Case Study: Doubling Leads with TikTok Ads in the UK

With TikTok remaining on top of the digital scene in the UK, brands are now turning to expert companies to help harness the power of TikTok. As TikTok is becoming the fastest-growing medium to generate demand, procure leads, and obtain conversions, brands are finding it necessary to transition not solely from conventional marketing methods to TikTok but to transition into performance-marketing on TikTok. Here is a case study on a true-life instance where a brand successfully doubled their generated leads in a very short span with the help of a tiktok advertising agency.
What is often underappreciated about TikTok is the power it has to generate high-quality leads, thanks to its reputation for discovery and entertainment purposes. With optimal optimization, structuring, and partnerships, it is actually possible to perform significantly better on TikTok than on other digital mediums. This case study showcases how businesses operating within the UK can leverage the Advertising and Influencer capabilities on TikTok.

1. Brand Background: Understanding the Industry and Objectives

The brand is a professional service organization operating in the UK, and it engages in the educational and coaching business. In such a vertical, trust, credibility, and effective engagement with clients are extremely essential. They were earlier using Google and Facebook advertisements to generate leads but faced increased costs of conversion per thousand, and so, they were looking to explore new platforms where attention could be acquired at a more reasonable cost.
The needs of the brand were to:

• Generate more qualified leads without increasing their monthly marketing budget.
• Reducing cost per lead (CPL) and maintaining the quality and conversion intent.
• Target younger and more engaged audiences in the UK with storytelling creatives and UGC.

They were finding it very difficult to keep posting new, creative, and high-quality work on their own, and they did not have the necessary expertise to help them grow on TikTok. They collaborated with a tiktok advertising agency to develop a plan that supported their aim to emerge as number one in their niche and market.
As a result of collaborating with experts who possessed creative and performance expertise, the brand has been exposed to creative structure, sound selection, and optimization techniques beyond what it has ever used on TikTok before, including creative testing, segmentation, sound selection, creator-centric storytelling, and funnel analysis.

2. Campaign Setup: How the TikTok Advertising Agency Structured the Strategy

In order to establish a strong foundation, the tiktok advertising agency conducted an audit of the brand’s past marketing campaigns on other platforms. This enabled the creation of a TikTok-first solution, which is specifically designed to cater to the needs of the residents of the United Kingdom. There are three fundamental elements embedded in such a structure.

Advertising Formats Used During the Campaign

The campaign has been built with a variety of ad formats to determine what works best to obtain leads:

1. Spark Ads for Authentic Credibility

The Spark Ads were used to encourage existing organic-formatted posts involving educators, coaches, and customers. Since the Spark Ads contain the original metrics of the post, such as likes and comments, the British community viewed the posts to be trustworthy and, therefore, organic.

2. Non-Spark UGC Ads for Conversion Testing

They also used various non-Spark UGC-style videos with strong hooks such as "The biggest mistake UK students make…" and "How to improve your results in 30 days…". In most instances, it has been found that UGC creatives are more effective than standard ads when it comes to the UK market.

3. Lead Form Ads to Simplify Conversions

Native TikTok Instant Forms were used to improve the submission of leads and prevent drop-offs, which are common when users are redirected to external landing pages. These forms were tailored to have fewer fields, enticing value propositions, and auto-fill capabilities to increase conversions.

4. Retargeting Advertising for High-Intent Users

Retargeting ads featured testimonials, educator videos, and result stories. These were intended at people who watched 50%+ of the most prominent top funnel videos, and also people who clicked on Spark Ads but did not convert.
Different formats were tested, assessed, and perfected by the agency on a daily basis.

Influencer Support by a TikTok Influencer Agency UK

Realizing that TikTok consumers are more interested in authentic content than perfected branding messages, the agency collaborated with a dedicated tiktok influencer agency, uk, to identify suitable influencers. The identified influencers were:

• Micro-creators with high pct. eng. on platforms
• People interested in niches such as education, coaching, productivity, and self-improvement
• People who were naturally charismatic and comfortable on camera.

Rather than conventional influencer and brand collaborations, the participants were encouraged to develop what are referred to as "experience-led ads" incorporating such formats as:

• "Day-in-the-life of a UK student"
• "How I Improved My Results with Expert Assistance"
• "POV: You’re finally fixing your study habits in 2025"

This narrative-centric approach greatly helped to build trust and credibility.
The influencer agency further assisted influencers on:

• Best Practices: On-Screen Text
• TikTok-native pacing and editing
• Effective three-second hooks
• How to naturally blend brand benefits without coming across as canned

20+ versions of UGC-style ads were also produced by creators, and tested on broad and retargeting audiences. These served as the foundation of the creative optimization.

