CaptureInterest. DriveActions.
Growwith TikTokLeadGen
Readytoturndiscoveryintomeasurablebusiness results?Thisplaybookhasyoucovered.
Yourengine forhighqualityleads
With95%ofB2Bmarketersoutlining leadgenerationastheirmost importantgoalfortheyearahead, competitionforattention–andfor qualityprospects–hasneverbeen higher1. Butnotallleadsareequal;higher qualityleadsdrivehigherresults.On TikTok,audiencesareprimedtoact withclearintent,and70%ofour advertisersachievedover10%cost improvementofhigh-qualityleads
TikTokiswheretodayʼs mostpowerfulmoments ofdiscoveryanddecision makingarehappening
68 Discovery ofTikTokusersagreethat TikTok'spersonalisedcontent leadsthemtogreaterproduct discovery3
57% % Consideration ofTikTokusersstated purchaseintentafterviewing aleadgenerationad4
1.5x Conversion
TikTokdiscoveryjourneysare 1.5xmorelikelytoresultina leadgenerationaction5
Howcanbrandscapitalise?->
Introducing… TikTokLead GenAds
WithTikTokLeadGenerationAds,brands cancaptureinterestatthemomentit happens–turningengagementinto high-quality,conversion-readyleads. PoweredbySmart+,advertisershave leveragedLeadGenAdsandseenresults:
2.9X
1 Smart+LeadGenpowers:
BetterPerformance
LetSmart+automationpoweryour performancetomaximiseROIacross allobjectives.
2
Stayincontrolwiththeabilitytoadjust automationsettingsacrosstargeting, budgetandplacement.
3
EnhancedReporting
Unlockinsightsandscalecampaigns withconfidencewithgreaterreporting andstreamlinedoperations.
4
FlexibleAutomation CreativeOptimisation
Optimisecampaignperformance efficientlywithtailoredadformatsand in-builtcreativetools.
ReadytogetstartedwithTikTokLeadGen? Hereʼshowtogetsetupforsuccess
Overthenextfewpages,weoutlinebestpracticesforrunningasuccessfulleadgenerationcampaignonTikTok– across thesefourkeyareas.
2
DATA
CONNECTIONS
High-qualitysignals powerdeepfunnel optimisation
LEADFORM
Adoptthebestform templateforyour businessneeds
OPTIMISATION AdoptaCostCap BiddingStrategyto maximiseROI CREATIVE Fueltheengine withcreativesupply toscale
1.Settheright foundations withdata connections
Weʼvefoundthatadvertiserswith high-qualitysetups–thosewho implementtherightsignalsand frameworks–seemoreefficient performance(includinglowerCPAs) thanthosewithminimalsignalsetups. ThisisbecauseTikTokʼsperformance systemusesthosesignalstolearn howaudiencesdiscover,evaluateand decide–andtopowerandoptimise campaignsbehindthescenes.
21%
LowerCPAfor advertisersthat meetallcriteriaof ahigh-quality setupvsthose withlower-quality setups
Hereʼswhatwerecommend
Strongersignals= Strongerperformance
Tooptimiseforleadsanddeeperfunnelactions,werecommendyouimplementthesedataconnections:
ConnectionType
Foundationalelementsto strengthenevent coverage,improve optimisation,lowerCPA
Online:EventsAPI&Pixel
Offline:CRMpostback
Full-funnel measurement
Buildstronger optimisationtailoredto yourconversionfunnel CoreEvents
E.g.ViewContent, Contact/Initiate Checkout,Lead/Purchas
Personalisation
Unlockproduct-level learningand optimisation
EventParameters
E.g.Value&Currency eventparametersfor Purchase
Matching
Improveevent attributionandreach AdvancedMatching HashedEmailandPhone numberforPurchaseor Leadevent
Wanttogodeeper?→
Takeitfurtherwith Deep-FunnelOptimisation
High-qualitydataconnectionsunlocktheabilitytooptimiseforwhatreallymatters:leadquality.Withsignal postbacksinplace,advertiserscanactivateDeep-FunnelOptimisation,enablingdeliverytowardsleadsthat aremorelikelytoconvert.Theresultislowercostperqualifiedlead,withoutcompromisingonvolume.
