Webinar sign-ups on TikTok vs Meta: ~$9 vs ~$2 per lead
Commentary byROASArchiveOur analysis, not theirsA community member's post shared by @SamPiliero reports that webinar sign-ups for one online course cost about $9 per lead on TikTok and about $2 per lead on Meta, so TikTok was stopped early.
Meta came out far cheaper, but this is a campaign comparison, not a controlled split test.
- TikTok cost per lead: about $9.
- Meta cost per lead: about $2, which works out to under a quarter of the TikTok price.
- Revenue: the post gives revenue and profit only for the whole run across both platforms, so lead quality and sales per lead by platform are unknown.
The change
Before
Webinar sign-ups were bought on TikTok at roughly $9 per lead.
After
The same goal on Meta cost roughly $2 per lead.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- Meta's lead and sign-up optimization has a long history, so it may find people who fill in forms more cheaply.
- Webinar offers often suit an older or more intent-driven audience, which may sit more on Meta than TikTok.
- Cheaper leads only matter if they show up and buy, and that part of the funnel is not shown.
Caveats: Self-reported comparison of two campaigns run side by side by a community member (name blurred) and shared by @SamPiliero, not a split test, and both figures are approximate. TikTok was stopped early, so it ran for less time. Lead counts, the creative used on each platform and sales by platform are not shared. Income results from info products vary and are not typical.
How to run this in your account
- Hypothesis
- If we run the same webinar offer on Meta and TikTok with matched budgets, then we will learn which platform gives cheaper, better leads because each audience responds differently to sign-up offers.
- Primary metric
- Cost per lead
- Guardrails
- Show-up rate
- Sales per lead
- Cost per sale
- Who should try it
- Info-product and course sellers who run webinars. It may not hold if your audience is young and lives on TikTok, or if your creative was built for one platform only.
Questions
Are TikTok leads cheaper than Meta leads for webinars?
Not in this case. Webinar leads cost about $9 on TikTok and about $2 on Meta.
Should I judge webinar ads on cost per lead alone?
No. Cost per lead is a start, but show-up rate and sales per lead decide profit, and those weren't shared here.