How To Set Up A TikTok Profile For Advertising

Everything BuyerBridge partners need to know to help clients stay eligible for TikTok ads.

TikTok is officially retiring its Custom Identity feature. This means brands can no longer run non-Spark ads using just a logo and display name. Instead, all new ad campaigns must be linked to a real TikTok profile.

This guide walks BuyerBridge partners through TikTok’s new two-step process to connect TikTok profiles to ad accounts

Jump To:

• What’s Changing for TikTok Advertisers

• Who Needs To Do This?

• Step 1: Link TikTok Profile to Business Center

• Step 2: Assign TikTok Profile to an Ad Account

• Tips For Clients Concerned About Having TikTok on Their Phone

• Revoking Access

• Email Template to Send Clients

What’s Changing for TikTok Advertisers?

What's Going Away?

The Custom Identity feature that allowed advertisers to run ads using just a name/image without a TikTok account.

What's Replacing It?

All new ad campaigns must now be linked to a real TikTok profile—either a Spark Ad or a standard TikTok account.

Why This Change?

1. User Trust – Ads appear more authentic coming from real accounts

2. Machine Learning – TikTok optimizes performance better with connected, verified profiles

   ⚠️ Important: Existing campaigns using Custom Identity can still run and be edited, but they cannot be duplicated.

Who Needs To Take Action?

Ask your clients:

• Do you currently run TikTok ads?

• Do you have a real TikTok profile (not just a display name in Ads Manager)?

If the answer is no to either:
You’ll need to help them set up and link their account using the steps below.

Step 1: Link TikTok Profile to Business Center

This step connects the client’s TikTok profile to your Business Center using a QR code.

Agency Instructions:

1. Go to TikTok Business Center

2. Click Accounts → TikTok Accounts

3. Click Add TikTok Account or Request Access

4. Choose Request Access to Run Campaigns

5. In the pop-up:

   • Toggle ON:

     • ✅ “Use account in ad authorization”

     • ✅ “Display name and profile image in ads”

   • Other toggles are optional based on client preference

6. Click Generate QR Code

7. Share the QR code with your client

Client Instructions:

1. Open the TikTok mobile app

2. Go to Profile > Settings > Privacy > QR Code

3. Scan the QR code you received

4. Approve the connection to your agency’s Business Center

Once this is done, the account will show in your Business Center under “TikTok Accounts.”

Step 2: Assign TikTok Profile to an Ad Account

Linking the profile to the Business Center is not enough—you must now assign that profile to the ad account that will run campaigns.

Here’s how:

1. In the Business Center, go to Ad Accounts

2. Select the appropriate ad account

3. Navigate to Ad Assets > TikTok Accounts

4. The newly linked TikTok profile will appear in this list

5. Click Assign to connect it to that specific ad account

🎉 Done! You can now run campaigns using this real profile.

“Don’t Show on TikTok Profile” Option

Clients worried about their ads appearing on their organic profile?

No problem—TikTok offers a “Don’t Show on TikTok Profile” setting during ad creation. This allows ads to run from a real account without appearing on the public profile feed.

Find this setting under: Ads Manager > Ad Settings > Identity > TikTok Account > Don’t Show on Profile

Email and Profile Tips

When clients create a TikTok account, recommend they use:

• ✅ A company owner email (e.g., ceo@autogroup.com)

• ✅ A shared business email (e.g., marketing@abcbusiness.com or tiktok@yourdealership.com)

⚠️ Avoid personal Gmail accounts—this protects account access long term

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Tips for Clients Concerned About Installing TikTok

Some clients may not want the TikTok app on their phone long term. That’s totally fine.

Here’s a low-commitment workaround:

1. Create the TikTok account via desktop or mobile

2. Download the TikTok app just long enough to scan the QR code

3. Approve the connection to your agency’s Business Center

4. (Optional) Share login credentials with your agency

5. Delete the app from the phone

Their profile will stay connected, and ads will run normally even without the app installed.

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How to Revoke Access

Clients retain full control of their TikTok profiles and permissions at all times.

They can revoke agency access in two ways:

In the TikTok App:

• Go to Profile > Settings > Security > Manage App Permissions

In TikTok Business Center:

• Navigate to the Users tab

• Remove agency access or adjust roles as needed

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Email Template to Send Clients