TikTok sees double-digit growth in purchases thanks to Search Ads

TikTok has introduced Search Ads Campaign, allowing brands to reach users with high purchase intent on a platform where Gen Z is increasingly shifting its search behavior.

The platform positions the Search Ads Campaign, launched last September, as the next major step in search marketing, turning intent-driven queries into conversions and long-term engagement.

Numbers that speak for themselves

TikTok published a meta-analysis across the U.S. and Canada, showing that search campaigns on the platform deliver significantly higher impact than other types of advertising:

• 2x higher overall purchase lift when search ads were included in the strategy.
• 2.2x purchase lift for enterprise advertisers.
• 1.9x purchase lift for retail enterprises, with a stronger ROAS compared to non-search campaigns.

Why it matters

Demand for search on TikTok is rapidly increasing — search queries are up 40% year over year, and 86% of Gen Z users search on the platform weekly, according to the company.

Unlike passive discovery of new content in the feed, search ads allow brands to “intercept” users precisely when they are actively looking for products, ideas, or solutions — similar to Google Search, but with TikTok’s unique advantage: community-driven content, social proof, and cultural influence.

How TikTok Search Ads work

Keywords form the basis of search advertising, which appears directly in TikTok Search results.

Advertisers get a familiar set of tools:

• keyword targeting;
• match types;
• negative keywords;
• search term reports.

At the same time, creatives remain TikTok-native — visual, engaging, and community-focused.

Read more about how businesses can effectively use TikTok advertising in Ukraine.

The broader context

Search on TikTok is less about static answers and more about exploring perspectives.

As Sissi Xu from TikTok explains:

“Every query on TikTok is not only ‘What’s the answer?’ but also ‘Whose take can I trust?’”

This dynamic helps explain why, according to the company:

• 61% of TikTok search users say the platform inspires them to take action more than other search tools.
• Three out of four shoppers consider TikTok one of the main places to discover new brands and products.

Conclusion

TikTok aims to redefine search as a discovery process based on multiple user intents.

TikTok seeks to enhance search by combining several user intents — from exploring new ideas to making purchase decisions. It’s no longer just about finding answers but about accessing authentic feedback, opinions, and social proof from the community.

For advertisers, the Search Ads Campaign opens new horizons:

• capture user interest in real time when they are actively searching for a product or solution;
• combine the precision of performance marketing with the platform’s unique cultural influence;
• create opportunities for higher conversions and long-term engagement with the audiences most valuable to the business.

How we can help

We will help you set up TikTok advertising the right way:

• select relevant keywords and create an effective campaign structure;
• adapt creatives to TikTok’s style and format so they appear natural in the feed;
• monitor results and optimize campaigns for maximum ROAS.

If you want to get the most out of TikTok Search Ads, contact UAMASTER — we provide a comprehensive approach and deliver real results.

Read this article in Ukrainian.