LowerMyBills

LowerMyBills

Driving efficient cost per acquisition with TikTok Instant Page

The Objective

LowerMyBills helps consumers research and compare mortgage lenders and rates to help lower their monthly bills. To generate as many refinance leads as possible, LowerMyBills has been leveraging TikTok to reach millions of engaged users and connect them with lenders who can help with home refinancing. As an always-on TikTok advertiser, LowerMyBills is continually looking to test innovations and new products to help drive conversions. So when TikTok launched its new TikTok Instant Page offering, LowerMyBills was first in line. 

The Solution

TikTok Instant Page is a new ad experience that allows brands like LowerMyBills to create lightweight mobile web pages that appear instantly within a TikTok when a user taps a call-to-action button. TikTok Instant Page loads up to 11X faster than standard mobile pages, eliminating any wait time for the user, instantly immersing them in the lightweight brand experience. Most importantly, TikTok Instant Page inspires action without taking TikTok users away from the app, which was ideal for LowerMyBills as they looked to drive higher conversions and leads.

LowerMyBills’ campaign messaging was centered around home refinancing and the idea that if you are a homeowner, there are specific programs and lenders that can help lower your monthly payment. When it came to creative, LowerMyBills knew it was all about showing up authentically, especially when looking to drive conversions. This can be tricky to navigate as a regulated industry – but LowerMyBills has become an expert in creating relevant TikTok videos that bridge the gap. Before the campaign, LowerMyBills participated in a creative workshop where its team created TikTok videos of their own, inspiring a similar employee-focused approach for the campaign.

The ads felt organic and native to the platform, with one of its employees casually sharing essential information about refinancing. TikTok's sound-on environment allowed LowerMyBills to catch users' attention with compelling, native creative while delivering helpful information. TikTok users could then tap through the ad to the TikTok Instant Page to complete an inquiry form. LowerMyBills also served up additional information to a user based on intent for a more personalized experience with better results.

The Results

TikTok Instant Page proved to be a powerful ad tool to improve campaign performance. LowerMyBills generated inquiries and significantly increased efficiencies by leveraging the new ad product, leading to a 20% decrease in CPA compared to the brand's platform ads that didn't incorporate TikTok Instant Page. This allowed LowerMyBills to scale its campaign so that by November 2021, TikTok Instant Page accounted for 60% of the brand’s total ad spend on TikTok.

LowerMyBills experimented with various messaging throughout the campaign to determine the most effective approach to engage users and drive results. And because TikTok Instant Page is easy to build, LowerMyBills was able to test several creative iterations and ideas to deliver the most powerful outcomes. Of course, we all like saving money, but who knew refinancing could be so fun?

Products Used
TikTok For Business

TikTok

The leading destination for short-form mobile video.

Learn more about TikTok
TikTok For Business

In-Feed Ads

Integrate video content into users' "For You" feed.

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“TikTok Instant Page is a powerful marketing product that has really helped us scale and improve LowerMyBills's campaign efficiency. We love them!”
Patrick Wong
Director of Marketing at Core Digital Media