TikTok Ads Manager Adds Multiple Location Selection for Lead Generation

TikTok for Business has rolled out Multiple Location Selection — a new TikTok Ads Manager feature for Lead Generation campaigns. A single campaign can now send users to your website, a TikTok Instant Form, or a Direct Message, with TikTok automatically routing each user to whichever destination they’re most likely to convert on. According to TikTok, advertisers who enabled multiple destinations at once saw up to 2.3x more leads and a 1.6x lower cost per lead.

What Happened: TikTok Ads Manager Gets Multiple Location Selection

In an announcement to advertisers, TikTok for Business introduced a new option for campaigns using the Leads optimization goal: Multiple Location Selection. Previously, advertisers had to pick a single lead destination — website, in-app form, or Direct Message. Now all three can run inside one campaign at once, and TikTok Ads Manager decides in real time where each specific user is most likely to convert.

What Is Multiple Location Selection in TikTok Ads Manager

Multiple Location Selection is an ad-group-level setting available exclusively when optimizing for the Leads goal. It lets you tick several optimization locations at once — the destinations TikTok Ads Manager can send users to for conversion:

• Website — the user lands on your site and fills out a form. Requires a data connection (pixel or API) and an optimization event.
• TikTok Instant Form — a short form opens right inside TikTok, with no redirect to an external site.
• TikTok direct messages — the user messages you directly on TikTok. Currently available in select regions only.

The core difference from the old approach: testing several lead destinations used to mean running separate campaigns and manually splitting budget between them. Now TikTok decides in real time which destination to route a given user to, based on their behavior and conversion likelihood.

How to Enable Multiple Location Selection: Step by Step

The feature is already built into the existing Smart+ Lead Generation flow in TikTok Ads Manager — there’s no separate toggle or new interface to look for.

Step 1. Choose “Leads” as your optimization goal

When creating your campaign, set Optimization goal to Leads. Only then does the Optimization locations block with multiple destinations become available.

Step 2. Select the lead destinations you want

In the Optimization locations block, you can check Website, TikTok Instant Form, and TikTok direct messages at the same time. For Website, you’ll need to select a data connection and an optimization event in Events Manager — without it, the website destination won’t work.

Step 3. Set up the ad group and creatives as usual

After selecting destinations, the campaign continues through the standard flow — ad group, budget, bidding, and creative setup. No extra campaigns or separate budgets are needed.

Step 4. Use AI tools for new lead destinations

TikTok offers AI-powered tools to help launch and scale each destination — including auto-generating Instant Form fields. This cuts down the manual work of adding a new channel to an existing campaign.

What the Early Results Show

Per TikTok for Business’s own data, advertisers who enabled multiple lead destinations in one campaign saw, on average:

• up to 2.3x more leads compared to a campaign with a single conversion destination;
• up to 1.6x lower cost per lead (CPL), thanks to automatic routing across channels;
• less manual A/B testing of destinations — the system no longer has to be “guessed.”

Worth noting: TikTok itself states that results may vary by niche, budget, and offer quality, and does not guarantee specific outcomes for any account.

What This Means for Advertisers in Europe

For European advertisers, the main practical takeaway is that you can now test whether automatic lead routing actually lifts performance in your specific niche — without spending a separate test budget on individual campaigns per destination. This is particularly relevant for businesses where part of the audience is comfortable messaging directly on TikTok, while another part only converts through an on-site form. That said, keep in mind that the Direct Message destination for the Leads goal is still rolling out region by region, so it’s worth checking availability in your own TikTok Ads Manager account before launch.

FAQ: Multiple Location Selection in TikTok Ads Manager

What is Multiple Location Selection in TikTok Ads Manager?

It’s a new feature for Leads campaigns that lets you enable several lead destinations at once — website, TikTok Instant Form, and Direct Message — within a single campaign. TikTok Ads Manager automatically routes each user to whichever destination they’re most likely to convert on.

Which campaigns can use this feature?

Only campaigns using the Leads optimization goal (Lead Generation). The feature is built into the Smart+ Lead Generation flow and doesn’t require a separate toggle or a new campaign type.

Is the Direct Message destination available in Europe?

TikTok officially states that the Leads goal for Direct Message is currently available in select regions only. Check your own TikTok Ads Manager account before launching a campaign to confirm the destination has rolled out for you.

Do I pay more for enabling multiple lead destinations in one campaign?

No, there’s no extra fee for the feature itself. You still manage a single budget and bid at the campaign or ad group level — TikTok simply distributes the existing traffic across whichever destinations you’ve enabled.

Does TikTok guarantee a 2.3x lead increase for every business?

No. The 2.3x more leads and 1.6x lower CPL figures are averages from TikTok for Business’s own data. Actual results depend on niche, geography, budget, and lead-form quality, so it’s worth testing the feature on your own account before scaling.