Zema

The objective

Increasing lead volume while improving lead quality with Multiple Location Selection

Zema Beauty Care is one of Vietnam’s leading beauty and wellness chains, offering hair, nail, skin, and spa services across multiple locations in the country.

As an appointment-driven business, Zema relied on lead generation campaigns to connect potential customers with its consultation services. The company sought to generate more leads that could convert into real consultations and bookings without driving up acquisition costs.

In June 2026, the company tested TikTok Ads Manager's Multiple Location Selection – an advertising feature for Smart+ Lead Generation campaigns that lets businesses run different lead journeys within a single campaign. Instead of running separate campaigns that directed users to a single lead destination – either Website, Instant Form, or Direct Message – Multiple Location Selection automatically routes users to the path where they are most likely to convert.

The company wanted to see if introducing additional lead destinations in a single campaign could result in an uplift in lead volume and lower acquisition costs. Here’s what they found out.

The solution

Measuring lead generation and cost-effectiveness through comparative campaign analysis

To see if Multiple Location Selection made an impact on lead generation, Zema ran the same campaign using Multiple Location Selection and compared its performance against a Website Form-only control campaign.

Both campaigns targeted the same audience, allowing performance differences to be attributed to the campaign setup rather than audience changes. Zema also followed TikTok’s lead generation best practices to maximize performance.

Each ad group included at least six creative assets, giving TikTok’s optimization system enough creative volume to match different audiences with the most relevant content.

The campaign’s daily budget was set at 12 times the target bid and also utilized Direct Message tools via Welcome Message and Automated Chat. The Direct Message tools guided prospective customers through a structured interaction, collecting relevant lead information before passing it to the business.

The result was a campaign that expanded opportunities to capture demand while simplifying and maintaining a consistent optimization strategy across all lead destinations.

The results

Driving more leads while improving efficiency

The Multiple Location Selection campaign outperformed the Website Form-only approach across the key business metrics.

Zema achieved a 410% increase in lead volume, showing that adding multiple lead destinations in a single campaign created more opportunities to capture customer intent.

Higher lead volume did not come at the expense of efficiency. Compared with the Website Form-only campaign, the Smart+ Lead Generation campaign reduced cost per lead by 39%.

The quality of those leads also improved through Welcome Message and Automated Chat, as these helped collect customer information through conversational interactions before leads were passed to businesses. Zema reduced cost per qualified lead by 37% and cost per booking by 32%, showing that volume gains came without quality trade-offs.

Zema’s campaign demonstrates how businesses can capture more leads across more touchpoints without splitting budgets. With Multiple Location Selection and Direct Message tools, Zema increased lead volume while lowering cost per lead, cost per qualified lead, and cost per booking.