StriVectin
Leveraging Search Ads to increase ROAS and drive new customer acquisition on TikTok.
The objective
Capitalize on high-intent users actively searching for skincare
StriVectin® is a clinical skincare brand known for its science-backed approach and over 35 years of research in skin longevity. With a mission to empower women through every stage of their skincare journey, the brand delivers advanced formulas designed to address aging skin’s most pressing concerns.
To support customer acquisition and performance growth, StriVectin partnered with media agency of record, January Digital, to improve campaign efficiency. Together, they aimed to increase return on ad spend (ROAS), optimize cost per acquisition (CPA), and expand their reach among new audiences.
In partnership with the TikTok and January Digital teams, StriVectin activated Search Ads to connect with high-intent users actively seeking skincare solutions, ensuring brand’s products showed up at the right moment in the customer journey.
The solution
Driving new customer acquisition through Search Ads
StriVectin and January Digital implemented a full-funnel campaign strategy with TikTok’s Search Ads at the center, designed to reach users who were already in-market for skincare products. This allowed them to directly address high-intent searches related to both brand and non-brand skincare terms, tapping into users already expressing purchase intent.
To optimize for acquisition, they used a Target CPA bidding strategy focused on website conversions. Targeting was refined to reach women aged 25 and up, paired with keywords that reflected StriVectin’s product benefits and category positioning. Budget was allocated on a daily basis and ramped up during promotional periods to maximize visibility and efficiency.
Search Ads were used alongside other formats, but were specifically leveraged to drive lower-funnel results. By appearing within TikTok’s native search results, the brand captured active shoppers in real time—leading to a more efficient path to purchase and stronger campaign performance overall.
The results
Achieved meaningful customer growth and greater efficiency
Over the two-month test period (July 1–August 31), the Search Ads campaign delivered strong results. The strategy led to a +188% increase in new customers on just 57% higher spend. ROAS improved by 78% compared to the previous period, while cost per acquisition dropped by 46%.
Search Ads also delivered an incremental ROAS of $1.69, outperforming other platforms by 6% based on Fospha tracking. These results highlight how capturing in-market shoppers through search can unlock meaningful gains across performance metrics.
Tips & takeaways
Test TikTok Search Ads to connect with in-market users and capture demand at the point of intent.
Refine targeting by combining demographic filters with product-specific and category-relevant keywords.
Pair Search Ads with full-funnel campaigns to drive efficient lower-funnel results and boost overall performance.
Activating TikTok Search Ads has proven to be a highly impactful strategy for StriVectin. The TikTok team brought thoughtful, strategic collaboration to the table—ensuring our campaigns were closely aligned with our objectives and set up for success. Not only did this test provide valuable insights into how we can show up effectively in this emerging placement, but it also contributed to improved performance across our broader TikTok efforts. Based on these results and learnings, we’re excited to continue exploring what’s next.