How to run TikTok search ads

The search shift from Google to TikTok

If you’ve caught yourself opening TikTok instead of Google to look up a new café, product review, or travel hack, you’re not alone. TikTok isn’t just for entertainment anymore; it’s becoming the go-to search engine for Gen Z and younger millennials.

According to Forbes, Google disclosed that around 40% of young people now use TikTok or Instagram instead of Google Search or Maps when looking for a place to eat or discover something new (Forbes, 2024). This marks a fundamental shift in how discovery and intent intersect. People no longer search for information, but for authentic experiences and real voices.

This change represents a huge opportunity for brands. TikTok is no longer just a platform for entertainment; it’s a full-fledged search engine powered by authenticity, community, and short-form video. And with the launch of TikTok Search Ads, businesses can now appear exactly when users are actively looking for what they offer.

What are TikTok search ads?

TikTok Search Ads were officially launched to give brands the capability to appear in the search results on TikTok, much like how Google Ads works, but with a more immersive, video-first, and visual-first twist.

This feature offer:

• Keyword-based targeting: You select which search terms you want your ads to be eligible for.
• High-intent reach: Because people are actively searching, these ads can catch them at a moment of real intent.
• Ad placement: Ads appear in the search results and in the in-feed experience that follows. As TikTok explains, once a user clicks a search ad, they can continue scrolling through the results, just like in a typical feed. TikTok For Business+1
• Creative formats: You can use video (the default) and image carousel assets, allowing flexibility. TikTok For Business
  

Think of them as TikTok’s answer to Google Search Ads,  but turbocharged with the power of video and creator-driven authenticity.

TikTok’s own data shows the power of Search Ads: when used alongside In-Feed Ads, advertisers saw on average a 20% lift in conversions, and 18% of users who didn’t convert after seeing an In-Feed Ad did convert after seeing a related Search Ad. TechCrunch+2TikTok For Business+2

Why TikTok search matters more than ever

 Discovery is now visual

TikTok’s dominance isn’t just about its algorithm; it’s about trust. Users turn to creators and real people for recommendations, not polished corporate websites. As a result, search on TikTok feels more authentic, personal, and community-driven.

Research by eMarketer found that the top three reasons people search on TikTok are to explore personal interests, educate themselves, and be entertained. That means your brand can appear right in the mix of organic, high-intent discovery moments.

And because TikTok’s algorithm continues to show users similar content after they’ve searched for a term, visibility from one search doesn’t stop at a single impression – it can lead to ongoing organic exposure.

The power of Gen Z discovery

For Gen Z, discovery looks different. They value authenticity over polish, transparency over perfection, and community over celebrity. Brands that thrive with this generation – think Fenty, Crocs, or Blank Street Coffee, have become increasingly popular due to to this.

According to ContentGrip (2025), Gen Z’s purchasing behaviour is shaped by five key drivers:

• Authenticity over polish: raw, real content feels more trustworthy than perfect branding
• Transparency in AI and automation: they want to know how products are made or marketed
• Local pride with global taste: cultural roots matter, but so does creative fusion
• Community over celebrity: micro-creators and niche communities hold more influence than mega-influencers
• Purpose in practice: sustainability, inclusivity, and ethics aren’t buzzwords – they’re buying motivators

TikTok is where all these values converge, making it the ideal environment for brands to use Search Ads to reach audiences who want to discover something new, but also want it to feel real and relatable. Ads that align with these values are more likely to capture attention, foster trust, and drive conversions.

The algorithm works in your favor

Once a user searches for something, TikTok’s algorithm continues to serve them similar content in:

• Their For You Page
• Related videos
• Future searches
• In-Feed recommendations

This creates a compounding discoverability effect where a single search query can lead to multiple impressions over time.

How to set up TikTok search ads

Step 1: Define your campaign objective

TikTok offers two primary objectives for Search Ads:

• Traffic: Drive users to your website or landing page.
• Web Conversion: Encourage users to take action, like completing a purchase or signing up.

Your choice depends on your broader marketing goal – whether you want to build awareness or drive direct sales.

Step 2: Choose your keywords

Like Google Ads, TikTok Search Ads are keyword-based. You can target the specific words or phrases users are typing into the search bar.

Tips for keyword targeting:

• Start with tight, focused themes. Instead of broad terms like “shoes,” use “best running shoes for women.”
• Include high-intent phrases. Think “buy,” “review,” or “how to.”
• Use negative keywords to prevent your ads from showing on irrelevant searches.
  Use TikTok’s keyword suggestion tool – Built directly into Ads Manager.
• Study organic trends – Use TikTok search bar autocomplete and creator videos to identify trending queries.

Pro tip: Use TikTok’s built-in keyword suggestion tool or third-party platforms to identify trending search terms relevant to your niche.

Step 3: Build engaging creative

TikTok ads that perform best feel native, not like traditional ads. Use these creative principles:

• Hook quickly: The first 2–3 seconds should grab attention and ideally reflect the search term (e.g., include the keyword in voiceover or text). ZEMO Digital
• Be sound-first: Prioritise audio + voiceover, especially aligning with the search query. ZEMO Digital
• Mix creative formats: Use video and image carousel in the same ad group, if possible. TikTok’s system will choose which one to show based on relevance. TikTok For Business
• Leverage user-generated content (UGC): Use real creators, testimonials, demos, and socially proofed content to resonate more authentically.

