A towing company might seem out of place for TikTok, but that’s where the opportunity is. While other platforms are crowded, TikTok offers a unique mix of realness, quick viral reach, and direct connection that can greatly help emergency and planned towing services.
This TikTok Ads for Towing Companies guide will show you how to set up your TikTok, launch, and improve effective ad campaigns, making sure your business stands out and gets those important calls when drivers need you most.
Why TikTok for Towing Companies?
When a car breaks down, crashes, or needs special moving, speed, and trust are super important. TikTok, known for its short, fun videos, might not seem like the first place people go in an emergency. But its system is amazing at showing content to the right people, and it has a huge and varied user base.
Here’s why TikTok is a powerful platform for towing:
- Visual Storytelling — Towing is naturally visual. Exciting rescues, the power of a heavy-duty truck, and before-and-after shots of roadside help – all of this makes great video content.
- Authenticity & Relatability — TikTok thrives on real, unpolished content. Your drivers’ daily challenges, safety tips, or even some humor about common car troubles can build huge trust.
- Hyper-Local Targeting — TikTok’s strong targeting tools let you pinpoint potential customers right in your service area, which is key for emergency services.
- Emergency Preparedness — Beyond immediate emergencies, you can teach users what to do when their car breaks down, making your company a reliable solution before they even need you.
- Brand Building — Show your professionalism, speed, and friendly service to become the go-to name in your area.
- Cost-Effectiveness: Compared to more crowded platforms, TikTok can offer a lower Cost Per Lead (CPL) if your creative content is good.
Your customers are on TikTok. Is your business there to pick them up?
Section 1: Setting Up Your TikTok Business Presence
Before you even think about ads, you need a solid organic presence. This forms the “identity” for your ads and helps build trust.
1.1 Creating Your TikTok Business Account
If you don’t already have one, setting up a TikTok Business Account is your first step:
- Download the TikTok App — Get it from your app store.
- Sign Up or Log In — If you have a personal account, you can log in. Otherwise, sign up using your business email.
- Switch to Business Account:
- Tap “Profile” (bottom right).
- Tap the “Menu” (three lines/dots) in the top right.
- Go to “Settings & Privacy” > “Manage Account.”
- Select “Switch to Business Account.” Follow the prompts.
- Customize Your Profile:
- Profile Picture — Use your company logo or a picture that describes your towing business. Ensure it’s clear and recognizable, even when viewed at a small size.
- Display Name — Use your full company name.
- Username — Keep it concise and memorable.
- Bio — Clearly state what you do, your service area, and a key benefit. Include a call to action.
- Website Link — Link directly to your emergency services page or contact page. Business accounts can add a clickable link.
- Start Creating Organic Content — Even before ads, get familiar with the platform. Post a few videos showcasing your services, fleet, or team. This helps TikTok understand your content and gives your profile a legitimate feel.
1.2 Accessing TikTok Ads Manager
Once your business account is ready, you’ll need a separate TikTok Ads Manager account to run paid campaigns.
- Go to TikTok for Business Website — Visit ads.tiktok.com.
- Sign Up/Login — Use your business email. This is usually separate from your TikTok app login.
- Complete Business Information — Provide your company details, address, industry (Automotive > Towing), and billing information. Your account will need to be approved, which is usually a quick process.
- Explore the Dashboard — Familiarize yourself with the interface. You’ll primarily be using the “Campaign,” “Asset,” and “Reporting” tabs. Click the “Switch to full options button” for more advanced campaign management features.
Section 2: Building Your First Ad Campaign – Step-by-Step
This is where your towing company goes from organic content to paid visibility.
2.1 Campaign Objective
This is the very first step in Ads Manager. Your objective dictates TikTok’s optimization goals. For towing companies, especially for emergency services, Lead Generation or Traffic is often the most suitable.
- Lead Generation (Recommended for most towing):
- Goal: Collect contact information (phone number, name, email) directly within TikTok via an Instant Form. This is ideal for capturing potential clients immediately when they’re in need, without them leaving TikTok.
- If someone’s car just broke down, they don’t want to navigate a website; they want to get help fast.
- Traffic:
- Goal: Drive users to your website, specific landing page, or Google My Business profile.
- Good for users who might want to explore services, check pricing, or see your service area before calling. Also useful for tracking calls via your website.
- Reach/Brand Awareness:
- Goal: Maximize the number of unique users who see your ad.
- Useful for building top-of-mind awareness for emergency services before a breakdown happens. It can be a secondary objective or part of a larger strategy.
For this guide, we’ll focus on Lead Generation as it’s the most direct path to getting immediate service calls.
