If you’re not already paying attention to TikTok’s advertising ecosystem, now’s the time to start. TikTok Search Ads have officially rolled out beyond the US, and it’s not just a shiny new toy – this is a serious opportunity to get in front of high-intent users while your competitors are still playing catch-up.
We’re talking about a campaign type that brings genuine search intent into a platform that’s otherwise been known for passive discovery and entertainment.
TikTok Search Ads Now Available in More Countries
Advertisers can now run TikTok Search Ads in the following markets:
- United States
- United Kingdom
- Germany
- Canada
- Japan
And the list is growing. TikTok has made it clear that more regions will be unlocked in the coming months. If you’re running campaigns in these countries, you’ve just been handed a fresh way to reach users who are actively looking for content, products, or services.
This isn’t about interrupting someone’s scroll with a catchy ad. It’s about showing up when they’re already searching for what you offer.
Why TikTok Search Ads Matter
This isn’t just another placement. It’s a fundamental shift in how we use TikTok as an advertising platform. Let’s break down why this is worth your attention.
1. Keyword Targeting with Intent
Until now, TikTok’s power lay in its algorithm and passive discovery. But with search ads, we can finally tap into user intent – and that’s where real conversions happen.
You’re no longer just guessing what users might be interested in. Instead, you’re targeting based on what they’re actively searching for. Think of it like Google Ads – but within TikTok’s native experience. Whether they’re looking up beauty tutorials, product reviews, or how-to videos, your brand can now appear in the results.
2. Familiar Ad Controls for Performance Marketers
One of the strongest features of TikTok Search Ads is the level of control we now have. It’s not a stripped-down or limited version – you get to:
- Choose your keywords
- Set bidding strategies
- Optimise creative assets
- Manage placements
In short, it brings the levers and control performance marketers are used to from platforms like Google and Meta.
3. Native, Seamless, and Now Fully Trackable
TikTok Search Ads are not only built to blend into the user experience – they’re now also trackable in a way that marketers can finally get excited about.
They support Spark Ads and Carousel formats, which means you can repurpose organic content or go all in on custom creatives. Ads autoplay as users scroll through search results, boosting impressions without relying solely on engagement.
And thanks to recent tracking improvements, you’re not just throwing creative into the void anymore. You can measure performance with far more precision than before.
Real Opportunity for First Movers
Whenever a new ad format or campaign type rolls out, early adoption matters. Costs tend to be lower. Competition is lighter. And you’re in a position to learn what works while others are still testing the waters.
The brands and agencies that jumped on TikTok early reaped the rewards – lower CPAs, higher engagement, and rapid growth. TikTok Search Ads are the next wave.
How to Get Started
If you’re ready to start testing TikTok Search Ads, here’s the basic setup process:
- Ensure your account has access to the Search Ads toggle
- Set up a new campaign using the appropriate objective
- Enable Search Ads within ad group settings
- Define your keyword list (start broad and refine)
- Upload native-style creatives that feel organic but are built to convert
- Monitor performance closely and optimise based on CTR and conversion rate
It’s a straightforward setup, but the real magic comes in how you approach your messaging and creative.
Rounding UP
TikTok isn’t just for brand awareness anymore. With Search Ads, we’re entering a new phase where intent meets entertainment. It’s where someone searches for a product review and ends up discovering your brand instead.
If you’re serious about growth – and you’ve already maxed out your Google and Meta performance – TikTok Search deserves a spot in your media plan.
Get in early. Test aggressively. Optimise ruthlessly.
