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    Discover how Climb Online helped fashion and lifestyle publication SheerLuxe launch a successful paid social campaign on TikTok to drive subscribers to their website, refining ads to improve efficiency and keep cost-per-lead down.

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    The Brand

    SheerLuxe.com is a leading UK shopping, fashion and lifestyle online publisher, featuring news and views on the latest and most desirable fashion, beauty, wellness and lifestyle products. Its readership consists of fashion-conscious individuals with an interest in aspirational and luxury brands, products and services.

    The Challenge

    SheerLuxe had not yet branched out into paid social activity on TikTok. They approached Climb Online with an interest in TikTok when the platform began exploring the search ads market. Their objective was to utilise TikTok as a paid social channel to drive an increase in subscribers to their site, while keeping cost-per-lead low. They initially came to Climb Online with a one-month trial partnership, with the intention of continuing if we were able to generate positive results.

    Our Solution

    With SheerLuxe’s goal being to drive more subscribers, we began by creating a Lead Generation campaign strategy. Climb Online were able to successfully whitelist SheerLuxe for TikTok Search Ads via our TikTok Agency Partnership, granting them exclusive access to a placement not yet available to other brands, giving the publication significant advantage over the competition.

    The campaign was structured with two ad sets, one interest-based and the other broad audience-based. Creatives were employed through Spark Ads, an ad format native to TikTok allowing the leveraging of videos from the organic page. We also recommended using the “giveaway ad” as commonly used on Meta, as these work particularly well on TikTok.

    After extensive testing, it became apparent that the broad audience ads were driving more efficient results. With this in mind, the Climb Online team made the decision to pause the interest-based ads and divert additional budget into the broad audience ads, positively increasing performance.

    Through further experimentation, we found that a majority of leads generated were from females aged between 25 to 54 years old. With this information, we made further optimisations and narrowed our targeting to focus in on this audience, allowing us to drive even more efficient results.

    SheerLuxe tasked Climb Online with not only generating subscriber leads but achieving a cost-per-lead of under £3. With our optimisations that narrowed audience targeting, along with the eventual pausing of Spark Ads, we were able to bring the cost-per-lead down to just £2.57. We managed to further refine this by spotting an additional opportunity with a different giveaway live on Meta. Launching an ad for this allowed us to further increase performance, bringing overall cost-per-lead down to £1.07 from this point until the end of the trial.

    The Results

    By carefully refining and tweaking our ad campaigns, we were able to exceed SheerLuxe’s cost-per-lead requirement, while also driving lead generation for subscribers to the website, with results becoming more efficient each week.




    improvement on cost per lead target


    subscriber leads

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