Want to Blow Away Holiday Revenue Numbers on TikTok? Leverage Search Ads

If your brand is still hesitant to test TikTok Search Ads, the latest performance data might change your mind. According to a recent TikTok Business report, TikTok Search Ads are delivering 2x higher overall purchase lift compared to non-search TikTok campaigns (including 2.2x higher lift for enterprise advertisers and 1.9x higher lift for enterprise retail specifically), with stronger ROAS across the board.

That’s not the only promising indicator for TikTok search ads. Read on to learn why we recommend testing them ASAP before the holiday season is upon us.

Why TikTok Search Ads Matter Now

TikTok search behavior is exploding. Searches are up 40% YoY, and 86% of Gen Z users are searching weekly. That’s a huge, high-intent audience already primed for discovery. Unlike feed ads that rely on passive engagement, Search Ads appear right when users are actively looking for products. That’s gold for Q4 strategies.

TikTok also revealed that search journeys are cross-platform:

• 38% of users start on Google or other traditional platforms and move to TikTok.
• 34% begin on TikTok and then search elsewhere.

This fluidity means TikTok Search Ads aren’t just a "social" channel; they're embedded into the research and conversion process across the entire funnel.

How to Measure TikTok Search Ads Effectively

When evaluating TikTok Search (TTS), think of lift as an incremental value within your overall TikTok media mix, not a replacement for core performance channels. Search Ads work especially well when layered onto feed campaigns, converting users who were already warmed up with native TikTok content.

Remember, too, that unlike traditional (i.e. Google) search ads, TTS, with its option for advertisers to focus on clicks OR conversions, is acting as both a discovery and conversion channel:

• It attracts net-new users (especially in Gen Z-dominant verticals).
• It validates intent and supports down-funnel conversion metrics like ROAS, view-throughs, and multi-touch attribution.

While Google Search continues to capture broader intent at scale, TikTok can outperform for specific product categories and demographics, particularly Gen Z shoppers looking for authenticity and social proof.

How to Test TikTok Search Ads Before Q4

If you're in B2C or ecommerce and not yet testing, now is the time. Here's how we recommend you get started:

• Budget: Allocate 10–20% of your Search or upper-funnel TikTok spend for a test.
• Timing: Run for 3–4 weeks to build meaningful data and refine before the holiday spike.
• Targeting: Focus on high-intent categories. (Products already being searched for on Google are a great starting point.)
• Research: Use keyword volume tools to guide your targeting strategy.

Best Practices for Winning With TikTok Search

TikTok has outlined key recommendations for successful TTS campaigns:

• Use at least 20 keywords per ad group, including branded, category, and competitor terms.
• Match your creative to the query: Lean into organic-style videos that feel native to the TikTok feed.
• Keep your budget-to-bid ratio healthy (~20:1) and refresh both creative and keyword lists regularly.
• Pair with In-Feed Ads: This combo drives ~20% more conversions with similar or better CPAs.
  
  

TikTok Search Ads might not be as mature as Google search ads, but they’re a full-funnel performance engine waiting to be unlocked. With holiday budgets around the corner, investing in TTS is one of the smartest moves for brands looking to boost revenue, reach new audiences, and stay competitive in an ever-evolving paid media landscape.