Achieving cost-effective scale through Web Conversions
G123, a free browser-based gaming platform where you can instantly enjoy full-scale games based on popular anime—no downloads or registration needed. With over 500 million users worldwide, it ranks among the largest gaming platforms globally. Recently, G123 launched a web-based RPG adapted from a renowned fantasy anime, set in a fast-paced modern society. The game leverages Progressive Web App (PWA) technology, enabling audiences to engage with game features directly in their browsers with an app-like experience—driving both immersion and higher retention.In a highly competitive gaming landscape, G123 sought new channels to scale global user acquisition, with TikTok emerging as a key partner.
PWAs bridge the gap between traditional web games and native apps, offering the best of both worlds. Unlike traditional H5 browser games, PWAs offer app-like features such as home screen access, push notifications, and offline play, all without requiring the user to download an app. With a single codebase for cross-platform reach, and instant URL access, PWAs reduce friction and scale effortlessly. This makes PWAs an ideal fit for TikTok's dynamic, fast-paced ad environment, where seamless, high-impact user journeys are essential for driving acquisition at scale.
G123 launched their new PWA game by harnessing TikTok's Web Conversion solution to rapidly acquire users through broad targeting and a Maximum Delivery bidding strategy. To ensure cost-efficiency, tiered Cost Cap bidding was applied in core markets such as North America and Japan, setting strict CPA targets. This hybrid approach balanced scale and efficiency— Maximum Delivery fueled high-volume reach, while Cost Caps maintained cost-effectiveness.
To further extend campaign scale, G123 introduced promotional phases using TikTok's Smart+ solution, with optimised Cost Caps to boost conversions. Smart+ dynamically adjusted bids across regions, creatives, and audiences in real-time, improving campaign efficiency. For instance, it automatically reallocated budgets to top-performing groups, eliminating the need for manual optimisations. Smart+ also helped G123 target their best-performing audience segments—specifically, males aged 18+—enabling more precise targeting and improved cost-efficiency.
Set a reasonable Cost Cap: Base Cost Caps on historical CPA data from the past 7 days, within the same market, campaign objective, and optimization strategy.
Allocate sufficient budget: Your daily budget should be at least 10X your intended CPA. Once you achieve your target ROAS, increase the budget gradually, in increments of no more than 50% each time.
Define an appropriate target audience: Avoid limiting your audience by targeting too narrowly. When using custom audiences, enable lookalike targeting to expand reach and find similar users.
Allow campaigns to complete the learning phase: Run Smart+ Web Conversion campaigns for at least 7 days. Avoid making any adjustments until you have achieved at least 20 conversions, or allowed at least 3 full days to pass.
This campaign strategy helped G123's PWA game stand out across TikTok feeds. By combining TikTok's advanced Web Conversion solution with the intelligent optimization capabilities of Smart+, G123 achieved a better CPA on TikTok than on other platforms—efficiently scaling user acquisition. As PWAs redefine mobile engagement, TikTok’s automated solutions offer a proven path to performance at scale.
The campaign achieved two major milestones at launch: TikTok delivered the lowest CPA—33% lower than other channels—across all G123 marketing channels, establishing it as the most efficient platform for user acquisition. Simultaneously, ROAS in the U.S. market surpassed client benchmarks by 50%, while conversion rates were 35% higher than those on other channels—showcasing TikTok’s ability to drive high-value actions at scale.
Encouraged by these strong results, G123 is expanding its partnership with TikTok for Business to support the upcoming launches of nationally recognized IP-based games. The team has already initiated pre-registration content marketing strategies, establishing a strategic foundation for the next phase of high-volume campaign activations.
TikTok is a constantly evolving platform. We recommend every advertiser to leverage TikTok Ads as a long-term strategy to enhance brand impact and increase revenue during global expansion.