Momentum Insure
Driving high quality leads on TikTok
The objective
Elevating lead quality through full-funnel performance on TikTok
Momentum Insure aimed to drive high-quality lead generation for its home and car insurance offerings through TikTok, with a focus on achieving a stronger Lead-to-Quote Ratio. The client’s key performance indicator was a 38% Lead-to-Quote Ratio, measured via their internal systems. With an Always-On lead generation approach across digital platforms and an existing organic presence on TikTok, the client prioritized optimizing for website conversions and identifying which channels delivered the most effective lead quality.
The solution
Solving attribution gaps and embracing a creator-led content strategy
We partnered with Momentum Insure’s agency, RogerWilco, and TikTok Marketing Partner Aleph Group to perform an in-depth attribution audit. This process helped surface TikTok’s role in the consumer journey, especially for long-consideration products like insurance. It included:
Conducting test lead submissions to verify integration accuracy.
Running controlled attribution tests to confirm lead source visibility.
Refreshing the creative approach by shifting from traditional brand-led content to a creator-led strategy that better aligned with TikTok’s entertainment-first format.
The results
Outperforming on lead quality, driving higher conversions and revenue
The campaign exceeded Momentum Insure’s performance expectations, delivering a Lead-to-Quote Ratio of 43%, significantly surpassing their internal benchmark of 38%. Compared to other digital platforms, TikTok delivered a 7.3% higher Lead-to-Quote Ratio and outperformed on bottom-funnel efficiency, with a Lead-to-Sale conversion rate of 11.11% versus 8.42% elsewhere—resulting in a 36% increase in revenue. These outcomes not only positioned TikTok as a key performance channel for the brand but also led Momentum Insure to scale their investment and double down on their Always-On lead generation strategy across the platform.
TikTok has proven to be a high-impact channel when it comes to Lead to Quote performance. While it’s still ramping up in terms of overall lead volumes, the quality we’re seeing is consistently strong. Our recent shift in strategy to invest more here is paying off, with TikTok now standing out as one of our better-performing platforms for driving quoting behavior. It’s helping us reach an audience that’s not just engaged, but more likely to convert.
