How to Make TikTok Ads That Actually Drive Installs

If you’ve been on TikTok long enough, you know the feeling: You see an ad, but it doesn’t feel like an ad. It grabs your attention, keeps you watching, and before you know it—you’re in the app store hitting "Download."

But what makes these UGC ads work so well?

At Ramdam, we’ve produced hundreds of UGC videos every month, and after analyzing countless high-performers, we’ve noticed something:

The best ads follow a simple, repeatable structure.

It all comes down to three key elements.

1. A Catchy Caption That Hooks Instantly

TikTok moves fast. If your ad doesn’t stop the scroll in the first second, it’s already lost. The easiest way to do that? A strong, attention-grabbing caption.

• “You NEED to see this.”
• “POV: This app just changed my life.”
• “The secret app nobody is talking about...”

The goal isn’t to sell—it’s to spark curiosity and keep users watching.

2. The Right Sound: Trending, Catchy, or 100% Authentic

TikTok is an audio-first platform—sound matters just as much as visuals. A high-performing UGC ad usually has one of these three audio strategies:

• A trending sound or meme (Instantly makes your ad feel native to TikTok.)
• A catchy music track (Sets the mood, keeps the video engaging.)
• A raw, unfiltered voice-over (Feels real, natural, and conversational.)

Not sure what works? Test all three—the results might surprise you.

3. Green Screen = Instant Demo Power

You can tell people about your app, or you can show them.

One of the most effective ad formats we’ve seen? A creator talking with a Green Screen background showing the app in action. It’s dynamic, clear, and makes the product feel real.

Why does this work?

• Keeps the focus on the app without feeling overly polished.
• Feels like a recommendation from a friend, not an ad.
• Shows how the app works instantly, leading to higher installs.

The Secret Sauce: Iteration at Scale

The formula is simple: caption + music (or voice-over) + green screen.

But here’s the real secret: It’s not about making one ad. It’s about making 50+.

By iterating on these three elements and testing multiple variations, you dramatically increase your chances of finding a top-performing ad.

It’s a numbers game—and the more you test, the faster you win.

Let’s Crack the Code for Your App Ads

Want UGC ads that don’t just look good but actually drive installs?

At Ramdam, we help brands produce high-performing, data-driven UGC ads at scale.

Let’s create your next top-performing ad

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