Using TikTok Ads for B2C Lead Generation

Background & Context

As part of my role as Digital Marketing Specialist at AMS Group, distributor and seller of Purak, an anti-limescale solution for homes, businesses, and industrial plants, I had the opportunity to run TikTok Ads campaigns focused on lead generation.

PURAK is a product designed to work everywhere water flows, making it suitable for a wide range of use cases. However, in this specific activity, the campaigns were mainly oriented toward B2C, with the goal of capturing contacts interested in learning more about the solution and supporting the sales team in the conversion process.

The objective was not aggressive scaling or high-budget experimentation, but rather to test TikTok as a lead acquisition channel, validate the platform’s mechanics, and understand how it performs compared to other paid media channels already in use.

Campaign Objective

The primary goal of the campaigns was lead generation.

Instead of pushing for immediate online purchases, TikTok was used as a channel to:

• Capture contact details from interested users

• Pass leads to the sales team for qualification and follow-up

• Evaluate lead quality and cost consistency over time

This approach allowed us to test TikTok in a controlled way while keeping the funnel aligned with an existing sales-assisted conversion process.

Strategy & Campaign Setup

To reduce creative risk and speed up execution, I chose to leverage existing organic content that had already been published on the brand’s TikTok profile.

The logic behind this choice was simple:

• Organic posts already showed engagement signals

• Native-looking content performs better on TikTok

• Promoting proven creatives is more efficient when budgets are limited

The campaigns were set up with:

• Lead Generation objective

• TikTok Instant Forms

• Target audience: Italy, 25+

• Focus on simplicity and low friction in the user journey

Lead Form & User Experience

The lead form was intentionally short and frictionless, including only:

• Name

• Surname

• Phone number

• Email address

No custom or qualifying questions were added at this stage.
The goal was to maximize form completion and allow qualification to happen later, directly through the sales team.

This setup helped ensure a smooth transition from ad to contact, keeping the user experience fast and intuitive.

CRM Integration & Sales Handoff

Once collected, leads were manually synced into the company CRM, initially HubSpot and later Zoho.

A basic but effective lead pipeline was used, including statuses such as:

• New

• Open

• Connected

• In progress

• Customer

• Unqualified

After registration in the CRM, leads were contacted by the sales manager, who:

• Assessed the client’s needs

• Helped identify the most suitable PURAK solution

• Managed the sales process toward conversion

This setup ensured continuity between marketing and sales and allowed feedback to flow back into campaign evaluation.

Results & Performance Evaluation

Given the limited budgets, the goal was not to achieve outstanding volume, but to assess consistency and lead usability.

Key observations included:

• A stable cost per lead in the initial phase

• Leads that showed genuine interest in the product

• A recurring challenge related to price sensitivity, which affected conversion potential

After reaching a sufficient number of leads, I conducted a performance analysis and compared results with other paid channels. The conclusion was that, for this specific product and audience, Meta Ads delivered higher efficiency.

As a result, the budget was strategically reallocated, prioritizing the channel with better performance while keeping TikTok as a validated but secondary option.

Key Learnings

This experience confirmed several important points:

• TikTok can work as a lead generation channel, even for non-impulse products

• Native content and simplicity are essential for performance

• CRM integration and sales feedback are critical for proper evaluation

• Platform selection should always be data-driven, not trend-driven

Rather than forcing scale, the correct decision was to optimize overall performance by reallocating resources where they had the greatest impact.

Final Considerations

This case study represents a practical, hands-on use of TikTok Ads within a real business context.

While budgets were limited, the experience allowed me to:

• Manage TikTok campaigns end-to-end

• Align paid media with CRM and sales processes

• Analyze performance objectively

• Make informed strategic decisions based on results

Most importantly, it demonstrates a solid understanding of TikTok Ads fundamentals and a mindset focused on scalability, testing, and continuous optimization.