TikTok advertising in Belgium: costs, formats, approach

Advertising on TikTok costs more than 50 dollars per day per campaign and more than 20 dollars per ad group ^[1]. So count on about 1,500 dollars a month for an ongoing campaign. Public e-commerce data give roughly $0.79 per click and $41 per purchase ^[2]. Your video and your page decide whether you end up below or above that.

At the end of 2025, TikTok's advertising tools reached 4.03 million Belgians aged 18 and over, 42.5% of all adults ^[3]. If you want to test the channel yourself or work with a TikTok Ads agency, below you'll find the official rules, a worked example and what is different in Belgium.

What does advertising on TikTok cost?

With a lifetime budget, the minimum per ad group is $20 × the number of days, so $620 for 31 days ^[1]. In Ads Manager you see those amounts in your own currency. Three rules are missing from most price overviews ^[1]:

• After going live, you can no longer switch between daily budget and lifetime budget.
• A campaign budget lower than that of the ad group can disrupt delivery.
• Increase in steps: at most 40% per change during the learning phase, 30% after it, and no more often than every two days.

TikTok doesn't publish prices per country. The most recent public benchmark comes from Lebesgue (23 September 2026), for e-commerce campaigns optimising for purchases: a CPM of $4.80, a click-through rate of 0.61% and a conversion rate of 1.92% ^[2]. It is a global average, with no figures for lead generation.

What that means for you depends on your video and your page. A worked example with €1,500 per month and an example CPM of €5, good for 300,000 impressions:

Also account for the learning phase: according to TikTok, fluctuations usually decrease after about 25 results or 7 days after the learning phase started ^[4]. At €43 per purchase that is ~€1,075 per week, so with €1,500 a month you are better off judging a campaign over three to four weeks. Meta, by the way, publishes no fixed minimum budget, see what advertising on Facebook and Instagram costs.

Who does TikTok work for?

TikTok suits brands with a product you can show on screen, such as fashion, beauty, food, home and garden or leisure. Hospitality, local businesses with a visual story, employers looking for younger profiles and webshops fit too. TikTok Shop has been open in Belgium since 15 June 2026 ^[5].

It is less suited to B2B lead generation by job title or company. TikTok targets by location, age, gender, language, interests, recent in-app behaviour and custom audiences, not by job title or company size ^[6][7]. For decision-makers in a particular sector, you are better off on LinkedIn.

Either way, TikTok is a creative channel: if you don't supply new videos every week or two, results drop quickly. The signals are the same as on Meta, see creative fatigue on Meta.

Which formats can you use?

Spark Ads deserve extra attention: all views, likes, comments and followers go to the original post ^[8]. So you build your own account at the same time, with videos of up to 10 minutes ^[8].

Smart+ automates targeting, optimisation and the combination of creative elements, with automatic detection of ad fatigue ^[11]. You supply goals, videos, country and language ^[11]. The downside is that you see less of why something works, so your measurement has to be in order.

Two languages, EU rules and VAT

TikTok determines a user's language based on the app language and the predicted language of the videos someone watches ^[6]. So you can create Dutch and French ad groups, or split by region ^[6]. The video itself matters more: a Dutch video with French subtitles rarely works as well in Wallonia as a French one.

TikTok's Multilingual tool translates the audio automatically, but currently only works in Smart+ campaigns for app installs and web conversions ^[12]. Splitting also costs money: two ad groups of more than $20 per day each, each with its own learning phase. With a small budget, start in the language of your largest market.

Minors and politics. In the EEA, TikTok doesn't show personalised ads to users aged 13 to 17 based on their activity ^[13]. Age limits apply to categories such as alcohol, gambling and financial products, and political ads are not allowed ^[13].

VAT. If you enter a valid VAT number when you register, TikTok doesn't charge VAT to advertisers in the EU ^[14]. Without a VAT number you pay VAT at your country's rate, 21% for Belgium ^[14].

Your first campaign in six steps

1. Create a business ad account in TikTok Ads Manager, with your VAT number.
2. Install the TikTok Pixel and connect the Events API, which passes on conversions from your server or CRM ^[15]. If you send an event along both, TikTok merges them via the same event_id within 48 hours ^[16]. What to check along the way is covered in Meta Pixel or Conversions API.
3. Choose one objective: traffic, leads or sales.
4. Make three to five videos in 9:16, with the hook in the first second and in the language of your audience. If you only have product photos, read how to go from product photo to video ad.
5. Set the budget above the minimums and leave the campaign alone for at least 7 days, because pausing keeps it in the learning phase longer ^[4].
6. Judge after three to four weeks on cost per lead or sale, not on views, and replace the videos that wear out.