In short: TikTok Ads can drive app installs at scale when the creative looks native to the feed. Spark Ads, which run creator-style posts as ads, usually beat polished brand videos, and a breakout creative can lift volume sharply for days before it tires, so success depends on a steady supply of new creative and measurement that holds up on iOS. In Admiral Media’s published work, Petit BamBou cut CPI by 57% with Spark Ads and BIGVU raised its conversion rate by 566% and halved CPI on TikTok.
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If you’re an app marketer and you’re not using TikTok to drive installs, you’re missing one of the most volatile yet high-reward platforms in the performance marketing ecosystem.
After diving into the recent Tenjin webinar featuring our founder, Andre Kempe, we’re pulling back the curtain on how Admiral Media runs TikTok for app growth. Let’s break down what separates winners from wishful thinkers.
Why TikTok? Because Growth Lives There.
Let’s not waste your time. TikTok is no longer just a “teen dancing app.” It’s now one of the largest global platforms, cutting across demographics, incomes, and app categories.
“Whether it’s gaming, fitness, fintech, or even B2B,your audience is on TikTok.” – André Kempe, Founder, Admiral Media
Volume often swings between Meta and TikTok depending on creative fatigue and campaign focus. What makes TikTok stand out is how much control the algorithm takes and how explosive results can be if you hit the sweet spot with the right ad. You can get inspired by our BIGVU TikTok case study, which TikTok also features on its business inspiration page.
How does TikTok ad volume compare with Meta?
Meta tends to grow in a steadier line. TikTok grows in spikes.
When TikTok finds a single breakout creative, it can throw its full weight behind it and volume jumps without any change to your settings.
But here’s the catch:
That golden window lasts days, not weeks.
You need to constantly feed the machine fresh, trend-aligned creatives. That’s why we build agile content pipelines to stay ahead of fatigue and maximise these breakout moments.
Creatives Are Your Currency. Spend Wisely.
TikTok doesn’t care about how many followers you have—it only cares about engagement now.
That’s why we:
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Build creator-style native content (yes, that includes shaky cam footage)
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Mimic trending formats, overlays, and sounds
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Use real people, not overly polished production
One client, Petit Bambou, cut its CPI by 57% when we swapped polished videos for native-style Spark Ads that looked like real content, and its click-to-install conversion rate rose by 170%.
Measure TikTok on your own data
TikTok reports its own conversions, and on iOS much of the signal arrives through SKAN. Before scaling spend, connect TikTok to your mobile measurement partner (MMP), set the SKAN conversion values so the campaign optimises on events that predict revenue, and judge results on cohorts in your own data rather than the platform dashboard alone. Our guide to SKAdNetwork conversion values explains how to set them.
Ready to Spark Something Big?
If you’re tired of watching TikTok ads take off while yours stall out, maybe it’s time to call in the experts. Let’s talk. Our senior growth team can audit your current creatives and strategy to support your long term growth.
Because when it comes to TikTok + mobile apps, volume without velocity is just noise. And we’re here to make sure your growth makes a scene.
