TikTok aims to take on Google with new Search Ads Campaign

TikTok is making a bold move in the advertising world by officially launching its new “Search Ads Campaign,” a feature that allows advertisers to target users directly within TikTok’s search results. This marks a significant step for the social media giant as it pushes further into Google’s territory, which has long dominated the search ad landscape.

TikTok’s rise as a search platform is already reshaping how users look for information. According to the company, more than 57% of its users rely on its search functionality, and nearly a quarter of them begin searching within just 30 seconds of opening the app. As more users shift to social media for their search needs, TikTok’s new Search Ads Campaign capitalizes on this trend by offering brands the ability to connect with high-intent audiences exactly when they are searching for something specific.

The Search Ads Campaign expands on TikTok’s previous search ad offerings, now providing more robust tools for advertisers. With this new feature, brands can control how and where their content appears in search results, using sophisticated keyword-based targeting. These ads blend seamlessly into the user experience, appearing just like organic content within the search feed.

For advertisers, the benefits are clear. TikTok’s search ads offer a unique opportunity to target users when they are actively seeking information, making it easier to capture attention at key decision-making moments. This can be a game-changer for brands looking to increase engagement and drive conversions. In fact, testing by TikTok showed that brands running both Search Ads and In-Feed Ads saw a 20% boost in conversions, while 18% of users who initially ignored In-Feed Ads were more likely to engage after seeing related Search Ads.

This move represents a direct challenge to Google’s longstanding dominance in the search advertising business. Google has already acknowledged that younger users are increasingly turning to platforms like TikTok and Instagram for their searches. With the introduction of Search Ads Campaign, TikTok is positioning itself as a legitimate alternative for advertisers seeking to target this shifting audience.

TikTok’s influence on consumer behavior, particularly in the realm of product discovery, is already well-documented. A recent study highlighted that the platform not only helps users discover new products but also significantly boosts artists’ visibility in the music industry. With Search Ads Campaign, TikTok is looking to expand this influence into other industries, offering brands more control over how they reach potential customers at the precise moment of interest.

When a user types in a search query, the ads appear within the search results, offering a seamless browsing experience. The Search Ads Campaign supports both video and image-based formats, giving advertisers flexibility in how they present their content. A keyword suggestion tool helps brands identify relevant search terms, and the system dynamically selects the best creative to display based on user behavior.

Advertisers can also optimize their campaigns over time by adjusting keywords, bids, and budgets. TikTok encourages ongoing optimization to keep pace with evolving search trends, ensuring that brands remain competitive in the search ads auction and continue to engage high-intent users.

Several brands have already tested TikTok’s Search Ads Campaign with notable success. For instance, beauty brand Glossier leveraged the new search capabilities to drive 8,500 additional clicks to its website, resulting in over 1,000 conversions. Mejuri, another brand, saw an 88% improvement in cost-per-acquisition (CPA) and an 11% increase in return on ad spend (ROAS) by targeting users directly within search results.