How TikTok Search Ads Elevate Your Marketing Strategy

TikTok has evolved from an entertainment hub into a powerful, visual-first search engine that is transforming how users discover information. While its search functionality once focused on trend-based queries—like viral sounds, challenges, and influencers—it now serves as a go-to resource for everything from product reviews and tutorials to travel recommendations and shopping inspiration. 

This shift has created a unique opportunity for businesses to leverage TikTok Search Ads to connect with highly engaged audiences.

As of June 2024, 57% of TikTok users reported using the platform’s search function, with nearly a quarter beginning a search within 30 seconds of opening the app. 

Unlike traditional search engines like Google, TikTok Search delivers fast, immersive, and visually engaging answers through bite-sized, user-generated videos. 

For ecommerce brands, TikTok Search Ads offer a prime opportunity to connect with high-intent users actively seeking products or solutions. 

This article will explore how TikTok’s search capabilities have evolved, what sets TikTok Search Ads apart from other advertising formats, and how businesses can optimize their content for maximum visibility. 

TikTok Search Ads vs. Google Search

TikTok’s search functionality stands out from traditional search engines like Google, particularly in the context of ecommerce. While Google relies on text-heavy search results, TikTok delivers short, engaging videos tailored to user queries. 

This fundamental difference caters to changing consumer behaviors, especially among visual learners who prefer to see products or services in action rather than read lengthy descriptions.

Visual content drives trust and engagement, making it especially effective for:

1. Product Tutorials: Users can quickly learn how a product works through step-by-step demonstrations.
2. Product Comparisons: Side-by-side video reviews highlight the differences between competing products, helping users make more informed purchase decisions.
3. Social Proof: User-generated content (UGC) fosters trust, as real people share their opinions, reviews, and experiences with a product.

Picture searching for a beauty product like “best concealer for dark circles.” On Google, the search results typically include blog posts, online articles, and product listings, requiring users to click through multiple pages for relevant information.

On TikTok, the results are immediate and visually compelling—users can watch real people apply and compare products, demonstrating their effectiveness in under 30 seconds. 

This visual, authentic experience resonates strongly with modern shoppers, who increasingly turn to TikTok for discovery over traditional search platforms.

Best Practices for TikTok Search Ads

Success with TikTok Search Ads requires brands to align their strategies with user intent while crafting optimized content that resonates with the platform’s search behaviors. By combining keyword strategies, creative testing, and continuous optimization, ecommerce brands can capture high-intent audiences ready to take action.

Build a Strong Keyword Strategy

Keywords are the backbone of any TikTok Search Ad campaign, helping brands align their content with what users are actively searching for. 

While TikTok previously allowed advertisers to appear in search results by toggling the “Search results page” option, the platform now enables brands to create dedicated search campaigns. 

Advertisers can target specific search terms using broad or exact-match keyword strategies—similar to Google—while optimizing campaigns for search placement. 

Broad match keywords maximize reach, while exact match keywords ensure relevance, driving stronger results.

This control allows brands to reach users actively searching for their products or services, ensuring campaigns capture high-intent audiences.

For example, a brand selling affordable winter jackets could use exact match keywords like “women’s winter jacket under $100” or “affordable black coat” to align with specific search queries. 

On the other hand, a broad match keyword like “winter jackets” or “women’s coats” would cast a wider net, capturing users who might be searching for related terms, such as “best winter fashion” or “warm jackets for women.” 

By starting with a broad list of keywords, brands can maximize reach, analyze performance, and refine their list over time to ensure relevance and efficiency.

TikTok’s Keyword Suggestion Tool simplifies this process by providing advertisers with search volume predictions and related keyword recommendations. 

A beauty brand targeting “hydrating serum” might discover high-volume phrases like “best serum for dry skin” or “winter skincare essentials.” 

By analyzing performance data and refining their keyword lists over time, advertisers can strike the right balance between reach and precision to drive conversions effectively.

