What we do for brands on TikTok and Meta
The same team buys the media, makes the ads, builds the pages and reports the numbers, for the brands we own and for brand partners. With partners we usually pay for the media ourselves and are paid per agreed result, on terms written down before launch.
How an engagement is scoped
Nothing goes into ad review until the terms are written down and signed by both sides. These four points shape the rest of the agreement.
A brand partner usually comes to us with a product, a price and a rough idea of what a new customer is worth. Our first job is to turn that into numbers both sides can check later. We look at the landing page, the gross margin, the refund or cancellation rate and the countries the brand can actually deliver to. If the numbers do not work, we say so before anyone drafts an agreement.
The review ends in a short document, usually a few pages. It names the product, the result, the price per result, the markets and the test budget. Neither side relies on anything that is not written in it.
Our own brands go through the same review, with the same template. When the money is our own it is tempting to skip a step, so we don't.
- The result we are paid on
- One primary result per campaign, such as a qualified lead, a first order, a paid subscription or an app install. It is defined in plain words, so both sides count it the same way.
- Markets
- A named list of countries, each reported on its own. Adding a country later means amending the agreement.
- Reporting
- A weekly summary to the brand and a monthly reconciliation of spend and results. Our own review happens every working day.
- Ending the work
- Either side can end it. The agreement sets the notice period and says what happens to campaigns that are still live on the last day.
What each service covers
They are listed separately so the scope is clear. In practice most campaigns use all five, and the same team runs them.
Paid social media buying
We buy media on TikTok through TikTok Ads Manager and TikTok Business Center, and on Facebook and Instagram through Meta Ads Manager. By default the campaigns sit in our own verified ad accounts. A brand partner that wants them in its own ad account adds us as a partner in TikTok Business Center or Meta Business Manager, or approves our access on the platform's own authorization page, and can remove that access whenever it likes.
Account structure is settled before anyone touches a bid. On TikTok that means campaign, ad group and ad; on Meta, campaign, ad set and ad. Each campaign covers one market and one optimization event, so a cost per result never blends two countries or two goals. Names follow one fixed pattern on both platforms, market first and date last, which keeps a report readable three months later.
A new campaign starts with no cost control in its bidding, so we can see what a result costs when the platform is left to find it. A bid or cost goal is added later, once there is enough history to set one honestly. Both platforms want roughly 50 optimization events in a week before an ad group or ad set leaves the learning phase, and a significant edit during that period can restart it. Test budgets are sized with that in mind. Once an ad group is stable, its budget goes up in steps of about a fifth.
On Meta we run Advantage+ placements against a manual set of Feed, Stories and Reels before settling on one. On TikTok, In-Feed Ads are the default. Spark Ads, which run from an organic TikTok post, are used only after the owner of the post has sent us an authorization code from the TikTok app.
- Ad account and Business Center setup, or partner access to the brand's own accounts
- In-Feed Ads, Spark Ads and lead generation campaigns on TikTok
- Feed, Stories, Reels and Advantage+ placements on Facebook and Instagram
- Daily budget and bid changes, made by the media buyer who owns the account
Creative strategy and testing
On TikTok and in Reels, the creative does most of the targeting. People decide in the first second or two whether to keep watching, which is why most of our testing happens there: the opening shot, the first line of on-screen text, the first thing someone says. Tests run in small rounds. Each round changes one thing (usually the hook, sometimes the format or the main message) and keeps everything else fixed, so the result tells us something we can use in the next brief. Most of our ads are talking-head videos or product demonstrations. Static images still win some tests in Meta Feed, so we keep making them.
Production follows TikTok's own creative guidance: full-screen 9:16, sound on, captions for people watching on mute, and text inside the safe zone so the app's buttons do not cover it. Before an ad goes into review, someone other than its editor watches it once on a phone with the sound off.
A new market gets its own version of each ad. Voice-over, on-screen text, prices, sizes and delivery times are redone for that country, and the claims are checked again, because what is allowed in one market is not always allowed in the next.
Good ads wear out. We track frequency and click-through rate per ad, and when frequency keeps climbing while click-through rate falls, the replacement should already be in production. On TikTok that can happen within a couple of weeks. Meta ads usually last longer.
- Short-form video in 9:16, with 4:5 and square cuts for Meta feeds, plus static images
- Hook, format and message tested one at a time
- A separate version of each ad for every market
- Frequency and click-through rate tracked per ad, so fatigue shows before results drop
Landing pages and funnels
Most people who tap a TikTok or Instagram ad are on a phone, often on a mobile connection. Pages are designed for that person first: short, quick to load, with the price, the delivery terms or the form near the top. The desktop layout comes second.
Speed is measured before launch and after every change. The target is a Largest Contentful Paint under 2.5 seconds on a mid-range phone, which mostly comes down to compressed images and not loading anything the page does not need. Split tests change one element at a time (headline, first image, form length, order of sections) and run until each version has enough conversions to tell them apart, not merely enough visitors.
Every page we build carries measurement: the TikTok Pixel in the browser and the TikTok Events API from the server, and on Meta the Meta Pixel and the Meta Conversions API. Browser and server events share an event ID, so a conversion is counted once. An email address or phone number sent with a server event is hashed before it leaves our server. Events are sent only where the page's privacy notice covers them, and only after consent where the law in that market requires it.
