TikTok Investment Leads: 87 Enquiries in 26 Days
A confidential UK investment business reports 87 leads across three TikTok campaigns in twenty-six days. The final campaign’s reported cost per lead was £8, compared with £60 initially.
Results and measurement
The £8 figure is from the final campaign, not a proven blended average for all 87 leads. Enquiries are not completed investments or verified investor suitability.
Source: Pearl Lemon’s published campaign account. The figures are reported results, not an independently audited dataset.
Read the Wealth Management Lead Generation: Intrasia Case Study or explore all lead generation case studies.
Client Background
Industry: UK Investment Firm
Objective: Generate high-quality investor leads through TikTok
Platform: TikTok Ads (Lead Generation Objective)
Lead Type: TikTok In-App Lead Forms
Budget: £3,000
Campaign Window: 1st – 26th October
The client wanted a cost-efficient, scalable lead flow without relying on landing pages. TikTok’s built-in lead forms allowed users to submit details instantly, reducing friction and increasing conversion rates.
Campaign Goal
Generate as many qualified investment leads as possible at the lowest sustainable CPL using full-funnel creative testing and optimisation.
Campaign Overview (3-Phase Structure)
To maximise performance, we broke the campaign into three phases:
Campaign 1-Baseline Testing
- Ran from October 1-20
- Budget allocated for initial data gathering
- Goal: establish benchmarks for CPL, CTR, and conversion flow
- Result: 38 leads @ £60 CPL
Campaign 2-Mid-Month Optimised Test
- Ran from October 19–26
- Introduced new creatives + targeting variations
- Result: 26 leads CPL significantly reduced versus Campaign 1
Campaign 3 -Final Optimised Performance Campaign
- Ran alongside Campaign 2
- Hyper-focused on best-performing audiences + creatives
- Result: 23 leads @ £8 CPL
(Best CPL of the entire month)
Results Summary
Campaign | Leads | CPL | Notes |
1 | 38 | £60 | Baseline testing, wider audience |
2 | 26 | ↓ Significantly | Creative + audience improvements |
3 | 23 | £8 | Fully optimised, top-performing structure |
TOTAL RESULTS
- 87 leads
- 252,000+ impressions
- Massive CPL reduction (-86%)
- Consistent daily conversions across 3 campaigns
Strategy Breakdown
TikTok Lead Form Conversion Flow
The campaign used TikTok in-app lead forms so prospects could submit details without visiting a separate landing page. This reduced the steps in the enquiry flow. Form submissions indicate interest; they do not establish a suitable investor, a completed investment or an informed purchase decision.
Audience Testing
Campaigns tested:
- broad UK targeting
- finance-interested audiences
- investment-curious segments
- lookalikes based on lead form behavior
As results came through, we narrowed audiences progressively, reducing CPL.
Creative Testing - Short vs. Long Form
We tested:
- short 6-10 second videos
- longer 15-20 second explainers
- variations in tone (educational, conversational, direct CTA)
Winner:
- Short-form creatives produced the BEST conversions and lowest CPL.
- TikTok rewards immediacy hooks in the first 1-2 seconds performed best.
Budget Reallocation
- We paused underperforming ad sets and gradually increased budget to the best-performing ones.
- This allowed us to scale leads without inflating CPL.
Data-Driven Mid-Campaign Optimisation
Between October 19-26, we:
- refreshed audiences
- replaced fatigued creatives
- adjusted bidding
- improved form completion rate by revising form fields
- added urgency in CTAs
This unlocked the £8 CPL performance.
Chapters (Video Outline)
00:00 – Introduction: Campaign overview
00:25 – About the client (UK investment firm)
00:50 – Campaign 1: Setup, budget, and initial performance
01:20 – Campaign 2: Launching second test ads and results
01:45 – Campaign 3: Achieving lowest CPL through optimization
02:15 – Testing short vs long-form TikTok creatives
02:45 – Comparing conversion and cost data
03:15 – What worked best: ad formats, targeting, and timing
03:45 – Summary of results and ROI
04:15 – Lessons learned & next steps
Why This Campaign Worked
Sequential testing (not random testing)
Running three structured campaigns allowed constant refinement and iteration.
TikTok lead forms convert FAST
Removing the landing page increased conversion volume and lowered friction.
Short-form creatives = lower CPL
The algorithm responded strongly to 6-10 sec explainers and hooks.
Rapid optimisation window
Daily monitoring meant we could aggressively reduce CPL in real time.
Clear, compelling investment offer
The client’s value proposition aligned well with TikTok’s audience.
CPL Drop Analysis
We achieved an 86% CPL reduction:
- Initial CPL: £60
- Optimised CPL: £8
This kind of reduction is only possible through:
- aggressive creative testing
- audience refinement
- multi-campaign iteration
- daily optimisation
- strong measurement discipline
Lessons Learned
- Test creative length against your own audience rather than assuming one format always wins.
- Compare campaign-level cost per lead, lead quality and subsequent sales-stage outcomes.
- Keep separate totals for each test and distinguish final-campaign CPL from a blended campaign average.
- For this account, the published lead count describes enquiries; downstream investment outcomes are not supplied.
Next Steps for This Client
Based on performance, recommended next steps include:
- scaling the winning ad set with incremental daily budget increases
- adding new short-form creatives monthly
- building multiple lookalike audiences
- retargeting users who opened but didn’t submit the form
- testing new hooks + UGC-style ads
Work With Us
Want to generate high-quality leads using TikTok ads no matter the industry?
Start your campaign today: https://pearllemon.com
Lead Generation Experts: https://pearllemonleads.com
