TikTok is quickly emerging as a significant player in the search advertising space, presenting a fresh opportunity for marketers to connect with high-intent audiences. Since launching Search Ads in 2023, TikTok has positioned itself as more than just an entertainment platform, it’s now a discovery engine that rivals Google for younger consumers.

At its core, TikTok Search Ads allow brands to appear within relevant user search queries on the platform. As TikTok’s user base becomes increasingly reliant on the app for information, product research, and inspiration, the potential for Search Ads to drive real business outcomes is growing quickly.

The Rise of Social Search on TikTok

Recent data from TikTok and research firm WARC paints a clear picture of how search behaviours are evolving. TikTok reports that total search activity in the app has increased by 40% year over year, with users now conducting billions of searches daily.

According to WARC’s study of over 1,000 US consumers, 86% of Gen Z internet users now use TikTok for search on a weekly basis, nearly matching the use of traditional search engines. Importantly, the study found that users don’t just treat TikTok search as a destination for answers. Instead, it’s a starting point for exploration, decision-making, and purchase consideration.

Audiences often move fluidly between TikTok and traditional search engines. Among users who search on TikTok, 34% begin their journey there before turning to Google, while 38% do the opposite. This layered approach to search suggests that TikTok is an important part of the modern path to purchase, especially for younger demographics.

How TikTok Is Shaping New Search Intent

Search on TikTok is not just about finding answers, it’s about exploring perspectives. Users don’t just want the “right” product; they want to see how others use it, how it fits into their lives, and what real people think. As TikTok’s Search Ads Product Strategy Lead, Sissi Xu, explains, “Every query on TikTok is not only ‘What’s the answer?’ but also ‘Whose take can I trust?’”

This community-first approach to discovery means brands can benefit from positioning themselves where cultural conversation and consumer intent intersect. Unlike traditional keyword-led search, TikTok search is shaped by context, trends, and creator content, offering a richer, more nuanced environment for advertisers.

Search Ads Campaign Performance Data

The performance data supports the idea that TikTok’s Search Ads are delivering results. TikTok’s own meta-analysis of campaign performance across the US and Canada revealed:

• Campaigns that included dedicated Search Ads delivered 2.0x higher purchase lift compared to those without search.

• For enterprise advertisers, the lift increased to 2.2x.

• In enterprise retail, dedicated search campaigns generated 1.9x higher purchase lift and stronger incremental ROAS versus campaigns without a search component.

These results highlight the value of reaching users during active moments of exploration, when they are searching for ideas, comparing products, and ready to take action.

Real-World Example: Aerie

Aerie, the lifestyle brand owned by American Eagle, provides a clear example of what’s possible with TikTok Search Ads. The brand ran a combined campaign using both In-Feed Ads and Search Ads, and the results were noteworthy:

• More than 3% lift in conversions

• 3,800 incremental purchases

• $2.64 incremental ROAS, outperforming campaigns using a 100% In-Feed Ads budget

According to Maggie Rodts, Senior Manager of Aerie’s Audience Growth Strategy, “Search Ads Campaign enabled us to seamlessly capture intent in real-time and significantly boost our results.” For Aerie, integrating search into their TikTok strategy led to measurable growth, validating the channel as a meaningful addition to their media mix.

Why Users Search on TikTok

WARC’s study also explored the types of searches driving behaviour on TikTok. Unsurprisingly, popular categories include beauty, fashion, entertainment, and food, areas where visual content and peer validation are key to decision-making.

Key takeaways from user behaviour data include:

• 70% of TikTok search users say results are more engaging and entertaining than other platforms.

• 61% report that TikTok search is more likely to inspire action.

• 1 in 5 users have made a direct purchase after finding a product or service via TikTok search.

• 3 in 4 TikTok shoppers agree that the app is their go-to destination for discovering new brands and products.

These insights highlight how TikTok not only enables discovery but also drives purchase behaviour through content that resonates with the way users naturally explore and evaluate options.

Features for Performance Marketers

TikTok’s Search Ads Campaign is designed with performance marketing teams in mind. The feature set includes:

• Keyword targeting and match types

• Negative keyword exclusions

• Search term reporting

These tools will be familiar to anyone working in paid search, making it easier to transition existing expertise to TikTok’s unique environment. Coupled with visually rich creative formats, these capabilities give advertisers the ability to capture intent with precision and relevance.

Planning for the Holidays and Beyond

With holiday planning well underway, TikTok Search Ads present a timely opportunity for marketers to expand their reach and tap into growing consumer demand on the platform. The strong purchase-lift figures and increasing search activity make it a compelling addition to Q4 strategies.

For brands in sectors like beauty, fashion, retail, and CPG, where younger audiences are key and decisions are often made through visual inspiration, TikTok Search Ads may offer meaningful gains in both brand discovery and conversion.

The Future of Search Is Multi-Intent

WARC’s analysis points to a broader shift in how marketers should approach search. Rather than viewing user intent as a static phase in the funnel, brands should understand it as a fluid, multi-layered journey—=, one that unfolds over time and across platforms.

As Alexis Wolf, Head of Advisory at WARC, explains, “Search is no longer a destination for finding an answer; it’s a doorway that starts a digital journey.”

For advertisers willing to adapt, TikTok Search Ads offer a powerful way to participate in that journey, shaping discovery, supporting decision-making, and driving action in a space where inspiration comes first.