Stop treating your TikTok ads like every other platform
Millions of Australians across every age group now discover brands and products on TikTok. If your ads don’t feel native, potential customers skip them. We’re a specialist Melbourne TikTok ads agency that makes ads that fit the feed, then scales what sells.
Trusted by brands in every niche
What TikTok rewards
TikTok plays by different rules.
Native, creator-led, and lots of it
Polished wins on most social platforms. On TikTok it gets skipped. Here’s how the platform actually works, what it rewards, and what that means for your ads.
Other social platforms
Polished, curated, on brand
On most social feeds the ad that performs looks the part: colour graded, on brand, product front and centre, logo in the first second. Aesthetics drive the engagement, and one polished creative can carry a campaign for months.
TikTok
Native, real, and the feed decides
TikTok serves on what people watch, not who they follow, so a brand with no following and a better video can outrun a bigger budget. An ad that looks like an ad gets skipped. The ones that work look like they belong: a real person, a reason to keep watching, the product in the story before the pitch.
It rewards native, not polished
It isn’t just Gen Z any more
It rewards fresh creative, not set and forget
It trusts people over logos
People search on TikTok now
What most brands
struggle with on TikTok
“We tried TikTok. It didn’t work.”
What we do
It usually didn’t because the ads were polished, there were two of them, and the budget was a toe in the water. We brief creative that belongs in the feed, enough of it to test, and give the account a fair go.
“The views are huge. The sales aren’t.”
What we do
Views are the cheapest thing TikTok sells. We optimise every campaign to purchases, never to clicks or views, and judge every ad on cost per new customer rather than the number next to the eye icon.
“We can’t make enough creative.”
What we do
Volume is the job on TikTok. You get a monthly brief with the concepts, hooks, formats and creator angles the account needs, so your team and your creators make exactly what’s going to run.
“Our polished ads get skipped.”
What we do
An ad that looks like an ad gets flicked past in a second. We brief creator-led concepts that earn the watch: a story, a lesson or a laugh up front, and the brand after the reason to care.
“TikTok’s numbers don’t match Shopify.”
What we do
They won’t on their own. We set up the Pixel and the Events API properly, connect your store’s data so TikTok optimises on real sales, and report on MER and blended CAC.
“We don’t know which format to run.”
What we do
Spark Ads for trust, In-Feed for scale, Search Ads for intent, TopView for launches. Most eCommerce accounts need the first three and rarely the last. You get a format plan with the reasoning, not a menu.
TikTok ad formats
Spark, In‑Feed, Search, TopView:
each one does a different job
Spark Ads borrow a creator’s trust, In‑Feed carries the volume, Search catches people already looking and TopView owns a launch. We run each one for the result it’s good at, not the one that’s easiest to buy.
Spark Ads
Borrows real trust
Paid reach on a real TikTok post, yours or a creator’s, with the comments, likes and profile carried over. The format that looks least like an ad.
- Creator posts run as Spark Ads
- Organic winners put on spend early
- Engagement grows the real account
In-Feed Video Ads
Scales the winners
Full-screen video in the For You feed with a button to your store. The workhorse for volume, run through Smart+ with plenty of creative to test.
- Optimised to purchases, not clicks
- Several creatives per ad group
- Hook first, brand name last
Catalog & Shopping Ads
Shows the right product
Your catalogue matched to the viewer by interest and behaviour, as video or carousel, built from the product feed and pointed at your store.
- Catalogue synced from Shopify
- Product videos built from the feed
- Retargets carts and past buyers
TikTok Search Ads
Catches intent
Keyword-targeted ads on TikTok’s search results, live in Australia for website conversions. For the people already looking for what you sell.
- Keywords from what ads trigger
- Hooks for someone already looking
- Runs beside In-Feed for lift
TopView & TopReach
Owns the launch
The first thing everyone sees when they open TikTok. Guaranteed reach bought on reservation for launches, drops and the moments that justify it.
- Launches, drops and sales only
- TopView and TopFeed in one buy
- Measured on sales lift, not views
Creator & UGC Ads
Fuels every format
The brief behind everything above: creator concepts, hooks and formats planned feed-first, so your team and creators make what the account needs.
- Creator briefs and usage rights
- Spark Ad authorisation handled
- A monthly flow of new creative
The Pulp TikTok Growth Engine
Our 4 phase approach
to scaling on TikTok
This is how we scale TikTok Ads accounts like yours into a profitable new‑customer channel while keeping CAC where it needs to be.
-
Account & Creative Audit
What the account and its creative have really done so far.
- Full audit of structure, Smart+ settings and past creative
- Pixel and Events API checked event by event
- Which hooks have worked, and what TikTok will reject
-
Measurement & Creative Pipeline
Signals and creative supply fixed so Smart+ can be trusted with more budget.
- Tracking rebuilt so Smart+ learns from real sales
- Creator briefs out, rights sorted, first batch underway
- Roadmap with targets, budget steps and formats by stage
-
Build & Launch
Campaigns built the way TikTok picks winners, live within the first month.
