#TikTok Search Ads Campaign launch in U.S.
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Tiktok’s keyword-based search ad solution allows brands to target users directly in search results, stepping up its competition with Google’s ad business.
Previously, ads on TikTok’s search page were more generic. But now brands can tailor their ads to align with specific search behaviors.
Why it matters. TikTok has a growing role as a search engine for younger users – 57% of users use the app’s search function, according to internal TikTok data. This new feature lets you capture attention at critical moments of intent. TikTok’s move could threaten Google’s dominance, as younger users are increasingly using social media for search instead of traditional engines.
What can be done. Brands can now tailor ads to match TikTok’s unique search behaviors, which often blend intent-driven and spontaneous discovery.
The numbers. TikTok’s testing shows that combining Search Ads with In-Feed Ads boosts conversions by 20%, with users who don’t engage with an ad initially more likely to interact after seeing a related search ad.
The big picture. TikTok’s search capabilities continue to evolve, positioning the platform as a real contender in the search advertising space, and giving advertisers a new way to reach users who are actively seeking specific content.
But. The impending U.S. TikTok ban, which is expected to occur in January, could severely limit any threat to Google’s search ad dominance.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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