Step 4: Set your bids and budgets

TikTok gives advertisers control over bidding strategies and daily budgets. Start small, then scale based on performance data.

Monitor metrics like:

• Click-through rate (CTR)
• Conversion rate (CVR)
• Cost per acquisition (CPA)
• Engagement rate (likes, comments, shares)

Use these insights to refine your targeting, creative, and keyword strategy.

Step 5: Launch, test & optimise

Once your ads are live:

• Check your Search Term Reports regularly
• Add high-performing search terms
• Exclude irrelevant or low-quality queries
• Refresh your creative every week to avoid ad fatigue
• Scale the winning ad groups and pause underperformers

Monitor search term reports

Find real user search queries, then:

• Add high-performing terms as new keywords
• Exclude unqualified searches
• Discover new content ideas based on trending queries

Refresh creative every 7–10 Days

TikTok’s audience burns through content quickly. Frequent creative iteration boosts performance and relevance.

Double down on winners

Increase budget for top-performing ad groups and keywords while pausing underperformers.

Tips to maximise TikTok search ad performance

1. Align with search intent

Think about why someone is searching. Are they looking for information, inspiration, or a product recommendation? Craft your creative and captions to match that intent.

For example:

• “How to style platform Crocs” → tutorial-style video
  “Best budget skincare for teens” → product lineup with authentic reviews

2. Combine search ads with in-feed ads

TikTok’s data shows that running both ad types together delivers better performance. Search Ads capture intent, while In-Feed Ads build awareness.

This multi-layered approach ensures users see your brand during different stages of the discovery journey.

3. Keep it authentic

TikTok users value realness. Avoid overly polished or corporate tones. Use trending sounds, behind-the-scenes clips, or customer testimonials to keep content grounded and relatable.

4. Use data for continuous optimisation

TikTok’s Ads Manager provides detailed insights into performance. Test different keywords, creatives, and CTAs. Identify what resonates most and double down on it.

5. Don’t forget TikTok shop integration

If you sell products directly, TikTok Shop can close the loop from discovery to purchase – all within the app. With integrated search and shopping, your ads can turn inspiration into conversion instantly.

Using spark ads + search ads together

Spark Ads allow you to run ads from a creator’s organic post. When paired with Search Ads, this creates a powerful combination of trust and visibility. For example:

• Repurposing viral videos
• Using creator-led reviews for high-intent keywords

2. Understanding TikTok’s search ranking signals

Break down what influences your ad’s placement, such as:

• keyword relevance
• video watch time
• engagement signals
• user interaction history
• category match

This is valuable because most brands don’t know TikTok treats Search similar to SEO and social signals.

3. Building ‘search-optimised’ creative

Explain how to design creative specifically for search intent, not just in-feed browsing.

Example frameworks:

• Problem → Promise → Proof → CTA
• “TikTok SEO hooks” like putting the keyword in the spoken audio
• Adding captions and hashtag keywords that match your target terms

The bigger picture: TikTok search and the future of discovery

Traditional search engines prioritise text, keywords, and rankings. TikTok prioritises experience, engagement, and emotion. It’s not just about finding answers – it’s about discovering stories, voices, and communities.

For brands, this means success on TikTok requires a different mindset. It’s not just about ad spend or SEO; it’s about creativity, culture, and connection.

Those who embrace TikTok’s ecosystem – blending authenticity with data-driven strategy – will be the ones who thrive in this new era of discovery.

Why TikTok Search Ads Are a Smart Move for Brands

Reach high-intent audiences

Unlike passive scrollers, users who search are actively looking for something. That makes TikTok Search Ads a high-intent advertising opportunity where curiosity meets conversion.

Expand your visibility

Search Ads don’t compete with organic content – they complement it. You can appear alongside creators, tutorials, and reviews, giving your brand visibility in trusted spaces.

Drive incremental conversions

TikTok’s internal data shows advertisers who run Search Ads see on average 20% more conversions and better cost-per-acquisition rates compared to using In-Feed Ads alone.

Capture the full customer journey

From discovery to purchase, TikTok now supports every stage of the funnel. Users can find your product, watch reviews, and check out… all without leaving the app.

Conclusion: The future of search is social

TikTok Search Ads represent a significant shift in digital marketing. They merge the precision of search advertising with the creativity and authenticity of social content. For marketers, this is more than a new feature. It’s a chance to appear at the exact moment users are most curious, most inspired and most ready to take action.

For marketers, this is more than a new ad format – it’s a chance to show up when audiences are most curious, most inspired, and most ready to engage.

If your brand wants to reach the next generation of consumers, it’s time to think beyond Google and start optimising for TikTok search.

At Embryo, we help brands craft high-performing TikTok campaigns that connect creativity with conversion – from keyword strategy to content production.

Because in 2025 and beyond, the brands that win won’t just be found; they’ll be followed.