- Smart+ Web, Spark Ads and Search Ads built and live
- Varied creative in every ad group, so Smart+ has choice
- Landing pages matched to the hook, and tested from day one
-
Scale & Optimise
Budget and fresh creative moved to the ad groups already working.
- Optimised on hook rate, 3‑second views, completion and CAC
- Fresh creative into the ad groups already working
- Monthly reporting on MER, CAC and new customers, not views
What TikTok ads management includes with Pulp
Strategy, creators, creative and media buying from one senior TikTok ads team in Melbourne, inside your own TikTok Ads Manager and Business Center.
- TikTok ads strategy, account structure and scaling plans
- Smart+ Web, Catalog, Search and Video Shopping Ads
- Spark Ads, In‑Feed, TopView and TopReach placements
- Creator and UGC sourcing, briefs and usage rights
- Native video creative: hooks, scripts, edits and captions
- Creative testing, fatigue tracking and fresh batches
- TikTok Pixel, Events API and GA4 tracking setup
- Live dashboard on MER, CAC and new customers
Built for brands
ready to grow today
Think of us as a growth partner, not just another TikTok ads agency. The best results always start with the right fit.
Good fit
- $50k+ a month in revenue.
- Spending $10k+ per month.
- Know your margin, or want help finding it.
- Creative is a major constraint.
- You want profit, not platform ROAS.
Not a fit
- You don’t have a marketing lead.
- Zero internal creative capabilities.
- Product margins are very low.
- You need results this fortnight.
- Cashflow is limited to scale.
What our clients
say about us
“Working with Georgia & the team has been an absolute game changer for us. Since implementing their strategy across socials, and more specifically TikTok, we’ve seen a significant lift in engagement, reach, and overall brand awareness. They brought a clear structure to our content, while still allowing creativity to thrive, and consistently pushed us to think more natively for the platform. Beyond performance, they’ve also been incredible to work with. They are insightful, and genuinely invested in our growth. We’ve learnt so much from them, and their impact will continue to shape how we approach TikTok and socials moving forward. Thank you Georgia and team for everything!”
“Pulp scaled our spend with the right strategies and unique creatives. They were instrumental to the level of scale we achieved in a short time. From ad account structure to daily creative testing, every touchpoint was mapped out and optimised so nothing was left to guesswork. What used to take us weeks of trial and error now happens in days, and the results speak for themselves. It’s rare to find a team that moves this fast without cutting corners on strategy, and rarer still to find one that keeps communicating clearly the whole way through.”
“Working with the Pulp team has been a refreshing experience from our previous 3 agencies. The building framework that Pulp has implemented in our business has helped optimise the way we manage our digital & content strategy. We have never been so collaborative with an agency and the results have been fantastic. Since engaging Pulp, our digital business is on track to double sales sustainably within the first 4 months of working together.”
“As a new business, we had no idea how to run and scale ads. We were burnt by previous agencies who made big promises but didn’t deliver. The Pulp team have been a game-changer for us. From day one, they’ve been nothing but professional, reliable, and on top of the latest strategies. They consistently bring fresh ideas and innovative approaches that deliver incredible results. Pulp exceeded our expectations which gave us the confidence to trust in their expertise to help us reach and exceed our goals.”
“We’ve been with Pulp Digital since November 2024 and our growth in that time has been huge. They go above and beyond every single time. Our Creative and Digital Strategist Ciara is fantastic. I actually look forward to our regular weekly calls, not just for the ideas and expertise she brings to the table, but for the genuine interest she takes in helping our business grow. It never feels like just another client call. And they don’t churn staff either, so you’re not constantly re-explaining your business to someone new. The owner Sam Despo is an absolute legend, the GOAT. As a small family business, having a team like this in our corner has made a real difference. Couldn’t recommend them more highly.”
“Sam and the team at Pulp have been incredible to work with since day one. While we engaged with them to purely manage our Meta account, they’ve gone above and beyond to help support our business in other ways. It’s very easy to hit a wall and not have any creative ideas for content, but the Pulp Digital team have a constant ‘finger on the pulse’ and recommend organic content ideas when we need it. We look forward to seeing our businesses grow together in the future!”
“Pulp is like no other agency we have ever worked with. Milligram has been with Pulp for over four years and we have seen incredible results across Meta and Google. They really are thought leaders when it comes to strategy in the digital marketing space. The team are extremely generous with their time, knowledge, and have heaps of input into our content and media planning, which really sets them apart. Plus we love our weekly meetings!”
TikTok ads questions, answered
Is TikTok right for my brand?
Do TikTok ads actually sell, or just get views?
We tried TikTok ads and they didn’t work. Why try again?
We’re already running Meta. Why add TikTok?
Do we need our own creators or content first?
How long before we see results?
Let's find out what's
holding you back
Apply for your free discovery call and we will showcase all your missed opportunities.
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