2.2 Campaign Naming Convention
A clear naming convention is vital for organization and reporting.
- Campaign Name Suggestion: LG_TowCo_LA_247Emergency_Q32025
- Breakdown:
- LG: Lead Generation (Objective)
- TowCo: Towing Company (Industry)
- LA: Los Angeles (Geographic focus – adjust to your primary city)
- 247Emergency: Key Service/Benefit
- Q32025: Quarter & Year for tracking
- Breakdown:
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2.3 Budget & Schedule
Budget
You have two main budget options:
- Daily Budget — A fixed amount spent per day. Recommended for beginners and ongoing campaigns.
- Lifetime Budget — A total amount spent over the entire campaign duration. Good for fixed-period promotions.
For a towing company, Daily Budget is better for consistent lead flow, especially for emergency services.
- Suggested Daily Budget — Start with $50 – $100 per day for your overall campaign.
- This allows TikTok’s algorithm enough data to learn and optimize. For emergency services, even a few high-value calls can quickly justify this spending. You can adjust this based on performance.
Schedule
- Continuous — Run ads continuously, especially for 24/7 services.
- Dayparting — If you have specific peak hours for breakdowns (e.g., rush hour, late nights), you can use “Dayparting” to schedule your ads to run only during those times. For a 24/7 emergency service, continuous might be best.
2.4 Bidding Strategy
This controls how TikTok spends your budget to achieve your objective.
Lowest Cost (Automated)
TikTok will try to get you the most leads possible for your budget, without setting a specific cost target per lead. This is good for maximizing volume, especially when starting.
Cost Cap (More Manual Control)
You set a maximum average cost you’re willing to pay per lead. TikTok will try to keep your CPL around or below this amount.
Recommendation for Towing:
- Start with the Lowest Cost for the first week or two to understand what a realistic CPL is for your region and service. Once you have data (e.g., if leads cost $20-30), then switch to Cost Cap and set your desired maximum (e.g., $25) to control costs and potentially improve lead quality.
2.5 Ad Group Setup
This is where you define who sees your ads. For towing, targeting is paramount. I recommend 2-4 Ad Groups to test different audience segments or messaging.
- Ad Group Naming Convention: AG_[Audience_Focus]_[Geo_Focus]_[Behavior/Interest]
Example Ad Groups:
- Ad Group Name 1: AG_LocalDrivers_LA_EmergencyNeeds
- Audience: General drivers in your primary service area.
- Demographics:
- Location: Los Angeles, California (or your specific service area, e.g., “5-10 mile radius around your garage”). This is the MOST critical setting.
- Age: 18+ (most licensed drivers)
- Gender: All
- Interests: “Cars,” “Driving,” “Automotive,” “Car Maintenance,” “Road Trips.”
- Behaviors: Users who have engaged with automotive content, car reviews, or travel content.
- Optimization Goal: Maximize Instant Form Submissions (Leads).
- Ad Group Name 2: AG_Commuters_LA_RoadsideAssistance
- Audience: People likely to be commuting, who might need help during peak hours.
- Demographics:
- Location: Los Angeles, California (or specific cities/highways within your service area).
- Age: 25-54 (common commuting ages)
- Gender: All
- Interests: “Commute,” “Local Traffic,” “Car Troubles,” “Vehicle Repair.”
- Behaviors: Users who engage with news, local events, or traffic updates.
- Optimization Goal: Maximize Instant Form Submissions.
- Ad Group Name 3 (Optional): AG_BusinessAccounts_LA_FleetServices
- Audience: Business owners, fleet managers, or dealerships.
- Demographics:
- Location: Los Angeles, California.
- Age: 25+
- Gender: All
- Interests: “Fleet Management,” “Logistics,” “Commercial Vehicles,” “Auto Dealerships,” “Small Business.”
- Behaviors: Users who engage with B2B content, business news, or automotive industry content.
- Optimization Goal: Maximize Instant Form Submissions (for B2B inquiries).
- Ad Group Name 4 (Optional): AG_Retargeting_WebsiteVisitors_Last30Days
- Audience: People who have previously visited your website but didn’t convert (e.g., didn’t call or fill out a form).
- Custom Audience: Requires the TikTok Pixel installed on your website (more on this later). Create an audience of “Website Visitors – Last 30 Days.”
- Optimization Goal: Maximize Instant Form Submissions.
For most towing campaigns, “Automatic Placement” is fine, letting TikTok decide where to show your ads within its network. “TikTok In-Feed Ads” are typically the most common and effective.
Placements
This is already automatically set. You don’t have to change this setting.
