TikTok Ads for Pregnancy Centers: Reaching Gen Z Women in 2025

By Cornerstone Marketing Strategies

TikTok isn’t just dancing teenagers anymore. It’s 1+ billion users, including 60% of Gen Z women—the generation facing the highest rates of unplanned pregnancy. While abortion providers are already advertising on TikTok, most pregnancy centers aren’t. Here’s your complete guide to TikTok ads in 2025.

Why TikTok Matters for Pregnancy Centers

The Demographics Tell the Story

TikTok User Base (2025):

1+ billion monthly active users worldwide
150+ million users in the United States
60% of users are women
60% of users are aged 16-34
Average user spends 52 minutes per day on the platform
90% of users access TikTok daily

Pregnancy Center Target Demographic:

70-80% of unplanned pregnancies occur in women aged 18-34
Gen Z (born 1997-2012) = ages 13-28 in 2025
This generation is having babies NOW
They’re highly active on TikTok
They trust peer recommendations over traditional advertising

The overlap is massive.

The Opportunity

Why TikTok ads work differently:

Not bottom-of-funnel – Women aren’t searching for abortion help on TikTok
Top-of-funnel awareness – Reach women before they need you
Build trust over time – Get on radar of younger women in your community
Educational content performs well – Pregnancy information is valuable
Lower competition – Few pregnancy centers are using TikTok ads yet

Think of TikTok as:

Google Ads = Emergency room (crisis intervention)
TikTok Ads = Community health education (awareness building)

The Reality Check

TikTok ads won’t: ❌ Replace Google Ads (different purpose) ❌ Generate immediate appointments ❌ Reach women actively searching for abortion ❌ Work for every pregnancy center

TikTok ads will: ✓ Build awareness with younger demographic ✓ Position you as trusted resource ✓ Generate referrals (“tag a friend who needs this”) ✓ Create long-term brand recognition ✓ Complement your overall strategy

Is TikTok Right for Your Center?

When TikTok Ads Make Sense

You’re a good candidate if:

✓ You have budget beyond core Google Ads ($500+/month for TikTok) ✓ You’re looking for awareness, not immediate conversions ✓ You serve a community with significant Gen Z population ✓ You have or can create video content ✓ You’re comfortable with 3-6 month timeline to see results ✓ You want to reach women before crisis pregnancy

Skip TikTok if:

✗ You’re struggling to fund basic Google Ads ✗ You need immediate appointment conversions ✗ You can’t commit to video content creation ✗ Your community skews older (45+) ✗ You have no budget for experimentation

Budget Considerations

Minimum effective TikTok ad budget:

$500-1,000/month minimum
Less than this won’t generate meaningful data
This is IN ADDITION to Google Ads, not instead of

Recommended budget allocation:

Google Ads (core): 60-70% of marketing budget
Facebook/Instagram: 15-20%
TikTok (experimental): 10-15%
SEO/Content: 5-10%

Example budget ($5,000/month total):

Google Ads: $3,000
Facebook/Instagram: $1,000
TikTok: $750
Tools/SEO: $250

TikTok Ad Types for Pregnancy Centers

1. In-Feed Ads (Best for Pregnancy Centers)

What they are:

Appear in users’ “For You” feed
Look like organic TikTok videos
Can be 5-60 seconds (15-30 seconds ideal)
Users can like, comment, share, follow

Why they work for pregnancy centers:

Blend naturally with content
Don’t feel like ads
Can include educational content
Drive to website or profile

Cost:

CPM (cost per thousand impressions): $2-10
CPC (cost per click): $0.50-2
Daily minimum: $20

2. TopView Ads (Premium, High Budget)

What they are:

First thing users see when opening TikTok
Full-screen, sound-on
Up to 60 seconds
Premium placement

Cost:

$50,000+ per day
Not realistic for most pregnancy centers

Skip this unless you’re a national organization.

3. Branded Hashtag Challenges (Not Recommended)

What they are:

Encourage users to create content with your hashtag
Appears on Discover page

Why to skip:

Minimum $150,000 budget
Not appropriate for pregnancy center messaging
Too expensive and complex

4. Spark Ads (Boost Organic Content)

What they are:

Promote existing organic TikTok posts
Keep all engagement on original post
Build on content that’s already working

Why they work:

Lower cost
Test content before investing in ads
Leverage authentic, working content
Build follower count

Cost:

Same as in-feed ads
Better ROI if content is already performing

Recommendation: Start with organic TikTok, then boost top performers with Spark Ads.

