TikTok Launches Search Ads Campaigns, Allowing Advertisers to Run Keyword-Based Ads in Search Results
TikTok / Search Ad Campaign
TikTok introduced Search Ads Campaign, a new feature in TikTok Ads Manager that enables advertisers to serve keyword-based ads on the platform’s search results page. With objectives focused on driving traffic and web conversions, advertisers gain access to enhanced features and targeting capabilities, including keyword suggestions that provide the monthly search volume for individual keywords.
TikTok / Search Ads
Initial testing showed that advertisers running Search Ads alongside In-Feed Ads experienced a 20% increase in conversions.
Why It Matters: TikTok’s latest ad solution taps into evolving search behavior, with over 50% of people now preferring to research products via video and social platforms rather than traditional search engines. On TikTok, 57% of users utilize its search functionality, and nearly a quarter search for something within 30 seconds of opening the app.
Building on the earlier Search Ads Toggle feature, advertisers can now run dedicated search ad campaigns, giving them control over keywords and audience targeting. This allows them to reach high-intent users actively searching for terms related to their brand, products, or services—especially valuable as the holiday season approaches.
To maximize performance, brands should incorporate creator content into these campaigns, ensuring ads blend seamlessly with the organic content searchers expect.
TikTok’s Search Ads Campaign is a direct competitor to Google’s paid search ads. For brands prioritizing TikTok as a key channel, this offers a reason to shift part of their search ad budget to TikTok’s more robust solution.
While TikTok has a long way to go before challenging Google’s dominance, the platform is positioning itself to compete in certain search categories. According to a survey, Gen Z tends to use TikTok for searches related to gift ideas, beauty, wellness, fitness, recipes, and meal inspiration, in contrast to using Google for these topics.
