Clickdrive

The objective

Building a lead generation campaign for an organisation offering educational resources for learner-drivers

Clickdrive is a platform that helps people learn to drive by matching them with the right instructor and supporting them throughout the process. It was founded by Joost van Suijlekom after his own frustrating experience of needing sixty lessons and failing three exams with the same instructor. He started the business to make getting a driving licence better, more enjoyable and more transparent.

The mission is to make learning to drive easier and fairer, with clear pricing, genuine guidance, fast support via chat and full progress insights in the app. In short, the mantra is simple: you do not get your licence alone, we do it together, honestly and without hassle.

On TikTok, @clickdrive has built an active organic presence with over 4K followers. The channel focuses on TikTok-native, informative short videos that explain the Clickdrive concept, alongside practical tips and guidance for both the theory and practical driving tests.

Having advertised on TikTok since 2022, Clickdrive partnered with their agency TNG to launch this campaign with a clear focus on lead generation.

The solution

Authentic content teamed with Smart+ ad delivery

Targeting people in the Netherlands, the lead generation campaign leveraged TikTok’s native ad format, Spark Ads, to create an effective campaign using authentic content that appeared naturally in relevant users’ feeds.

Clickdrive also used Smart+ to power the campaign. Smart+ is TikTok’s AI-based campaign automation tool, which optimises ads for performance, creates and manages campaigns to save advertisers time, and reduces creative fatigue and costs by automating how ads are shown to the audience.

In terms of content, the brand focused on informative, TikTok-native videos explaining Clickdrive’s service, alongside lighter, meme-style clips about relatable driving lesson moments and recognisable situations. Within the content mix, there was also one creator collaboration with @Larauijtendaa, delivered through the Spark Ads campaign.

The campaign did not use split testing and instead compared the Smart+ campaign against their existing manual campaign set-ups to measure performance.

The results

Outstanding cost per lead by combining authentic ad placements with AI automated targeting

The lead generation campaign for Clickdrive was highly successful, particularly in terms of cost efficiency. The campaign delivered a 21.3% reduction in cost per lead, clearly demonstrating the effectiveness of the Smart+ targeting.

Additionally, the campaign achieved an outstanding improvement in conversion rate of +37.7%, again a testament to the relevance of the targeting, as well as the authentic content approach, which successfully captured the interest of the audience. This also drove a 13% improvement in video view rate compared with their adjacent non-Smart+ campaigns.

By focusing on generating high-quality leads that could be effectively followed up by their sales team, the campaign enabled the organisation to convert leads into sign-ups. By leveraging TikTok’s high-performing ad solutions and supporting the campaign with a diverse creative strategy and extensive testing, Clickdrive was able to maximise engagement and lead generation.

The performance of the Smart+ campaign was so strong that Clickdrive temporarily allocated 100% of its ad budget to TikTok. Sales increased, which contributed to the company securing €750,000 in funding.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.