Two form destinations instead of one: +178% lead volume for a Ford dealer
Commentary byROASArchiveOur analysis, not theirsAl Jazirah Vehicles Agencies, a Saudi Ford dealer, let TikTok send people to either an Instant Form or a Website Form and got 178% more leads than campaigns using the Website Form alone.
CPM was 7.7% lower. The split test ran during Ramadan 2026.
- Lead volume: up 178% against the Website Form-only control.
- CPM: down 7.7%.
- Cost per lead and lead counts are not shared, so we can't tell if leads got cheaper or only more numerous.
- Lead quality is not reported. Instant Forms are quicker to fill in, which can bring more low-intent leads.
The change
Before
Control campaigns sent everyone to a Website Form.
After
Test campaigns used Multiple Location Selection, which routes each person to an Instant Form or the Website Form based on intent, with Target Cost per Result bidding. Creatives showed Ford SUVs with installment pricing for Ramadan.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- An in-app form removes the page load, so people who would drop off on a website can still submit.
- Offering both destinations lets those ready to browse go to the site while quick deciders use the form.
- The test also changed bidding to Target Cost per Result, so the lift is not down to form routing alone.
Caveats: TikTok published this about its own features, so it is vendor-reported. It was a split test, but conversions, spend and cost per lead are not shared, and the test changed more than one thing.
How to run this in your account
- Hypothesis
- If we let the platform route people to an Instant Form or our website form, then lead volume will rise, because each person gets the path with less friction for them.
- Primary metric
- Lead volume
- Guardrails
- Cost per lead
- Lead-to-sale rate
- Contact rate on Instant Form leads
- Who should try it
- Lead-gen advertisers whose website form loses people on mobile, such as car dealers or local services. It fits less if your sales team can't handle a jump in lower-intent leads.
Who got the result
TikTok for Business · Al Jazirah Vehicles Agencies published this result (Platform success story). The numbers are theirs; the summary and commentary on this page are ours.
Questions
Should TikTok lead ads use Instant Forms or a website form?
In this split test, using both with intent routing brought 178% more leads than a Website Form alone. Lead quality was not reported.
What is Multiple Location Selection on TikTok?
A setting that lets one campaign send people to more than one conversion destination, here an Instant Form and a Website Form, based on intent.