1stconversionevent (Lead)
Deep-funnelconversion (e.g.Purchase)
MaintainCPLandleadvolume NOimpactonCPQL Regularleadgeneration optimisation
Deep-Funnel Optimisation
MaintainCPLandleadvolume
LowerCPQLby10%+*
2.Createaflexible,nativelead captureexperiencewithLeadForm
InstantForms
Easy-to-usetemplatesandquestionformats thatenrichcustomerengagements
WebsiteForm
BAUcampaignsetup,leveragingexisting websiteform
CaptureleadsyourwayonTikTok.Hereʼshowtochoosedependingonyourobjective: CardLayout
AutoAds
UploadcatalogonTTAMviaAPI,CSVor manualupload
QualifyleadsdirectlyonyourwebsitewithPixels/eAPI
Withnativeleadforms,youcanplaywithkeyfeaturesandsetleadqualificationtomatchyourobjective.
SimpleForm Idealfor:Quicksign-ups&simple contactinfocollection
LeverageNo-codeintegrationwithleading CRM(e.g.Salesforce,Hubspot) LogicSettings Idealfor:Drivingqualifiedleadsand purchases
for:Improvingcompletion ratesoflongerforms
3.Unlockstableandefficientscaling withSmart+CostCapbidding
Nowforoptimisingyourbiddingstrategy.CostCapkeepsyouincontrolofyourCPA.Setyourtarget,andSmart+ adjustsbidstodeliverconversionsatorbelowit– soyoucanscaleefficientlyandcontrolspend.
Betatestresults
Campaignduration:7+days
Campaigndailybudget:5~10 xCPA
Avg.conversionliftcomparedto CostCapformanualcampaigns1
%
Avg.conversionliftcomparedto MaximumDeliveryforSmart+Lead Generationcampaigns1
Bid:setyourtargetCPAasaverageCPAoverthelast7days
Learningphase:avoidmajoradjustmentsbefore25conversionsor7days
4.Buildhigh-volumecreative
Forperformanceads, 5-7creatives with1xweeklyrefresh boostsROASby 1.5x1
Smart+LeadGenerationstrategies tailoredtoyourvertical
Auto PoweredbySmart+, TikTokAutoAds generatethehighest qualityleadsforauto advertisersacross dealershipsandOEMs.
FinServ
Captureinformationfrom qualityFinServleads–eitherwithinTikTokoron yourownedwebsite.
Professional Services
Connectwithandengage high-qualityhealthleads bybundlingboth MessagingandLead FormAds.
LeadGen forAuto
VerticalStrategies
Theoptimaldataconnections
set-upforautoadvertisers
Thereʼsanewauto-buyingjourneyhappeningonlyonTikTok–75%ofusersdiscovervehiclesand51%selectvehicles onTikTok.Tomeetthatdemand,makesureyou'vegottheseessentialsinplacebeforeyoulaunchyourcampaigns.
ConnectionType Full-funnel measurement
Personalisation Matching Offline:CRM postback
Search/Customise product
ContentID,Make,Model parametersforalleventsfor AutoAds ValueandCurrency parametersforPurchase event
AdvancedMatching
SharehashedEmailand Phonenumberfor PurchaseorLeadevent
>90%coverageandvalidityfor Email&PhoneNumber
>90%coverageand validityforValue&Currency
TheSmart+LeadGenPlaybookforAuto
High-qualitydataconnections
TikTokOneʼssuiteofcreativesolutionstodrivecreativevolume
Deep-FunnelOptimisationtoeffectivelyincreaseleadquality
Smart+topowerandoptimiseyourcampaign
BuiltforanOEMsand dealersusingan intent-modeltoserve personalised recommendationsto autoshoppers
Drivingresults forToyotaItalia
Toyotawantedtodrivehigh-qualityleads sotheyleveragedTikTokʼsinnovativelead generationsolutionAutomotiveAdsas partofacampaignthatfusedmedia strategyandcreativitytopower conversions.
