TikTok is directly challenging Google with its new TikTok Search Ads Campaign in the U.S., allowing advertisers to target users on its search results page. Previously, ads on TikTok’s search page were more generic, but now brands can align their ads with specific search behaviors.
Why it matters: TikTok is increasingly becoming a search engine for younger users, with 57% utilizing its search function according to internal data. This new feature enables engagement at key moments of user intent, posing a potential threat to Google’s dominance, as younger users are now favoring social media over traditional search engines.
What can be done: Brands can now tailor their ads to match TikTok’s unique blend of intent-driven and spontaneous discovery.
The numbers: TikTok’s testing indicates that combining Search Ads with In-Feed Ads increases conversions by 20%, with users more likely to engage after viewing a related search ad.
The big picture: TikTok’s evolving search capabilities position it as a strong contender in the search advertising space, offering advertisers a new avenue to target users actively seeking content.
But: The looming TikTok ban in the U.S., anticipated in January, may significantly reduce the threat to Google’s search ad dominance.
About the author
Anu Adegbola is the Paid Media Editor of Search Engine Land since 2024, focusing on paid search, paid social, retail media, video, and more. Starting her career in 2008, she has been instrumental in creating digital marketing strategies, maximizing ROI, and streamlining processes across marketing departments. Besides editing articles, she founded the PPC networking event, PPC Live, and hosts the weekly podcast PPCChat Roundup. She is also an international speaker, having delivered presentations at various renowned events worldwide.
