Advertising on TikTok for transportation services
Client: Online service in the transportation sector operating in the Ukrainian market (B2C segment)
Client request: To verify the effectiveness of TikTok Ads platform as a lead source. The client previously rarely used TikTok in their marketing strategy, so it was important to gather basic metrics, test different approaches, and assess the feasibility of scaling.
Work strategy:
1. Build basic advertising infrastructure: set up TikTok Pixel, conversion events, reporting system.
2. Develop and launch three hypotheses with different offers: universal, discount with deadline, quiz landing.
3. Create 5 campaigns and 5 ad groups to test audiences, formats, and messages.
4. Implement 11 creatives (videos and animations) adapted for TikTok's vertical format.
5. Test two audience approaches: interest-based (travel) and broad audience without targeting.
Results (test period: 10 days):
Conversions: 14 leads (MQL).
Average cost per lead (CPA): 136 ₴.
Main advertising metrics:
CPM — 69.14 ₴
CTR — 0.53%
CPC — 19.95 ₴
Most effective audience: interest-based (CPA — 126 ₴, 11 conversions).
Best creative format: animation (CPA — 73 ₴, with a smaller sample).
Conclusions:
Interest-based audiences yielded better results than broad audiences. It is recommended to further develop look-alike audiences based on existing leads. The hypothesis with the universal offer (no time restrictions) showed the most stable results. The discount option did not meet expectations. Animated creatives are potentially more effective than videos but require additional testing to confirm the hypothesis.
TikTok demonstrated a competitive CPA even compared to Meta Ads, making the platform promising for further work.
Scaling potential:
- With maintained current CPA and a budget of 15,000 ₴/month, approximately 110 leads per month can be expected. With a better CPA (~100 ₴), up to 150 leads are forecasted.
Recommended next steps:
- Implement retargeting for users who viewed more than 50% of the video or visited the landing page.
- Expand the number and types of creatives, including adding user-generated content (UGC).
- Test other call-to-action options ("Book now", "Get a consultation", "Learn more").
- Gradually increase campaign budgets while monitoring CPA dynamics.
- Develop reporting structure and regularly launch new hypotheses.
Client feedback:
The client was satisfied with the test results. The campaign provided valuable insights into audience behavior, effective formats, and advertising messages. Based on the data obtained, a clear action plan for further promotion has been developed. The client plans to continue working with TikTok Ads with updated approaches.
Client request: To verify the effectiveness of TikTok Ads platform as a lead source. The client previously rarely used TikTok in their marketing strategy, so it was important to gather basic metrics, test different approaches, and assess the feasibility of scaling.
Work strategy:
1. Build basic advertising infrastructure: set up TikTok Pixel, conversion events, reporting system.
2. Develop and launch three hypotheses with different offers: universal, discount with deadline, quiz landing.
3. Create 5 campaigns and 5 ad groups to test audiences, formats, and messages.
4. Implement 11 creatives (videos and animations) adapted for TikTok's vertical format.
5. Test two audience approaches: interest-based (travel) and broad audience without targeting.
Results (test period: 10 days):
Conversions: 14 leads (MQL).
Average cost per lead (CPA): 136 ₴.
Main advertising metrics:
CPM — 69.14 ₴
CTR — 0.53%
CPC — 19.95 ₴
Most effective audience: interest-based (CPA — 126 ₴, 11 conversions).
Best creative format: animation (CPA — 73 ₴, with a smaller sample).
Conclusions:
Interest-based audiences yielded better results than broad audiences. It is recommended to further develop look-alike audiences based on existing leads. The hypothesis with the universal offer (no time restrictions) showed the most stable results. The discount option did not meet expectations. Animated creatives are potentially more effective than videos but require additional testing to confirm the hypothesis.
TikTok demonstrated a competitive CPA even compared to Meta Ads, making the platform promising for further work.
Scaling potential:
- With maintained current CPA and a budget of 15,000 ₴/month, approximately 110 leads per month can be expected. With a better CPA (~100 ₴), up to 150 leads are forecasted.
Recommended next steps:
- Implement retargeting for users who viewed more than 50% of the video or visited the landing page.
- Expand the number and types of creatives, including adding user-generated content (UGC).
- Test other call-to-action options ("Book now", "Get a consultation", "Learn more").
- Gradually increase campaign budgets while monitoring CPA dynamics.
- Develop reporting structure and regularly launch new hypotheses.
Client feedback:
The client was satisfied with the test results. The campaign provided valuable insights into audience behavior, effective formats, and advertising messages. Based on the data obtained, a clear action plan for further promotion has been developed. The client plans to continue working with TikTok Ads with updated approaches.
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Leonid Zamriy
 Khmelnitskyi 140 0
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Available for hire
138 Safes completed
1 arbitration
On the service 11 years
Offer work