TikTok Ad Content Strategy for Pregnancy Centers

What Works on TikTok

Content that performs:

✓ Educational content – Pregnancy facts, symptoms, resources ✓ Authentic, personal – Real staff, real stories ✓ Quick, snappy – Fast-paced, engaging ✓ Trendy audio – Using popular sounds ✓ Relatable – “POV” style, real-life situations ✓ Value-focused – Helpful information

Content that fails:

✗ Overly polished, corporate ✗ Preachy or judgmental ✗ Long, slow videos ✗ Heavy text overlays ✗ Silent videos ✗ Obviously promotional

TikTok Ad Creative Examples

Example 1: Educational Hook

Video concept: “3 pregnancy symptoms that surprise most women”

Script:

[Text overlay: "3 pregnancy symptoms NO ONE tells you about"]
[Person talking to camera, casual style]

"Number 1: Metallic taste in your mouth. So weird, but super 
common in early pregnancy.

Number 2: You might not get morning sickness. Only about 70% 
of pregnant women do.

Number 3: Your sense of smell can become SUPER intense.

Experiencing any of these? We offer free pregnancy tests at 
[Center Name] in [City]. Link in bio!"

[Upbeat trending audio]

Why it works:

Hook grabs attention (surprising information)
Educational, not sales-y
Soft CTA at end
Relatable, conversational tone

Example 2: “POV” Style

Video concept: “POV: You just found out you’re pregnant”

Script:

[Text overlay: "POV: You took a pregnancy test and it's positive"]
[Show various emotions/reactions]

"You're probably feeling a lot right now. Scared? Excited? 
Overwhelmed? All of the above?

At [Center Name], we get it. Free pregnancy test to confirm. 
Free ultrasound. No judgment, just support.

We're here for you. [City] location. Link in bio."

[Emotional, relatable trending audio]

Why it works:

Highly relatable
Acknowledges emotions
Non-judgmental tone
Clear next step

Example 3: Resource Sharing

Video concept: “Free resources for pregnant women in [City]”

Script:

[Text overlay: "FREE stuff for pregnant moms in [City]"]

"Did you know all these resources are FREE in [City]?

✅ WIC (food assistance)
✅ Free pregnancy tests and ultrasounds (that's us!)
✅ Baby clothes exchange at [location]
✅ Diapers and formula at [organization]
✅ Maternity clothing at [place]

Save this and share with someone who needs it! [City] moms, 
we've got you. 💙"

[Upbeat trending audio]

Why it works:

Valuable, shareable content
Not overtly promotional
Builds goodwill
Positions center as community resource

Example 4: Myth Busting

Video concept: “Pregnancy center myths vs. reality”

Script:

[Text overlay: "Pregnancy center myths DEBUNKED"]

"Myth: We only help if you keep the baby.
Reality: We provide info on ALL options - parenting, adoption, 
and abortion facts.

Myth: You have to be pregnant to visit.
Reality: Think you might be pregnant? Free test here!

Myth: Everything costs money.
Reality: ALL services are 100% free. Always.

Questions? Text us. Link in bio. [City]"

[Trending audio with beat drop]

Why it works:

Addresses common misconceptions
Transparent about services
Quick, engaging format
Reduces barriers

Example 5: Staff Introduction

Video concept: “Meet our pregnancy counselor”

Script:

[Text overlay: "Day in the life: Pregnancy Center Counselor"]

[Quick cuts of staff member]
- Arriving at center
- Preparing rooms
- Meeting with client (from behind, protecting privacy)
- Restocking supplies
- Smiling

"I'm Sarah, and I'm a pregnancy counselor at [Center Name]. 
Every day I get to support women through one of life's biggest 
decisions. If you need someone to talk to, we're here. 
Free, confidential, no judgment. [City]"

[Warm, positive trending audio]

Why it works:

Humanizes the center
Shows real people, not corporate
Builds trust
Approachable, friendly

Content Production Tips

Equipment needed:

Smartphone (iPhone or good Android)
Ring light ($20-50)
Tripod with phone mount ($15-30)
Optional: Lapel microphone ($20-40)

Editing:

TikTok’s built-in editor (free, sufficient)
CapCut (free, more features)
InShot (free version available)

Filming tips:

