Level up your Q5
Your playbook to turbocharging installs, revenue and engagement
The six weeks that could make your year
While most advertisers wind down after the holidays, TikTok gamers are just getting started. Welcome to Q5 – the six-week* window from mid-December to the end of January that turns downtime into growth time.
Lower CPMs and less competition
For the past few years, we've seen global CPM rates drop during Q51
More new app downloads
67% of TikTok users are likely to spend the same time or more time downloading apps during Q52
Spikes in gaming sessions and installs3
It's when players unwrap new phones, cash in gift cards, and go looking for their next favourite game. And where do they go first? TikTok. 69% of consumers say they'll spend more time on TikTok over the holidays than any other platform.4 That means your audience is active, engaged, and ready to play.
This is your Q5 playbook – your edge when everyone else powers down. Inside, you'll find three tried-and-tested strategies to win attention, drive conversions, and turn players into loyal fans.
Ready to level up?
Level 1
Amplify new releases and acquire new users
Q5 is launch season in disguise. With new devices in hand and time to explore, players are hungry for something fresh – and your newest release could be the first game they download. The timing creates natural advantage: lower CPMs mean each install costs less, while heightened discovery mode
How to execute
1. Start smart
Launch Smart+ campaigns early in Q5 to capture preholiday conversion peaks and strengthen your data foundation for the season ahead.
2. Optimise for action
Shift to Smart+ App Event Optimisation (AEO) to maximise purchase volume, or use cost cap bidding if managing spend efficiency is your top priority.
3. Scale value
Use Smart+ Value Optimisation with Highest Value Bidding to maximise ROAS, and layer in tROAS campaigns for tighter bid control when needed.
Level 2
Drive conversions and power up revenue
Your always-on campaigns don't pause for the holidays – this is when they work hardest. Users are deeper in-game, more engaged with content, and more likely to convert. Lower
How to execute
1. Capture demand
Start with Smart+ campaigns to seize pre-holiday conversion opportunities, accelerate learning, and establish a strong optimisation foundation.
2. Maximise purchases
Prioritise high-value purchasers and engagers with ROASfocused campaigns, and for IAP-heavy titles, use Smart+
AEO with Maximum Delivery to drive conversions.
3. Layer bids strategically
Add tROAS bid campaigns on top of your IAA or IAP value optimisation setup to deliver to your target ROAS users.
What to use Creative Multilingual Tool / Recommended Ads
Optimisation Goal
Bidding Strategy
Max delivery, Highest Value, Cost Cap, tROAS
Level 3
Max out lifetime value and keep players coming back
So you've brought users in. You've converted them. Now Q5 gives you the perfect conditions to maximise what they're worth over time. With engagement up and wallets open, this is the perfect time to run special events, limited-time offers, and Live Ops that tap into the FOMO and excitement of the season and drive long-term value.
Here’s how to turn momentum into growth.
How to execute
1. Capture demand
Start with Smart+ campaigns to seize pre-holiday conversion opportunities, accelerate learning, and establish a strong optimisation foundation.
Similar to Level 2, our recommendations are to: What to use
2. Maximise purchases
Prioritise high-value purchasers and engagers with ROASfocused campaigns, and for IAP-heavy titles, use Smart+ AEO with Maximum Delivery to drive conversions.
3. Layer bids strategically
Add tROAS bid campaigns on top of your IAA or IAP value optimisation setup to deliver to your target ROAS users.
Optimisation Goal
Bidding Strategy
Max delivery, Highest Value, Cost Cap, tROAS
Solution spotlight
Smart+
Your ultimate cheat code
Smart+ is supercharged automation you can fine tune to meet your needs with optional controls across targeting, budget, placement and creative to maximise performance across all objectives. From broad targeting to automated rules, Smart+ takes the guesswork out of campaign management –so you can make the most of every CPM drop.
→ Smart+ unlocks incremental impact
2.3X
Incremental ROAS1 14%
Lower Cost Per Conversions2 80% of the advertisers in beta achieved better performance with Smart+ App Campaigns2
See how Smart+ delivers results that scale →
Read more here
The challenge
The solution
They leveraged TikTok’s Smart+ iOS Day 0 Target ROAS (tROAS)
• Run Smart+ iOS App Campaigns
• Optimise for Value-Based Ad Revenue
• Leverage Day 0 Target ROAS Bidding to reach their goals efficiently
Results
Playgendary wanted to uncover new opportunities to optimise while hitting their target ROAS – without wasting time on manual bidding. lower Cost Per Install compared to manual Highest Value bidding 55% of KPIs achieved using Smart+ Target ROAS 100%
Key takeaway
Smart+ automation enabled Playgendary to scale efficiently, hit revenue goals, and cut acquisition costs – proving that data-driven bidding can unlock serious performance during Q5.
Ready to see for yourself? →
Final checklist
Your Q5 action plan
Set your campaigns up for success. Check these boxes before December 20th, and you'll be ready when opportunity hits.
Account set up
Top up your account budget now so you're ready when CPMs drop.
Consolidate data into one ad account to power smarter optimisation
Run 3–5 ad groups and refresh creatives regularly to avoid fatigue
Smart+ automation
Enable Broad Targeting to reach new and existing customers at scale by optimising ad delivery automatically
Activate Smart Creative to automatically combine and prioritise your top-performing assets
Set up Automated Rules to scale high performers, adjust bids, and pause underperformers on autopilot
Get started
Make Q5 your biggest quarter yet
With the right approach, Q5 can set the foundation for your entire year. Whether you're launching a new title, driving conversions, or maximising lifetime value, TikTok's unique combination of engaged users, cost-efficient advertising, and smart automation tools makes
