Foreword
In a significant step forward for performance marketing on TikTok, Search Ads are now available in five countries, including the UK, Germany, Japan, Canada, and the US. With further expansions expected in the coming months, this marks an exciting opportunity for advertisers to reach users with clear intent, not just casual scrollers.
TikTok Search Ads allow advertisers to place their content directly within TikTok’s native search results, making it possible to target users actively seeking information, products, or solutions. Think of it as TikTok’s version of paid search – only with a visual, mobile-first twist.
For the first time on TikTok, brands can target keywords, control bids, manage creative placements, and drive measurable results in a search-driven context.
Available in These Countries (So Far)
Search Ads can now be activated in:
More countries are set to follow, so it’s worth planning now to stay ahead of the rollout.
Here’s what makes this campaign type stand out:
You can now select keywords that align with your product or brand, allowing you to reach users searching for relevant topics in real time.
Unlike traditional TikTok ads, which appear while users are passively browsing, Search Ads reach people when they’re actively looking, increasing the chance of meaningful engagement or conversions.
Just like in Google Ads, you can control bidding strategies, ad placements, and creative assets at the ad group level.
TikTok Search Ads support various formats, including Spark Ads (which use existing organic posts) and carousel images, helping you showcase multiple products or features in one ad.
These ads integrate seamlessly into the platform, appearing naturally in search results while providing autoplay, impression tracking, and performance insights.
This expansion is particularly exciting for performance marketers. TikTok Search Ads bring together the engagement of TikTok’s short-form content and the intent-based precision of search advertising. It’s a unique hybrid, offering a new way to capture demand and drive conversions in an environment that continues to dominate user attention.
For brands and agencies, this means:
If you’re running TikTok campaigns and want to explore this feature:
As more countries gain access and user behaviour matures, TikTok Search Ads may quickly become a core part of multi-channel strategies, especially for brands targeting Gen Z and Millennial audiences.
