Resume.co

The Objective

Driving Conversions and Reaching High-Intent Users

Resume.co, a leading resume builder used by thousands of job seekers every day, sought to improve acquisition efficiency by reaching users with a clear intent to act. While the platform had already been delivering strong results for lower funnel and BAU activity, the team aimed to further improve efficiency by capturing users with even higher intent.

To unlock this opportunity, the team turned to TikTok’s newly launched Search Ads product, aiming to connect with motivated users at the moment of intent.

Introducing TikTok Search Ads

TikTok Search Ads Campaign is a performance-driven advertising solution that enables brands to reach high-intent audiences by placing keyword-targeted ads directly within TikTok's search results. As users increasingly turn to TikTok for product discovery and information, Search Ads Campaign allows advertisers to connect with users actively seeking content related to their offering.

The Solution

Launching TikTok Search Ads to Capture Intent-Driven Web Conversions

TikTok Search Ads allowed Resume.co to target users based on their search behavior, reaching audiences already seeking help with their job search. The team launched a dedicated Search Ads campaign with:

• Manual bidding to control CPA and remain competitive on key search terms.

• Keyword targeting aligned with user pain points (e.g., “resume template,” “job application help”).

• UGC-style creatives sourced through TikTok One, designed for authenticity and relevance within the search environment.

The campaign was optimized for web-based conversions, sending users directly to Resume.co's site to start building resumes.

The Results

Record-Breaking Performance Across All Key Metrics

The TikTok Search Ads campaign quickly became Resume.co’s top-performing TikTok initiative:

• -50% CPC: Cost-per-click was reduced by more than half compared to BAU campaigns

• +300% CTR: Click-through rate surpassed benchmarks by over 300%

• +25% Conversions: Outperformed all other TikTok campaigns in volume

This campaign not only proved TikTok’s ability to drive performance, but also validated Search Ads as a new, scalable acquisition channel for freemium web products.