About Lead Generation Audience

Last updated: September 2024

Lead Generation is a Custom Audience option that allows you to create an audience of users who have viewed or submitted an Instant Form. You'll be able to use your Lead Generation Audience to retarget users in new Ad Campaigns.


Learn more about the Lead Generation Ad Objective.

Before you begin:

  • A minimum audience size of 1,000 is required to target Custom Audiences in an ad group.

  • One advertiser can have up to 400 custom audiences at one time within the account.

  • Lead Generation only supports TikTok placement.


How to create a Lead Generation Audience

To create a lead generation audience:

  1. Log in to TikTok Ads Manager.

  2. Click Assets.

  3. Click Audiences.

  4. Click Create Audience.

  5. Click Custom Audience.

  6. Click Lead Generation.

  7. In the Include section, select the type of engagement and time period.

  8. Click the Add more rules icon. You can choose from the following:

    • Broaden Audience: allows you to create an audience with one engagement type OR another engagement type

    • Narrow Audience: allows you to create an audience with one engagement type AND another engagement type. For example, if you wanted to create an audience who viewed AND submitted the Instant Form.

  9. Click Exclude People. Enter the engagement and time period if you want to exclude certain users from being added to your Lead Generation Audience. You can skip this step if you want to include everyone.

  10. Name your audience.

  11. Auto Refresh is on by default. Learn more about Custom Audience Auto-Refresh.

  12. Click Confirm.