Create Content That Matches Search Intent

When users search on TikTok, they are typically looking for specific, visual answers that feel authentic and actionable. To align with this behavior, brands should focus on creating content that mirrors the most common search queries:

• Product Reviews: Videos featuring real users or influencers offering honest opinions about a product’s performance. 
• Tutorials: Step-by-step demonstrations showing how a product works in real-life scenarios. A beauty brand optimizing for the search query “best mascara for volume” could feature a tutorial showing before-and-after results. 
• Product Comparisons: Side-by-side breakdowns that highlight differences between competing products.
• Social Proof: Content that builds trust, including user-generated videos with comments and testimonials. Including social proof through on-screen user testimonials or comments amplifies credibility and helps encourage purchase decisions. 

Test Different Creative Formats

While TikTok is widely known as a video-first platform, static images and carousel ads can be particularly effective in search placements where users are looking for fast, actionable information.

• Static Images deliver clear messaging, showcasing product features, benefits, or pricing in a single frame. For high-intent searchers, this simplicity can lead to stronger conversion rates.
• Carousels allow brands to present multiple views or variations of a product, offering deeper context and detail without requiring users to navigate away.

Testing both TikTok search ads formats alongside traditional video ads can uncover which creative resonates most with audiences. A fashion brand might use a carousel ad to display different angles of a winter jacket or a static ad highlighting a limited-time promotion.

Align Content with TikTok’s Algorithm

TikTok’s algorithm prioritizes content that resonates with users by analyzing behaviors such as likes, comments, shares, watch time, and search activity.

To capitalize on this, brands must:

• Focus on Authentic, UGC-Style Storytelling: Content that feels organic and relatable—like customer testimonials, product reviews, and creator-led demonstrations—drives higher engagement, a key signal for TikTok’s algorithm. 
• Optimize for Search: Include relevant, high-volume keywords in captions, hashtags, and on-screen text to align content with trending searches. Queries like “winter skincare must-haves” or “top-rated hiking gear” should guide both organic and paid strategies.
• Leverage Trending Features: TikTok rewards content that taps into trends, such as viral sounds, challenges, and formats. Brands can integrate trending elements into campaigns while ensuring content aligns with search intent.

Partner with Influencers to Boost Discoverability

Influencer collaborations are an invaluable tool for driving visibility and credibility within TikTok’s search ecosystem. 

High-quality, creator-generated content not only engages users but also supports TikTok Search Ads in several ways:

• Enhance Search Rankings: TikTok’s algorithm prioritizes videos with strong engagement—likes, shares, and comments—all hallmarks of influencer content. For example, a fitness influencer demonstrating a “high-protein smoothie recipe” using a brand’s protein powder could naturally rank for searches like “best protein shakes” or “healthy protein recipes.”
• Drive Branded Search Behavior: Creators build trust with their audiences, encouraging viewers to search for specific products or brands mentioned in their videos. A skincare influencer casually highlighting a moisturizer might prompt viewers to search for the product on TikTok, increasing its visibility and capturing high-intent users.
• Repurpose Influencer Content for Spark Ads: Brands can amplify the impact of influencer collaborations by turning organic videos into Spark Ads. These ads retain the creator’s original engagement metrics—likes, comments, and shares—enhancing credibility and performance in TikTok search results.

Combine Influencer Content with Search and In-Feed Campaigns

Running TikTok Search Ads alongside in-feed campaigns creates a powerful synergy that boosts performance. 

In-feed ads introduce users to a brand or product with visually engaging, organic-feeling content, while Search Ads capture users already showing intent to act. 

This natural funnel reinforces brand messaging across multiple touchpoints, driving stronger conversions.

When partnering with influencers, brands can maximize this effect. Influencer-generated content builds trust and authenticity, resonating with users across both ad placements. For example, a fashion brand might collaborate with a creator to showcase “winter outfit ideas” and run the video as both an in-feed ad and a Search Ad targeting keywords like “affordable winter jackets.”

