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How we cracked B2B legal acquisition on TikTok

+100%
Increase in Monthly Conversions
-56%
Decrease in CPA
+40%
Increase in CVR

Table of contents

Overview

Our client is a commercial law firm operating a subscription-based legal service, giving SMEs and startup founders ongoing legal support for a fixed monthly fee. With a mature presence on Google Ads, they wanted a new channel to reach younger business owners who were harder to find through search. TikTok is widely dismissed as unsuitable for B2B, but the data told a different story: Australia’s founders are active there, and no legal competitor was speaking to them. One Egg took over management of their existing TikTok activity to improve performance through disciplined optimisation.

Channels

  • TikTok Ads Manager

Challenges

Finding a high-efficiency, untapped acquisition channel for legal firms in the last place their competitors were looking.
  • Audience Disconnect: Overcoming the internal and market perception that business decision-makers and founders are not actively seeking commercial legal services on an entertainment-first platform.
  • Unproven Channel Economics: No established benchmark existed for what efficient performance looked like on TikTok for a B2B legal subscription product, requiring the campaign to build its own performance baseline from the ground up.
  • Optimising Without Creative Control: One Egg was responsible for campaign management and performance, working with the client’s existing creative assets rather than producing content directly – meaning results depended on intelligent audience targeting, bidding strategy, and structural decisions rather than creative production.
  • Attribution Across Channels: Tracking TikTok’s contribution to the broader acquisition funnel without double-counting activity already being driven by paid search, and understanding where TikTok was adding genuinely incremental value.
Anthony Lieu
Marketing Director & Lawyer, LegalVision

Significant Growth with One Egg

LegalVision has been working with One Egg for over 7 years now. During that time, they have been instrumental in crafting a cutting-edge marketing campaign strategy. Working with One Egg we have been able to significantly grow our customer base which has helped LegalVision to grow as one of Australia’s fastest growing startups. They are constantly innovative with their approach which has enabled us to stay ahead of the market. I’d recommend working with One Egg for any client in the startup space or looking for significant growth through search marketing.

Solutions

  • Audience Architecture: Built a targeted audience structure around small business ownership, entrepreneurship, and startup growth – identifying the founder and SME segment within TikTok’s broader user base and ensuring the client’s existing content was being served to the people most likely to act on it.
  • Bid and Budget Optimisation: Managed campaign bidding and budget allocation on an ongoing basis, using platform performance signals to reduce cost-per-acquisition over time. The consistent CPA reduction across the campaign period was driven by disciplined spend management rather than creative changes.
  • Structural Campaign Management: Maintained clean campaign architecture, monitored delivery pacing, and made structural adjustments to ensure the algorithm had the conditions it needed to optimise efficiently – particularly important in the early stages of a new channel where data is sparse.
  • Performance Monitoring Cadence: Established a regular review rhythm across impressions, click-through rate, conversion rate, and cost-per-acquisition, enabling fast identification of performance shifts and informed decisions about when to scale, hold, or adjust.

Impact

  • Channel Validation: Proved TikTok as a viable acquisition channel for a B2B legal subscription product in a market where no competitor had established a meaningful presence, creating a first-mover advantage that compounds over time.
  • Cost Efficiency: Delivered a sustained reduction in cost-per-acquisition over the campaign period, demonstrating that TikTok can operate as a cost-competitive acquisition channel for professional services when managed with the same rigour applied to paid search.
  • Audience Expansion: Reached new audiences that existing search channels were not capturing at an equivalent cost – extending the client’s acquisition funnel into a genuinely new pool of potential members.
  • Scalable Foundation: Built the operational infrastructure – campaign structure, audience framework, and performance monitoring process – that positions the client to scale TikTok investment confidently as the channel matures and creative assets develop.
  • Competitive Positioning: Established an active, optimised presence on a channel where legal sector competitors are largely absent – giving the client meaningful reach among the next generation of business founders before the category gets crowded.
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