Meet Smart+

Faced with an increasingly fragmented media landscape and a collapsed purchase funnel, we know that businesses are constantly looking for more efficient and effective ways to drive performance.

Meet Smart+, our AI-powered performance solution designed to maximize returns by automating campaign management across targeting, bidding, and creative.

As an end-to-end solution, Smart+ campaigns offer three major benefits to advertisers:

• Return on investment: Build high-performing campaigns with machine learning and predictive AI that achieve your business goals.

• Return on effort: Create your campaign and let Smart+ handle the rest. Smart+ creates and manages your ads to save you effort.

• Return on creative: Enhance existing creative content by localizing and optimizing what already works, or start fresh with AI-powered generation to create new assets.

How Smart+ works

Smart+ automates the performance advertising process across targeting, bidding, and creative. Simply input your assets, budget, and targeting goals. From there, Smart+ automatically creates or selects the best creative asset (with the help of TikTok Symphony), chooses the right audience, and delivers the right ad to the right person to offer the best performance. Key features of Smart+ include:

• Simplified setup: Access Smart+ through a simple entry point in TikTok Ads Manager—no fancy setup required.

• Optimal campaign management: Leverage the right settings and best practices from the start. Predictive decisioning will optimize your campaign to deliver improved performance based on your KPIs.

• Automated creative: Automate various elements of your ad creatives, such as video, text, and call-to-action, to prevent creative fatigue. Smart+ will shift budgets towards the highest-performing creative so you can see better results faster.

What's new?

Today, we introduced new features that give Smart+ advertisers more control over who they reach, through account-level targeting, and where their ads appear, with expanded brand safety solutions from first- and third-party providers.

Additional updates include advanced bidding controls and enhanced reporting for app advertisers, and the ability to drive shoppers to both your app and website with a single campaign.

Built for every business goal

Smart+ supports multiple campaign objectives, from driving sales and traffic to in-app actions and quality lead generation.

Smart+ Catalog Ads

We know that e-commerce is a cornerstone of many businesses. Smart+ Catalog Ads turn your existing catalog into always-on, automated ads that drive sales at scale. In closed beta tests, advertisers saw a 36% drop in cost per acquisition (CPA) compared to their business-as-usual (BAU) setups.¹ Automatically reach the right shoppers with the right products, with the power of AI and your catalog

Smart+ Web Campaigns

Smart+ Web Campaigns are designed to drive web traffic and increase lower-funnel actions such as sales. In fact, 71% of advertisers saw at least 10% better performance with Smart+ Web Campaigns, and Smart+ Web Campaigns delivered a 53% higher return on ad spend (ROAS) for advertisers optimizing for purchase value.²

Smart+ App Campaigns

Smart+ App Campaigns introduce new levels of automation and measurement to help app marketers build sustainable growth. With flexible bidding strategies, align campaigns to specific goals across the app marketing lifecycle, whether you're focused on maximizing installs or optimizing for outcomes like return on ad spend (ROAS). Plus, AI-powered creative tools like the Multilingual Tool and Recommended Ads automate creative production and localization, making it easier to deliver personalized ad experiences and expand into new markets faster.

Enhance your iOS strategy with real-time conversion reporting for iOS, giving you unmatched visibility into performance and unlocking more advanced bidding approaches.

Smart+ Lead Generation Campaigns

Generating leads is a balance of quality and quantity, and TikTok’s Smart+ Lead Generation ticks every box. It helps businesses grow engaged leads through form submissions or messaging experiences. The solution enhances relevance and efficiency while maximizing ROI, enabling businesses to capture discovery moments and generate demand in ways that are unique to TikTok.

Ready to try Smart+ for your campaign today? Check out TikTok Ads Manager to get started.

Want more details? Download the one-pager for a deeper look at everything Smart+ offers.

1. TikTok Internal Data, Smart+ Catalog Ads Closed Beta testing, Global 2025

2. Q3 Smart+ Closed Beta studies