TikTok ads are short vertical video ads shown to people as they scroll TikTok. At Riley Summers, we use them to put a home services business's own people in front of homeowners across its service area, running awareness and lead generation campaigns together. We manage the targeting, campaigns, tracking and reporting, on a flat monthly management fee.
Your TikTok ad account
The ad account belongs to your business. We work through the access you grant us.
Ad spend on your card
TikTok bills the business directly. We charge only our management fee.
One flat fee
Our fee doesn't rise with your ad spend.
60-day out
No initial term and no long-term contract.
On this page
- Ads That Look Like TikTok
- When TikTok Earns a Place, and When It Doesn't
- Two Campaigns, One Video Supply
- What's Included
- Video Production
- How Results Are Measured
- How It Starts
- What's Separate
- Related Resources
Ads That Look Like TikTok
People open TikTok to watch short videos of real people, not commercials. An ad that looks like a polished TV spot stands out for the wrong reason, and viewers scroll straight past it. The ads that hold attention look like the videos around them: a real person, speaking plainly, about something the viewer recognizes.
For a home services business, that's an advantage. A technician explaining why a water heater is making a strange noise, or an owner showing what a proper roof inspection involves, is the kind of video TikTok viewers stop for. It also shows homeowners who will turn up at their door before they ever call.
That's why we build TikTok ads around the business's own people, not stock footage or repurposed commercials. Like Facebook and Instagram, TikTok reaches homeowners before they're searching. Its job is to make the business known and give people a reason to get in touch, while paid search captures the homeowners who are already looking.
When TikTok Earns a Place, and When It Doesn't
We recommend TikTok when it has a real job to do for the business, not because it's popular.
It earns a place when
- The business can supply video steadily. TikTok depends on fresh video even more than YouTube does, and an ad shown for too long stops holding attention.
- The business wants to be known across its service area, and has people who come across well on camera.
- The core channels are already in place, and the business wants to build familiarity on top of them.
It isn't the right first step when
- The business needs leads now. Paid search comes first.
- The business can't commit to video. Without it, TikTok has nothing to run on.
We see the best results with businesses that have made a commitment to marketing.
Two Campaigns, One Video Supply
We run two types of TikTok campaigns, and both run on the same supply of video.
Awareness (introduce the business): Puts the business's people in front of homeowners across the service area, so the name is familiar before they need the work.
Lead Generation (urge the viewer to act): Built around a specific problem the homeowner has, with a clear reason to get in touch now.
What's Included
Location targeting
Ads shown to people in the area the business serves.
Both campaigns
Awareness and lead generation, built and run together.
Tracking setup
The TikTok Pixel and conversion tracking, set up in the business's own accounts.
Ongoing management
We set the agreed budget, keep the campaigns running within it, and review results with each monthly report.
Creative refresh
We recommend new videos about every 30 days, since TikTok ads wear out quickly, and plan the production schedule with the business to support it.
Reporting
Impressions and views for awareness, and leads by campaign from the platform's conversion data.
Video Production
TikTok runs on video of the business's own people. The business's team needs to be available to be filmed, and if the business isn't local to us, we can send someone to shoot it. We provide the script outline and edit the footage into vertical videos. Video production is quoted separately, including the refresh schedule we agree with the business. The same footage can also serve YouTube Shorts and Instagram.
Wondering if TikTok fits your business?
Riley Summers will review the work you want more of, your service area and how much video you can realistically supply, and tell you honestly whether TikTok would earn its place. If you're already running TikTok ads, we'll review those too. There's no cost and no obligation.
Request a free TikTok ads assessmentHow Results Are Measured
We evaluate each campaign against the job it's there to do.
Lead Generation. Leads are tracked the same way we track paid search and reported by campaign from the platform's conversion data.
Awareness. We report impressions and views. Because awareness rarely produces the final contact, we also watch the business's analytics for more people searching for it by name, and for more leads coming from those searches, without crediting TikTok with every one of them.
How It Starts
- Assessment. We review the work the business wants more of, its service area and how much video it can supply, and confirm that TikTok has a useful job to do.
- Video. We review any existing videos for how recently they were filmed and whether they work vertically, then agree a production plan and refresh schedule with the business.
- Account and tracking. The business grants us access to its TikTok ad account, with ad spend billed to its own card. We set up the TikTok Pixel and conversion tracking.
- Launch and ongoing management. The campaigns run within the agreed budget, new videos arrive on the agreed schedule, and we review results with each monthly report.
A one-time setup fee covers the build. After that, we charge a flat monthly management fee, with no initial term and a 60-day out.
What's Separate
TikTok ads management covers the paid campaigns. These sit outside it:
Video production. Filming, editing and the script outline are quoted separately, including the agreed refresh schedule.
Organic TikTok. Posting to the business's TikTok account and replying to comments aren't included.
Other platforms. Facebook and Instagram, YouTube and Reddit ads are separate services.
Related Resources
Find out whether TikTok is worth it for your business.
Riley Summers will review your business, your service area and the video you could realistically supply, and tell you honestly whether TikTok would earn its place. If you're already running TikTok ads, we'll review those too.
Request a free TikTok ads assessment