TikTok is taking a direct shot at Google with the launch of TikTok Search Ads Campaign in the U.S. Advertisers can now target users on its search results page.

Previously, ads on TikTok’s search page were more generic. But now brands can tailor their ads to align with specific search behaviors.

Why it matters. TikTok has a growing role as a search engine for younger users – 57% of users use the app’s search function, according to internal TikTok data. This new feature lets you capture attention at critical moments of intent. TikTok’s move could threaten Google’s dominance, as younger users are increasingly using social media for search instead of traditional engines.

What can be done. Brands can now tailor ads to match TikTok’s unique search behaviors, which often blend intent-driven and spontaneous discovery.

The numbers. TikTok’s testing shows that combining Search Ads with In-Feed Ads boosts conversions by 20%, with users who don’t engage with an ad initially more likely to interact after seeing a related search ad.

The big picture. TikTok’s search capabilities continue to evolve, positioning the platform as a real contender in the search advertising space, and giving advertisers a new way to reach users who are actively seeking specific content.

But. The impending U.S. TikTok ban, which is expected to occur in January, could severely limit any threat to Google’s search ad dominance.