By combining influencer strategies with in-feed and TikTok Search Ads, brands can amplify discoverability, engage high-intent audiences, and improve overall campaign results.

Continuously Optimize for Performance

TikTok Search Ads require ongoing monitoring and optimization to maintain efficiency and ROI. 

TikTok Ads Manager allows brands to analyze data at the keyword and search-term level, making it easier to identify what’s working and what isn’t. Brands should:

• Exclude Irrelevant Keywords: Remove search terms that generate impressions but don’t align with campaign goals or lead to conversions.
• Prioritize High-Performing Terms: Double down on keywords that deliver the best results and adjust bids to maximize performance.

Over time, refining keyword lists ensures campaigns focus on high-quality traffic with strong purchase intent.

How Brands Are Leveraging TikTok Search for Leads and Sales

TikTok’s search functionality allows businesses to strategically place ads where users are already primed to take action, creating a streamlined path to conversion.

A strong example of this success comes from Teleties, a hair accessories brand that implemented both Broad Match and Exact Match keyword strategies, lowering their cost-per-click (CPC) by an impressive 45%. 

While both strategies drove a positive return on ad spend (ROAS) above 1x, Exact Match keywords significantly outperformed Broad Match—delivering 40% stronger results. 

This performance highlights the ability of TikTok Search Ads to reach a targeted, high-intent audience actively looking for solutions like Teleties’ hair accessories.

Another example comes from a leading supplement brand we work with that leveraged TikTok Search Ads to test branded and Exact Match search terms. 

By combining these terms with UGC-style TikTok Creative Challenge (TTCC) ads, the brand achieved an outstanding 9x ROAS.

This success stemmed from the ability to capture users searching for the brand directly or highly relevant keywords. Notably, the campaign demonstrated that TikTok’s search placement can drive performance when paired with relatable, user-generated content that resonates with consumer needs.

These examples underscore the unique opportunity TikTok Search Ads present for brands: the ability to meet users exactly where they are in their journey—actively searching for products, solutions, or information. 

Measuring Lead and Sales Performance on TikTok Search

Effectively measuring the success of TikTok Search Ads is critical for businesses aiming to optimize their campaigns for lead generation and sales. 

TikTok’s reporting capabilities provide robust tools for analyzing performance at both the keyword and search term levels, giving advertisers the insights they need to make data-driven decisions.

To start, TikTok Search Ads support a range of objectives, from top-of-funnel awareness to bottom-of-funnel conversions. For businesses focused on long-term success, starting with broader objectives—such as brand awareness—can help lay the groundwork for stronger performance over time. 

As campaigns gather data, businesses can gradually optimize for more targeted, conversion-driven results.

One of TikTok’s key strengths lies in its Ads Manager reporting tools. These tools allow advertisers to drill down into performance metrics by keyword and search term. For example:

• Advertisers can identify high-performing search terms driving clicks, leads, and sales, even if those terms weren’t originally on their keyword list. These can then be added as exact-match keywords to maximize performance.
• Conversely, advertisers can easily negate irrelevant search terms—phrases that receive impressions but fail to meet KPIs—ensuring ad spend is directed toward the most valuable searches.

Let’s say an auto insurance brand runs a TikTok Search Ads campaign targeting keywords like “affordable car insurance” and “best insurance rates.” 

Using TikTok’s reporting tools, they discover a surge in searches for “dash cam fraud videos,” a trend triggered by viral TikTok content. 

While this term aligns with their product category, it doesn’t convert into leads. By negating the term, the advertiser ensures their budget is focused on high-intent keywords that align with their business goals.

TikTok’s reporting also supports analyzing campaign performance across broader objectives, such as click-through rates (CTR), cost-per-click (CPC), and return on ad spend (ROAS). 

For instance, the supplement brand mentioned earlier achieved a 9x ROAS by setting high bids on branded and exact-match search terms, paired with user-generated content (UGC)-style ads. 

