Siigo

📍 The Context

Siigo is a cloud-based accounting and administrative software that helps micro, small, and medium-sized businesses keep their operations up to date. It offers solutions such as electronic invoicing, POS systems, and accounting, among others.

Its TikTok strategy focuses on connecting with business owners and entrepreneurs through native formats that encourage interaction—identifying interested users and moving them forward in the sales process. Along the way, many different profiles may register and show interest in the products, such as students, which often results in a high rate of unqualified leads.

🎯 The Objective

Improve the effectiveness and profitability of TikTok performance campaigns through better lead qualification, aiming to:

• Reduce business CPL.

• Increase the proportion of truly interested and purchase-ready leads.

• Optimize media investment by eliminating unnecessary leads.

💡 The Solution

In March 2025, Login 2.0 was implemented with a disqualifying question directly in the native form. This feature consists of adding an extra question that helps focus lead acquisition efforts on higher-value prospects for the brand, more efficiently.

Only accountants and business owners could continue through the lead process, which significantly increased the quality of leads delivered to Siigo.

📈 The Results

Thanks to early validation with a disqualifying question, Siigo transformed its TikTok lead generation strategy—reducing costs, improving funnel quality, and increasing the effective conversion to potential customers.

Comparing March 2025 results (when the filter question was implemented) with November 2024 (regular lead generation campaign), business leads increased by 172%, business CPL decreased by 44%, and conversion rose by +14 percentage points—a huge impact with a subtle but powerful change to the TikTok strategy.

This impact is directly attributable to the joint decision by the brand and TikTok to implement this change. The TikTok Marketing Science team conducted a Causal Impact analysis, determining whether there was a statistically significant difference between an average based on historical data (counterfactual) and actual results (factual). The findings showed that implementing disqualifying questions reduced unqualified leads by 70% compared to a scenario without the change.

To further validate these results, a Chow Test was conducted, identifying structural changes in the data, reinforcing that the observed results were not due to chance. This analysis confirmed that the disqualifying question implementation—and its impact on lead generation and brand perception—represents a real and replicable change in strategy, providing even greater confidence in the effectiveness of this tactic and proving that #TikTokWorks.

Following the successful implementation of the disqualifying question, TikTok and Siigo decided to take measurement even further by conducting a Unified Lift Study (ULS) in April 2025. This study combines two key analyses:

• Brand Lift Study (BLS): Measures the campaign’s impact on brand perception.

• Conversion Lift Study (CLS): Measures how the campaign increases lead generation and conversions.

The results were outstanding, showcasing TikTok’s full-funnel contribution:

• CLS: Achieved a +80.27% increase in converters for the 'Registration' event, reflecting a much higher volume of qualified leads thanks to TikTok’s role in the media mix—meaning that without TikTok, this additional 80% would likely not have been achieved.

• BLS: Showed a positive impact on brand perception—Ad Recall rose by +11%, Brand Awareness increased by +7%, and brand association with accounting software grew by +4.2%. Additionally, Siigo showed statistical significance when associated with keywords related to trust, quality, and ease of use.

Most importantly, these results not only demonstrate the immediate effectiveness of the implemented strategy but also highlight TikTok’s ability to contribute across the brand’s full funnel. From lead generation to enhancing brand perception, this is undeniable proof that small strategic adjustments in the acquisition process can have a significant impact on overall business performance and channel profitability.