Master TikTok Ads: UCG, Search Ads & 2026 Strategy (w/ Fiona Bradley) | S3 EP3

TikTok is currently the fifth largest social platform in the world, and certainly one of the fastest growing - especially amongst younger audiences. With TikTok’s exponential growth comes massive advertising opportunities. Statistics show that TikTok has more than 3.5 times the ad reach of X, with potential ad reach of almost 2 million users every month. To help marketers capitalize on this, we caught up with Fiona Bradley (Founder of FB Comms) on the Paid Media Lab podcast to get her insights on what makes TikTok advertising tick(tok), mastering UCG, and more. Timestamps:0:00 - Coming up0:13 - Intro3:58 - Meta’s ‘No Ads’ subscription6:38 - ‘AI enhanced’ Facebook ads8:13 - Fiona’s approach to Black Friday9:13 - What are TikTok Search Ads?10:36 - What are GMV Max campaigns?11:44 - The big opportunities for marketers12:59 - Keyword targeting on TikTok14:29 - How people search on TikTok16:03 - Will TikTok Search overtake Google?17:27 - Measurement & attribution in TikTok Search18:43 - Common TikTok marketing mistakes20:27 - Working with creators on TikTok23:34 - Brand guideline advice for TikTok26:34 - Does B2B / Lead Gen work on TikTok?27:38 - Do YouTube Shorts work for B2B / Lead Gen?28:53 - Key advice for marketers using TikTok30:55 - Final thoughts & adviceDon't have time to watch? Get the written highlights from the session here: https://www.lunio.ai/blog/master-tiktok-adsFollow Fiona on LinkedIn: https://www.linkedin.com/in/fiona-content-marketing/  Subscribe to the Lunio YouTube channel to make sure you don't miss an episode of the paid media lab podcast - or find us wherever you get your podcasts:Watch on YouTube: ‪https://youtu.be/jQcJERO-_DEGet more free PPC tools, webinars, and resources at:https://www.lunio.ai/resource-library