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.
How Aimerce Enhances How to Run TikTok Search Ads in 2025 (Full Guide by Chase Chappell)
How Aimerce Enhances TikTok Search Ads
Chase’s framework highlights keyword targeting, creative alignment, and cost efficiency. Aimerce strengthens these levers with deep attribution and optimization tools.
Aimerce Advantages
- Keyword-Level Attribution – See which search queries actually drive incremental revenue, not just clicks.
- Creative Performance Mapping – Match TikTok search queries to video performance to double down on winning formats.
- Cross-Platform Insights – Compare TikTok search ROI directly against Google Search and Meta campaigns.
- Budget Guidance – Prevent overspending on broad terms by showing which exact/phrase keywords yield profitable CPAs.
- Testing Intelligence – Identifies when campaigns need more keywords, budget, or creative rotations for stable scaling.
By combining Aimerce with TikTok’s search targeting, brands capture high-intent demand at lower costs while ensuring reporting stays aligned with true business outcomes.