“Toyotacontinuouslyexploresnew technologies,includingTikTokʼs AutomotiveAds,toengageaudiences ininnovativeways.”
M.Loconzolo
Results
-80%
Smart+CPLvs benchmark
InitialmanualCPLwas50%vsbenchmark +22% Incremental ButtonClicks
ConversionLiftStudyresults)
+22% Incremental Searches
ConversionLiftStudyresults)
LeadGen forFinServ
VerticalStrategies
Theoptimaldataconnections
set-upforFinServadvertisers
TikTokʼsabilitytodemystifyandclarifypersonalfinanceempowersuserstomakeinformeddecisionsandcreatesa foundationforloyaltyandlong-termengagementwithbrands.Capturethisintentwiththesetailoredfoundations.
SharehashedEmailand PhonenumberforPurchase orLeadevent Connection
>90%coverageand validityforValue&Currency
>90%coverageandvalidity forEmail&PhoneNumber
TheSmart+LeadGenPlaybookfor FinancialServices
MessagingAds
CallAds InstantForm
Seamlesslycapture initialinterestand nurtureengaged prospectsthroughthe funnelwithinTikTok
AND/OR
WebForm
Converthighlyengaged, qualifiedleads intofinalactionson yourownedand operatedsite
High-qualitydataconnections
TikTokOneʼssuiteofcreativesolutionstodrivecreativevolume
Deep-FunnelOptimisationandCostCaptoeffectivelyincreaseleadqualityattherightCPA
Smart+topowerandoptimiseyourcampaign
Powering performance forSantalucía
Santalucíawantedtogeneratemore leadswhilekeepingcostsincheck.
UsingSmart+,theystreamlined campaigns,loweredCPL,and improvedperformanceacrosskey metrics–makingleadgenerationmore efficientandeffective.
Results
-22%ReductioninCost perLeadCPL -26%Costper AcquisitionCPA
SantalucíaES
LeadGenfor Professional Services
VerticalStrategies
Theoptimaldataconnectionsset-upfor ProfessionalServicesadvertisers
ConnectionType
Full-funnel measurement Personalisation Matching
Online: EventsAPI& Pixel CoreEvents
1. ViewContent
2. CompleteRegistration /AddtoCart
EventParameters ValueandCurrency parametersforPurchase event
AdvancedMatching
SharehashedEmailand Phonenumberfor PurchaseorLeadevent
Offline:CRM postback
3. Lead/Purchase
>90%coverageand validityforValue&Currency
>90%coverageandvalidity forEmail&PhoneNumber
TheSmart+LeadGenPlaybookfor ProfessionalServices
MessagingAds
Connectwithnew customersonTikTok directmessagesor instantmessagingapps.
CallAds
Connectwithnew customersthrough phonecalls
InstantForm
Seamlesslycapture initialinterestand nurtureengaged prospectsthroughthe funnelwithinTikTok
WebForm
Converthighlyengaged, qualifiedleads intofinalactionson yourownedand operatedsite
High-qualitydataconnections
TikTokOneʼssuiteofcreativesolutionstodrivecreativevolume
Deep-FunnelOptimisationandCostCaptoeffectivelyincreaseleadqualityattherightCPA
Smart+topowerandoptimiseyourcampaign
Readytogetstarted?
HerearethekeytakeawaysyouneedtoremembertogetyourLeadGencampaignsofftoaflyingstart:
01 02 03
TikTokturns discoveryand engagementinto high-quality leads. LeverageSmart+ LeadAdsto drivehigh-quality resultsatscale. UseCostCap biddingstrategy andfuel performance withcreative supply. 04 Applyverticalbest practices: strengthendata connectionsand choosetheright leadform.
GetstartedwithTikTokLeadGen→