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Targeted advertising on TikTok for Internet provider Lanet Network

How to increase the number of connection applications and reduce their cost using TikTok advertising

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Input data

Client: Internet provider Lanet Network.

Timing: 3 months.

Team: targeting specialist, designer, project manager, proofreader.

Problem: previous advertising campaigns on TikTok did not deliver the desired performance: the cost per lead was higher than in other advertising channels, while the results remained unstable. The goal was to build an effective lead generation system that would allow the internet service provider to scale its advertising without significantly increasing the cost per conversion.

Goal: to improve the performance of advertising campaigns in TikTok Ads, increase the number of internet connection requests, and reduce the cost of acquiring a lead.

Tasks:

conduct an audit of the internet provider’s previous advertising campaigns on TikTok;

set up a conversion campaign in TikTok Ads;

build a structure of audiences and segments;

prepare and test a series of video creatives;

optimize the advertising campaigns based on the results obtained;

scale the advertising without negatively affecting key performance indicators;

increase the number of connection requests;

reduce the cost per lead.

List of works

We conducted an audit of previous advertising activities. We found out that previously the client received leads through TikTok at a price of 57.32 UAH, which is more expensive than the price of a lead in Meta Ads.

We created a system of segments based on the interests, behavior, and activity of leads from the site.

We developed a creative concept with the main emphasis on internet speed and price benefits. We prepared various videos with native feed that look like organic content on TikTok.

We launched and optimized campaigns. We tested different connections: messages + creatives + segments. We identified the most effective combinations and scaled the budget specifically for them.

Results

Over the course of three months, we significantly improved the performance of the advertising campaigns in TikTok Ads. Thanks to a comprehensive approach to audience segmentation, creative testing, and continuous campaign optimization, the number of connection requests steadily increased, while the cost of acquiring them decreased significantly.

Over the three months of work, we achieved the following results:
- generated over 1,500 internet connection requests;
- reduced the cost per lead from UAH 57.32 to UAH 10.96, which is more than a 5-fold decrease;
- established a stable lead generation system that made it possible to scale the advertising campaigns without losing efficiency.

Summary results of the campaign: number of leads, average price, and reach

Dynamics of obtaining conversions and prices per conversion

Results

Summary results of the campaign: number of leads, average price, and reach

Dynamics of obtaining conversions and prices per conversion

Conclusions

TikTok Ads became one of the key channels for acquiring new customers for the internet service provider. The combination of detailed audience segmentation, native video creatives, and regular optimization of advertising campaigns made it possible to significantly reduce the cost per lead and ensure a stable flow of requests. This confirms that with the right strategy, advertising on TikTok can be an effective tool for scaling sales even in the competitive telecommunications niche.

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