TikTok Ads For B2B: When It Works and When It Doesn't
TikTok is not just for DTC anymore. Here is the framework we use to decide if a B2B client should spend on TikTok.
The B2B TikTok Window Opened in 2024
Lead-gen costs on TikTok B2B campaigns started competitive with LinkedIn around mid-2024. By 2026, several SaaS and service businesses run profitable TikTok lead-gen at lower CPL than LinkedIn.
When It Works
1. Buyer is under 40.
2. Product or service is visual or demo-able in 15 to 30 seconds.
3. You can post organic 3 to 5x weekly to build owned audience first.
4. Long sales cycle but with low-friction first conversion (free trial, demo, ebook).
When It Doesn't
1. Buyer is C-level enterprise.
2. Highly technical sale with no visual component.
3. Brand cannot survive being seen on a platform full of dance videos.
4. Budget under $5K/mo. TikTok needs scale to find an audience.