Vertical format (9:16 ratio)
Good lighting (natural or ring light)
Clear audio (minimize background noise)
Eye contact with camera
Quick cuts keep attention
First 3 seconds are CRITICAL (hook viewer)

TikTok Targeting Strategy

Audience Targeting Options

Demographics:

Age: 18-34 (primary), 16-44 (broader)
Gender: Women
Location: Your city/county + 25-50 mile radius

Interests:

Pregnancy and parenting
Family and relationships
Health and wellness
Women’s health

Behaviors:

Engaged shoppers
Video viewers
App activity patterns

Custom Audiences:

Website visitors (install TikTok pixel)
Engagement on your TikTok profile
Lookalike audiences (based on engagers)

Geographic Targeting Strategy

Hyper-local targeting:

Primary zone (5-15 miles):

Your immediate community
Women who could easily visit

Secondary zone (15-30 miles):

Broader service area
Still practical for appointments

Border state targeting (if applicable):

If you’re near state border with different abortion laws
Target women in neighboring ban state

Example targeting:

Primary: [Your City] + 15 mile radius
OR: [Your County] + neighboring counties
OR: [Your City] + [Neighboring City] + [Another City]

TikTok Ad Campaign Structure

Campaign Setup

Campaign objective options for pregnancy centers:

1. Traffic

Drive to your website
Good for educational content
Track clicks to site

2. Community Interaction

Increase profile visits and follows
Build TikTok presence
Good for long-term strategy

3. Video Views

Maximize video views
Good for awareness
Lower cost

Recommendation: Start with Traffic (drive to website) or Video Views (awareness).

Ad Group Structure

Campaign 1: Educational Content

Budget: 50% of TikTok budget
Target: Women 18-34, interested in pregnancy/parenting
Objective: Traffic to website
Creative: Educational videos (symptoms, resources, facts)

Ad Group 1A: Early Pregnancy Symptoms

2-3 video variations
Drive to blog post about symptoms

Ad Group 1B: Pregnancy Resources

2-3 video variations
Drive to local resource page

Campaign 2: Awareness/Community Building

Budget: 30% of TikTok budget
Target: Women 18-34, local area
Objective: Video Views
Creative: Behind-the-scenes, staff intros, center overview

Campaign 3: Remarketing

Budget: 20% of TikTok budget
Target: Website visitors, video viewers
Objective: Traffic
Creative: More direct CTAs, service focused

Budget Allocation

For $750/month TikTok budget:

Educational content: $375
Awareness: $225
Remarketing: $150

Daily spend:

Educational: $12-13/day
Awareness: $7-8/day
Remarketing: $5/day

Testing phase (first 30 days):

Equal budget to all campaigns
Identify what performs
Reallocate based on results

TikTok Advertising Policies (CRITICAL)

What TikTok Allows

Pregnancy centers CAN advertise: ✓ Pregnancy testing services ✓ Ultrasound services ✓ Pregnancy support and counseling ✓ Parenting resources ✓ Adoption information ✓ Educational content about pregnancy

What TikTok Restricts

You CANNOT advertise: ✗ Political messaging about abortion ✗ Graphic imagery related to abortion ✗ Content that shames or judges women ✗ Misleading claims about services ✗ Anything violating community guidelines

Important: You must disclose if you don’t provide abortions (TikTok may require disclaimer).

Compliance Best Practices

In your ads:

Be transparent about services
Don’t mislead about being abortion provider
Include “We do not perform or refer for abortions” if targeting abortion-related content
Keep messaging positive and supportive
Avoid politically charged language

TikTok will review ads before approval:

Allow 24-48 hours for review
May require edits for compliance
Appeals possible if rejected unfairly

Measuring TikTok Ad Success

Key Metrics to Track

Awareness metrics:

Impressions
Reach (unique users)
Video views
Video view rate
Average watch time

Engagement metrics:

Likes
Comments
Shares
Profile visits
Follows

Conversion metrics:

Clicks to website
Click-through rate (CTR)
Landing page views
Form submissions
Phone calls

What “Good” Looks Like

Benchmarks (will vary):

Video view rate: 8-15%+ is good CTR: 1-3% is typical, 3-5%+ is excellent CPM: $2-10 typical CPC: $0.50-2 typical

Attribution challenges:

TikTok is top-of-funnel awareness. A woman might:

See your TikTok ad today
Remember your center’s name
Google you two weeks later when pregnant
Call and schedule

She won’t remember seeing the TikTok ad. This makes direct attribution difficult.

