SuCo
Utilizing Web Lead Generation combined with Zip Code Targeting to find potential customers and improve lead quality.
The objective
SuCo, also known as Suited Connector, is a marketing technology data platform that helps businesses in the home services, mortgage, and insurance industries acquire potential new customers. To generate new leads for various window clients in their home services segment, they turned to TikTok to find potential customers based on specific locations their clients were interested in targeting.
The solution
As their main goal was to find potential customers for their home windows segment, SuCo ran ad campaigns under the Lead Generation objective and utilized the Web Lead Generation format, allowing them to cultivate prospects and collect lead information directly on their own website. To reach the right potential customers, SuCo utilized TikTok Ads Manager's Zip Code Targeting capabilities, focusing on historically high ROI areas they had seen success with in previous campaigns. The granularity of zip code targeting allowed the SuCo team to refine their targeting precision further than possible before with City and DMA (designated market area) targeting and allowed for quick flexibility in targeting updates as client needs evolved. Creatively, SuCo designed their content 'TikTok First', combining entertaining, authentically made-for TikTok ads with hyper-relevant messaging tailored for each area.
The results
The SuCo team was thrilled with the campaign's performance, noting that Zip Code Targeting delivered superior results in terms of lead quality compared to City and DMA targeting. They achieved an impressive 37% decrease in their average CPL compared to their three-month average of previous Lead Generation campaigns ran on the platform and gathered 1,615 net new leads for their home services clients. Thanks to a 'TikTok First' content strategy and hyper-regionalized messaging, SuCo ultimately saw more engagement and an overall reduction in CPA (cost per acquisition.)
Tips & takeaways
Generate quality leads. Combine Lead Generation with TikTok Ads Manager's audience targeting tools to find the right potential customers.
Discover more ways to target here
Create for 'TikTok First'. When brands create entertaining ads that feel native to TikTok, they can maximize performance on our platform.
Discover creative tools here.
Zip code targeting has allowed us to target the consumer with personalized ads in locations our clients want to have a strong presence in thus improving our overall quality of consumer. Win-win.
