Myth: pause your campaign overnight to save money

Myth: pause your campaign overnight to save money

You might hear this from friends who run regular online stores. On TikTok, it usually backfires. Here's why.

When TikTok shows your ad, it goes through a learning phase (the system testing who responds best, usually the first 50 conversions). Every time you pause and restart, you risk resetting that learning. The system half-forgets what it figured out.

So turning off at midnight to 'save' often costs you more, because you keep paying to relearn.

What to do instead:
— Let it run continuously while learning
— Use a daily budget so spend stays capped anyway

Try this: leave one campaign untouched for 7 full days and just watch. Don't worry if it feels passive, patience is a real skill here.