Case Study: Planswell achieves 10M+ video views and lower cost-per-acquisition with TikTok for Business

Connecting authentically with a new generation of ad-fatigued audiences

Planswell, a Canadian fintech offering free online financial planning, wanted to reach working households and drive users to its retirement planning service. Working with TikTok for Business, they aimed to expand reach across 25–55-year-olds and used TikTok tools including the TikTok Pixel and Ads Manager to target and measure performance.

Using TikTok for Business, Planswell ran auction In-Feed Ads featuring lo-fi selfie-style creative from its CEO that linked to its free plan builder; the campaign delivered more than 10 million video views and a 0.57% click-through rate to the site, directly acquired new households while hitting its target cost per acquisition, and saw particularly strong response from audiences aged 35+, with the company reporting the lowest CPA versus other platforms.

Planswell