Live streams are a very effective sales channel on TikTok and Facebook, but many shops run ads, get lots of viewers and still make few sales, because the people who join aren't interested in the product or leave immediately. Effective live ads require thinking about before, during and after the stream.
Choose the right campaign objective
If your goal is sales, choose a campaign optimised for purchases during the live, not just views. A views campaign finds people who like watching lives, who may not be people who like buying. Views campaigns suit shops that are still new and need to build a viewer base.
Don't run ads before your live is ready
The first minutes of a live are often still busy with setup. If you pull people in now, they'll leave immediately. Start running ads when the host is ready to talk about the main product and there's a clear offer. Picture and sound must be sharp, and price and how to order must be clearly visible on screen.
Adjust budget during the live
Check concurrent viewers, watch time and orders every 15–30 minutes. Increase budget when sales are strong. If people join and leave quickly, fix the selling approach before adding budget, because adding budget to a live that isn't engaging people is money wasted.
Build on it after the live
Cut the best-selling moments, or moments where the host explained the product well, into short clips and run them as ads. These clips usually perform well because they've already proven they make people buy.
Bring past viewers back
Before every live, message your followers, chat groups or LINE OA friends with the time and the best deals. Viewers who have bought before are likely to buy again, and having viewers from the start helps the platform push your live to new people more easily.
Summary
A live that sells needs both engaging content and ad spend used at the right moment. Choose the right objective, run ads when you're ready to sell and adjust budget based on real numbers during the live.