Lemonade

The Objective

Expanding reach and strengthening performance through intent driven discovery

Lemonade, a leading US insurtech brand offering fully digital insurance powered by AI, wanted to expand its reach and connect with audiences showing clearer intent signals.

By testing TikTok Search Ads, the brand aimed to lower CPL, improve conversion performance, and strengthen its overall TikTok activity.

The Solution

Reaching high intent users with optimized Search and scalable creative

To reach users demonstrating strong intent, Lemonade activated TikTok Search Ads and used TikTok One to maintain a consistent flow of high quality creatives.

The campaign ran with non-spark formats and followed ongoing optimization best practices, including:

• Scaling bids and budgets together when performance supported growth

• Refreshing creatives proactively once early signs of fatigue appeared

This approach kept the brand relevant, efficient, and aligned with user intent throughout the campaign.

The results

Lower costs, higher conversion performance,and stronger engagement

Reaching higher intent users improved performance across the full funnel, leading to lower CPL, stronger CVR to purchase, and significantly lower CPA.

Search Ads quickly became a powerful performance lever for Lemonade. The campaign delivered:

• 72% lower CPA

• 50% lower CPL

• 15% increase in CVR

• 239% lift in CTR

Creatives also maintained strong performance for longer than in other TikTok campaign types, making Search Ads a scalable and impactful addition to Lemonade’s performance strategy.