RT TAX
How RT TAX lowered CPL and scaled lead generation with TikTok Ads in the Baltics & Balkans
The Objective
Exploring new performance frontiers in tax return services
RT TAX is a financial services company specializing in tax return solutions for individuals working abroad. With a strong focus on performance, the brand is always on the lookout for new digital platforms to optimize lead generation and reduce cost per lead (CPL).
When TikTok unlocked advertising capabilities in the Baltic and Balkan regions - RT TAX's key markets - the brand saw an opportunity to explore the platform’s potential in driving scalable, cost-efficient lead generation.
The Solution
Balancing awareness and performance to fuel growth
RT TAX partnered with local agency PANAMA to design a TikTok strategy that combined brand awareness and lead generation into a single, focused effort. By blending trust-building content with direct performance tactics, the brand achieved rapid and sustainable growth from day one.
Awareness: Building Reach & Trust
Narrative-driven In-Feed Ads were used to tell engaging stories and maximize cost-efficient reach. These creatives helped secure low CPMs and laid the groundwork for long-term campaign success.
Performance: Driving Action & Leads
Short, direct In-Feed Ads highlighted key performance triggers to prompt user action. Campaigns were optimized in real-time, using dynamic bidding strategies, creative rotation, and active monitoring to keep CPL low.
Creative & Optimization Strategy
Extensive A/B testing of creative formats and messaging helped refine what worked best for both awareness and performance. A scalable content structure was built around high-performing assets. Maintaining the "holy trinity" of performance - hook rate, hold rate, and click-through rate (CTR) - was key to maximizing results.
The Results
TikTok proves its value in performance marketing
RT TAX saw strong early results and continued performance improvements:
In the first month, CPL dropped 4x compared to other paid social platforms
Over 6 months, TikTok campaigns delivered a 27% lower CPL across five markets
Additional performance highlights:
6.3% conversion rate from TikTok-generated leads
76% lower CPM compared to other paid social platforms, delivering exceptional value
These results confirmed TikTok's role as a cost-effective, high-impact channel within RT TAX’s broader digital strategy. Based on this success, the brand is now preparing to scale this proven approach to six more markets.