EZiD Singapore

The Objective

EZiD is an intelligent renovation matching platform connecting users with trusted interior design (ID) firms in Singapore, helping them save time and reduce stress in finding the IDs for their renovation needs. Founded by Singaporean content creator and entrepreneur Ryan Tan, EZiD actively engages with the local community on TikTok, sharing success stories, testimonials, and renovation tips. On top of capturing users organically, they implemented an always-on advertising strategy to amplify their reach, hoping to drive more users to request a quote or recommendation form on their website. To determine the best targeting setup for their campaign, they launched a campaign to test the effectiveness of automatic advanced matching and lookalike smart targeting against broad targeting.

The Solution

As EZiD sought to acquire new customers and increase awareness of its services, TikTok for Business’ lead generation solutions was suited to help them reach relevant users who are more likely to convert on their website. To enhance targeting and measurement, EZiD implemented Automatic Advanced Matching, which automatically detects form fields on web pages where the TikTok Pixel is installed. This feature securely captures email addresses and phone numbers entered on those pages using an industry-standard hashing algorithm, improving data accuracy for ad optimisation.

Testing against a control ad group using broad targeting, EZiD utilised Lookalike Audiences to leverage existing audience signals on TikTok Ads Manager and from an uploaded customer file. This focuses their ad spend on users who have a higher likelihood of converting, implementing a multi-touchpoint strategy that would nurture users along the customer journey. By combining it with Smart Targeting, EZiD allows TikTok to dynamically optimise ad delivery beyond their predefined Lookalike Audience settings when it predicts better performance.

The Results

EZiD’s strategic approach to TikTok advertising has delivered impressive results. By leveraging Lookalike and Custom Audiences, the platform achieved a 25.7% lower Cost Per Action (CPA) and a 4% uplift in Conversion Rate (CVR) in January 2025, compared to using broad targeting in the same period. By testing different targeting settings to improve campaign results over time, they recorded a 2.7x increase in Month-on-Month (MoM) impressions than that in December 2024. EZiD’s data-driven marketing strategy has allowed them to drive higher engagement and improve conversion efficiency while building a strong brand presence on the platform for long term impact.