Each page is checked against TikTok and Meta advertising policies before launch. It has to match the ad, show prices and conditions before payment, carry a clear privacy notice and give people a way to contact the business. For pages we build, hosting is included for as long as the campaign runs.
- Mobile-first pages, one per product and per action (buy, subscribe, request a call)
- Split tests on headline, first image, form length and section order
- TikTok Pixel with TikTok Events API, Meta Pixel with Meta Conversions API, deduplicated by event ID
- Hosting and upkeep for the life of the campaign
Measurement and reporting
Our reports are written for someone who wants to check them. Every figure can be traced to a campaign, an ad group or ad set, an ad, a placement and a country, and every date is the ad account's own date. Accounts in different time zones are never added together under one day, even when they sell the same product.
Attribution windows are printed on every report, because they change the result. A sale made six days after a click counts under a 7-day click window and vanishes under a 1-day window. The windows are set with the brand before launch and stay as they are unless the brand agrees to a change.
Platform figures are then compared with the brand's own records from the store backend or the CRM. They never match exactly. When the gap leaves its usual range, we go through it line by line (refunds, duplicate orders, time zones, events that fired twice) until it is explained.
| Report | Who sees it | When | What it contains |
|---|---|---|---|
| Daily review | Our team | Every working day, in the morning | Spend, CTR, CPM, results and cost per result at every level, by placement and country, plus the changes made since the last review |
| Weekly summary | The brand partner | Every Monday, covering the previous seven days | Results against target per market, what was paused or scaled and why, and what goes live next |
| Monthly reconciliation | The brand partner | Early in the following month | Platform-reported results next to the brand's own records, the differences and their causes, and the agreed result count used for invoicing |
| End-of-test review | The brand partner | At the end of the agreed test period | Cost per result against target, what worked and what did not, and a recommendation to scale, change or stop, with the reasons |
- Dates in each ad account's time zone
- Attribution windows stated on every report
Pay-on-results partnerships
Most of our work with brand partners is set up this way. We fund the media budget, build and run the campaigns, and the brand pays us for each agreed result: a qualified lead, a sale, or a share of the revenue from the customers the campaigns bring in. There are no retainers and no hourly fees.
Not every product can carry this model. We turn down products that cannot be advertised cleanly on TikTok and Meta in the target market, and brands that need exaggerated claims or invented reviews to sell (the full list is in our advertising standards). We also decline when a result cannot be verified, or when the price per result is below what the platforms can realistically deliver. Finding that out in the first call is cheaper for both sides than finding it out after a month of spend.
Because we carry the media cost, the agreement has to be precise. It always fixes the points below.
- What counts as a result, and whose records confirm it
- The price per result, or the revenue share and how revenue is measured
- Markets, test budget and the length of the test
- How refunds, cancellations and duplicate leads are handled
- Reporting cadence and the monthly reconciliation
- Who is responsible for personal data collected on the landing pages, such as leads, and on what terms
- Notice period for either side to end the work
Where the work happens
Almost everything runs inside the platforms' own tools. The one exception is a reporting tool we built for our own team. Partners never have to install or log into anything.
- TikTok Ads Manager
- Where TikTok campaigns, ad groups and ads are built and changed, and where ad review decisions arrive.
- TikTok Business Center
- Holds our verified ad accounts, pixels and creative assets, and controls who on the team can work on which account. Brand partners share their own ad accounts with us from here, and can remove our access there at any time.
- Meta Ads Manager
- The same work for Facebook and Instagram: campaigns, ad sets, ads, placements and budgets.
- Meta Business Manager
- Ownership of ad accounts, pages, pixels and datasets on Meta, and partner access when a brand wants campaigns in its own account. When an engagement ends, we remove our access on both platforms and confirm it in writing.
- Pixels and server-side events
- TikTok Pixel and TikTok Events API, Meta Pixel and Meta Conversions API, checked with each platform's test events tool before every launch.
- Our internal reporting tool
- Built for our own team, so every ad account on both platforms appears in one daily view, in its own time zone and currency. Partners receive reports from it, not access to it.
What is and is not included
Each agreement lists its own scope. This is where most of them start.
Included
In a pay-on-results partnership, all of this is covered by the price per result.
- The media budget, unless the agreement says otherwise
- Account setup and daily media buying
- Creative production and testing rounds
- Landing pages, hosting and measurement setup
- Daily review, weekly summary and monthly reconciliation
Not included
Our work stops at paid social on TikTok and Meta. For the channels below, the brand keeps its own team or supplier.
- Search, display and connected TV advertising
- Organic posting and community management
- Influencer sourcing and contracts
- Email and SMS marketing
- Customer service, order handling and delivery for the brand's customers
Agreed case by case
Each of these is possible, but it changes the cost or the risk for one side, so it is written into the agreement.
- Campaigns in the brand's own ad account
- A new country added after launch
- Using the brand's existing store pages
- Handing over creative files when the work ends
Stays with the brand
The product itself, its price, its delivery, and whether what is said about it is true. We check every claim before it goes into an ad; the brand confirms it is accurate and keeps the evidence.
Start with a short brief
Write to hello@hipereach.com with "Campaign brief" in the subject line. A few lines are enough to start: what you sell and what one new customer is worth to you. You will have an answer within two business days, and if it is no, the reason comes with it.