Today, people don’t just scroll for entertainment on TikTok; they actively search for products, tips, tutorials, and brands. TikTok's algorithm already delivers personalized content, but now the platform has added Search Ads, giving businesses a direct way to appear when users are searching for something specific.

This guide covers everything you need to know about TikTok Search Ads: what they are, why they matter, how they work, and how to get started. Whether you’re running an eCommerce brand, a service business, or promoting an app, Search Ads on TikTok offer a new way to get in front of high-intent users who are already looking for what you offer.

What Are TikTok Search Ads?

TikTok Search Ads are paid placements that appear in the search results when someone types a keyword into TikTok’s search bar. These ads are labeled “Sponsored” and show up alongside organic content that matches the search query.

Unlike In-Feed Ads, which are pushed to users based on browsing behavior, Search Ads are pulled by user intent. That means they only appear when a person searches for something related to your brand or product. For example, if someone searches “best protein powder,” your supplement ad can show up in those results.

Why TikTok Search Ads Matter

TikTok Search Ads represent a significant shift in how advertisers can engage with the platform's massive user base. Here's why they are increasingly important:

• High Intent audience: Users searching on TikTok are often looking for specific information, products, or entertainment. This means they have higher intent, making them more likely to convert.

• Increased visibility: By appearing in search results, your brand gains prominent visibility among an actively engaged audience, cutting through the noise of passive content consumption.

• Untapped potential: Search advertising on TikTok is still a relatively new frontier compared to traditional search engines. This offers an early mover advantage for brands willing to explore and optimize their strategies.

• Complementary to organic efforts: Search ads can amplify the reach of your organic content and profile, driving more traffic to your pages and potentially increasing followers.

• Data-driven insights: Like other ad formats, TikTok Search Ads provide valuable data on user behavior and keyword performance, allowing for continuous optimization.

Features of TikTok Search Ads

TikTok has introduced specific tools and features to make Search Ads more effective and easier to manage. Let’s take a closer look:

Search placement toggle

When creating a TikTok ads campaign, you can choose whether or not to show your ads in TikTok’s search results. This gives you flexibility; you can run Search Ads as a stand-alone strategy or combine them with In-Feed placements.

Keyword targeting

You can add:

• Exact-match keywords – Ads only appear when the exact phrase is typed.

• Phrase-match keywords – Ads appear when the phrase is part of a longer search.

This targeting helps you narrow in on the right audience. You can also exclude negative keywords to avoid showing your ad for unrelated or low-quality searches.

Creative matching system

TikTok automatically matches your ad creatives with the most relevant search queries. For example, if you’re running an ad for eco-friendly skincare, it might show when someone types in “sustainable face wash.”

The platform uses machine learning to determine which of your videos or carousels best match a particular search.

AI and creative insights

TikTok has introduced Insight Spotlight and Creative Assistant tools that help advertisers discover trending search terms and generate more engaging creative content. These tools can suggest ad styles, audio tracks, and even trending keywords based on real-time behavior.

How TikTok Search Ads Work

The process of TikTok Search Ads is similar to traditional search engine advertising but tailored for the TikTok environment:

1. User Search: A TikTok user enters a query into the platform's search bar.

2. Keyword Matching: TikTok's ad system analyzes the user's search query and matches it with keywords that advertisers have bid on.

3. Ad Auction: In a real-time auction, various factors are considered, including bid amount, ad relevance, and ad quality, to determine which ads will be shown.

4. Ad Display: The winning ads are then displayed prominently within the search results, often appearing at the top or interspersed with organic content.

5. User Interaction: If the ad is compelling, the user clicks on it, leading them to the advertiser's chosen landing page, product listing, or TikTok profile.

6. Conversion Tracking: Advertisers can track user actions post-click, such as purchases, sign-ups, or app downloads, to measure the effectiveness of their campaigns.

How to Get Started with TikTok Search Ads

Launching your first TikTok Search Ads campaign involves a few key steps:

Set up your TikTok ads account

If you don't already have one, create an account on the TikTok Ads Manager platform.

Define your campaign objective

Identify what you want to achieve with your ads, such as driving website traffic, generating leads, or increasing sales.

Create a new campaign

Within the Ads Manager, select the option to create a new campaign and choose "Search Ads" as your campaign type (if available or select a compatible objective that allows for search placement.

Keyword research

Conduct thorough keyword research to identify terms that your target audience is likely to search for on TikTok. Utilize TikTok's insights or third-party tools.

Develop engaging Ad creatives

Design compelling video or image ads that are relevant to your keywords and grab attention. Remember TikTok's fast-paced, visually driven environment.

Set your budget and bidding strategy

Determine your daily or lifetime budget and choose a bidding strategy that aligns with your campaign goals.

Implement tracking

Set up conversion tracking to monitor the performance of your ads and attribute conversions accurately.

Launch and monitor

Once everything is set up, launch your campaign and closely monitor its performance:

• Click-through rate (CTR)

• Cost per click (CPC)

• Conversion rate

• Return on ad spend (ROAS)

Tips for a Successful Search Ads Campaign

To maximize the effectiveness of your TikTok Search Ads, consider these tips:

• Use negative keywords: Block irrelevant searches like “free,” “DIY,” or unrelated competitor names to avoid wasted impressions.

• Combine with in-feed ads: Running both Search and In-Feed Ads together helps reinforce your messaging and capture users who browse as well as search.

• Optimize creatives regularly: Update your videos and visuals to match seasonal trends, product launches, or events. TikTok content gets stale quickly, so frequent refreshes help keep engagement high.

• Test different hooks: Try various opening lines or visuals to capture attention within the first 2–3 seconds. This is key to reducing scroll-past rates.

• Focus on mobile experience: Your landing page should load fast, be mobile-friendly, and include a clear CTA (call to action).

• Use TikTok analytics tools: Leverage TikTok’s built-in reporting and keyword suggestion tools to optimize campaigns in real time.

Final thoughts

TikTok Search Ads are a powerful new way for businesses to reach people who are actively looking for products, services, and ideas. As more users treat TikTok like a search engine, brands must appear at the right place and the right time, especially in front of Gen Z and Millennial audiences who rely less on Google and more on social discovery.

Whether you’re just starting out or scaling your ad strategy, TikTok Search Ads offer high potential for growth. With the right keywords, creative assets, and targeting, you can turn TikTok into a high-converting, intent-driven marketing channel for your business.

If you don’t have a verified TikTok Ads account or want to skip the long approval process, AGrowth offers ready-to-run TikTok agency accounts. These accounts come with higher trust scores, faster ad approval, and fewer restrictions, so you can launch your Search Ads campaigns without delay.