TikTok Search Ads in 2025: Full Guide
Chase Chappell breaks down how to leverage TikTok Search Ads — a new feature where ads appear directly in TikTok search results. With users shifting search behavior from Google to TikTok, this creates a powerful opportunity for service providers and e-commerce brands.
Why TikTok Search Ads Matter
- TikTok has become a primary search engine for how-tos, recommendations, and product research.
- Search ads target users at high-intent moments — when they’re asking for the exact solution your product/service provides.
- Traffic quality can rival Google search, but often at lower CPCs.
Step 1: Campaign Setup
- In TikTok Ads Manager, select Sales → Website and choose Search Campaign.
- Set conversion objectives (purchases, leads, scheduled calls).
- Attach your TikTok Pixel for accurate tracking.
- Leave Target CPA blank at first to avoid throttling delivery.
Step 2: Keyword Targeting
- Search volume insights show monthly data (e.g., “snake plant” → 8K searches).
- Build keyword lists around your product niche (e.g., house plants, succulents, indoor plants).
- Use a mix of exact and phrase match types. Avoid broad unless you have a wide catalog.
- Max capacity is 1,000 keywords per ad group, but focus on relevance, not volume.
Step 3: Audience & Budgeting
- Demographics can remain broad — search intent itself is the filter.
- Start with ~$30/day budgets for testing. Adjust if campaigns under-spend.
- Set Target CPA based on margins (e.g., if product sells at $40 and margin allows $15 CAC, set ~$17).
- Build multiple audiences:
- Specific: Exact product/service terms (e.g., “succulent plant”).
- Contextual: Related to the use case (e.g., “home decor hacks”).
- Broad: Allow TikTok’s algorithm to test wider variations.
Step 4: Creative Strategy
- Include 5–20 ad variations per ad group.
- Match video content to the search query (“house plants for beginners” → video showing best beginner plants).
- Place keyword/relevant headline in the first 3 seconds of the video.
- Use strong CTAs: “Shop Now,” “Learn More,” “Order Today.”
- Direct users to the most relevant product/collection page.
Step 5: Optimization
- Test campaigns for 5–7 days.
- If no spend: increase budget or expand keyword list.
- If no conversions: pause ad group and refine keywords/creative.
- Scale gradually as winning keyword-ad combinations emerge.
This strategy mirrors Google search advertising but within TikTok’s fast-growing discovery ecosystem — offering lower CPCs and high-intent reach for both e-commerce and local services.