Tracking Strategy

Implement:

TikTok Pixel on your website
UTM parameters on all links
Google Analytics goals
Ask clients “How did you hear about us?” (include “TikTok” as option)
Track trends in brand searches (people Googling your center name)

Look for:

Increased direct website traffic
Increased brand name searches
More “I saw you online” responses
Growth in younger demographic (18-24)

TikTok Organic Strategy (Complement to Ads)

Why Organic Matters

Before spending on ads, build organic presence:

Benefits:

Test content before paying to promote it
Build authentic following
Lower costs (use Spark Ads on organic posts)
Community engagement
Establish credibility

Organic TikTok Content Calendar

Post frequency: 3-5 times per week minimum

Content mix:

40% Educational (pregnancy facts, symptoms, resources)
30% Behind-the-scenes (staff, facility, day-in-life)
20% Community resources (local help, WIC info, etc.)
10% Direct value proposition (free services, how to schedule)

Example weekly schedule:

Monday: Educational tip (pregnancy symptom) Wednesday: Behind-the-scenes (staff intro or facility tour) Friday: Community resource spotlight Sunday: Client testimonial (anonymized) or impact story

Organic Content Ideas

Educational series:

“Pregnancy myths debunked”
“Early pregnancy symptoms explained”
“What happens at a pregnancy center”
“Understanding your pregnancy options”
“Pregnancy timeline: Week by week”

Behind-the-scenes:

“Day in the life: Pregnancy counselor”
“Setting up for clients today”
“Meet our team”
“How we prepare care packages”

Resource sharing:

“Free stuff for pregnant moms in [City]”
“Where to get help with baby supplies”
“WIC 101: What you need to know”
“Local resources roundup”

Trending audio + pregnancy center content:

Use popular sounds
Add your own context/message
Participate in appropriate trends

Growing Organic Following

Tactics:

Post consistently (3-5x/week)
Use trending sounds
Engage with comments
Duet and stitch relevant content
Use location tags
Collaborate with local creators
Share to other platforms
Be authentic and relatable

When to Stop or Pivot

Red Flags That TikTok Isn’t Working

After 90 days, evaluate:

Stop if:

Zero website traffic from TikTok
No engagement on videos (under 100 views each)
Cost per click above $5
No younger demographic increase in clients
Budget strain on core Google Ads

Pivot if:

Low engagement (change content approach)
Wrong audience clicking (refine targeting)
High cost per click (test new creative)
Videos not viewing (improve hooks)

Continue if:

Growing follower count
Consistent engagement
Clicks to website
Affordable cost per result
Tracking shows brand awareness increase

The 6-Month Checkpoint

After 6 months, you should see:

✓ 500-2,000+ followers organically ✓ Consistent video views (500-5,000+ per video) ✓ Regular website traffic from TikTok ✓ Increased brand name searches ✓ More “I saw you on TikTok” inquiries ✓ Younger demographic in client base

If you don’t see these signs, TikTok may not be the right channel for your center.

TikTok Ads: The Complete Checklist

✓ Strategic Fit Confirmed

Have budget beyond core Google Ads
Want awareness, not just immediate appointments
Serve younger demographic
Committed to 6-month test period

✓ Account Setup

TikTok Business account created
TikTok Ads Manager account set up
Payment method added
Business verification completed

✓ Tracking Implemented

TikTok Pixel installed on website
Conversion events set up
UTM parameters planned
Google Analytics configured

✓ Content Created

5-10 video ads produced
Variations for testing
Mobile-optimized landing pages
Clear CTAs in place

✓ Campaigns Structured

Educational content campaign
Awareness campaign
Remarketing campaign
Budget allocated appropriately

✓ Targeting Defined

Age ranges set (18-34 primary)
Geographic area specified
Interests selected
Custom audiences built

✓ Compliance Checked

Content follows TikTok policies
No misleading claims
Transparent about services
Appropriate disclosures

✓ Measurement Plan

KPIs identified
Reporting schedule set
Attribution tracking in place
Monthly review process established

TikTok Ads Budget Scenarios

Scenario 1: Minimal Test ($500/month)

Budget allocation:

2 campaigns
$8-10 per day per campaign
60-day minimum commitment

What to expect:

15,000-30,000 impressions/month
150-500 clicks to website
Limited data but enough to gauge interest
Focus on one or two content types

Best for: Centers wanting to dip toe in water.

