Scaling Outsmarted with TikTok Ads in Q4.

The Challenge.

Outsmarted is a highly seasonal product, with the majority of annual revenue generated in Q4. Historically, the brand relies heavily on Meta Ads during this period and has seen strong results there.

In 2024, the brand tested TikTok Ads in-house but saw limited success, generating just 42 purchases. As a result, confidence in TikTok Ads as a scalable acquisition channel was low.

For Q4 2025, Outsmarted wanted to explore whether TikTok Ads could reach a new audience and reduce reliance on Meta Ads during their most important sales period. To manage risk, campaigns were limited to the UK only, with a strict cost per purchase target.

An additional challenge was that previous TikTok activity in 2024 had been run via TikTok Shop. For Q4 2025, a new website pixel was implemented, meaning the new pixel had to build learnings from scratch, something that typically drives higher CPAs in the early stages.

The Strategy.

A conservative but performance-led TikTok Ads strategy was implemented, focused on driving purchases efficiently while gathering high-quality conversion data for future scaling.

Claire created bespoke in-house video ads designed specifically for TikTok’s native format, prioritising strong hooks, clear product demonstrations, and gifting-focused messaging tailored to Q4 buying behaviour. Creative testing was fast and iterative, allowing winning formats to be scaled quickly once performance benchmarks were met.

The Results (November – Mid December 2025).

• +8,724% increase in purchases year-on-year from TikTok Ads

• Achieved a CPA 28% more efficient than the UK benchmark.

• TikTok ads outperformed Meta ads in the UK by 36% lower CPA.

• In-house TikTok creatives drove the lowest CPAs and highest sales volume

• Exceptional performance despite launching with a fresh website pixel

• TikTok ad spend will be scaled from 2.16% in 2025 to 50% of total budget for 2026

The Impact.

What began as a cautious test quickly became a core acquisition channel for Outsmarted. TikTok Ads not only proved viable during the most competitive time of year, but outperformed the brand’s historically strongest channel in the UK.

As a result, TikTok Ads will play a central role in Outsmarted’s growth strategy moving forward.