When I first started exploring TikTok’s ad platform as a digital marketer, I saw it mostly as a playground for brand awareness. You know, fun videos, influencer collabs, viral dances. But recently, I’ve noticed something different. TikTok is starting to look a lot more like Google. Yes, really.
That’s because TikTok Is Getting Serious About Search Ads, turning its search bar into a goldmine for advertisers who want to reach customers actively looking for something, not just scrolling for fun. If you’re in the digital marketing space or you run a business trying to catch attention online, this shift could be huge for you.
Let’s break it down. TikTok isn’t just for teens, it’s a business powerhouse. Dive into TikTok marketing strategies that drive results.
TikTok Is Building a Search Ad Empire
Just last week, TikTok’s senior product strategy lead, Nathan Barbagallo, shared a job opening for a new search ad sales leader based in New York. It wasn’t just any job, the base salary ranges from $146,700 to $256,500. That’s not small change. It clearly shows TikTok is investing big in its search business.
And that’s not all.
Right now, there are 122 open roles at TikTok related to search. These include positions in engineering, product design, and ad sales. That means TikTok is building out the full foundation of a search advertising machine, just like Google did, years ago.
Why is this “TikTok Is Getting Serious About Search Ads” happening?
TikTok knows that search ads work because people are already looking for something. Think: “best waterproof mascara,” “summer outfits under $50,” or “quick dinner ideas.” When someone types these into TikTok, they’re in what we call “discovery mode.” That’s where search ads shine, by putting your product or service in front of someone who’s ready to act.
Want to build your audience faster? These top TikTok trends to gain followers will help you stand out in the feed.
What Advertisers Are Saying: Real Results, Real Interest
At Tinuiti (a major marketing agency), about 50% of clients are already using TikTok search ads, according to Jack Johnston, their senior director of social innovation. That’s a lot, and growing fast.
Over at Basis Technologies, 20% of TikTok advertisers have added search ads to their campaigns, according to their VP of social media solutions, Courtney Shaw. One campaign reportedly saw:
- 25% more clicks
- 38% lower cost-per-click (CPC)
- 23% lower cost-per-thousand views (CPM)
In marketing speak, those numbers are big. Lower costs and higher clicks mean better ROI.
Courtney also said something that caught my attention: brands that are strong in paid search (like Google Ads) are seeing TikTok search as a natural extension. It’s not about replacing Google, it’s about adding a new layer to your performance marketing strategy.
The Shift in Search Behavior: TikTok vs Google
People, especially Gen Z and millennials, aren’t just searching on Google anymore. They’re typing questions and topics directly into TikTok’s search bar because they want answers in video form.
Let’s say you search for “how to style baggy jeans” or “best skincare for oily skin.” On TikTok, you’ll get real people showing you how, not just a list of links.
As Aaron Goldman, the CMO at Mediaocean, said, “People are re-examining their search budgets across the board.” TikTok’s fast rise is actually helping advertisers rethink where they spend money.
For me, as someone who builds ad strategies for brands, this opens a big opportunity. If you can get your product in front of someone just as they’re searching, and do it in a creative, video-first way, you can win more clicks, more interest, and more sales.
Early Adopters Have an Advantage
Here’s the good news: TikTok search ads are still in the early days. That means:
- Costs are lower
- Competition is smaller
- There’s room to test and grow
If you’re running paid ads for your brand or client, this is the perfect time to test TikTok search before it gets more crowded or expensive.
Even better? TikTok’s platform lets you optimize in real time, just like Google or Meta, so you can see what’s working and shift your spend as needed. Tap into the pulse of Gen Z—check out the latest top TikTok trends that are dominating 2025.
Yes, There Are Some Risks
Of course, not everything is perfect. Some advertisers are still cautious. Why?
- Mixed campaign results, Some businesses get great performance. Others struggle.
- Economic uncertainty, Many companies are tightening budgets in Q1.
- TikTok’s legal future in the U.S., A possible ban is still on the table.
But as Adolf Fernandez, TikTok’s global head of commerce product strategy, said, “These are very early days… but the traction has been phenomenal.”
In other words: the platform knows it’s still building. But so far, things are moving fast in a promising direction. Looking to diversify your income? Here are 7 smart ways to make money on TikTok in 2025.
My Take: What I’d Recommend to Brands Right Now
If you’re a small business owner, digital marketer, or ecommerce seller, here’s what I’d suggest:
- Try a small test campaign on TikTok search.
- Use keywords your audience actually types in, think simple, real-life questions.
- Make sure your creative looks native to TikTok, not like a boring ad.
- Watch your performance data closely: CPC, CPM, CTR, and conversions.
The key to success here is matching intent-based advertising with authentic TikTok content. That means answering the user’s question in a way that’s helpful, visual, and fun to watch.
Final Thoughts: TikTok Search Ads Are a New Frontier
TikTok Is Getting Serious About Search Ads, this isn’t just about trends and dances anymore. It’s quickly turning into a real search engine for Gen Z, and advertisers are paying attention.
If you want to stay ahead in digital marketing, now’s the time to explore how TikTok search ads can boost your brand. You don’t need a huge budget, just good strategy, clear keywords, and authentic videos.
TikTok is building something big, and early adopters are already seeing results. Don’t wait too long, because just like Google Ads back in the early 2000s, this is the kind of opportunity that might not come around again soon. Timing is everything. Discover the best time to post on TikTok in 2025 to maximize reach and engagement.
