TikTok Search Ads 2025: How to Drive Clicks & Sales Fast

TikTok Search Ads 2025: How to Drive Clicks & Sales Fast ⏩

Author: Ashley

Updated on: May 20, 2025

Google is losing the search war to TikTok – and smart marketers are cashing in. While your competitors still dump money into overpriced Google keywords, TikTok Search Ads are delivering 2-3X higher engagement rates at half the cost.

The secret?

TikTok isn’t just for dance videos anymore. A shocking 58% of Gen Z users now search TikTok before Google when looking for products. These aren’t passive scrollers—they’re active buyers with credit cards ready.

This guide reveals the exact TikTok Search Ads strategy that’s generating 6-figure returns for e-commerce brands.

What Are TikTok Search Ads?

TikTok Search Ads appear directly on users’ search results when they look for specific keywords. Marked as “Sponsored,” these ads show up on the TikTok search results page, helping brands grab attention at the perfect moment – when users are actively searching for related content.

There are two ways to implement TikTok Search Ads:

Search Ads Toggle: A simple switch that transforms your existing ads into search ads automatically. Once turned on, your ads become eligible to appear in search results with no extra work required.
Search Ads Campaign: A dedicated campaign type giving you complete control over keyword targeting and placement optimization. Currently available only in the US, this option offers advanced features for precise targeting.

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Why TikTok Search Ads Outperform Standard Ads

Research by TikTok reveals search ads deliver better results than regular ads across several metrics. Here’s what makes them powerful:

Keyword targeting: Reach users actively seeking content related to your products
Enhanced visibility: Position your brand at critical decision points
Higher action rates: Users searching for specific terms show stronger intent to engage
Contextual relevance: Your ads appear alongside organic content users are already interested in.

Setting Up TikTok Search Ads: US vs Non-US Advertisers

For Non-US Advertisers:

Create your standard TikTok ad campaign.

Navigate to Ad Placement settings.
Simply toggle on the Search Ads option.
Your existing ads will now appear in relevant search results.

For US Advertisers:

Option 1: Use the Search Ads Toggle as described above
Option 2: Create a dedicated Search Ads Campaign:

Log into TikTok Ads Manager

Select “Create Campaign” and choose the Search Ads Campaign option

Define your keywords and targeting parameters.
Choose your ad placements within search results.

🚀 Launch Your TikTok Search Ads Now

TikTok Search Ads Toggle vs Search Ads Campaign

While both options place your ads in search results, they differ significantly:

Search Ads Toggle:

Available worldwide
Quick implementation with minimal setup
Uses existing ad creative and targeting
Limited customization options

Search Ads Campaign:

US-only currently.
Full keyword targeting control.
Placement optimization capabilities.
Advanced traffic and conversion tools.
Requires more setup but offers better performance potential.

TikTok vs Google Search Ads: Key Differences

TikTok Search Ads	Google Search Ads
Video-based format	Text-based format
Discovery and awareness focused	Direct response focused
Users in exploration mode	Users with purchase intent
Visual storytelling opportunities	Keyword-driven messaging
Emerging platform with growing search volume	Established platform with massive search volume

TikTok Search Ads excel at capturing users in discovery mode, whereas Google Search Ads perform best for specific purchase intent. Smart marketers are now incorporating both into their strategies for full-funnel coverage.

5 Optimization Tactics That Actually Work

TikTok Search Ads - Creative Optimization Tips & Tactics

Repurpose Top-Performing Creatives: Your best standard TikTok ads often work well as search ads too. Start with proven winners.
Keyword Research Is Critical: Use TikTok’s keyword planner or third-party tools to identify high-volume, relevant search terms in your niche.
Budget Testing Framework:

Begin with 15-20% of your total TikTok budget.
Run for at least 7 days before major adjustments.
Gradually increase budget on top performers by 20% increments.

Creative Optimization:

Include search terms in your video’s first 3 seconds.
Test different hooks specifically for search intent.
Create variations addressing different search queries.

Continuous Performance Analysis:

Monitor CPC and CTR daily.
Adjust bids on keywords based on performance.
Refresh creative every 7-10 days to prevent fatigue.

How PiPiADS Supercharges Your TikTok Search Campaigns

PiPiADS gives you an unfair advantage with its comprehensive TikTok ad intelligence platform:

Massive Ad Library: Instantly access 30M+ TikTok ads for creative inspiration.
Competitor Keyword Analysis: See exactly which search terms your competitors target.
Performance Insights: Identify winning ad formats and messaging approaches.
Trend Monitoring: Spot emerging search trends before they peak.
Real-Time Data: Make informed decisions with up-to-the-minute analytics.

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Take Action Today

TikTok Search Ads represent one of the biggest opportunities in digital marketing for 2025. As more users turn to TikTok as a search engine, early adopters are seeing exceptional returns.

Access the complete TikTok ad intelligence suite and start outperforming your competition today.