Tom Ford Fragrances

How Tom Ford Fragrances Drove 30% More CPC Efficiency Through Intent-Based Search

Objectives

Turning intent into impact during peak fragrance season

With more new fragrance launches flooding the beauty market, Tom Ford Fragrances needed a way to stand out and cut through the noise during a highly competitive seasonal window.

The brand turned to TikTok Search Ads to reach beauty shoppers where it matters most, at the moment they're actively searching.

Tom Ford aimed to improve mid-funnel performance by transforming branded and non-branded search queries into purchase intent, while sustaining top-of-mind awareness in an already crowded beauty market.

Solution

Blending intent-driven strategy with creative storytelling

To reach high-intent audiences, Tom Ford Fragrances ran a focused, intent-driven Search Ads campaign on TikTok using the Traffic objective. Campaigns were structured around two core ad groups: one for targeting branded terms and the other for non-branded terms. This streamlined setup made the campaign simple to manage, easy to measure, and highly scalable.

Carousel Ads were then selected for their strong cost efficiency, while branded assets were added to align with relevent search behavior.

The Tom Ford team also worked closely with TikTok's search and performance experts to adapt cross-platform best practices for TikTok's unique content environment. This collaboration ensured that campaign structures remained simple, creatives aligned closely with intent, and insights from other channels were applied effectively within TikTok's ecosystem.

Results

Driving stronger performance and greater cost efficiency

Compared with previous business-as-usual (BAU) campaigns, the campaign delivered stronger performance across all key metrics. Branded searches delivered higher click-through rates, while non-branded search terms drove roughly 30% greater cost-per-click efficiency (CPC) efficiency, highlighting the value of audience expansion through discovery.

Overall, the campaign achieved 45% lower CPC and an 8.7× higher CTR compared to BAU performance.Carousel Ads emerged as the top-performing format, outperforming video ads in delivering strong engagement with users.

Tom Ford's success demonstrates that TikTok Search Ads can deliver both performance and reach, helping brands drive conversions, expand discovery, and maintain visibility through always-on campaigns.To find out more about TikTok advertising and marketing solutions including Search Ads, contact our team here.