TikTok Launches Search Ad Campaigns: What It Means for Brands

How TikTok’s New Search Ad Campaigns Offer Brands More Control Over Their Reach

TikTok has just rolled out a game-changing feature—TikTok Search Ad Campaigns—which allows advertisers to bid on specific keywords and appear in search results, giving them direct access to users' searches. This marks a big upgrade from last year’s Search Ads Toggle feature, and it’s designed to capitalize on TikTok’s growing use as a search engine, particularly among Gen Z.

David Kaufman, TikTok’s Global Head of Monetization Products and Solutions, shared that the platform is evolving how advertisers tap into search behavior. In fact, TikTok revealed that 57% of its users utilize the app’s search functionality, with 23% of users searching for something within just 30 seconds of opening the app. It’s clear: TikTok is more than just a social platform; it's becoming a search powerhouse.

How do TikTok Search Ad Campaigns work?

Let’s say you’re a drink brand wanting to promote your product. With TikTok Search Ad Campaigns, you can bid on terms like “soda taste test” or “citrus drink.” This enables your ad to appear alongside organic content, targeting users who are already interested in related topics—no matter where they are in their customer journey. The search ad will show up alongside organic content like this ↓

During TikTok’s testing phase, they found that advertisers who combined search ads with in-feed ads saw a 20% increase in conversions. The ability to customize ad messaging to specific keywords also allows brands to be more strategic, ensuring their content resonates with what the user is searching for.

Why this matters for your brand:

TikTok’s search results pages already display ads, but this new update gives advertisers more control over their ad placement and messaging. By bidding on relevant keywords, brands can now reach highly engaged users who are actively looking for content or products in their niche. This update could be a game-changer for businesses looking to reach TikTok’s massive and engaged audience, especially in markets where search habits are shaping purchase decisions.

The takeaway?

TikTok Search Ad Campaigns give brands a new, targeted way to reach active customers on the app, driving both traffic and conversions. This feature is available in the U.S. now and is being tested in other markets.