Solved: Low Lead Volume on TikTok Ads - Need Advice

Hi there,

Happy to give you some initial thoughts and guidance. It looks like you're struggling with your TikTok ad campaign with a very low budget and low lead volume. I've reviewed your situation, and I'll try to give you some advice. It's tough when you're starting out and not seeing the results you expect.

We'll need to look at your Budget...

Firstly, $20 a day on TikTok for lead generation is a very small budget, especially for a digital product. Think of it this way: you're basically whispering in a crowded room. To get the algorithms attention to learn and optimise properly, it needs more data and signals, which it can only get through a higher ad spend. With a budget so low, you're going to struggle to get enough data to achieve this. The algorithm will need much more data to work effectively. Consider that with a more substantial daily budget (something closer to £50-£100 at least), you would see your cost per lead drop significantly. It's a bit counterintuitive, spending more actually can lead to lower cost in the long run.

I'd say you should reassess your landing page...

Secondly, the landing page might be the issue. It's essential to ensure that your landing page is optimised for conversions. Does the ad copy and product images align well with the offers on the landing page? I'd suggest you review the landing page and ask yourself questions like, does it have a clear and compelling call to action, product descriptions or pricing that needs work? Perhaps a special offer could help. Also, the product photos may need some work and look much better with proper photography. Maybe try to include a video of you demonstrating or showing them. Maybe customers aren't ready to buy right now and need long-term retargeting.

You probably should pre-qualify leads on the platform...

Given your small budget, pre-qualifying leads on the TikTok platform itself could make a big difference. Consider using TikTok's lead generation forms with a couple of killer qualifying questions. That way, you're only paying for leads that are actually decent and saves you time filtering out poor quality leads. I remember working with a software client where we wanted to reduce the cost per user acquisition. By implementing lead generation forms with qualifying questions on Meta Ads and Google Ads, we managed to reduce their Cost Per User Acquisition from £100 to £7.

You'll need to tweak your bids...

You might also need to tweak the bids but focus on lead capture first. It's not worth bidding higher if the landing page is performing poorly. Focus on the low hanging fruits first, and in this case, it's your lead generation form.

I'd say you consider the following ad formats...

Have you experimented with different ad formats? Some ad formats perform better than others depending on your target audience. For instance, if your ideal customers are on mobile, I'd suggest you experiment with vertical video ads. Does your target audience prefer short-form content, or long-form? I'd start by doing some research into your audience and then testing the type of content they like.

I've detailed my main recommendations for you below:

Scaling campaigns and generating leads can be tricky. It takes a lot of time and effort to get it right. Plus, it's important to keep up with the constant changes. So, if you are looking for some expert help, we offer a free initial consultation where we review your strategy and account together, which clients usually find super helpful as it gives them a taste of the expertise they'll see going into their project if they decide to work with us.

Regards,
Team @ Lukas Holschuh