Pineapple

Pineapple Scales Lead Volume by 1045% While Reducing Cost Per Lead with TikTok Ads

Pineapple partnered with RZ Digital to rapidly scale lead generation for its car insurance product on TikTok, without sacrificing cost efficiency or lead quality.

The objective was to unlock significant volume growth on a high-engagement platform while ensuring acquisition costs remained sustainable.

+1 045% leads

Car insurance lead volume increased by 1,045% using TikTok Lead Ads.

–69% CPL

TikTok Ads Cost Per Lead reduced by 69% while scaling lead volume efficiently.

2-Months

These results were achieved within two months of campaign launch.

THE COMPANY

Pineapple is a digital-first insurer focused on simplicity, transparency, and growth.

Pineapple is a South African digital insurance company offering car insurance through a modern, technology-driven model.

Known for its customer-centric approach and innovative use of digital platforms, Pineapple focuses on making insurance simpler, more transparent, and easier to access for consumers.

As a fast-growing digital brand, Pineapple relies heavily on performance marketing to acquire customers efficiently while maintaining strong lead quality at scale.

THE CHALLENGE

Scaling lead volume in a competitive insurance market without rising costs.

Pineapple needed to grow lead volume aggressively in a competitive insurance market.

Traditional channels and existing setups limited scalability, and increasing spend risked driving up cost per lead and lowering lead quality.

The challenge was to scale fast, maintain efficiency, and protect performance.

THE STRATEGY

A TikTok-first approach focused on platform-native lead generation.

RZ Digital implemented a TikTok-first lead generation strategy focused on creative diversity and platform-native optimisation.

The approach included:

TikTok Lead Ads optimised for conversion efficiency
Multiple creative formats to maximise audience engagement
Leveraging TikTok best practices for lead generation and delivery

THE EXECUTION

Creative diversity, continuous testing, and performance-led optimisation.

Launched TikTok Lead Ads using video, static, and carousel creatives
Tested multiple creative angles to identify high-performing combinations
Optimised campaigns for lead volume and cost efficiency
Continuously refined targeting and delivery based on performance signals

This allowed Pineapple to scale rapidly while maintaining control over acquisition costs.

THE RESULTS

Significant lead growth achieved while dramatically reducing acquisition costs.

Over a short campaign period, TikTok delivered exceptional performance:

+1,045% increase in lead volume
69% reduction in Cost Per Lead

The campaign achieved both scale and efficiency, significantly outperforming previous benchmarks.

WHY IT WORKED

Creative testing, platform alignment, and data-driven decision making.

Creative diversity: Multiple ad formats increased engagement and reach
Platform-native execution: TikTok’s lead products reduced friction and improved conversion rates
Data-led optimisation: Continuous performance feedback guided rapid scaling decisions

CLIENT FEEDBACK

What Pineapple experienced working with RZ Digital.

CirroAds product illustration showing campaign metrics

What Are Google Ads?

Google Ads, formerly called Google Adwords, is an online advertising platform created by Google specifically to help businesses reach their target audience and drive sales.

Essentially, advertisers can create targeted campaigns within Google Ads, bidding on select keywords, topics & relevant placements that resonate with their objectives to optimise conversion gains & ROI metrics even in competitive niches.

Whenever someone searches online for something related to the keywords your business has targeted (or browses around other popular digital platforms like YouTube or Gmail inbox).

They will likely see ads relevant to your business. This puts your brand in the foreground, enabling only the most effectively matched prospects to advance through sales funnel journeys aimed at converting them.