TikTok Smart+
- Also called Smart+ campaigns, Smart+ 2.0, TikTok Smart Plus
- Updated October 31, 2026
TikTok Smart+ is TikTok's AI-automated campaign type in TikTok Ads Manager. You supply your goals, creative assets, locations and languages, and TikTok automates targeting, optimization and creative, including AI edits to your uploads and new AI-generated variations. In the upgraded version, which is still rolling out, one flow lets you choose full automation, partial automation or fully manual settings.
What does TikTok say Smart+ does?
From TikTok's About Smart+ Campaigns, last updated June 2025: you "create a single campaign powered by AI for all of your performance objectives, and TikTok will help you to automate the process – across campaign and audience targeting, optimization, and creative". The page says "Smart+ Campaigns support multiple campaign objectives, including driving sales, app promotion, leads, or traffic", and lists as a benefit: "Reduce creative fatigue and costs by automating how your creatives are shown to your audience" (more on creative fatigue).
What is Smart+ 2.0?
The upgraded Smart+. TikTok's Japanese business blog used the name "Smart+2.0" in October 2025; the English help center calls it the upgraded Smart+ experience. About upgrades to Smart+, last updated October 2026, lists what changed:
| Area | What TikTok says is new |
|---|---|
| Campaign creation | "One unified campaign creation flow for a simpler, more streamlined setup" |
| Targeting & placement | "More targeting options with the ability to enforce settings" |
| Creative | "Creative combination control & reporting, multi-URL capabilities, and up to 50 asset groups" |
| Campaign structure | "Flexible campaign structure with multiple ad groups" |
| Budget | "More flexibility with budget distribution" |
It covers the Traffic, Sales, Lead Generation and App Promotion objectives, and the page carries the note "This feature may not be available to you yet."
Is Smart+ on by default?
Often, at three levels. For a Sales campaign sending people to a website, About Smart+ Web Campaigns says: "By default, the Smart+ campaign option may be toggled on." Inside the campaign, the upgraded flow "applies certain automated settings by default to help simplify campaign setup", and "Automatic placement is set by default." And for creative, TikTok's creative enhancement drawer, which edits the videos and images you upload, is "turned on by default", with Ads Manager saving "the most recently used settings for future campaigns." What each of those enhancements changes is in TikTok's automatic enhancements.
How does Smart+ compare with Meta's Advantage+ settings?
Several Smart+ settings have a close Meta counterpart.
| Smart+ setting | TikTok's words | Nearest Meta setting |
|---|---|---|
| Automatic campaign budget | "Enter one budget for your entire campaign, and we'll automatically allocate it across ad group for optimal performance." | Advantage+ campaign budget |
| Automatic targeting | Audience controls "set baseline parameters"; Audience suggestions "help guide automatic targeting" | Advantage+ audience |
| Creative combinations | "Ads will be generated based on combinations of your videos and ad texts" | Dynamic creative |
| Creative enhancement drawer | Optimizes uploaded "videos and images" with Symphony AIGC | Advantage+ creative |
What it means for your ads
- Choose the automation per module. Where your account has it, Manual Mode switches "budget, placement, targeting, catalog, and creative to manual settings" in one click. Otherwise set them one by one, as TikTok's campaign creation guide shows: Ad group budget, Switch to custom targeting and Select placement.
- To test one specific ad, give it one creative and one text. TikTok's advice for a fixed pairing is to "add only one creative asset and one text copy to each ad", which leaves Smart+ nothing to combine.
- Open the enhancement drawer in every new campaign. It starts on and carries your last settings forward.
- Read what TikTok generates before it runs. From About Recommended Creatives: "Advertisers should review final creatives before publishing to confirm they meet their brand, legal, and regional requirements."
Sources
- About Smart+ Campaigns — TikTok Business Help Center, last updated June 2025 (accessed October 31, 2026)
- About upgrades to Smart+ — TikTok Business Help Center, last updated October 2026 (accessed October 31, 2026)
- 10/30（木）ウェビナー開催｜Smart+2.0 ＆ Branding Playbook 2.0で実現する新時代の広告戦略 — TikTok For Business blog, in Japanese, dated October 14, 2025 (accessed October 31, 2026)
- About Smart+ Web Campaigns — TikTok Business Help Center, last updated March 2026 (accessed October 31, 2026)
- How to switch to manual settings in the upgraded Smart+ campaign creation flow — TikTok Business Help Center, last updated June 2026 (accessed October 31, 2026)
- How to create manual and automated campaigns in the upgraded Smart+ experience — TikTok Business Help Center, last updated October 2026 (accessed October 31, 2026)
- How to use creative enhancement drawer — TikTok Business Help Center, last updated October 2026 (accessed October 31, 2026)
- About Recommended Creatives in TikTok Ads Manager — TikTok Business Help Center, last updated October 2026 (accessed October 31, 2026)
TikTok rolls Smart+ features out by account, so what you see in Ads Manager may differ from these pages.
Terrads makes vertical TikTok ads from your product photos, ready to upload, so whatever Smart+ automates starts from creative you approved.