Passion Digital – Best Paid Social Campaign

About Passion Digital

Passion Digital is a London-based, search-led performance marketing agency helping ambitious brands get found, chosen and remembered wherever their customers discover them. We bring SEO, AI search and GEO, paid media, digital PR and content together in one connected strategy, from first impression to conversion. Our work combines critical thinking, creative thinking and passion, with the hands-on care of an independent agency.

The challenge

Commercial property marketing has an unusually varied audience. A vacant railway arch might suit a mechanic, a tradesperson, a retailer or someone still developing a business idea. Many potential tenants do not yet search for commercial premises, so search-led acquisition alone cannot introduce them to the opportunity.

The product also poses a creative challenge, as empty units reveal little of what a future tenant could build inside them. Meanwhile, established lead generation channels were becoming more expensive and crowded. The Arch Company needed to make these spaces relevant to different audiences, earn attention before active demand existed and connect that attention to enquiries.

TikTok offered access to new prospects, but the campaign had to prove it could deliver more than views. The client needed efficient reach, meaningful engagement and measurable leads.

The solution

The strategic approach

We designed the campaign in stages, reach potential tenants efficiently, learn what sparked real interest, then shift towards generating enquiries. Research into The Arch Company’s varied tenant base shaped four audience groups, each with its own creative approach: small business owners saw aspirational retail and hospitality uses for an arch; tradespeople saw practical space, location and lease flexibility; a broad, geographically relevant all-addressable audience helped us reach future tenants who did not match obvious business-interest signals; and website visitors and past enquirers saw testimonials and remarketing ads. We turned footage of empty units into short, TikTok-native videos that helped people imagine what they could create in those spaces, and comments, shares and profile visits guided creative refreshes.

The technology deployed

We used TikTok in-feed ads for discovery and lead generation ads for warmer audiences. TikTok pixel audiences and offline conversion data supported remarketing. The team adjusted bidding from reach efficiency to conversion goals and monitored creative fatigue. GA4 data brought together through Funnel.io allowed the client to review TikTok alongside Google Ads, Meta and programmatic activity, and we worked with TikTok on beta features, including AI-assisted ad development.

The boldest decision

The defining choice was broad all-addressable targeting alongside four targeted segments. The next tenant might not follow small-business content or think of themselves as an entrepreneur yet. That decision widened our reach, and the engagement signals it produced gave us the confidence to shift from awareness towards lead generation.

The results

The campaign reached 3.7 million people at a 1.81 pound CPM, beating our reach and efficiency targets. Engagement reached 6.95%, above the 5% goal, and the video view-through rate was 47%.

That attention translated into action. From August to October 2025, the campaign generated 59 leads against a target of 33. Based on 27,000 pounds of investment, the cost per lead was approximately 458 pounds, about 35% below the 700 pound benchmark.

Leads included property enquiries, contact forms, brochure downloads and calls, with quality reviewed by the sales team. By tracking performance through GA4 and Funnel.io alongside other paid channels, we could show The Arch Company where TikTok contributed across the journey.