TikTok app UA with a creator-led creative pipeline

On TikTok the deciding constraint is creative turnover, not bid strategy. We hold a working set of twelve to twenty live ads per market and retire the weakest third every week, because in a Nordic language market a Spark Ad that carried its cost per action in week one has usually stopped doing so by day ten to fourteen at steady spend. Every other part of this engagement exists to keep that cadence fed and honest. How we buy: Value-based optimisation wherever the app returns a real purchase or subscription value, app event optimisation where it does not yet, and never install optimisation past the first four weeks. Ad groups get enough budget to clear the learning phase inside seven days on a single event; if that event will not fire around fifty times a week at the budget you have approved, we optimise on the nearest upstream event and model the gap rather than starve the bidder. Cost cap comes only after a lowest-cost period has shown what the auction actually charges. iOS runs as dedicated SKAN campaigns on a conversion value schema we set with your MMP, not the default one that ships with the integration. Creative: We commission through TikTok Creator Marketplace and direct contracts in Swedish, Norwegian, Danish and English, and we run Spark Ads from the creator's own handle wherever the licence allows, because the same footage posted from a brand handle prices differently in this auction. Scripts are briefed against the in-app moment that predicts week-one retention in your own data, not against a brand message. Interactive add-ons and carousel get used where they earn their place. We do not add a display card because the interface offers one. Measurement: Your MMP stays the system of record and the Events API carries the server-side signal. Once a quarter we hold one Nordic market dark for two to three weeks and report TikTok's incremental contribution next to its self-attributed figure. When those two diverge by more than a third, we change the plan rather than the report. Not included: Organic account management, community management and comment moderation. Studio production with a crew and a rental; we commission creators and we cut, and if you need a hero film you should hire a production house. Web-to-app funnels and Shop integration, which is separate work. We do not resell inventory and our fee does not move with your spend. Who this is not for: Apps spending under roughly forty thousand euro a month across all paid channels, because TikTok's learning requirements will absorb that without producing a stable read. Apps that cannot pass a purchase or subscription event server-side within twenty-four hours. Clinical and prescription health positioning, where we have watched enough copy fail review to say plainly that half the messaging you want will not run. And anyone who wants a cost per install written into the contract. Where the senior hours go: Choosing the single event you optimise towards and knowing when to move it. Deciding that a market is saturated and the honest answer is to stop adding budget rather than widen targeting. Reading creator footage before it is cut and killing the concepts that will test well and retain badly. Those three decisions carry the account. The rest is competent execution and we do not price it as though it were rare.