A practical guide for local Madrid businesses using TikTok and TikTok Ads.
Effective strategies, real examples, and automation tactics to grow with social media.
1. Why TikTok Is a Big Opportunity for Local Businesses in Madrid
The growth of TikTok in Spain and Madrid
TikTok now has more than 19 million users in Spain, with strong adoption in Madrid across all age groups. Users spend more time on TikTok than on any other social platform — making it ideal for local businesses.
The local TikTok consumer profile
Madrid-based users look for:
· Authentic recommendations
· Local shops, restaurants, and trending spots
· Short, engaging content that feels real
This gives small businesses the chance to reach new audiences with minimal investment.
Advantages over other platforms
· Higher organic reach even without ads
· A more authentic, less corporate environment
· Affordable ad formats and precise local targeting with TikTok Ads
2. How to Build an Effective TikTok Marketing Strategy
Define clear objectives: visibility, traffic, sales
Your strategy should be aligned with measurable goals:
· Increasing visibility in specific Madrid districts
· Driving traffic to your shop, website, or Google Maps
· Generating leads or direct purchases
Identifying your local audience
Define key factors such as:
· Areas of Madrid where your target customers live or work
· Interests (food, fashion, beauty, nightlife, wellness…)
· Peak activity times on the app
TikTok Ads allows interest + geolocation targeting, ideal for local Madrid campaigns.
Creating relevant and authentic content
TikTok rewards authenticity. Focus on:
· Behind-the-scenes content
· Day-to-day life at your business
· Local trends and Madrid-specific storytelling
· Short, dynamic videos with clear hooks
3. Step-by-Step Guide to Launch Your First TikTok Ads Campaign
Create your TikTok Business account
1. Access TikTok Ads Manager
2. Add business information and payment methods
3. Complete your profile with real, accurate details
Setting up your first campaign
Choose from TikTok’s objectives:
· Reach
· Traffic
· Lead generation
· Conversions
For local businesses, Traffic and Conversions tend to perform best.
Geographic targeting in Madrid
You can target:
· Specific districts (Salamanca, Retiro, Malasaña, Chamberí…)
· A radius around your store
· Users with interests related to what you sell
This ensures lower cost and higher conversion rates.
Measuring performance with KPIs
Track:
· CPC, CPM, CTR
· Video watch time
· New followers
· Traffic to your website or maps
· Conversions (reservations, purchases, store visits)
4. Real Madrid Businesses Winning on TikTok
Restaurant that went viral with its daily menu
A restaurant in Lavapiés created short videos showcasing its dishes with humor. Results:
· +250,000 views
· Fully booked for two weeks
Clothing store boosting visits with challenges
A vintage boutique in Malasaña started a TikTok challenge with customers. Results:
· +40% foot traffic
· Strong local community growth
Beauty center using TikTok Ads for promotions
A beauty clinic in Goya promoted a “Laser Week” offer. Results:
· Lead cost of €2.90
· Fully booked calendar in 5 days
5. Automation and Engagement: Scaling Your Presence
Social media automation tools
Tools like Metricool, Later, and Sprout Social help you:
· Schedule TikTok posts
· Track performance analytics
· Centralize messages and comments
· Generate automated reports
Publishing calendar recommendations
Local Madrid businesses perform best with:
· 3–5 videos per week
· Content posted during peak engagement times
· A mix of trends, educational tips, and storytelling
Strategies to increase local engagement
· Answer comments quickly
· Participate in Madrid-related trends
· Collaborate with local micro-influencers
Use geographic hashtags like #MadridFood #MadridCentro
6. Conclusion: TikTok as a Growth Channel for Local Businesses
Summary of benefits
TikTok allows local businesses to:
· Reach new audiences with small budgets
· Go viral organically
· Drive more visits to physical stores
· Increase sales quickly and efficiently
Final recommendations
· Keep your content authentic
· Measure performance and adjust regularly
· Combine organic content with TikTok Ads
Next steps to launch TikTok Ads
1. Create your TikTok Business profile
2. Set a clear local objective
3. Launch your first ad group
4. Monitor KPIs
5. Scale using automation and consistent posting
FAQ – TikTok Marketing for Local Businesses
Does TikTok really work for local businesses?
Yes. Organic reach and geolocated ads make it extremely effective for Madrid-based businesses.
What budget do I need for TikTok Ads?
You can start with as little as €5–10 per day.
What type of content works best?
Short, real, behind-the-scenes, humorous, and authentic videos — not overly produced content.
