Curious why some brands go viral while others flop? This roundup of the best TikTok ads in 2025 reveals what actually works on the platform. From gamified formats to creator-led storytelling, these 10 standout ads, officially recognized by TikTok, offer valuable insights every marketer can apply!
10 Best TikTok Ads to Learn From in 2025
Want to know what truly works on TikTok? These 10 best TikTok ads of 2025 were officially recognized by the platform for their creative impact and performance. Read these to reveal exactly how top brands are winning attention and results:
- Toyota Germany – In-Feed Automotive Ad
- Mercedes‑Benz Vans – Lead Generation In-Feed Ad
- Doritos – #DoritosBoldSquad Challenge
- NYX Cosmetics – #TrueIDCard Campaign
- McDonald’s – MONOPOLY Game Ad
- Sony Music – “Pedro the Raccoon” Spark Ad
- CHECK24 – “Trikot24” Jersey Giveaway Ad
- Fleurop – Mother’s Day Spark Ad
- Maybelline – TopView and In‑Feed Ad
- L’Oréal – #BeautyTok Spark Ads & TopView
1. Toyota Germany – In-Feed Automotive Ad
Toyota Germany’s campaign stood out for strong performance, earning recognition for driving lower acquisition costs. The company used TikTok’s In Feed ads and Carousel ad format.
Each ad focused on a different car model and included a clear call to action that led users to a product configurator. The creatives followed TikTok’s native style and were optimized for lead generation. This strategy is commonly seen in the best TikTok ads for performance-led industries.
Results
- Cost per acquisition (CPA) dropped by 38% compared to other Toyota lead ads
- Corolla model saw a 65% CPA drop, Aygo X dropped 50%, and C-HR dropped 31%
Key Takeaways
- Focus each ad on a single product to improve relevance
- Use TikTok-style visuals and language to fit the platform
- Direct users to interactive landing pages for better conversion
- Install TikTok Pixel to support performance tracking and retargeting
2. Mercedes‑Benz Vans – Lead Generation In-Feed Ad
Among the best TikTok ads, this Mercedes‑Benz Vans ad clearly shows how native formats can drive leads efficiently. It is an In-Feed Lead Generation ad for its V‑Class and electric EQV models.
This TikTok-native ad showcased product features and invited users to request more information directly in-app. Video was styled to fit seamlessly into user feeds. TikTok recognized it for native lead generation results in its official case study library.
Results
- 54% lower cost per lead versus benchmarks
- 42% higher conversion rate
- 18% higher click-through rate
- Twice as efficient as paid social and 2.2 times more efficient than total digital spend
Key Takeaways
- LeadGen ads in-stream convert well with simple forms
- Native format visibility boosts trust and engagement
- Tracking with performance benchmarks shows clear ROI
3. Doritos – #DoritosBoldSquad Challenge
Doritos launched the #DoritosBoldSquad campaign to connect with Gen Z through music, creators, and community. The campaign used Top View, Top Feed, and In Feed formats. It included a custom sound, creator-led videos, and a hashtag challenge that encouraged user participation.
This campaign was recognized by TikTok for its creative impact and deep engagement with Gen Z through music, challenges, and bold storytelling.
Results
- Reached 83% of the target audience in one day
- Achieved over 3.2 million user interactions in 24 hours
- Click-through rate doubled the snack industry average
- Brand share rose by 7.8 percentage points
- Brand perception improved significantly in distinctiveness and coolness
Key Takeaways
- Use custom music to boost recall and sharing
- Run on multiple ad formats to maximize visibility and engagement
- Work with relatable creators to encourage participation
- Build a strong creative theme that ties everything together
4. NYX Cosmetics – #TrueIDCard Campaign
NYX created the #TrueIDCard campaign to promote self-expression and identity. The ad featured a creator removing makeup to reveal their ID photo, supported by Spark Ads and TopView. The message encouraged users to embrace their true selves.
Emotional storytelling like this has become a signature trait of the best TikTok ads in the beauty category.
Results
- Received over 20,000 ID request submissions
- Drove a 20% increase in sales, the brand’s highest month
- Boosted brand preference by 28%
Key Takeaways
- Use storytelling that connects with personal values
- Let creators deliver the message in their own voice
- Spark Ads are effective when built on real, emotional content
- Tap into universal themes like identity to drive interaction
5. Maybelline – TopView and In‑Feed Ad
Maybelline promoted its beauty products using a mix of TopView and one-day Max In‑Feed ads. Each ad focused on a single product, featured engaging music, and used concise text. TikTok shortlisted it for Greatest Branding in Israel.
Results
- 20 million impressions; 553,000 engagements; 100% view-through rate (7.7 seconds average view)
- 20% boost in sales
- Market share rose by 6.5% for lipstick and 7.1% for concealer
- 49% sales increase for mascara in one week (190% month-over-month)
- Brand awareness up 35%, likability up 54%
Key Takeaways
- Focus on one product per ad for clarity
- Use music and text to fit TikTok’s style
- Combine TopView for awareness with In-Feed for action
6. L’Oréal – #BeautyTok Spark Ads & TopView
L’Oréal’s ads were highlighted by TikTok for dominating engagement during off-season e-commerce periods. The ad is tied to the #BeautyTok hashtag across Latin America.
