> For the complete documentation index, see [llms.txt](https://docs.cekat.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.cekat.ai/en/marketing-legacy/ads-setting-on-platform.md).

# Ads Setting on Platform

## Ads Setting on Platform

### 1. Meta Ads Setting (WhatsApp Message)

How to set up a Meta ad that takes your audience straight to WhatsApp.

* **Objective:** Choose **Leads** (Auction).
* **Ad set configuration:**
  * **Conversion location:** WhatsApp
  * **Performance goal:** Maximize number of conversations
  * **Account:** Connect your Facebook Page and WhatsApp Business number.
* **Ad creative and template:**
  * **Format:** Single image or video.
  * **CTA:** *Send WhatsApp Message*.
  * **Conversations:** Set up your *Welcome Message* and *Pre-filled Message*.

***

### 2. TikTok Ads Setting

#### A. TikTok Inbox Ads (TikTok DM)

Sends people straight to Direct Messages inside the TikTok app.

* **Flow:** TikTok ad → Send Message → TikTok DM
* **Best for:** Lead generation, product consultations, and keeping users on TikTok.

#### B. TikTok CTWA Ads (Click to WhatsApp)

Takes people from the TikTok app over to WhatsApp Business.

* **Flow:** TikTok ad → Chat on WhatsApp → WhatsApp Business
* **Best for:** Sales teams that rely on WhatsApp for closing deals and close follow-up.

***

### Comparison at a glance

| Feature             | Meta Ads (WA)       | TikTok Inbox Ads   | TikTok CTWA Ads |
| ------------------- | ------------------- | ------------------ | --------------- |
| **Destination**     | WhatsApp            | TikTok DM          | WhatsApp        |
| **Leaves the app?** | Yes                 | No                 | Yes             |
| **Main focus**      | Sales & conversions | Leads & engagement | Sales & closing |