Systemized Media & Topline

The objective

Finding high-quality leads for an HVAC client

Digital marketing agency Systemized Media specializes in strategizing solutions for HVAC and Home Service businesses. With over 100 clients on TikTok, they understand how to efficiently develop creative and innovative approaches for the platform, so when Topline Heating & Air wanted to generate more leads, Systemized Media was ready. To successfully achieve Topline’s Lead Generation goal, Systemized Media turned to TikTok Creative Challenge, TikTok Ads Manager, and Agency Business Center.

The solution

Switching creative output into high gear

Having seen amazing results using the Lead Generation objective on TikTok, Systemized Media optimized Topline’s content for it. To expand their client’s reach and grow the pool of potential leads, Systemized Media chose the TikTok Creative Challenge (TTCC) tool. With TTCC, Systemized Media developed a campaign brief that outlined requirements (e.g., show the owner, use text on screen), and then TikTok vetted brand safe creators produced ads based on the challenge. This provided 59 (65 received overall), high-performance ads per week, and video production costs were fully subsidized by TikTok.

To ensure operational efficiency while maximizing performance, Systemized Media also used TikTok Ads Manager to track and tailor Topline’s campaign. They measured and optimized performance using the TikTok Pixel, a piece of code that shares website events with TikTok, and included the Custom Audiences ad targeting option to find people who already knew of or had engaged with Topline.

The results

Heating up Lead Generation while Cooling Creative costs.

Systemized Media brought significant results to Topline Heating & Air. Over the course of their campaign, they garnered 30.3M impressions, significantly boosting brand visibility, and secured more than 6.6k high-quality lead conversions, directly driving the client’s growth.

Thanks to TTCC, they were also able to offer a regularly updated collection of creatives to their audience while only paying for their ad spend. The creative produced by proven creators was not only high-quality but also highly relevant, seamlessly aligning with Topline’s overall creative strategy.

Since production in the TTCC was handled entirely by creators, Systemized Media had more time to focus on analysis and optimization for other Topline lead generation strategies. The client provided a substantial number of reference videos in the creator guidelines and uploaded various options of product videos for creators to use (since it was a Non-Physical Product brief). Their listed brand personality was also very directional/actionable, which further ensured the creative assets were on point. By offering TikTok as a service, Systemized Media tapped into a new customer base, nearly doubling the agency's size.

Tips & Takeaways

• Leverage the TikTok Creative Challenge (TTCC) standard package to get up to 30 fresh creatives a week from proven, top-tier creators while paying only for ad spend. These creators consistently deliver engaging, high-quality content, deeply understanding platform trends and crafting messages that resonate. The advertiser in this case study chose to upgrade to access increased creative output, ensuring their ads stood out and effectively reached their target audience.

• Use the TikTok Pixel to easily track website activity, helping you continually improve campaign performance.

• Include the Custom Audiences ad targeting option for engaging people who have already shown an interest in your or your client’s business.