Clickdrive
Clickdrive wanted to generate leads among Dutch young people aged 18 to 24 through an online campaign. The goal was to make getting a driver's license more fun and easier. With no predefined KPIs, the cost per lead (CPL) was the key indicator of success and efficiency.
- CPL reduced by 21.3%
- Conversion rate increased by 37.7%
- Business growth
+0%
Conversion rate
0%
CPL
The approach
Together with TNG Agency, an extensive TikTok campaign was set up to bring in high-quality leads. The strategy was built on three pillars:
1. Using smart advertising products
Alongside regular Lead generation and SparkAds, Clickdrive specifically tested Smart+ lead gen in order to compare its results with their regular campaigns.
2. TikTok-native and relatable content
The ads fit the platform perfectly. A varied mix was used of informative videos about Clickdrive's service and light-hearted, meme-style clips full of recognizable driving-lesson moments. To appeal to the target audience even more, a SparkAd was also deployed in collaboration with a creator.
3. Focus on lead quality and seamless follow-up
By continuously testing with videos, static ads and Spark Ads, the campaign was constantly optimized. The goal was to generate high-quality leads that the sales team could follow up on directly and effectively, by phone or through automated WhatsApp flows.
The result
The choice to focus on TikTok and specifically Smart+ paid off immediately. The campaign results exceeded expectations:
- Cost per lead (CPL): down 21.3% when using Smart+ compared to regular campaigns.
- Conversion rate: up 37.7%, indicating much more efficient lead generation.
- Budget allocation: performance was so strong that Clickdrive temporarily allocated 100% of its advertising budget to TikTok.
- Business growth: The increase in sales played a role in successfully raising new funding for the company.
The founder noted that lead quality was high, costs dropped and TikTok quickly became the most important channel for scaling their growth.
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