TikTok search ads are a new advertising format that allows advertisers to reach their target audience using the search functionality on TikTok. According to TikTok’s official explanation:
“Through search ads, brands can extend the reach of their advertising campaigns to high-intent users who are actively seeking content related to their business, thereby driving audience engagement and business revenue.”
Search ads use existing ad creatives and display them in search results. When users search within TikTok, relevant ads appear as sponsored content.

TikTok search ads are primarily automated. Unlike Google Ads, advertisers cannot target specific keywords. TikTok uses its own algorithm to match highly relevant ads to individual search terms.
Three Main Factors Influencing TikTok’s Ad Algorithm:
- Search Relevance: The degree to which your ad creatives are relevant to the user’s search terms.
- User Intent: What products and services the user is looking for.
- User Behavior: Behavioral information recorded by TikTok about the user.
According to TikTok, the search ads feature has been successfully utilized by multiple brands.
Can You Use “Search Ads Only” Campaigns?
No, advertisers cannot limit TikTok ads to search ad placements only. Search ads are not an independent ad product; they are part of the in-feed ad campaigns.
How to Enable and Disable TikTok Search Ads
You can enable and disable search ads using the “Search Ads Toggle,” found under the “Placements” section of the TikTok ad management tool, as shown in the image.

By default, the search ads toggle is turned on. If you do not want your ads to appear in search results, you need to manually turn it off. However, this feature cannot be modified while TikTok ads are in the learning phase.
Once search ads are enabled, they will be automatically created and delivered. According to TikTok, search result ads will use the advertiser’s existing in-feed ad content and targeting to automatically create ads and deliver them for relevant user queries.
Enhancing Brand Safety with Negative Keywords
Since specific keywords cannot be targeted, advertisers cannot control where their ads appear as precisely as on other platforms. However, TikTok allows advertisers to add negative keywords to prevent their ads from appearing in search results that do not align with their brand.
Maximizing Ad Visibility: Tags and Descriptions
As TikTok search ads are delivered based on relevant user queries, it is crucial to pay attention to the hashtags and video descriptions you use. TikTok uses this information to match your ads with searches, so using incorrect hashtags and words might fail to reach the right audience.
To help the algorithm target the correct search query keywords, include the keywords you want your ad to trigger in the hashtags and video descriptions. While adding these does not guarantee your ad will be delivered, it helps TikTok understand when to show your ad in search results. Aim to add three of the most relevant search terms as hashtags and description keywords for each video.
Advantages of TikTok Search Ads
The main advantage of TikTok search ads is their ability to reach users with a high intent to purchase. This is a significant opportunity for retail advertisers, as the value of search ads can be higher than in-feed ads. In-feed ads are shown to passive users who may not have an intent to buy, while searches indicate an interest in a particular topic, product, or service, making users more likely to convert when they see relevant ads.