Los Defensores
Deep Funnel Optimization (DFO) on TikTok allowed Los Defensores to significantly improve lead quality, driving higher ROI and profitability for their lead generation campaigns.
The objective
Driving high-quality leads for a legal firm
Los Defensores, a legal service focused on helping Spanish speakers in the US, primarily with auto accidents, sought to enhance their lead generation strategy on TikTok. The goal was to move beyond simply driving high volumes of leads and instead focus on driving quality leads, those that would ultimately convert into qualified clients, thereby increasing the overall return on investment for their campaigns.
The solution
Integrating CRM data with TikTok's Deep Funnel Optimization (DFO)
To move beyond high-volume, low-quality leads, Los Defensores integrated their CRM system directly with TikTok and implemented Events API. This crucial connection allowed them to send qualified post-lead events back to the platform, unlocking the power of Deep Funnel Optimization (DFO). With this setup, the DFO system could effectively optimize campaigns based on the quality and value of the leads, rather than simply maximizing initial volume.
The initial "Complete Registration" event was triggered only after the call center confirmed a lead was involved in a car accident. A second, deeper-funnel event was then communicated back to TikTok if that lead was further qualified for Los Defensores' specialized services. This powerful, two-part feedback mechanism ensured the optimization engine was trained to prioritize leads that were not only relevant but truly represented the highest-value potential clients for the business.
The results
Higher ROI and significant improvements in lead quality and efficiency
The implementation of the DFO strategy produced powerful, measurable results for Los Defensores. By focusing the optimization on high-value events, the company saw a substantial increase in profitability, with profit margins improving by 25 percentage points. The quality of the leads also drastically improved: DFO-generated leads converted to a qualified lead action ("Complete Registration") 43% of the time, a significant increase compared to the 28% conversion rate of their regular lead generation campaigns. This successful strategy also led to an average 33% decrease in Cost Per Lead (CPL) compared to non-DFO campaigns.
Tips & takeaways
Optimize for real value: Choose deeper-funnel events that reflect your true business outcomes.
Use CRM data to guide optimization: Feed post-lead qualification signals back into TikTok to improve lead quality.
Keep your events clean and consistent: Regularly review your event setup so TikTok is optimizing toward the right actions.
After implementing TikTok’s Events API and integrating our CRM, we saw a significant improvement in lead quality. The integration was seamless and the enhanced signal fidelity helped the algorithm find those high value audiences.