How to Generate More Leads via TikTok DMs? Boost Your Sales Efficiency with TikTok DM Leads!

As a powerhouse for global e-commerce, TikTok has become a go-to platform for e-commerce businesses to launch ads, attract high-potential customers, and elevate brand visibility and sales. Among its diverse ad formats, TikTok Direct Message (DM) Ads stand out by enabling direct, real-time interactions with users. These ads streamline lead generation, foster deeper customer engagement, and ultimately drive higher conversion rates.

In this guide, we’ll break down what TikTok DM Ads are, how to set them up, optimization strategies, and how they compare to other TikTok ad formats to help you maximize leads and chat efficiency.

What Are TikTok Direct Message Ads?

TikTok DM Ads allow businesses to set Direct Message as their campaign objective. When users encounter your ad, they can instantly click a CTA button to start a private conversation with your brand via TikTok, WhatsApp, Messenger, or your website’s chat plugin. This eliminates barriers for interested users, turning casual viewers into qualified leads and accelerating sales conversations.

Why TikTok DM Ads Work: 3 Key Benefits

1. Shorten the Conversion Funnel 

Traditional TikTok ads risk losing leads when users don’t know how to connect. DM Ads solve this with a prominent chat button that redirects users straight to a messaging interface. One click = instant access to your team, reducing drop-offs and speeding up the path to purchase.

2. Boost Conversion Rates with Real-Time Engagement 

DM Ads capitalize on user interest in the moment. By letting customers message your team immediately, you address questions, clarify doubts, and build trust faster—especially critical for high-value products, services, or complex purchases.

3. Build a Rich Lead Database

Every DM interaction captures valuable data: user preferences, pain points, and contact details. Integrate these leads with platforms like WhatsApp, Messenger, or your website’s chat (via tools like SaleSmartly) to nurture them with personalized campaigns, retargeting, or loyalty programs. Over time, this fuels long-term customer relationships and maximizes ROI.

How to Set Up TikTok Direct Message Ads

1. Log in to TikTok Ads Manager and click [Create Ad].

2. Under Campaign Objective, select [Lead Generation] → [Continue].

3. Pick where you want to collect leads through [Optimization location]:

• Website
• Instant Form
• TikTok Direct Message
• Instant Messaging Apps

If directing leads to a messaging app, input a URL to redirect users to:

• Messenger
• WhatsApp
• Private platforms or websites (custom URL)

For Messenger and WhatsApp, copy and paste your account link to funnel users directly. For custom URLs, businesses gain flexibility. Input any link to guide customers to their preferred communication channel. 

To integrate TikTok DM leads into your own private platform, you can use SaleSmartly’s website chat plugin. Here’s how:

In SaleSmartly, go to [Integrations] → [Chat Plugin] → [Copy Link].

Paste this link into the Instant Messaging URL field in TikTok Ads Manager. Now, users clicking on your DM ad will be directed to your website chat, where you can manage conversations within SaleSmartly.

Since TikTok DM ads only allow a single link for lead collection, larger businesses may face overwhelming traffic through that lone URL. This is where smart diversion links come in: they seamlessly display as one public link to users but are configured behind the scenes to distribute incoming leads across multiple accounts, either randomly or based on predefined criteria like agent availability or expertise.

To set up a distribution link in SaleSmartly, integrate multiple accounts into SaleSmartly. Go to [Traffic Distribution Links] > [Create Link] and [select a routing strategy]. Add the distribution link to the TikTok ad’s [Instant Messaging URL].

When users click the ad, the system will automatically route them to an available agent, ensuring prompt responses and a higher engagement rate.

4. Enable Time Scheduling, like date and time, to specify when your team can respond.

5. Choose an optimization goal—either [Conversations] or [Clicks], then click [Next].

6. To run TikTok DM ads, you must connect a TikTok Business Account that will receive incoming messages. If you haven’t linked your account yet, do so now. Ensure the email address used to register your TikTok Ads Manager account matches the one associated with your TikTok Business Account.

7. Once your TikTok Business Account is connected, you can designate it as both your advertising identity and the primary inbox for receiving and managing direct messages from interested customers.

8. Choose creative options for your ad:

• Upload a video
• Select from media library
• Create a new video

9. If you don’t want the ad to appear on your TikTok profile, check “Show as ad only” to keep the creative off your profile.

10. In the [Ad Copy] section, craft a compelling CTA encouraging users to send a direct message.

11. Review the settings and hit [Publish].

Optimization Tips for TikTok DM Ads

1. Craft Irresistible CTAs

Use engaging CTA phrases to encourage users to send a message, such as “Chat with us to unlock exclusive deals of SaleSmartly!”

2. Create Urgency 

Incorporate limited-time offers or countdowns to prompt users to take immediate action, e.g., “24-hour flash sale. Click to chat before it’s gone!”

3. Automate Responses/AI Chatbots

DM Ads can generate a high volume of inquiries, making it essential to respond quickly. By integrating your TikTok account into SaleSmartly, all messages from TikTok and other social media channels can be received and managed in one place such as SaleSmartly. Using SaleSmartly’s automation features and AI chatbots, businesses can instantly greet new leads, guide them through the sales process, and ensure no inquiries are missed and maximize the impact of TikTok DM Ads.

When to Use TikTok DM Ads

E-commerce

DM Ads can be used to promote limited-time offers, free samples, or product launches to capture valuable leads.

B2B Lead Generation

B2B businesses can leverage TikTok DM Ads to directly connect with potential clients, reducing the time and effort required for lead qualification. By engaging users through targeted video content and guiding them to WhatsApp or another messaging app, businesses can nurture prospects more effectively.

Education

Brands can use TikTok DM Ads to share informative videos, tutorials, and industry insights, prompting users to inquire about courses. Engaging in direct conversations builds trust and increases enrollment rates.

TikTok DM Ads vs. Other Formats

Beyond Direct Message Ads, TikTok offers a diverse range of advertising formats, including In-Feed Ads, TopView Ads, and Spark Ads. Each serving a unique purpose. Let’s break down how they differ in reach, engagement, and campaign objectives.

Further Reading

Which Platform Delivers Better Rol? TikTokvs Instagram Advertising

Mastering TikTok Monetization: An in-Depth Guide to Revenue Strategies

How to Add WhatsApp and LINE Contacts on TikTok? Seamlessly Directing Customers to Your Private Traffic

20 Essential TikTok Tips: How to Create Viral Videos Like a Pro