11 paid-ad results, each credited and linked to the source.
We hold 185 TikTok for Business case studies, all vendor-reported and all published as wins.
Only 27 are same-period split tests and 32 are lift studies; the rest are campaign results or before/after comparisons.
Smart+ appears in 53 and creator content in 47, and the 13 split tests that report a cost cut show a median drop of 38%.
TikTok for Business is TikTok's advertising arm. It publishes success stories about brands using its ad products, usually written with the brand or its agency, and each one lists headline numbers, the products used and the campaign dates.
Every one of the 185 results we credit to TikTok for Business is marked vendor-reported, because the platform is describing its own ad products.
All 185 are recorded as wins. TikTok has no reason to publish a story where its product lost, so read this hub as a list of what can work, not how often it works.
We hold 185 results from this source. 154 meet our bar for an indexed result page; the other 31 are listed but carry thinner numbers, often reach or view counts only. All 185 are TikTok ads.
By evidence type, 73 are campaign results (one campaign's numbers with no comparison), 48 are before/after comparisons, 32 are lift or measurement studies, 27 are split tests run in the same period, 4 are claims and 1 is a snapshot.
So 59 of 185 (the 27 splits plus the 32 studies) have some kind of control group.
Three early entries show the typical shape. TANP switched to creator Spark Ads and reported −39% CPA, +67% CVR against standard in-feed ads.
Endel reported a Spark Ads CPI $3 vs $7 with non-Spark ads.
Gill's Point S boosted its best organic videos for a Black Friday tire sale and saw CPA $15.18 → $3.14.
The largest controlled cost drop is from Marks & Spencer, credited with Incubeta: Smart+ with creator content and catalog ads against manual campaigns gave a −94% purchase CPA, +44% CVR.
Zema's lead-gen split test produced +410% leads and −39% CPL against a website-form-only control.
Among the lift studies, Boden (with Social Hit) measured +17.58% incremental purchases and 9.52x incremental ROAS in a Conversion Lift Study.
Incremental numbers like these come from a measured control, so they are the ones to trust more.
The biggest headline multipliers come from TikTok Shop Mega Sale stories.
Minx reported a 6.7x Mega Sale Season multiplier, 11.4x ROI and +316% orders, but the baseline is a normal October week against the November sale.
Treat those as promo-day numbers, not a repeatable lift.
Counting the lever tags across all 185 results, campaign structure leads (60), then visuals (44), creative volume (37), audiences (33) and format switches (32).
By format, video ads appear in 98, partnership (creator) ads in 72, UGC ads in 55, Spark Ads in 50 and catalog ads in 28. Results can carry several tags, so these overlap.
By product, counting result titles and slugs: 53 results involve Smart+, TikTok's automated campaign type, and 24 involve GMV Max for TikTok Shop.
11 of the 27 split tests are Smart+ against something, usually manual campaigns, as in Earnestree's cost cap test inside Smart+ (+64% conversions, +38% ROAS against maximum delivery).
Creator content is the other theme that keeps coming back.
47 results name creators, and 38 name Spark Ads, which boost organic posts from a real account.
Lead-gen stories repeat one setup: four split tests sent leads to more than one destination (form plus messaging or website), and all four reported more leads than the single-destination control.
Of the 13 split tests that report a percentage drop in CPA, CPI or CPL, the cuts run from 7.5% to 94%, with a median of 38%.
That is the most comparable number in the hub, though it still comes from TikTok's own selection.
No result in this hub is marked lost or flat, but a few are close to a tie.
In Nurofen's Circana geo test, creator ads gave a +9.5% sales lift against +8.0% for polished brand ads, with iROAS of €2.41 against €2.40. So the creator-content advantage claimed elsewhere was barely visible once sales were measured.
Expect smaller results if you copy a before/after story without its context.
Many compare a sale period, a new market or a first-ever TikTok campaign against a weak baseline, and 48 of the 185 are built that way.
We credit each result to TikTok for Business plus the brand and any agency or measurement partner named in the story, as shown in the credit line.
We record the numbers as published, note where the header and body disagree, and do not change them.
See how we verify and all sources to compare this source with independent ones.
TikTok for Business does not take referrals through us; brands buy ads directly in TikTok Ads Manager or through an agency, and many credit lines here name the agency that ran the work.
If you want help testing a setup from this hub, an independent specialist can check whether the result fits your account.
TikTok for Business publishes them as success stories.
We hold 185 of them here, each with its numbers, products used and credit line, filterable by format, industry and evidence type.
They are vendor-reported and only successes get published.
Of our 185, 27 are split tests and 32 are lift studies with a control; the other 126 are campaign results, before/after comparisons, claims or a snapshot, which are weaker evidence.
By our count, campaign structure (60 results), visuals (44) and creative volume (37) are the most common levers.
Smart+ appears in 53 results, GMV Max for TikTok Shop in 24 and Spark Ads in 38.
Results vary too much to average across goals.
Among the 13 split tests that report a percentage cut in CPA, CPI or CPL, drops range from 7.5% to 94% with a median of 38%.