What's the Lead Generation Objective

About Lead Generation

The Lead Generation is an advertising objective that lets you cultivate prospects and engage leads on TikTok. With Lead Generation on TikTok, when someone taps the CTA button on a lead ad, it will open an Instant Form where people can learn about your business, leave their contact information, and signal their interest in your product or service.

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Features and Benefits of Lead Generation

Lead Generation goes way beyond collecting information about your customers through an Instant Form. When you create a Lead Generation campaign, you will be able to:

  • ​Increase conversions. Instant forms load faster than a typical landing page and offer the ability to pre-populate fields based on available information, driving a higher conversion rate.

  • ​Tailor your messages. Fully customizable message design lets you insert your own messaging and layout, making the process quicker and the context relevant to the audience.

  • ​Drive web traffic. Once people fill out your form, you can redirect users to your website or app download page.

  • ​Automate your next steps. TikTok leads can be synced directly with your CRM using Zapier, LeadsBridge, or Custom APIs.

When to Use Lead Generation

Lead Generation is a versatile objective that you can use to grow any part of your marketing funnel. Whether you are looking to raise awareness about a new product or acquire new customers - Lead Generation can help you collect meaningful signals from people interested in your business.

How Key Industries are Using Lead Generation

Lead Generation is an agile advertising objective that you can use across various industries, use cases, and scenarios.

Retail & E-Commerce

  • ​Collect contact and shipping information to giveaway samples to people on TikTok. Give people who share their information access to exclusive products and offers.


  • ​Use the Instant Form to let customers select a model they're interested in and schedule a test drive at your nearest location.

Professional Services

  • ​Combine Lead Generation with TikTok Ads Manager's audience targeting tools to find potential customers for your services. Or create a Lead Generation campaign to recruit employees and partners.


  • ​Create an ad that showcases your programs and lets potential students schedule a campus visit or phone appointment from the Instant Form.

Success Stories


Lazada is one of Southeast Asia’s leading e-commerce platforms with a presence in six countries – Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. To celebrate their 9th year in business, Lazada launched a Lead Generation campaign on TikTok to win new customers and get new retailers to join the marketplace.

Not only was Lazada able to share its message with millions of new customers on TikTok. Within a week of the campaign, 47% of people who submitted their information via the Instant Form became a seller on Lazada's marketplace!

Check out the entire case study here.

Nina Ricci

To promote its newest fragrance in Spain, scent maker Nina Ricci leveraged Lead Generation on TikTok. Here's how they did it.

They created a Lead Generation campaign that showcased their new fragrance and let people request a free sample of their new scent from their Instant Form. And it was a huge success! Their campaign had a conversion rate of 41.85%, and they reduced their cost per lead by 83%, compared to their previous campaigns!

Check out the entire case study here.

How to Get Started with Lead Generation

To create a Lead Generation campaign, here's what you'll need to do:

  1. ​Create a Campaign on TikTok Ads Manager, and select Lead Generation as the advertising objective.

  2. ​Define your target audience using TikTok Ads Manager's targeting tools.

  3. ​Upload your creative or choose a TikTok post to use in your ad.

  4. ​Customize your Instant Form.

  5. ​Publish your campaign.

Then once your campaign is live, you can download your leads directly from TikTok Ads Manager or automatically sync them to your CRM.

For more information on getting started with Lead Generations, see "How to Set Up Lead Generation." And for guidance on how to connect Lead Generation with your CRM, see "Available CRM Integration for TikTok Lead Generation."

Best Practices for Lead Generation Campaigns

Campaign Setup Tips

  • ​We recommend launching a Lead Generation campaign with at least three ad groups, each using different targeting settings and creative content - this will help find the best audience for your campaign.

  • ​We recommend setting a daily budget for each ad group that is at least 20 to 50 times your expected cost per lead. A budget of this size will ensure that each ad group has a sufficient budget to pass the learning phase.

  • ​Create broadly defined audiences to launch your first Lead Generation campaign. Then you can analyze your campaign performance to target higher-performing audience segments.

  • ​Integrate TikTok Leads with your CRM via Zapier, LeadsBridge, or Custom APIs so you can automate your marketing funnel and next steps.

Instant Form Setup Tips

  • ​Be sure to highlight the "Why" of your Instant Form. Use your Instant Form to tell people about your products/services and what they can expect when they share their information with you.

  • ​Use the Instant Form's language setting to align your form with the acceptable languages in the regions you are targeting.

  • ​Select a Form Type (More Volume or Higher Intent) that matches your marketing goals. Use More Volume to make it easier for people to submit their information. Use Higher Intent if you want to add a confirmation step before people can submit their information - this will help reduce spam and submissions for people with little interest in your business.

For more information on setting up your Instant Form, see "Build an Instant Form."