Demographics
In this section, you will choose the location, age, and gender of your potential clients. Choose your location. Set the age of your target audience, as well as the gender.
Languages
Pick the language that your audience is using.
Spending Power
Set this to ALL. Skip the Audience and Interests and behaviors options.
Device
For the device, target ALL for the operating system, OS versions, device model, connection type, carriers, and internet service provider.
2.6 Ad Details for TikTok Ads for Towing Companies
TikTok Pixel: This is a crucial piece of code you install on your website. It tracks user actions (like visiting a page, clicking a button, or filling out a form) and sends that data back to TikTok Ads Manager. This allows TikTok to optimize your campaigns for actual conversions.
Setup:
- In TikTok Ads Manager, go to Assets > Event.
- Under “Website Pixel,” click “Manage.”
- Click “Create Pixel.” Name it (e.g., [Your Company Name] Main Pixel).
- Choose “Manually install pixel code” or “Google Tag Manager” (if you use GTM).
- Follow the instructions to install the base code on every page of your website.
Event Setup:
- For your Instant Forms, TikTok handles the event tracking automatically.
- If you’re driving traffic to your website, set up “Complete Registration” or “Contact” events for when someone fills out a form on your site, or “Call Now” if you track phone clicks.
Optimization Event: Select Complete Registration for your Lead Generation campaign (as that’s the event fired when someone submits an Instant Form).
Section 3: Creating Engaging Ad Content
This is where your towing company truly shines on TikTok. Authenticity and quick impact are key.
3.1 What Makes a Great TikTok Ad for Towing?
- Real, Raw Footage: Avoid overly polished, corporate videos. Show your actual trucks, real drivers, and genuine scenarios (while maintaining privacy and safety).
@thetowtruckcompany #thetowtruckcompany #💪💪💪 #NV #Showgirl #😉 #towlife #peterbilt #kenworth #international #ford #ram #fyp #foryoupage #trending #viral ♬ Not In My League – Bazanji - Problem-Solution Format: Quickly show a common roadside problem (flat tire, breakdown) and then your swift, professional solution.
- Speed & Efficiency: Use quick cuts, time-lapses, or on-screen text to highlight your rapid response times.
- Safety Focus: Emphasize your commitment to safety for both the stranded driver and your crew.
- Behind-the-Scenes/Day in the Life: Show a glimpse of what it’s like to be a tow truck operator. This builds relatability and trust.
- Humor (Carefully Applied): Lighthearted takes on common car troubles or “tow life” can resonate.
@towtruckwags Game over. #wags#towlife #rollback #twist#tires#manual#tow#driver#gameover#done#win#lost#fyp#foryou #foryoupage #viral#abc ♬ original sound – Towtruckwags - Educational Content: Short tips (e.g., “What to do if your car breaks down,” “Basic car emergency kit”).
- Before & After: Show a car stuck in a ditch and then safely on your truck.
- Showcase Your Fleet: Highlight different truck types for various needs (light duty, heavy duty, flatbeds).
- Testimonials: Quick clips of satisfied customers (with permission!).
- Trending Sounds/Music: Incorporate popular TikTok sounds (ensure commercial usage rights).
3.2 Ad Formats and Specifications
- In-Feed Video Ads (Most Common & Recommended) — These appear natively in a user’s “For You Page” feed.
- Aspect Ratio: 9:16 (full vertical screen is best) or 1:1, 16:9. 9:16 is highly recommended.
- Resolution: 720P or higher.
- Duration: 9-15 seconds is ideal for TikTok’s fast pace, but up to 60 seconds is possible. Get your message across in the first 3-5 seconds!
- File Size: Max 500MB.
- Looping: TikTok videos loop, which is great for short, impactful clips.
3.3 Crafting Your Ads with Smart Creative
As discussed, Smart Creative allows you to upload multiple assets and let TikTok combine them to find the best performers.
- Video Assets — Upload 3-5 distinct video clips:
- Clip 1: The Truck arrives quickly on the scene.
- Clip 2: Close-up of hooking up or jumpstarting.
- Clip 3: Safe towing on the highway.
- Clip 4: Team member smiling/waving.
- Clip 5: Before/after a roadside rescue.
You can explore the Audio section of the Video Editor. Add music that is trending and relevant to your images or videos.
Adding voice-overs is also fun and engaging. Ensure the script gets the viewer’s attention. These viewers are potentially looking for help in towing their vehicles, so you must grab their attention and be their choice for their immediate need.
- Ad Text (Captions) — Provide 3-5 variations of your primary ad text. (Max 100 characters for Custom Identity, up to 2200 for others).
- Call-to-Action (CTA) — Provide 2-3 options.
