You've set up your TikTok ad, hit publish, and... nothing. Zero impressions. Zero clicks. Just a campaign sitting there collecting dust. This is one of the most frustrating experiences in TikTok advertising—and it happens more often than you'd think.
The good news? In most cases, fixing a non-delivering TikTok ad is straightforward once you know where to look. In this guide, we'll walk through the most common reasons your TikTok ads aren't delivering and exactly how to fix each one.
Table of Contents
Quick Diagnostic Checklist
Before diving deep into troubleshooting, run through this quick checklist. These cover 80% of delivery issues:
The 5-Minute Delivery Diagnostic
- 1.Is your ad group budget at least $20/day?—TikTok requires minimum $20 daily budget per ad group
- 2.Is the campaign turned ON?—Check both campaign AND ad group status
- 3.Is the ad still "In Review"?—New ads need 24-48 hours for approval
- 4.Is your payment method valid?—Expired cards or declined payments stop everything
- 5.Is your audience size at least 500K?—Tiny audiences can't deliver efficiently
If any of these apply, fix them first. Otherwise, let's dive into the specific issues.
Budget & Bidding Problems
Budget-related issues are the number one reason TikTok ads don't deliver. Here's what to check:
Problem #1: Budget Too Low
TikTok has strict minimum budget requirements that trip up many advertisers:
TikTok Minimum Budget Requirements
- •Campaign level: $50/day minimum (if using Campaign Budget Optimization)
- •Ad group level: $20/day minimum
- •Lifetime budgets: Must exceed daily minimum × scheduled days
The Fix: Increase your daily budget to at least $20 per ad group. If you're testing multiple audiences, consider starting with just one ad group rather than spreading a small budget too thin.
Problem #2: Bid Cap Too Restrictive
If you're using Cost Cap or Bid Cap bidding strategies, your cap might be too low for the current auction environment.
The Fix: Switch to "Lowest Cost" bidding, which lets TikTok optimize automatically. If you must use caps, start with TikTok's suggested bid and adjust based on actual performance.
Problem #3: Budget Already Exhausted
If your ad delivered earlier but stopped, check if the daily budget was reached. TikTok can spend your entire budget in just a few hours if the audience is active.
The Fix: Check your "Spend" column in Ads Manager. If it matches your budget, your ads are paused until the next day. Consider increasing the budget or using scheduling to spread delivery across peak hours.
Targeting Too Narrow
One of the most counterintuitive mistakes new advertisers make is over-targeting. TikTok's algorithm performs best with breathing room.
The "Super Niche" Trap
It seems logical to narrow your audience to exactly who you want. But when you stack multiple targeting options (specific ages + specific interests + specific behaviors + specific locations), you quickly shrink your audience to an undeliverable size.
Warning Signs of Over-Targeting
- •Audience size shows "Too Narrow" in targeting
- •Estimated audience under 500,000 people
- •Multiple interest categories AND behavior targeting combined
- •Very specific age range (like 24-26 only)
The Fix: Broaden your targeting. Remove some interest layers and let TikTok's algorithm find the right users within a larger pool. Aim for audiences between 1-10 million for best results.
Geographic Restrictions
Targeting small geographic areas (single cities or specific zip codes) can severely limit delivery, especially outside major metro areas.
The Fix: Target entire states, regions, or countries when possible. If you absolutely need local targeting, make sure all other targeting is as broad as possible to compensate.
Ad Review & Policy Issues
Every TikTok ad goes through automated and sometimes manual review before it can run. Understanding this process helps identify why your ad might be stuck.
Ad Status: "In Review"
When you first submit an ad, it enters review status. This typically takes:
- Most ads: 2-4 hours
- Some ads: 24-48 hours (especially new accounts)
- First-time advertisers: May take longer as account is verified
The Fix: Wait at least 48 hours before worrying about "In Review" status. If it takes longer, contact TikTok support.
Ad Status: "Not Approved" or "Rejected"
If your ad is rejected, TikTok will provide a reason (though sometimes vague). Common rejection reasons include:
Prohibited Content
Adult content, gambling, tobacco, weapons, or other banned categories. Even subtle references can trigger rejections.
Misleading Claims
Exaggerated promises ("Get rich quick!"), unsubstantiated claims ("Works 100% of the time"), or deceptive practices.
Landing Page Issues
Your destination URL doesn't work, doesn't match ad content, or violates policies. TikTok checks where you're sending users.
Copyright/Trademark
Using copyrighted music, images, or mentioning other brands without authorization.
The Fix: Review TikTok's advertising policies, adjust your creative, and resubmit. For borderline cases, try making the content more neutral and educational.
Creative & Technical Problems
Sometimes the issue isn't with your settings—it's with the creative itself or how it's configured.
Video Format Issues
TikTok has specific technical requirements for ad videos:
Video Technical Requirements
- Format: MP4 or MOV
- Aspect ratio: 9:16 (vertical) recommended, 1:1 or 16:9 also work
- Resolution: 720p minimum, 1080p recommended
- Duration: 5-60 seconds (9-15s performs best)
- File size: Under 500MB
- Audio: Recommended (ads with audio perform better)
The Fix: Re-export your video in 9:16 vertical format at 1080p. Make sure it has audio (even background music helps).
