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Should I run TikTok ads for financial services?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
Should I run TikTok ads for financial services?
Yes for first-time buyer, protection and budgeting niches targeting 22-40; no for HNW wealth management. CPL is 20-40% lower than Meta but nurture is longer.
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Where it works
- First-time buyer mortgages
- Life / critical illness protection
- Budgeting / debt solutions
- Early-career pension consolidation
Where it does not
- HNW wealth, DB pension transfer, IHT - audience isnt there
Compliance
Same s21 rules apply; TikTok has its own financial services policy approval.
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