How We Generated Leads at R16 CPL using TikTok Ads for Debt Review Clients
South African debt counsellors face a critical challenge: connecting with individuals who need debt review services while managing customer acquisition costs. Traditional advertising channels often result in high CPLs, making it difficult to scale client acquisition profitably.
In September 2024, our paid media team at MOED achieved breakthrough results for two major debt counselling companies in South Africa through strategic TikTok advertising. Within just 10 days of the campaign, we slashed the Cost Per Lead (CPL) from R36 (previous month) to R16 by leveraging culturally-relevant content that resonated with South Africans struggling with debt.
Initial Performance Metrics
Before optimization (previous month):
- Average CPL: R36.86
- Impressions to Lead Conversion Rate: 0.07-0.08%
- Monthly Impressions: ~250,000
- Cost per Lead: R31-37 ZAR
Campaign Results
After implementing our creative strategy:
- Impressions to Lead Conversion rates improved to 0.12-0.14%
- Monthly impressions increased to 658,804
- Cost per lead reduced to R11-17 ZAR
- Monthly target reached within 10 days
Campaign Performance Overview
Key Success Factors
1. Platform-Native Content
- Short-form vertical videos
- Engaging storytelling
- South African context and language
- Authentic situations and scenarios
2. Strategic Messaging
- Clear value proposition
- Emotional connection
- Urgency without pressure
- Educational undertone
3. Optimization Techniques
- Regular creative testing
- Audience refinement
- Performance monitoring
- Budget allocation based on performance
Lessons for TikTok Lead Generation
What Works
1. Authenticity Over Production Value
- Real situations resonate more than polished ads
- Local context matters significantly
- Relatable characters and scenarios drive engagement
2. Content That Educates
- Explaining complex topics simply
- Highlighting risks and solutions
- Building trust through knowledge sharing
3. Strategic Timing
- Quick iterations based on performance
- Responsive optimization
- Scaling what works rapidly
Industry Applications
This approach can be effective for:
- Debt counsellors
- Financial advisors
- Legal services
- Professional services
- Consumer finance companies
Best Practices for Financial Services on TikTok
- Focus on educational content
- Address common financial struggles
- Offer clear solutions
- Maintain professional credibility
- Use local context and language
- Test and optimize continuously
Conclusion
Our campaign proves that TikTok can be a highly effective platform for generating quality leads in the debt review industry when approached with the right strategy. By focusing on culturally relevant content and authentic storytelling, we achieved a significant reduction in CPL while maintaining lead quality.