It featured creator-led makeup routines and educational snippets. It used TopView to kick-start, then Spark Ads to amplify creator content.
Results
- Awareness lifted 4.1-7.9%, depending on the market
- Favorability rose 6.6-8.2%
- E-commerce sales saw a 43% average increase in Peru
Key Takeaways
- Leverage hashtag trends to tie content into larger conversations
- Blend TopView launch with sustained Spark Ads for amplification
- Choose creators that resonate authentically with the BeautyTok audience
7. McDonald’s – MONOPOLY Game Ad
McDonald’s launched a branded ad for its MONOPOLY promotion in the DACH region. The ad used a gamified format with TopView and In Feed placements, combining animated visuals with branded audio. It invited users to join the MONOPOLY game experience in-app. This ad was recognized by TikTok as a finalist in both the Greatest Creative and Greatest Performance categories.
Results
- Finalist in TikTok Ad Awards DACH for both creative and performance impact
- Drove strong recall and interaction among younger audiences
Key Takeaways
- Gamified visuals keep viewers watching and tapping
- Branded music helps tie the ad directly to the game
- Combining TopView and In Feed boosts reach and frequency
>>> Read more: TikTok Game Ads: A Winning Strategy for Boosting Downloads
8. Sony Music – “Pedro the Raccoon” Spark Ad
Sony Music promoted its track “Pedro” with a Spark Ad centered on a raccoon mascot named Pedro. The ad reused trending audio, creator content, and meme-style storytelling.
TikTok awarded it the Greatest TikTok Ad of 2024 in Europe, solidifying its place among the best TikTok ads ever produced by a music brand.
Results
- Over 31 billion total video views across TikTok
- 161 million Spotify streams tied to the audio
- Pedro’s TikTok account gained 132,000 followers
Key Takeaways
- Spark Ads can multiply viral momentum from organic creator content
- Using a memorable character creates emotional stickiness
- Music-led formats work best when supported by a relatable narrative
9. CHECK24 – “Trikot24” Jersey Giveaway Ad
CHECK24 created a Spark Ad offering free Germany football jerseys to users who downloaded its app during the EURO 2024 season. The ad featured creators unboxing jerseys and showing excitement for the tournament. TikTok awarded it Greatest Creative in the DACH region.
Results
- 1 billion total views across the campaign
- Over 17,000 user-generated videos using #CHECK24Trikot
- 5 million jerseys distributed to users
Key Takeaways
- A giveaway CTA drives clicks and user action fast
- Spark Ads that feature real reactions build trust
- Tapping into timely events increases discoverability and relevance
10. Fleurop – Mother’s Day Spark Ad
Fleurop created a Spark Ad just before Mother’s Day that featured a well-known creator offering a special discount and same-day delivery. The ad showed real flowers and heartfelt reactions. TikTok awarded this ad Greatest Performance in the DACH region for its strong lower-funnel results.
Results
- 46% lower cost per thousand impressions (CPM) compared to benchmarks
- 36% lower cost per order
- Return on ad spend (ROAS) up by 166%
Key Takeaways
- Real creator content builds emotional appeal
- Discount with same-day delivery drives urgency
- Smart budget timing before the holiday boosts results
>>> Read more: TikTok eCommerce: How to Get Customers & Sell More on TikTok
Best Practices to Create Successful TikTok Ads
After exploring what makes the best TikTok ads stand out, it’s time to break down the key tactics behind their success. These best practices reveal the common threads that help brands drive real impact on the platform!
1. Use TikTok-Style Visuals
TikTok rewards content that looks and feels like it belongs on the platform. Top-performing ads from Toyota, Mercedes‑Benz, and Maybelline all adopted TikTok-native styles: casual camera angles, on-screen text, and bold colors.
By mimicking how real users film and edit, these brands built instant familiarity and trust. Their ads blended seamlessly into the For You feed. This native approach also led to better cost-efficiency, especially in lower-funnel goals like lead generation or purchases.
2. Highlight One Product
Simplicity sells on TikTok. Ads that spotlight a single product, like Toyota’s car model breakdowns or Maybelline’s mascara push, consistently outperform broader, multi-product promotions. These ads make it easy for viewers to understand what’s being offered and why it matters within just a few seconds.
When planning your ad, choose one hero product and build the story around it, from first second to final swipe.
3. Tap Into Timely Trends
Trending moments create natural momentum. Whether it’s CHECK24 riding the EURO 2024 buzz, Doritos launching a music-led challenge, or L’Oréal tying into #BeautyTok, successful ads align with what people are already watching and talking about.
This trend-first approach boosts visibility and makes your brand feel current and culturally relevant. Thus, you should stay alert to events, pop culture, and platform hashtags. Then create content that joins the conversation rather than interrupts it.
To discover more about maximizing your TikTok advertising strategy, download our ebook now! It’s your key to creating high-converting ad creatives and achieving success on TikTok.
Final Word
Overall, creating the best TikTok ads will need lots of effort and creativity. However, we hope this article has helped you design an effective marketing campaign on this platform based on the TikTok ad examples above.
However, if you need assistance creating your TikTok ad campaign, don’t hesitate to contact us at Mega Digital. As an official partner of TikTok, we are committed to helping you achieve success on the platform. Let’s work together to make highly engaged ads on TikTok!
