TikTok is expanding its search advertising capabilities as user search behavior on the platform grows, positioning itself as a potential competitor to Google in the search ad market. The company is currently recruiting for over 120 positions to support its search division across sales, engineering, and product teams globally, according to information posted by TikTok executives.

A senior product strategy lead at TikTok, Nathan Barbagallo, recently announced on LinkedIn that the platform is seeking a sales leader for the TikTok search ads team in New York. The role involves shaping “the go-to-market strategy and driving adoption of search advertising solutions” across TikTok’s enterprise business.

TikTok’s search ads are showing interesting results in early implementation, with Mesha data indicating an average conversion rate of 5.17% compared to Google Ads’ 4.29%. This higher conversion rate is attributed to TikTok’s engaging, short-form video content that resonates particularly well with younger audiences.

The platform’s search ads typically feature a lower cost-per-click (approximately $1.00) than Google (around $2.69), making it an attractive option for brands targeting specific demographics or testing new markets.

Agency Adoption Growing

According to Digiday, agency executives report increasing client interest in TikTok search ads. 

Jack Johnston, Senior Social Innovation Director at Tinuiti, notes that approximately 50% of their clients are now using TikTok search in some capacity. At Basis Technologies, about 20% of clients currently spending on TikTok have adopted search advertising.

“People are re-examining their search budgets across the board, because search habits are changing and that’s actually benefiting TikTok,” Aaron Goldman, CMO at Mediaocean, said in a statement.

Early performance data shows mixed results. Basis Technologies reports tests showing 25% more clicks, 38% more efficient CPCs, and 23% lower CPMs for some accounts when pairing traffic and conversion search campaigns.

Budget allocation for these initiatives appears to be coming primarily from existing social media investments, with only small percentages shifting from Google search budgets.

TikTok executives emphasize they are taking a measured approach to scaling search advertising. “I try to ensure advertisers don’t get too carried away with it yet, because it’s still an emerging and growing area,” stated Paul Mears, TikTok’s Group Vertical Director of Retail and E-Commerce in the UK.