TikTok Search Ads: How Brands Can Leverage TikTok as the New Search Engine

Discover how TikTok Search ads are changing the game

Mia Raymond

February 14, 2025

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2 minutes

TikTok has shaken things up big time. What started as a platform for viral dances and memes has transformed into a search engine powerhouse—especially for Gen Z. In fact, over 57% of TikTok users ¹ are using the platform’s search function, and 23%¹are searching for something within 30 seconds¹ of opening the app. Think about that. A social app becoming a go-to search tool? That’s huge.

So, what does this mean for businesses? Simply put: opportunity. With TikTok’s Search Ads Campaign now live in the US (and testing in other markets), brands can reach high-intent audiences right when they’re actively searching for products, recommendations, and services.

Here’s how you can get in on the action and ride this wave to boost visibility and drive conversions.

Why TikTok Search Ads Are a Game-Changer

Google is still hanging in there, but let's be real: Gen Z is doing things differently. They’re ditching traditional search engines in favour of TikTok’s snappy, visual-first experience. Instead of scrolling through endless walls of text, they’re watching quick, engaging videos that give them the info they want fast. Here’s why it’s working so well:

Short-Form Video: With most TikTok videos lasting under a minute, users get the answers they need without the fluff. TikTok’s search results give them instant, bite-sized insights. Who has time for a thousand-word blog post these days?
Relatable, Real Results: TikTok’s algorithm surfaces content from real people—creators and influencers that users already follow or trust. This makes results feel more authentic and relatable than the standard “advertising speak” you might find elsewhere.
Hyper-Personalised Search: TikTok knows its users well. The platform tailors search results based on user activity, meaning content is highly personalised and relevant to their specific interests or location.

The bottom line is TikTok Search Ads are designed to target users when they’re already in the zone—actively searching for something specific. As a brand, being there at that exact moment is priceless.

Why You Should Care: The Key Benefits of TikTok Search Ads

If you’re still not sold on TikTok Search Ads, let’s break it down a bit more. Here’s why they should be part of your next paid ads campaign:

High-Intent Users: You’re reaching people actively looking for products, services, or recommendations—these aren’t casual scrollers; they’re users ready to make decisions.
Boost Conversions: According to TikTok’s internal data, brands using Search Ads alongside In-Feed Ads saw a 20% increase in conversions. Even better, 18% of users who didn’t convert right away returned and completed the action after seeing a Search Ad.
Cost-Effective: With advanced bidding capabilities and smart keyword targeting, TikTok Search Ads allow you to get more bang for your buck. You can keep costs in check while driving higher-quality leads.

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Ready to Take Your Paid Ads Strategy to the Next Level? Contact us at hello@bravada-uk.com

If you’re serious about getting in front of the right audience, TikTok Search Ads are a must-add to your paid ads strategy. With its ever-growing user base and hyper-targeted advertising options, TikTok offers a fresh way to engage high-intent audiences and drive meaningful conversions.

At Bravada, we specialise in crafting paid ad campaigns that don’t just reach your audience—they connect with them. Whether you’re ready to dive into TikTok ads or need help optimising your existing efforts, we’ve got the expertise to make it happen.

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