Government Employment Campaign

Timeframe: July 2024 – October 2024

Brief

Complementing a concurrent Meta Ads campaign, a government employment initiative required a TikTok Ads campaign to reach target demographics via the platform, generating form submissions and leads from key audience segments within Northern Ireland.

Process

Counter Digital built and managed a TikTok Ads lead generation campaign aligned to the government campaign's targeting objectives.

Creative was adapted specifically for TikTok's native, short-form video environment — avoiding overly polished formats in favour of content that aligned with platform norms and resonated with the target age demographics. Audience targeting utilised TikTok's interest and demographic parameters to reach relevant users, with geographic targeting focused on Northern Ireland.

Campaigns were monitored for lead volume and cost efficiency, with creative refreshes used to maintain performance across the four-month campaign period.

Results

• 213 leads generated over four months

• Average cost per lead of £4.38