Initial data
Promotion region
Ukraine
Niche
Legal services
Advertising type
For a wide audience, based on interests
Whole works
- /01Increase the number of customers
- /02Increase brand awareness
- /03Increase engagement
Issues and general strategy
Problem
Before launching the ad campaign, the law firm had not used paid promotion on TikTok. The page had high-quality content and had previously attracted clients through organic promotion, but recently the number of inquiries had significantly decreased.
Overall strategy
Since the client wanted results as quickly as possible, we tested several lead generation formats:
- private messages (Direct),
- lead forms,
- conversions on the website.
After testing, we decided to scale up the channel that showed the highest efficiency, namely private messages.
What has been done
- TikTok Pixel has been set up to track conversions.
- All connections and accesses in TikTok Business Center, advertising account, and business page have been set up from scratch.
- Lead forms have been created and launched on TikTok.
- Various lead generation channels have been tested: private messages (Direct), lead forms, and website conversions.
- Retargeting to warm audiences has been launched.
- Lookalike (LAL) audiences based on existing customers have been used.
- Ad testing has been conducted for a broad audience and by interests.
Results
Thanks to targeted advertising on TikTok, we managed to restore a steady stream of inquiries and significantly expand the company’s potential customer base. The best results were achieved by message campaigns, both in terms of the number of inquiries and customer conversion.
| Options | At the beginning of work | After 2 months | Difference |
|---|---|---|---|
| Reach | |||
| Reach | 0 | 2115396 | - |
| Messages | |||
| Messages | 0 | 4508 | - |
| Cost (CPC) | |||
| Cost (CPC) | 0 | 24,03 UAH | - |