TikTok Search Ads 2025

• #Marketing
• #Social Media
• #TikTok

Why TikTok is becoming the new search engine

Nowadays, when people are looking for new products, ideas or solutions, they no longer automatically turn to Google. They open TikTok. This shift is changing digital behaviour noticeably and challenging you to rethink your marketing strategy. An increasing number of people, particularly Generation Z, are using TikTok as their main search engine. They prefer short videos, personal insights and real experiences to long lists of text. TikTok Search Ads align with this behaviour. They appear at the exact moment someone is searching for something you offer. This enables you to align your target audience’s search intent with an immersive visual experience that traditional search engines cannot provide.

At the same time, you benefit from the fact that TikTok users are more open, curious and willing to experiment. The social media platform has become an important touchpoint in the early stages of the customer journey. By being present here, you build reach, trust, relevance and stronger brand relationships right where purchasing decisions are made.

How TikTok is redefining traditional search

The search behaviour of modern users has been changing fundamentally for several years. More and more people prefer short, authentic and visual content when searching for information, products or inspiration. TikTok meets these needs much better than traditional search engines. Anyone who enters a search query on the platform not only receives a list of hits, but also an immediate, visual experience that combines information with emotions.

The platform is an impressive search tool for several reasons:

• The search results consist of short videos that provide a clear and practical context.
• Creators appear credible because they use products in real-life situations and share their personal experiences.
• The content is visual, creative and understandable within seconds.
• The platform dynamically adapts the search results to individual user behaviour, thereby delivering particularly relevant hits.

What TikTok Search Ads are and how they work

TikTok Search Ads appear directly in the TikTok search results. When users enter a specific term, these ads appear alongside organic videos. While these ads are clearly marked, they resemble normal TikTok videos and therefore blend in naturally with the user’s search history.

This approach is particularly effective because the ads appear at a time when users are highly motivated to make a purchase. Users are already actively engaged with a topic when they encounter the ads. This significantly increases attention and the likelihood of interaction.

These adverts offer companies several advantages:

• The ads appear directly above or between organic search results, giving them very high visibility.
  
• Keyword targeting allows for precise targeting because you, as the brand, can determine which terms they should appear for.
  
• You can use classic video ads or carousel formats.
  
• Billing is flexible, based on CPC or CPM.
  

How to set up TikTok Search Ads

TikTok Search Ads are set up in TikTok Ads Manager. The individual steps are clearly structured.

1. First, you define the goal of your campaign. This could be reach, traffic, conversion or app installation, for example.
   
2. Next, you define your target audience. You can specify age, gender, interests, language and behaviour.
   
3. Then you select keywords that match your product or service.
   
4. Upload the appropriate video asset and adapt it to typical TikTok user behaviour.
   
5. Then determine the daily or total budget and the desired bidding strategy.
   
6. Finally, launch the campaign and optimise it continuously based on performance data.

Tips for successful advertisements

The success of TikTok Search Ads depends on the quality of the content. TikTok is a platform that thrives on authenticity, dynamism and creativity. This also applies to search ads. The more naturally your ad fits into the TikTok environment, the higher the interaction rate will be. Creator-based elements, trends and TikTok-typical stylistic devices further increase the chance of organic reach.

These elements contribute particularly to success:

• A video should begin with a visual impulse or a clear question.
  
• Products should always be shown in use to make its effect understandable.
  
• Subtitles, text overlays and sounds reinforce the message and increase attention.
  
• The language and tone should be appropriate for the target audience.
  
• The video should end with a clear call to action.

Legal framework for TikTok advertising in the EU

If you are a business advertising on TikTok, you must comply with certain legal requirements within the European Union. Every advertisement must be clearly identifiable as such. Additionally, products such as tobacco, gambling and prescription drugs cannot be advertised. Handling user data must be completely transparent and comply with applicable data protection regulations.

You must have a business TikTok account for any commercial campaign. Furthermore, personalised advertising may only be displayed if users have actively consented to tracking. To avoid legal risks, companies should regularly review TikTok’s guidelines.

TikTok Search Ads or Google Ads – Which platform is better suited to your brand?

TikTok Search Ads and Google Ads serve different needs and search patterns. TikTok is particularly well suited for emotional and visual storytelling. Creators can generate a high level of credibility, which works especially well with a young target group. This target group is often open to new brands and shows a high willingness to buy.

Google Ads, on the other hand, are ideal for search queries based on clear information. Users compare specific products or search for technical solutions. Google is therefore particularly well suited for offers that require explanation or B2B products. Many successful brands combine both platforms. TikTok generates attention and inspiration, while Google supports direct conversion.

Why TikTok Search Ads will be indispensable in 2025

TikTok is rapidly becoming a relevant search engine, especially for a young target group. Companies that start using TikTok Search Ads early on will secure a significant advantage. The combination of search intent and creative video content offers optimal conditions for effective advertising.

If you want to reach a mobile and visually oriented target group, there will be no way around TikTok in 2025. TikTok Search Ads enable you to be visible at the very moment when people are actively searching for products or solutions. Companies that get on board now will build reach, trust and long-term brand relevance.

Today, TikTok not only inspires, but also sells. If you need support, we at Lookfamed are always available to assist you.