Spark Ads Authorization Expired
If you're using Spark Ads (promoting existing organic content), the authorization code from the creator must be valid. These codes can expire after the set duration.
The Fix: Request a new authorization code from the content owner with a longer validity period (7, 30, or 60 days).
Creative Fatigue
If your ad was delivering well but suddenly stopped or slowed dramatically, your audience may have seen it too many times (high frequency).
The Fix: Check your frequency metric in Ads Manager. If users are seeing your ad 3+ times on average, it's time to refresh your creative. Launch new variations with different hooks or angles.
Payment & Account Issues
These issues are easy to overlook but can completely stop delivery.
Payment Method Problems
- •Expired card: Update to a card with a valid expiration date
- •Declined payment: Check with your bank if TikTok charges are being blocked
- •Insufficient funds: TikTok may pre-authorize amounts before actual spend
- •International restrictions: Some cards block foreign transactions (TikTok bills from Ireland)
The Fix: Go to Business Settings → Payment → verify your payment method is valid and has sufficient funds. Try adding a backup payment method.
Account Verification Pending
New TikTok Ads Manager accounts sometimes require business verification before ads can fully deliver. Check your account settings for any pending verification requirements.
Account Spending Limits
TikTok may set spending limits on new accounts to prevent fraud. If you've hit this limit, you'll need to wait for it to reset or contact support to request an increase.
Advanced Fixes for Stubborn Ads
If you've checked everything above and your ads still won't deliver, try these advanced troubleshooting steps:
1. Duplicate & Restart
Sometimes campaigns get "stuck" in TikTok's system. A fresh start can help:
- Duplicate the non-delivering ad group
- Make one small change (adjust budget by $1 or tweak targeting slightly)
- Pause the original and launch the duplicate
- This forces TikTok to re-evaluate the campaign from scratch
2. Change Optimization Goal
Different optimization goals have different competition levels. If your conversion campaign won't deliver, try switching to Video Views or Traffic first to build data, then return to conversion optimization.
3. Adjust Scheduling
If you've set specific delivery hours, your window might be too restrictive. Try:
- Removing all scheduling restrictions
- Expanding to "All Day" delivery
- If you need scheduling, ensure you cover at least 8+ hours of peak usage time
4. Contact TikTok Support
If nothing works, reach out to TikTok's support team:
- Use the "Help" button in Ads Manager
- Provide your campaign ID and specific issue
- Response times vary but expect 1-3 business days
Pro Tip: Skip the Complexity
Tired of troubleshooting TikTok Ads Manager issues? Viryze's TikTok promotion service handles all the technical complexity for you. We manage campaigns daily and know exactly how to maximize delivery and results—so you can focus on creating content, not debugging ad settings.
Preventing Future Delivery Issues
Once you've fixed the immediate problem, set yourself up for success going forward:
Delivery Best Practices Checklist
- ✓Use $30+/day budget—More headroom for optimization
- ✓Start with Lowest Cost bidding—Let TikTok find efficient delivery
- ✓Target broad audiences (1-10M)—Give the algorithm room to work
- ✓Use high-quality vertical video—9:16 at 1080p with audio
- ✓Keep a backup payment method—Avoid disruptions from card issues
- ✓Refresh creative every 7-14 days—Combat fatigue before it happens
Frequently Asked Questions
Why is my TikTok ad not delivering?
The most common reasons are: budget too low (minimum $20/day for ad groups), targeting too narrow (under 500K audience), ad still in review, payment issues, or creative that violates TikTok policies. Check each of these systematically using the diagnostic checklist above.
How long does TikTok ad review take?
TikTok ad review typically takes 24-48 hours, though most ads are approved within a few hours. If your ad has been in review for more than 48 hours, contact TikTok support or check for potential policy violations in your creative or landing page.
What is a good audience size for TikTok ads?
For optimal delivery, aim for an audience size between 1-10 million users. Audiences under 500,000 often struggle with delivery, while extremely broad audiences (100M+) may waste budget on irrelevant users. TikTok's algorithm works best with moderate-sized audiences.
Why did my TikTok ad stop delivering suddenly?
Sudden delivery stops are usually caused by: budget exhaustion (check if spend matches budget), bid cap too restrictive, creative fatigue (high frequency), payment card issues, or the ad entering re-review due to an edit you made. Check your metrics and payment settings first.
Can I speed up TikTok ad approval?
You can't directly speed up review, but you can avoid delays by: following all ad policies strictly, using clear and non-controversial creative, ensuring your landing page works and matches ad content, and maintaining a good account history with previously approved ads.
Final Thoughts
A non-delivering TikTok ad is frustrating, but it's almost always fixable. Start with the quick diagnostic checklist, work through the common issues systematically, and don't hesitate to reach out to TikTok support for persistent problems.
Remember that TikTok's ad delivery system is designed to find efficient outcomes. If your ad isn't delivering, it's usually a signal that something in your setup needs adjustment rather than a platform bug.
For creators who want reliable ad delivery without the troubleshooting headaches, Viryze's professional TikTok advertising service provides expert campaign management. We handle the technical complexity daily and ensure your budget actually reaches your target audience—so you can focus on what matters most: creating great content.
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Head of Creator Success at Viryze
TikTok growth strategist helping creators reach their first 100K followers through data-driven promotion strategies.