Ad Naming for Tracking (Internal):
When using Smart Creative, TikTok often auto-generates names. However, you can give the “Ad Group” (which contains these ads) a descriptive name, and then within reports, analyze combinations by their specific asset IDs. If you create individual ads manually, use a name like:
- LA_Tow_EmergResp_Video1 (For internal tracking)
- LA_Tow_FlatTire_Video2
- LA_Tow_HeavyDuty_Video3
Actual Customer-Facing Ad Names/Headlines (within the ad itself or in the Instant Form):
These are what the user sees and often appear as text overlays or in the Instant Form headline.
- “Need a Tow in LA? We’re on Our Way!”
- “Roadside Emergency? Call Us 24/7!”
- “Flat Tire? Jump Start? Fast Help Arrives!”
- “Your Reliable Towing Partner in Los Angeles.”
- “Stuck? Get Quick Towing Assistance!”
3.4 Custom Identity
This determines how your ad appears to the viewer. For a towing company, using your official TikTok Business Account is highly recommended.
- Select “Use TikTok Account to deliver Spark Ads”: Link your actual TikTok Business Profile (e.g., @LARapidTow).
- Profile Picture — Your company logo.
- Display Name — LA Rapid Towing (or [Your Company Name])
- Why Spark Ads? They are organic posts that you boost. They display engagement (likes, comments, shares) and allow users to visit your profile, making the ad feel more authentic and less intrusive. This is crucial for building trust.
- Alternatively, you can choose “Use custom identity” and manually upload a profile picture (your logo) and input a display name ([Your Company Name]). This is for “dark posts” (ads that don’t appear on your organic feed).
Section 4: Crafting Compelling Ad Copy and Calls-to-Action
Your ad copy and CTA need to be persuasive and clear.
4.1 Ad Text (Caption below the video)
- Keep it Concise — TikTok users scroll fast. Get to the point.
- Highlight Urgency & Reliability:
- “Stranded? Don’t wait! Our LA team is ready 24/7. Fast, reliable towing when you need it most.”
- “Flat tire, dead battery, or worse? Get expert roadside assistance in minutes. We’re here to help!”
- “Need a tow truck NOW? We’re on call around Los Angeles. Tap ‘Get Quote’ for immediate help!”
- Include Location — Reinforce your service area.
- Emojis — Use relevant emojis (🚨, 📞, 🚗, ✨) to break up text and add visual appeal.
- Hashtags — Use a mix of broad and specific hashtags: #Towing, #RoadsideAssistance, #LosAngelesTowing, #Breakdown, #CarTrouble, #247Service, #TowTruckLife.
4.2 Calls to Action (CTA)
These are the buttons that users click. For Lead Generation (Instant Forms), these are built into the form.
- “Get Quote” — Ideal for direct inquiries, perhaps for scheduled tows or specific services.
- “Contact Us” — General purpose, allows users to choose how they contact you.
- “Learn More” — Good if you have more information to convey before they commit.
- “Request Quote” — Clear and action-oriented.
- “Call Now” — While not a direct Instant Form CTA, ensure your Instant Form provides an immediate “Call” option, or if driving website traffic, ensure your landing page has a prominent click-to-call button.
Section 5: Instant Form Optimization for Lead Generation
The Instant Form itself needs to be designed for high conversion for a towing company.
5.1 Headline for the Instant Form
- “Get Help Now: Free Towing Quote”
- “Immediate Roadside Assistance”
- “Request Your LA Tow Service”
- “Quick Quote for Your Towing Needs”
5.2 Questions to Ask
The fewer fields, the higher the conversion rate. For emergency services, speed is paramount.
- Mandatory (TikTok pre-fills):
- Full Name
- Phone Number
- Highly Recommended (for qualification):
- “What type of service do you need?” (Multiple choice: Flat Tire, Dead Battery, Accident Tow, General Tow, Lockout, Fuel Delivery)
- “Vehicle Location (City/Cross Streets)?” (Open text)
- “Vehicle Type?” (Multiple choice: Car, Truck, SUV, Motorcycle, Heavy Duty)
- Optional (if you need more detail but risk lower conversions):
- “Brief description of issue?”
5.3 Privacy Policy
TikTok requires a link to your privacy policy. Ensure you have one on your website and link it here.
5.4 Thank You Page / Confirmation
- Message: “Thanks! We’ve received your request. A team member will call you shortly.”
- Call-to-Action: Crucially, include a prominent “Call Now” button. This allows immediate contact for urgent situations. Also, link to your website.
Get your TikTok Ads live and generating calls, fast.
