Sephora UK
Learn How Sephora UK Drove ROAS with a TikTok Search Ads Strategy
Phased Search Ads Results
Sephora UK improved return on ad spend by using a phased TikTok Search Ads approach, moving from ViewContent to AddToCart to Purchase; purchase-stage results versus ViewContent included a 39% higher LPV rate, 157% higher ROAS, and 58% lower cost per purchase.
The objective
Driving incremental performance by capturing high-intent beauty search demand
Sephora UK is a leading global beauty retailer, offering a wide range of prestige beauty brands across skincare, makeup, fragrance, and haircare.
With a strong, always-on social performance presence on TikTok, Sephora sought to complement its existing activity with a comprehensive Search Ads strategy. Strong in-platform search volumes across both generic beauty categories and Sephora-specific queries presented an opportunity to capture high-intent users and identify high-value prospects directly on TikTok more effectively.
The solution
Nurturing audiences down the funnel with a phased TikTok Search Ads approach
Sephora UK adopted a nurture-led approach to TikTok Search Ads, gradually moving users down the funnel by optimising toward different pixel events over time.
The strategy launched with Search Ads optimised to the ViewContent event, allowing Sephora to build learnings around search demand, audience behaviour, and category-level interest on the platform. After establishing strong performance and momentum at this stage, the campaign progressively transitioned to AddToCart, and ultimately Purchase, refining targeting, keywords, and optimisation at each step.
This phased approach enabled Sephora to:
Build a strong foundation at upper lower-funnel stages
Adapt strategy based on real-time learnings
Scale performance while maintaining efficiency
By taking a measured approach to growth, Sephora developed a Search Ads strategy designed for both scale and long-term performance.
The results
Delivering sustained efficiency gains
Sephora UK saw consistent performance improvements at every stage as the campaign progressed from ViewContent to Purchase.
Key results included:
+39% increase in LPV rate
+157% increase in ROAS
-58% decrease in cost per purchase
(Purchase event results vs. ViewContent)
Beyond incremental efficiency gains, the strategy also enabled Sephora to identify top-performing categories and keywords at each stage of the funnel, allowing the team to continuously optimise and double down on high-value revenue opportunities.
By nurturing demand over time, Sephora successfully unlocked stronger performance outcomes and established TikTok Search Ads as a key driver within its wider performance marketing strategy.
TikTok Search has been a game changer as part of our wider TikTok strategy. It’s allowed us to create highly targeted and highly efficient campaigns, fully taking advantage of the rise in social search. I’m looking forward to scaling the format further with our excellent team at TikTok.
Your questions, answered
Business Help CenterHow did Sephora UK structure its Search Ads strategy?
Sephora UK used a phased, nurture-led approach. It started Search Ads Campaign activity optimized to the ViewContent event, then moved to AddToCart, and later to Purchase as learnings around search demand, audience behavior, and category interest grew.
Why begin with ViewContent before Purchase?
Starting with ViewContent helped build an early foundation at upper lower-funnel stages. That gave Sephora UK room to refine targeting, keywords, and optimization over time before shifting toward Purchase.
What results did Sephora UK report?
As the campaign progressed from ViewContent to Purchase, Sephora UK reported a 39% increase in LPV rate, a 157% increase in return on ad spend, and a 58% decrease in cost per purchase. Past performance does not guarantee or predict future performance.