Scenario 2: Meaningful Test ($1,000/month)

Budget allocation:

3 campaigns
$10-12 per day per campaign
90-day commitment

What to expect:

30,000-60,000 impressions/month
300-1,000 clicks to website
Sufficient data to optimize
Test multiple content approaches

Best for: Centers ready to explore TikTok seriously.

Scenario 3: Aggressive Growth ($2,000+/month)

Budget allocation:

4-5 campaigns
$15-20 per day per campaign
6-month commitment

What to expect:

60,000-150,000+ impressions/month
600-2,000+ clicks to website
Robust data for optimization
Build significant audience

Best for: Well-funded centers in competitive markets.

Real Talk: Should Your Center Use TikTok Ads?

When TikTok Makes Sense

You’re a strong candidate if:

✓ Your core marketing (Google Ads, website, GMB) is solid ✓ You have excess budget for experimentation ✓ Your community has significant Gen Z population ✓ You’re comfortable with video content ✓ You think long-term (awareness, not just immediate ROI) ✓ You want to build relationships with younger women before crisis

When to Skip TikTok

Wait on TikTok if:

✗ You’re struggling to fund Google Ads adequately ✗ Your website needs major improvements ✗ You have no video production capability ✗ You need every dollar to drive immediate appointments ✗ Your primary demographic is 35+ ✗ You’re uncomfortable with the platform

The Bottom Line on TikTok

TikTok is not essential for pregnancy center marketing success. Google Ads, SEO, and website optimization will always be your core.

But for centers that:

Have budget flexibility
Serve younger communities
Think strategically about long-term awareness
Can commit to consistent content creation

TikTok offers a unique opportunity to build relationships with Gen Z women in your community before they face crisis pregnancies.

Think of it as planting seeds for future harvest, not immediate conversions.

The 90-Day TikTok Launch Plan

Month 1: Setup and Testing

Week 1:

Set up TikTok Business account
Set up Ads Manager
Install TikTok Pixel
Create 5-10 organic TikTok posts

Week 2:

Produce 5-8 video ads
Create campaigns in Ads Manager
Set up targeting
Launch first ads ($10-15/day)

Week 3:

Monitor performance daily
Engage with comments
Post organic content 3x
Gather initial data

Week 4:

Review first month metrics
Identify top-performing content
Pause underperformers
Adjust targeting if needed

Month 2: Optimization

Week 5-8:

Create new videos based on what’s working
Test new targeting options
Increase budget on winners
Continue organic posting (3-5x/week)
Build remarketing audience

Month 3: Scaling or Pivoting

Week 9-12:

Comprehensive performance review
Calculate true cost per result
Decide: scale, maintain, or pause
Document learnings
Plan next quarter if continuing

The Bottom Line

TikTok ads aren’t for every pregnancy center—and that’s okay.

If you’re considering TikTok:

Start with organic – Test content for free first
Use small budget – $500-1,000/month to start
Think long-term – This is awareness, not crisis intervention
Stay core-focused – Don’t sacrifice Google Ads for TikTok
Measure holistically – Look beyond direct attribution
Give it time – 6 months minimum to assess

The pregnancy centers winning on TikTok are those that understand its role: building awareness and trust with Gen Z women so when they (or their friends) face unplanned pregnancy, your center is already familiar and trusted.

But remember: A woman in crisis at 2 AM won’t find you through TikTok. She’ll Google you. Prioritize accordingly.

Ready to Explore TikTok Ads?

Want a TikTok Strategy Assessment? We’ll evaluate whether TikTok makes sense for your center and create a custom plan if it does.

Need Help with TikTok Content? We can produce video ads, manage your TikTok presence, and optimize campaigns.

Wondering Where TikTok Fits Your Overall Strategy? Let’s discuss your complete marketing mix and determine the right channels for your budget and goals.

Call or Text: 573-395-6044

Let’s explore whether TikTok can help you reach the next generation of women in your community.

Get Started

About the Author: Cornerstone Marketing Strategies specializes in digital marketing for pregnancy centers and pro-life organizations. With years of experience working in the pro-life movement and over 400 successful campaigns, we understand both the technical requirements of effective digital marketing and the mission-critical nature of reaching abortion-minded women. Contact us to learn how we can help your center save more lives.