TikTok Ads are one of the best ways to scale an eCommerce business right now. But if you’re not seeing the results you want, you might be making critical mistakes that are draining your ad budget and killing conversions. Here’s a breakdown of the biggest mistakes advertisers make on TikTok and how to fix them so you can start running ads that actually convert.
Mistake #1: Not Looking at the Whole Picture
Many advertisers focus only on the ad itself and forget about the full customer journey. It’s not just about getting people to click—it’s about making sure they actually buy.
The Problem:
- Your landing page doesn’t match the ad’s messaging.
- The checkout process is clunky.
- The page isn’t optimized for mobile.
How To Fix It:
- Optimize your landing pages for mobile-first experiences.
- Keep messaging consistent from the ad to the landing page.
- Test different variations using tools like Repo.
- Use Storebuild.ai to build a free custom Shopify store that converts better.
Mistake #2: Forgetting About User-Generated Content (UGC)
TikTok isn’t Instagram or Facebook—highly polished, scripted ads don’t work. People want authenticity.
The Problem:
- Brands rely on corporate-style video ads.
- Ads feel too much like traditional commercials.
- Viewers don’t engage because the content doesn’t feel real.
How To Fix It:
- Leverage UGC—ads that look like organic TikToks.
- Partner with micro-influencers who can create content that resonates.
- Use real customer testimonials and reviews in your ad creatives.
Mistake #3: Not Utilizing AI for Ad Creation
AI can save time and improve creativity, but many advertisers don’t use it effectively.
The Problem:
- Creating ads manually is time-consuming.
- Testing different styles and voices is difficult.
How To Fix It:
- Use AI tools like Creative Bu to generate TikTok ad variations.
- Experiment with different voices, styles, and messaging automatically.
- Upload a product page URL and let AI generate multiple video creatives.
Want a step-by-step breakdown of these strategies? Watch our full TikTok Ads tutorial here:
Mistake #4: Over-Relying on Trends
Yes, trends can boost engagement, but they don’t always convert into sales.
The Problem:
- Brands jump on viral trends without a real strategy.
- Trend-based content disappears quickly.
- No long-term brand identity is built.
How To Fix It:
- Use trends strategically, but prioritize brand consistency.
- Make sure trending content aligns with your offer.
- Build a clear brand voice instead of relying solely on what’s trending.
Mistake #5: Not Utilizing Spark Ads
Spark Ads are one of TikTok’s biggest growth hacks, yet many advertisers aren’t taking advantage of them.
The Problem:
- Brands only use standard TikTok Ads.
- Organic posts with high traction aren’t leveraged.
How To Fix It:
- Identify your best-performing organic posts.
- Turn them into Spark Ads for higher engagement and credibility.
- Use Spark Ads to scale already-successful content.
Join TikTok Ads and Scale Your Business
If you’re not already running TikTok Ads, now is the time to start. The platform’s advanced algorithm-engaged user base and high-converting ad formats make it one of the best places to grow an eCommerce brand. Whether you’re a beginner or looking to scale, TikTok Ads offer powerful tools to reach the right audience and maximize sales.
Final Thoughts: Make These Small Tweaks & Watch Your Ads Take Off
Running profitable TikTok Ads isn’t just about flashy videos—it’s about strategy. Small adjustments in your ad creation process, targeting, and optimization can dramatically improve conversions.
Focus on the entire funnel, not just the ad. Use user-generated content for authenticity. Leverage AI to streamline ad creation. Be strategic with trends instead of chasing every viral moment. Run Spark Ads to boost organic traction.