The ability to track performance at a granular level allowed the brand to optimize its campaign and identify strategies for future success.

For brands looking to measure leads and sales beyond TikTok’s reporting dashboard, third-party analytics tools and post-purchase surveys can provide additional insights.

Solving Challenges with TikTok Search Ads

While TikTok offers tremendous potential for ecommerce growth, brands face unique challenges when integrating TikTok Search Ads into their marketing strategies. 

Addressing these challenges requires agility, experimentation, and a deep understanding of user behaviors on the platform.

Navigating Lower Search Volume

One of the primary challenges with TikTok Search Ads is the relatively lower search volume compared to traditional search platforms like Google.

This is partly due to TikTok’s user behavior, where the majority of time is spent scrolling through the For You Page rather than actively searching. 

Additionally, niche or highly specific keywords may not generate sufficient impressions to justify significant ad spend.

To overcome this, businesses should:

• Broaden their keyword lists to include a mix of Broad Match and Exact Match keywords. Broad Match can help capture incremental volume, while Exact Match ensures relevancy.
• Monitor search term data closely to identify opportunities for expansion and eliminate irrelevant keywords.

Rapidly Changing Trends and User Behavior

TikTok’s fast-paced environment is driven by ever-changing trends and short user attention spans. What works one day may not resonate the next, making it essential for brands to constantly test and iterate their creative strategies. 

Brands that rely on static or outdated content risk falling behind. To stay ahead, businesses should:

• Adopt a nimble creative process, producing a high volume of testable assets.
• Embrace UGC-style content and collaborate with creators who can produce fresh, trend-aligned videos quickly.

Standing Out in a Competitive Environment

As search volume on TikTok grows, so will competition for keywords. Brands that fail to differentiate themselves risk losing visibility to competitors bidding on similar terms.

To address this, businesses can:

• Create tailored content that directly addresses user queries and search intent. Producing videos that compare two similar products or provide quick tutorials can set a brand apart in search results.
• Pair Search Ads with in-feed ad campaigns to create a cohesive, multi-touch strategy that reinforces brand messaging.

The Future of TikTok Search Ads:
What’s Next for Ecommerce and Lead Generation?

TikTok’s transformation into a dynamic search platform is just beginning, and the opportunities for ecommerce brands are only set to expand.

As search volume grows and user behaviors evolve, brands will face increasing competition, rising CPCs, and an ever-more sophisticated algorithm that delivers hyper-personalized results.

Looking ahead, the future of TikTok Search will likely include:

Greater Personalization in Search Results

TikTok’s algorithm will continue to refine its ability to deliver tailored results based on user interests and behaviors. For example, users who engage with #BookTok might see videos from niche creators and reviewers. 

This highlights the growing importance of aligning with relevant communities through influencer partnerships and trend-driven content.

Advanced Keyword Tools and Insights

TikTok is poised to enhance its Keyword Suggestion Tool and campaign reporting, providing brands with deeper insights into search trends and user intent. 

Staying ahead of these updates will allow businesses to optimize campaigns effectively and maintain a competitive edge.

Smart Search Campaigns Powered by AI

Following in the footsteps of platforms like Google, TikTok may introduce automated Smart Search Campaigns. These tools could simplify keyword targeting, bidding, and optimization, enabling brands to scale their search efforts seamlessly.

As TikTok’s search capabilities continue to mature, the brands that experiment, adapt, and prioritize user intent will position themselves for long-term success.

Now is the time to embrace TikTok Search Ads, optimize content for visibility, and connect with the next generation of shoppers already searching for solutions. The question is—are you ready to show up where they’re looking?

About the Author: Kaitlyn Greene is a Sr. Media Strategist at adQuadrant. She was raised in North Carolina but has lived in San Diego, NYC, and Sydney, Australia. With almost 10 years of experience in digital advertising, she brings a diverse set of skills from multiple platforms and strategies. When not wading through the data waters, she can be found reading a book or traveling somewhere she’s never been.