Section 6: Measuring Performance and Optimization
Your campaigns aren’t “set it and forget it.” Continuous monitoring and adjustment are key.
6.1 Key Metrics to Monitor
- Cost Per Lead (CPL) — How much does it cost to get one Instant Form submission? This is your primary KPI for lead generation.
- Lead Quality — Are the leads real? Are they within your service area? Are they looking for your services? This is just as important as CPL.
- Click-Through Rate (CTR) — Percentage of users who clicked your ad after seeing it. A higher CTR means your ad creative is engaging.
- Conversion Rate (CVR) — Percentage of users who submitted the Instant Form after clicking your ad. Indicates form effectiveness.
- Frequency — How many times the average user sees your ad. Too high can lead to ad fatigue.
- Reach & Impressions — How many unique users saw your ad, and total views.
6.2 Optimization Strategies
- A/B Test Everything
- Creative — Different video clips, music, and text overlays.
- Ad Copy — Variations in headlines, descriptions, and hashtags.
- CTAs — “Get Quote” vs. “Contact Us.”
- Audiences — Different demographic or interest groups.
- Instant Form Questions — See if fewer questions increase conversion without sacrificing lead quality.
- Bidding — Test Lowest Cost vs. Cost Cap once you have data.
- Refresh Creatives Regularly — TikTok’s algorithm favors fresh content. Change up your videos and ad copy every few weeks to combat ad fatigue.
- Pause Underperforming Ads/Ad Groups — Don’t waste your budget on what’s not working.
- Scale Winners — Increase the budget for ad groups and creatives that are delivering high-quality leads at a good CPL.
- Refine Targeting — If you’re getting irrelevant leads, narrow down your interests or behaviors.
Section 7: Advanced Strategies
7.1 Retargeting Campaigns
Don’t let interested prospects slip away.
- Website Visitors — Retarget users who visited your services page but didn’t convert (requires TikTok Pixel).
- Instant Form Openers — Retarget users who opened your Instant Form but didn’t submit it.
- Video Viewers — Retarget users who watched a high percentage of your ad video (e.g., 75% or 95%).
- Strategy — Show them a slightly different ad with a more direct CTA, perhaps addressing common objections or offering a limited-time incentive.
7.2 User-Generated Content (UGC) & Employee-Generated Content (EGC)
TikTok thrives on authentic content.
- Encourage Customers — If appropriate, ask satisfied customers for a quick video testimonial (e.g., “Thanks, [Your Company Name], for the quick tow!”).
- Feature Your Drivers — Have your drivers create short, fun videos about their day, safety tips, or even a quick “POV: What it’s like to rescue a car.” This builds personality and trust.
- Spark Ads — Turn your best organic UGC/EGC into Spark Ads for maximum authenticity.
7.3 Integrating with Your Marketing Ecosystem
- Google My Business (GMB) — Ensure your GMB profile is fully optimized with accurate hours, services, photos, and reviews. TikTok ads can drive direct calls and website visits, which can indirectly boost your GMB visibility.
- Call Tracking — Use a dedicated call tracking number in your ads and on your landing pages to accurately attribute phone calls to your TikTok campaigns.
- CRM Integration — If you use a CRM, explore ways to integrate your TikTok Instant Form leads directly into your sales pipeline for quick follow-up.
Section 8: Common Mistakes to Avoid
- Treating TikTok Like Other Platforms — Don’t just repurpose YouTube or Facebook ads. TikTok requires native, authentic, vertical video content.
- Being Too Salesy — Hard selling usually fails on TikTok. Focus on being helpful, entertaining, or problem-solving.
- Ignoring Trending Sounds & Effects —Music and effects are integral to TikTok culture. Use trending commercial sounds.
- Low-Quality Visuals — Even “raw” doesn’t mean bad quality. Ensure good lighting, clear audio, and stable footage.
- Not Having a Clear CTA — Users need to know exactly what you want them to do next.
- Forgetting Mobile Optimization — Your landing page must be fast-loading and perfectly optimized for mobile.
- Lack of Follow-Up — Leads from Instant Forms or website calls need immediate follow-up, especially for emergency services.
Conclusion
TikTok offers a dynamic and powerful avenue to reach potential customers for your towing company. By embracing its unique, authentic video culture, using its precise targeting, and strategically optimizing your campaigns, you can generate a consistent flow of high-quality leads and cement your brand as the go-to provider for roadside assistance and towing services in your area.
Start small, test often, and let the algorithm work its magic – you might be surprised at the towing leads you’ll bring in!
But if you want to capture leads quickly and consistently, Google Ads is a well-known advertising platform. You can learn how to run your campaigns through this guide: Google Ads for Towing Companies.
