Breakroom cut TikTok cost per acquisition 96.6% in the US by moving from broad to interest-based audiences.
Breakroom set out to build its brand in the US through TikTok. Its first campaign, on TikTok's recommended broad audience, failed to find the right users.
Winner, Innovative Agency of the Year UK Agency Awards 2026
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The results
The new audiences cut cost per acquisition by over 95% in two weeks. The campaign then scaled on Smart+.
- -96.6%Cost per acquisition on TikTokBreakroom
- Over 95%Fall in cost per acquisition within two weeks of the interest-based audiencesBreakroom
- Target metCost per acquisition held at target while budgets rose on Smart+Breakroom
The challenge.
Breakroom was launching in an unfamiliar market with no earlier data. With no learnings to guide it, the broad campaign did not find the right people, cost per acquisition sat above acceptable levels and the US plan stalled.
- Client
- Breakroom
- Sector
- Employer comparison platform
- Work
- TikTok paid social
What PUSH did.
PUSH researched how US workers think and found low pay to be the main emotional driver. It built tight interest audiences around financial stress and job dissatisfaction and paired them with lines such as "Think you're underpaid? See how your job compares!".
Once the audience and message worked, PUSH moved the campaign to TikTok's Smart+, which expanded reach and adjusted bids in real time while cost per acquisition held steady as budgets rose.
More case studies.
BreakroomTikTok paid social-41%Cost per leadBreakroom cut cost per lead 41% on TikTok while lead volume grew 76% month on month.Read the case study
Cash 4 Gold-NowPaid social and UGC creative£45 to £24Cost per lead in three monthsCash 4 Gold-Now cut cost per lead from £45 to £24 with videos that looked homemade.Read the case study
Fantasy Football HubPaid social and AI video+49%Paid sign-ups on Meta, year on yearFantasy Football Hub grew paid sign-ups on Meta 49% year on year and won Best Use of Video at the UK Agency Awards 2026.Read the case study
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Results differ by account. The stories above are what happened for those clients.
