Conforama

The objective

Exploring a new campaign strategy to drive website traffic

Conforama is a European brand specialising in furniture and home decor. The brand focuses on offering quality products at affordable prices, combining style, functionality and convenience for a wide range of customers.

On TikTok, @conforama_es maintains an organic presence centred on user-generated style content. This includes videos that share practical advice and highlight current deals in a relatable way, helping connect with everyday customer needs.

Having previously run campaigns on TikTok, this campaign marked a new approach for the brand, focused on Search Ads. Working with their agency, Cyberclick, the campaign was launched to capture high-intent users searching within generic product categories, with the objective of driving traffic to the e-commerce site and increasing purchases.

The solution

Conforama maximised campaign efficiency by targeting high-intent users with authentic content

Running between January and February 2026, the campaign leveraged organic UGC content through TikTok Spark Ads, delivered in a search campaign on TikTok.

Spark Ads allowed Conforama to amplify organic UGC-style videos, maintaining a native look and feel while scaling content that already aligned with how users engage on the platform.

Using Search Ads, the brand focused on capturing high-intent traffic across both generic and branded queries, including searches related to sofas, mattresses and brand terms. This enabled Conforama to reach users actively searching within these categories and direct them to its e-commerce site at the point of consideration.

In terms of content, the campaign prioritised UGC-style videos that shared practical advice and highlighted current offers in a relatable way, aligning with the brand’s existing organic approach.

This content was used in a search campaign to drive high-intent traffic to the website and support purchase-focused activity.

The results

Discovering new high-intent audiences with a highly successful UGC campaign

The campaign delivered outstanding results, demonstrating the effectiveness of the search-led approach on TikTok.

Building on the use of TikTok Spark Ads within a search campaign, Conforama achieved a +239% increase in click-through rate compared to other campaigns during the same period. Cost efficiency also improved, with a 22% reduction in cost per landing page visit, while the campaign captured 3.4 times more purchase intent through TikTok Search.

The campaign was driven by a combination of precise keyword targeting and content tailored to user intent. By focusing on high-intent search terms and refining traffic through negative keywords, the brand was able to attract users actively looking for relevant products. This was supported by UGC-style creatives that presented offers and advice in a clear and relatable way, as well as adapting messaging based on the user’s stage in the search journey.

Beyond performance, the campaign also strengthened Conforama’s wider digital ecosystem. It captured a new audience with genuine purchase intent, creating stronger remarketing opportunities and improving overall efficiency across future campaigns.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.