Bloom Nutrition

The objective

Drive lower funnel efficiency while scaling up

Bloom Nutrition set out to scale its TikTok Shop presence without sacrificing performance efficiency. As investment increased, the team recognized that lower-funnel performance alone would not sustain long-term growth without stronger mid-funnel support.

Using TikTok Market Scope, Bloom identified an opportunity to increase the contribution of consideration audiences to GMV and bring overall performance closer to industry benchmarks. However, simply scaling spend without improving the size and quality of mid-funnel audiences risked diminishing returns and higher costs at the bottom of the funnel. The goal became clear: strengthen consideration audiences to support scalable, efficient growth across the full funnel.

The solution

Build high-quality consideration audiences to fuel GMV Max performance

To strengthen mid-funnel performance, Bloom Nutrition introduced Consideration Ads as a dedicated layer within their TikTok Shop strategy. The goal was to intentionally grow warm audiences that could later be activated more efficiently through GMV Max campaigns.

These newly built consideration audiences were then fed directly into GMV Max, giving the performance engine a stronger pool of warm users to optimize against. GMV Max was able to scale spend more aggressively while maintaining efficiency at the point of conversion.

The results

Stronger mid-funnel audiences supported efficient scale while scaling spend

By strengthening their mid-funnel strategy with Consideration Ads, Bloom Nutrition significantly expanded the size of their consideration audiences, creating a larger pool of high-intent users for lower-funnel activation. Average total daily consideration audience size increased by 74%, giving the brand more scale without relying solely on prospecting or bottom-funnel retargeting.

These higher-quality audiences also played a larger role in driving performance. Consideration audiences contributed 41% more conversions, helping Bloom maintain efficiency as investment increased. Despite scaling spend by 173%, the brand sustained performance and achieved a 6% lift in blended ROAS, demonstrating how a stronger mid-funnel foundation can support profitable, scalable growth on TikTok Shop.