategy.
TikTok advertising formats and rates
TikTok Ads boasts a wide variety of formats to suit every marketing objective: awareness, engagement, traffic or conversion.
Top View: the premium format for maximum visibility
- Cost: offered on a CPM (cost per thousand impressions) basis, the Top View format can generate costs ranging from €10,000 to €50,000 per day.
- Objective: massively increase brand awareness
- Special feature: full-screen display from the moment the application is opened, for 24 hours, making it impossible for users to ignore.
This format is ideal for large product launch campaigns or communication highlights.
In-Feed Ads: the flexible, affordable solution
- Cost: €0.50 to €2 per click, with recommended budgets starting at €1,500/month
- Objective: generate traffic, engagement or conversions
- Special feature: integrates into the “Pour Toi” feed, like any other organic video.
These ads are very effective if they respect the TikTok codes and are well targeted.
TikTok Shop Ads: performance advertising
- Cost: 5% commission per sale + average CPC of €1.20
- Objective: boost e-commerce sales directly in the application
- Special feature: native conversion, no redirection to an external site
With an average ROAS of 3.8, this format is a great opportunity for brands selling physical products.
Spark Ads: sponsoring organic content
- Cost: about 30% less than In-Feed Ads
- Objective: give visibility to existing TikTok content (brand or creator)
- Special feature: ideal for influencer marketing or user-generated content
By relying on authentic content, Spark Ads boost user confidence and improve conversion performance. For those looking to maximize their ROI, it may be worth exploring TikTok’s Spark Ads format, which allows you to sponsor already engaging organic content.
Branded Effects: engage creatively
- Cost: from €20,000 to €100,000, depending on complexity
- Objective: create a customized filter or effect to encourage interaction
- Special feature: turns users into brand ambassadors
It’s an excellent lever for innovative brands looking to create playful engagement.
Hashtag Challenge & Branded Mission: time for co-creation
- Cost: rates on request, direct with TikTok
- Objective: mobilize communities around a challenge or a sponsored theme
- Special feature: high viral potential and user-generated content (UGC)
These formats are ideal for creating a strong emotional relationship with the target audience.
What factors increase the cost of a TikTok campaign?
Even with an affordable format, a poorly designed campaign can quickly become costly. Here are some common mistakes to avoid:
- Targeting too broadly: can increase CPC by +45%.
- Unattractive thumbnails: click-through rate falls by up to 70%.
- Unauthorized music: advert may be banned
- Too weak a call to action: can reduce conversions by -50%.
- Poor TikTok SEO optimization (description, hashtags): loss of visibility up to -60%.
- To avoid these pitfalls, a well thought-out strategy and content creation adapted to the platform’s codes are essential.
How to optimize your TikTok Ads budget?
Good budget management is based on experimentation, data analysis and continuous adaptation:
Set aside 20% of the budget for creative testing
Try out different formats, messages and visual hooks to identify the most effective ones.
Test several audiences
Allocate 10% of your budget to discovering unexpected segments.
Quickly analyze performance
Don’t let an under-performing campaign run for too long: make an initial assessment after 72 hours.
Monitor key indicators
Track CPV, CTR and cost per conversion on a daily basis. Compare performance by format and audience.
Measure your global ROI
Integrate indirect effects: increased organic traffic, subscriptions, engagement on other channels…
TikTok advertising, a smart investment when properly managed
In 2025, TikTok Ads has established itself as a high-performance solution for B2C (and even B2B) advertisers, provided they master its codes. While the cost of advertising on TikTok may seem high for certain formats, in return it offers unrivalled levels of engagement and conversion, thanks in particular to native formats and the possibilities offered by TikTok Shop.
With a well-calibrated initial budget, regular testing and ongoing optimization, the platform becomes a real growth lever for brands wishing to reach an active, engaged audience receptive to innovation.
Discover our TikTok Ads expertise and benefit from personalized support for your TikTok? campaigns. Contact our experts and get started quickly with a reasonable budget, test formats adapted to your objectives, and adjust according to the results.
