Gismart turns TikTok into a profitable growth channel with Bïrch automations

Challenge

When Gismart's growth team first started advertising on TikTok for their apps (like Dancebit, a weight-loss dancing app), the channel struggled to break even. TikTok was a promising platform given its huge audience, but early campaign efforts were unprofitable. High customer acquisition costs and slow optimization feedback made it difficult to scale TikTok ads for Dancebit and other titles.

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Solution

Gismart implemented a solid automation strategy using Bïrch. The approach combined Bïrch's powerful rule-based automation with TikTok's new AI-driven campaign features:

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Real-Time Actions

Campaigns are monitored every 15 minutes, allowing for near-instant bid and budget adjustments based on current CPA.

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Dynamic Performance Adjustments

The ability to check and react to performance trends from recent hours, rather than making delayed adjustments based on daily averages.

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Combining TikTok Smart+ campaigns with Birch automation

Automated targeting and bidding by TikTok, enhanced with Bïrch automated budget control rules.

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Custom Formulas for Budget Pacing

Maintaining a share of unused budget, keeping a significant portion available for scaling of well-performing ad sets, enabled by Birch’s advanced custom metric builder.

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Integration with External Performance Data

Campaign management is based on reliable, real-time performance insights thanks to Bïrch’s integration with external tracking sources.

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Results

• 6.5x scale with profitability: Q1 2025 TikTok spend was 6.5x higher than Q4 2024 while hitting ROI targets
• Positive ROI unlocked: TikTok became a reliable, profitable channel
• Smart+ campaigns validated: now Gismart's default TikTok format with Bïrch automations
• Faster decisions, better outcomes: Bïrch's 15-minute rule cycles allowed for agile and efficient scaling
• Operational efficiency: Bïrch automation allowed the team to focus on strategy rather than manual adjustments