3. ResultsinAchieved: Lead Generation Doubled and ROI Improved Significantly

After four weeks, performance on the campaign provided one of the best boosts the brand has ever observed on any social media platform. The interplay between Spark Ads, UGC Variations, Instant Forms, Retargeting layers, and Influencer creatives brought measurable improvements to each and every important metric.

Lead Generation Doubled in 30 Days

Compared to what worked before, TikTok offered a 103% increase in qualified leads. In relation to creative testing, it has been found that consumers are most responsive to User-Generated Content ads with an emotional trigger when using the UK targeting option and trending but not distracting background audio.
Instant Forms also proved to be an important factor in the conversion rate, particularly during peak times in the afternoon and on weekends. With easier conversions, fewer friction points, and targeted advertising, the number of leads increased each week.

ROI Increased at Every Funnel Level

The brand experienced considerable gains beyond merely leads:

• Cost-per-lead decreased by 42%, and TikTok is now their most efficient channel.
• The number of people clicking on the ad, also known as click-through rate, doubled, and this was further accelerated by
• The conversion rate rose by 37% due to warm retargeting audiences.
• Lead-to-sale ratio increased, and it proved that the leads on TikTok were high-quality and high-volume.

TikTok soon turned out to be the most successful channel on which the brand ran advertisements. The organised optimisation process, which is achieved by a tiktok advertising agency, resulted in improvements to the brand’s sales pipeline, predictability of revenues, and quality of leads.
Overall campaign success proved that TikTok is not only a top-funnel platform but also a complete funnel acquisition engine.

4. Key Takeaways for UK Marketers: How to Replicate This Success

This case study gives important lessons to British marketers who are planning to expand their business on TikTok.

1. Utilize the TikTok Advertising Services to Gain True Scale

Collaborations with experts knowledgeable about the TikTok ecosystem are paramount. An expert tiktok advertising agency provides:

• Creative testing frameworks
• Unfortunately,
• In-depth understanding of UK consumer behaviour
• Continuous optimization cycles
• Data-Driven Content Strategy
• Bid, budget, and audience optimization
• Ad fatigue metrics
• Trend integration

In-house teams cannot match such a high level of optimization. TikTok Advertising Solutions are a must-have for brands seeking to scale and acquire customers at a lower cost.

2. Utilize a TikTok Influencer Agency UK to Maximize Reach

Influencer platforms are also essential to the creation of trust. Consumers in the UK are responsive to influencers who are authentic, spontaneous, and real. An agency such as tiktok influencer agency UK is important to ensure brands utilize influencers who are:

• Match the correct niche
• Be notably engaged locally
• Generate Natural UGC Content
• Grasp TikTok rhythm and storytelling

This level of authenticity cannot be reproduced by more conventional brand-created communications.

3. Mix Spark Ads + UGC to Maximize Performance

The case study also proved that the best result can be achieved when Spark Ads are used along with UGC formats. This is because Spark Ads build credibility, and UGC ads scale conversions.

4. Instant Forms Cut Down on Drop-Offs and Boost Lead Flow

TikTok’s Instant Forms are particularly effective on a UK demographic due to the following reasons:

• Auto-fill user details
• Loads instantly
• Lower bounce rate
• Enhance Lead Quality
• Offer a frictionless conversion path

The best practice to target high-intent individuals is to test the use of short vs. long versions.

5. Retargeting is Indispensable to High-Quality Leads

Retargeting the warm audience has worked miracles on conversion, and it clearly benefits the consumer to sign up more than once. They should start retargeting segments on the following:

• Video metrics
• Profile visits
• Click-through behaviour
• Instant form initiations
• "Retargeting served as a critical component in increasing the number of leads by

Conclusion: This Case Study Highlights the Power of TikTok Within Markets in the UK

This is the power of performance lift, and it is what brands can achieve on TikTok. With the right creative assets, the right influencer support, and a performance approach, brands could see significantly more success than on other platforms. TikTok is more than a branding tool—it is currently one of the most efficient tools the UK has to generate high-quality leads.

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