Tradiespec x Ardent Communications
Retargeting tradies on TikTok with full-funnel approach to drive 31% higher conversion rates on lead generation campaign for ute rentals
The objective
Operating across Australia in Sydney, Melbourne and Brisbane, Tradiespec aims to provide tradies with a reliable and fit-for-purpose commercial vehicle by offering flexible, long-term rental options. To reach more relevant audiences and acquire new customers, the brand partnered with Ardent Communications to launch a lead-generation strategy on TikTok.
The goal: Identify high-intent audiences and retarget them to improve the likelihood of web form submissions.
The solution
To drive customer acquisition and boost brand awareness, Ardent Communications activated TikTok’s Lead Generation (web) objective; a format designed to capture interest and drive action directly on the platform. This objective enables users to complete an Instant Form to express interest, share their contact details and learn more about Tradiespec’s offerings. Alternatively, users can be redirected to the website to submit their information.
In addition to this, Ardent leveraged Custom Audiences based on traffic and video view data to reconnect with users who had previously engaged with Tradiespec’s content. This approach not only reinforced brand recall but also increased the likelihood of conversion by re-engaging users who had already shown interest.
The result
The campaign highlighted the effectiveness of retargeting warm audiences — users who had interacted with brand’s content in the past. Compared to prospecting new users, the web lead generation campaign targeting Custom Audiences delivered a 71% higher Click Through Rate (CTR)*, a 16% lower Cost Per Action (CPA)* and a 31% higher Conversion Rate (CVR)*. These outcomes demonstrated not only stronger engagement but also greater efficiency in driving high-quality leads. Hence, proving that a well-executed full-funnel strategy, powered by precise audience targeting, can significantly amplify campaign performance and customer acquisition.
*On web lead generation campaign from 1 to 31 Jan 2025 retargeting ‘warm’ custom audiences, compared to lead generation campaign prospecting new users in same period.