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Targeted advertising on the social network TikTok for a full-cycle advertising agency

How to increase the number of leads by 62% using targeted advertising on TikTok, reducing the cost per conversion by 22%

#TARGET

Input data

Client: an advertising agency that provides comprehensive services in targeted advertising on social networks, contextual advertising, SEO-optimization of websites, as well as brand promotion on Facebook, Instagram, TikTok and other platforms.

Timing: from June 2025 to the present.

Team: project manager, SMM specialist, targeting specialists, designers.

Problems: the main difficulties were cases of blocking ads by the TikTok platform, which limited their display to users. There were also problems with the correct display of leads in Google Analytics 4 and the CRM system, which made it difficult to analyze the effectiveness of campaigns.

Tasks

to warm up a new account for further advertising activities;

to create effective advertising campaigns in TikTok;

to increase the number of conversions on the site and attract new customers;

to solve problems with blocking ads on the platform.

List of works

Campaign launch and testing. In June 2025, an advertising campaign was launched on the TikTok platform. Reach ads were used to increase brand awareness and attract the target audience.

Solving the problem with blocking ads. The first ads were blocked by TikTok algorithms, which perceived the word target as a potential threat, because in their opinion this word is associated with hostilities. The problem was solved by replacing the link to other landing pages.

Lead generation optimization. In parallel with outreach, lead generation was tested through lead forms. A large number of leads were received, but most were untargeted. Filters were applied to filter out unnecessary applications.

Transition to conversions through the site. After analyzing the results of lead generation, in July it was decided to focus on testing conversions through the site, where users went to the landing page and left applications, which increased the number of targeted leads.

Audience analysis and testing. Different types of audiences were used: broad and interests related to advertising and business. The results showed a significant increase in leads with increased campaign effectiveness.

Testing banners and video creatives. We took into account the example of competitors, analyzed and improved each banner to attract maximum attention. Updating creatives and adapting videos allowed us to significantly improve advertising performance.

Results

Over several months of the TikTok advertising campaign, significant results were achieved in lead generation and improving conversions. Thanks to thorough testing and optimization of companies, the cost per conversion decreased by 62% (from 428.55 UAH to 159.81 UAH), and the number of leads increased by 22%.

In addition, the CTR indicator steadily increased and reached 0.84%.

After testing a large number of different audiences, we managed to find the best connections, so the quality of leads increased. We also managed to increase the number of leads that fall not only into the advertising cabinet, but also into CRM and Google Analytics 4.

Results

In addition, the CTR indicator steadily increased and reached 0.84%.

Conclusions

During the implementation of the TikTok advertising campaign, the agency achieved tangible and measurable results. During the work, various audience segments were actively tested, which allowed us to better understand the behavior of potential customers and identify the most effective groups for targeting. This significantly improved the quality of the leads received, reduced the costs of customer acquisition, and generally improved the effectiveness of advertising campaigns. Optimization based on the data obtained made it possible to make advertising more relevant and effective.

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