TikTok Search Ads: Capturing Intent in the Moment

Enter...TikTok Search Ads

In recent years, consumers have changed the way in which they search for products and services. The rise of ‘social search’  has paved the way for apps like TikTok to be at the frontier of that changing of the guard when it comes to search, especially for younger consumers.

TikTok knows this and is capitalising on changing search behaviours by launching Search Ads, allowing brands to appear directly in users’ search results. We’ve been testing it for our clients for the last few months and have included in the below why it needs to be part of your digital strategy in 2026.

Search Ads vs In-Feed Ads: What’s the Difference?

TikTok now offers two primary ad placements that serve different purposes in the customer journey:

Search Ads appear within TikTok’s search results, triggered by the keywords users type into the search bar. This allows you to target high-intent audiences, which are people who are already looking for information, comparisons, or recommendations. For example, if someone searches “best running trainers”, your ad can appear right alongside organic content, putting your brand in front of users at the exact moment of intent.

In-Feed Ads, which you’re likely more familiar with across social platforms, appear natively in users’ For You feed as they scroll through content. Since users aren’t actively searching, this format is best suited for driving brand awareness and engagement, reaching people who may not yet know your brand or product. However, their effectiveness depends heavily on thumb-stopping creative and relatable storytelling that blends well with TikTok’s organic content.

Both formats play a vital role:

• In-Feed Ads build awareness
• Search Ads capture intent 

When used together, they create a full-funnel strategy that mirrors how people actually use TikTok - to discover, research, and take action. 

Example of In-Feed Ad on the left and Search Ad on the right

Leveraging TikTok Search Insights

Additionally, by using TikTok’s search bar and typing in your brand name, you can see which related searches are currently trending. For example, the screenshot below for Rhode shows what users are actively searching for in relation to the brand. This is a great way to gain insights into users interests and product demand, identify potential content gaps, and inform both future creative direction and keyword opportunities.

Example of TikTok Search Bar: Trending Searches for Brand Rhode

If Your Audience is on TikTok, It’s Time To Show Up

TikTok Search Ads only launched this year, which means a lot of brands still haven’t tapped into them, and that could include your competitors. But if they are already there, bidding on your brand terms, then the real question is, why aren’t you? 

Knowing where your audience is searching is crucial, and if they’re turning to TikTok to discover products, compare options, or check out reviews, you need to show up in those search results. This is a prime opportunity while the format is still new and competition is low. If your customers are searching on TikTok, your brand should be showing up there too, and the earlier you move, the more advantage you’ll gain.

If you’d like to learn how your business can make the most of TikTok Search Ads, get in touch.