TikTok Is Turning Search Into a Marketing Growth Engine

 

Overview: 

• TikTok is evolving into a search destination where users look for ideas, inspiration, and trusted perspectives, not just answers.
• Search Ads Campaign positions brands at the center of this discovery, helping them meet audiences at moments of intent with content that feels native and engaging.
• House of Marketers Insights on how this affects marketers.

 

TikTok has released new research that highlights the power of its Search Ads Campaign. With billions of searches conducted on TikTok every day, the platform is quickly redefining how people discover products, ideas, and brands. This shows just how influential the platform has become in shaping consumer intent. 

At its core, TikTok’s Search Ads Campaign places ads directly within search results. This enables brands to capture high-intent audiences right at the moment of exploration. The findings reveal how curiosity can become conversions and how exploration can drive lasting engagement.

TikTok recently shared findings from a meta-analysis conducted across the US and Canada, and the results speak volumes. Campaigns that included a dedicated search component consistently outperformed those that did not:

• 2.0x higher purchase lift for activations that included Search Ads Campaign compared to mid-funnel initiatives without search.
• 2.2x purchase lift for enterprise advertisers, showing that scale amplifies the impact.
• 1.9x purchase lift for enterprise retail, alongside stronger incremental ROAS than non-search campaigns.

For marketers, these numbers underscore a simple truth: search on TikTok isn’t just about visibility, it’s about measurable, bottom-line results.

 

TikTok as a New Search Engine

TikTok has seen searches grow 40% year over year, with billions of queries conducted daily. What was once a platform for memes and music has rapidly become a destination for business discovery.

According to a study conducted with WARC:

• 86% of Gen Z internet users search on TikTok weekly, nearly matching traditional search engine usage.
• Many users move fluidly between platforms: 38% start on traditional search before turning to TikTok, while 34% begin on TikTok before switching to other engines.

This dual behavior reflects a changing mindset. People are no longer looking solely for factual answers. They want ideas, opinions, and perspectives. 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 evolution reframes search as a social experience, not just about what you find, but who delivers it.

 

Why Search Ads Campaign Fits This Moment

TikTok’s Search Ads Campaign is designed precisely for this new environment. TikTok ads appear directly within search results, ensuring that brands can meet audiences when intent is strongest. The format draws on familiar paid search mechanics like keyword targeting, match types, negative keywords, etc., making it easy for advertisers to apply existing expertise while adapting to TikTok’s visual and social style.

By combining the rigor of traditional search with the creativity of TikTok’s ecosystem, Search Ads Campaign provides brands with a scalable way to engage consumers in the moments when decisions are being shaped.

From Discovery to Action

TikTok’s research shows that search on the platform inspires not just browsing, but meaningful action.

• 61% of TikTok search users say results are more likely to inspire them to take action compared to other platforms.
• 70% find TikTok’s search results more engaging and entertaining.
• 3 in 4 shoppers view TikTok as the go-to place to discover new brands.
• 1 in 5 search users have made a direct purchase after finding information or products on TikTok.

This unique blend of community, context, and content transforms search from a transactional tool into a springboard for inspiration and purchase.

House of Marketers Insights

TikTok has moved beyond entertainment and firmly into the realm of search-driven commerce and discovery.

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

TikTok embodies that evolution. Advertisers who align campaigns with these multi-intent journeys will be best positioned to capture long-term growth

At House of Marketers, we see TikTok’s Search Ads Campaign as a breakthrough that blends the familiarity of paid search with the dynamism of TikTok’s creator-driven culture. For marketers, this means shifting strategy toward platforms where people are not only searching, but are open to being inspired, influenced, and converted.

The opportunity lies in meeting intent with creativity, and TikTok has created the perfect environment to do just that.

 

At House of Marketers, we help brands translate these changes into real-world impact across TikTok, Instagram, and Facebook with impactful influencer marketing campaigns . Contact House of Marketers today and future-proof your marketing strategy!