The Evolution of My TikTok Ad Strategy in 6 Months

Ana Beatriz Castro · 2026-10-07

Limited budget and key lessons

At first, my budget was pretty tight, around R$ 1.000,00 per month. The first lesson was realizing that every cent counts. I focused on low-cost ads, testing different creatives and targeting to see what worked. After my first campaigns, I realized how important it was to review the results the next day and quickly adjust my strategies. This helped me avoid waste and identify which ads were generating the most clicks and engagement.

Best times for engagement

Identifying the times when my audience was most engaged was crucial. I used TikTok metrics to find that the best times were between 18h and 21h during the week. This led me to schedule my ads for those specific times. By optimizing ad delivery, I was able to increase visibility and engagement by up to 30%.

Leveraging performance data

Starting in the second month, I began collecting more detailed performance data. I analyzed click-through rates (CTR) and view metrics to understand which creatives were performing best. From there, I refined my targeting, focusing on audiences that engaged more with the ads. This approach led to a significant improvement in traffic quality, increasing the click-through rate by about 25%.

Ad formats and reactions

I tested several ad formats, like In-Feed Ads, TopView, and Branded Hashtag Challenges. Each format got different reactions from the audience. In-Feed Ads, for example, drove more engagement, but TopView proved more effective for visibility. By diversifying, I was able to capture the attention of different audiences and figure out which format delivered the best return.

10% conversion rate

After making several ongoing optimizations, I reached a 10% conversion rate. That came from a continuous cycle of testing, analyzing, and adjusting. I set up a weekly monitoring routine to review performance and make improvements. Results started coming in gradually, and consistency was the key to that success.

The evolution of my TikTok strategy was a process of constant learning and adaptation. Every step taught me to be more efficient and use data to my advantage.

And you, what conversion rate have you been getting from your campaigns?