Leads.io

The objective

Mobilising TikTok for a greener future

Leads.io’s story goes way back to 1999, when lead generation meant paper lists and literal footwork. But Tim Roemer was already ahead of the curve, diving into the emerging digital world. In September 2000, he crafted his first website using HTML and PHP, drawing in traffic from a carefully-curated email list. His goal was to connect businesses to their future customers and ensure a stellar ROI, all under a 'pay-per-lead' only model.

Fast-forward to today, Leads.io is an established lead generation agency with 267+ experts focused on creating marketing campaigns for their clients that convert web visitors into future customers. What sets the business apart is a comprehensive package that covers strategy, content creation, media buying, legal, development and use of proprietary technology — but its clients don’t pay for any of this, they simply benefit from red-hot leads thanks to a performance-centric pay-per-lead model.

In recent months, Leads.io has used TikTok to boost leads for its owned media GreenMatch and Boiler Guide. Both brands are great resource hubs on clean energy. Their primary goal is to connect customers with 3 to 4 quotes from accredited professionals in the green energy space.

The solution

Using storytelling and TikTok trends to bring in quality leads

Before setting up the marketing strategy for GreenMatch, Leads.io took inspiration from the TikTok Creative Center. Reading different success stories helped the business stay up to date with the latest trends and create content that resonated well with GreenMatch’s audience.

The primary campaign Key Performance Indicator (KPI) was to get qualified leads, ensuring that its efforts on TikTok provided valuable and relevant prospects for GreenMatch. Leads.io focused on Lead Generation and Conversion Campaigns, with Submit Forms, along with Smart Creative options to achieve consistent performance over a longer period which led to improved conversions. The business also conducted tests on both the ad level and Conversion Rate Optimization (CRO) front. This allowed it to compare results and refine the strategy based on real-time insights, ensuring that it maximised the effectiveness of its advertising on TikTok.

The lead-generation business found that storytelling and aligning to trends were pivotal to GreenMatch's success. The campaign highlighted the importance of being relatable, original, and funny on TikTok.

The results

Energising the sales team with over 1,000 leads

A little support can go a very long way if it comes from our TikTok Ads Managers.

By having expert help with planning and strategy, Leads.io’s campaign proved to be a major success for GreenMatch. The company’s TikTok Ad Manager provided valuable insights into the market dynamics, available targeting options, and clarified the platform's policies. All this led to a campaign that resonated deeply with GreenMatch’s audience and aligned seamlessly with the platform's guidelines.

GreenMatch collected over 1,000 leads, with a 5.06% conversion rate, and 35% qualification rate. This means that over 3 in 10 leads coming from TikTok qualified as potential sales leads.

It just goes to show that no matter the target audience, TikTok will always lead you in the right direction.

TikTok campaigns have become a crucial part of our evolving channel mix strategy at Leads.io. The initial results are impressive and the quality of leads is promising.

Alexander Blom, Marketing Director Brand-Direct

Europe & APAC, Leads.io